Are You Delivering a Personalised Sales Experience?

In today's competitive property market, where customers are increasingly discerning and sales are harder to come by, the role of a personalised sales experience has never been more crucial.

Builders and developers must go beyond generic sales pitches and craft experiences that resonate with each individual prospect. This approach not only helps build trust but also addresses the specific concerns of potential buyers, such as rising building costs, fluctuating interest rates, and the overall cost of living.

The Power of Preparation

One of the first steps in delivering a personalised sales experience is preparation. Sales Teams often have access to valuable information about their prospects, including buyer type, preferences, and purchase timeframe. It is essential that this information is reviewed by the Sales Consultant before any appointment. Understanding a prospect’s needs allows the consultant to tailor the conversation, ensuring that the discussion is relevant and engaging from the outset.

Recommendation: Sales Consultants should send a confirmation text 24 hours prior to the appointment, such as, “I am looking forward to meeting you tomorrow at 10am.” This not only serves as a reminder but also begins building rapport even before the meeting.

Craft a Tailored Sales Conversation

In a market where customers may feel anxious due to various economic factors, a generic sales pitch simply won’t cut it. Sales Consultants need to engage in tailored conversations that address the specific concerns and needs of each prospect. This requires an understanding of the individual’s situation, which can be gleaned from the data collected at enquiry.

Before the meeting, Sales Consultants should take the time to review the prospect's profile, welcome them by name, ask relevant questions, and provide valuable insights that speak directly to their situation. The conversation should be driven with a focus on offering solutions that align with the prospect’s needs, rather than just pushing a product.

Recommendation: Develop a sales script that outlines key points to cover during the appointment. This ensures that all relevant information is provided, and that the conversation remains focused and purposeful.

Be Flexible and Adaptable

Every prospect is unique, and a one-size-fits-all approach is unlikely to succeed. Sales Teams must be flexible and adaptable in their approach, recognising that not everyone is familiar with industry jargon or terminology. It’s important to check in with the prospect throughout the presentation to ensure they are following along and understanding the information being presented.

Recommendation: Encourage Sales Consultants to ask open-ended questions and avoid jumping straight into a product solution. This approach helps uncover the true needs and concerns of the prospect, allowing for a more tailored and effective sales pitch.

What steps do you take to ensure your Sales Team is delivering a personalised experience for prospects?