Posts Tagged ‘home sales training video’

Video Mystery Shopping: What’s YOUR Super Bowl Sales Commercial?

January 24, 2014

clydesdale-horses-450As many of you may know, I am not a huge football fan. I DO know which teams are actually playing in the Super Bowl this year, but that is about where my knowledge of all things Gridiron ends. This year, I have the pleasure of actually being in Las Vegas for the International Builders Show on Sunday, February 2nd…the day the Broncos take on the Seahawks. Already many of my traveling colleagues are discussing “WHERE” they will be to watch the BIG Game. I, of course, will join them to watch the game…..however; my real focus will be on the commercials!

For years, I have LOVED watching the clever commercials that are always unveiled at the Super Bowl. Some are hilarious, some are strange, some make your cry, and some are just plain risqué! But, for the most part, they are all very MEMORABLE and make for fun discussion the next day with friends.

A commercial is basically a 30 or 60 second opportunity to ‘sell’  a product or brand. A Super Bowl commercial is an opportunity to sell a brand or product to MILLIONS of people! That’s not a lot of time to make a sales pitch. The commercials must be clear, concise, and get the point across quickly! But, most importantly, they must be memorable enough to make you want to buy the product!

Believe it or not, in many ways you can compare a Super Bowl commercial to a new home sales presentation! You have a brief period of time to ‘sell’ your product to the consumer. Your presentation must be clear, concise, and memorable! You’ve got to stand out above the crowd!

Think about YOUR sales presentation…is it Super Bowl worthy or is it just ho-hum? Do your prospects leave wanting MORE or do they just want to leave? And, most importantly, will they remember you and your presentation the next day?

Every person that walks into your sales office has high expectations….the same way we have high expectations for the Super Bowl commercials. Make sure you are able to deliver on those expectations! If I asked you to name for me your favorite Super Bowl spot, I am fairly certain you would be able to spout out several from years gone by that have made a lasting impression! Budweiser, Dorito’s, the cute kid from the E-Trade commercials….are just a few that come to mind.

What if I asked your prospects to name their favorite new home sales person? Do you think you would make the cut?

Remember, every day is Super Bowl Sunday when you are in new home sales! For your viewing pleasure….the 25 BEST Super Bowl commercials…..Budweiser and Dorito’s are dominant players!

http://www.youtube.com/watch?v=s_xI5E4zVFs

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Video Mystery Shopping: Don’t Fear the Shop!

December 20, 2013

woman-scaredDo you want to know the quickest way to silence a room full of New Homes Sales Associates? Tell them they are all going to be Video Mystery Shopped over the next 2 weeks. Not only will they become dead silent, but a look of horror and fear will quickly appear on their faces. Trust me; I have seen it happen numerous times in my 30 plus years in the video mystery shopping business.

After the news sinks in that they are going to be video shopped, the fear begins to grow and grow. Every man, woman, and child that enters their sales office is a possible ‘shopper’ suspect! The phone lines heat up between the sales offices, with sales associates comparing notes with each other about their recent visitors.

The conversations sound something like this:

“Did you get a visit from a lady with big red hair claiming to be relocating from California?”

“No, but what about the man who said he was going through a divorce and was interested in purchasing a townhome?”

“I didn’t see him, but I swear I saw a small video camera hidden in my last customer’s baseball cap!! I AM SURE HE WAS THE SHOPPER!!”

For some reason, sales associates really FEAR being video shopped! The truth of the matter is, being video shopped is nothing to fear. If you are doing your job, and know how to conduct a professional sales presentation from start to finish, you should actually WELCOME and EMBRACE the opportunity to be video shopped. It’s your time to shine!

When we fear something, it usually stems from our preconceived perception of the outcome. IE, you might fear bears because you know they can EAT you.

In most cases, sales associates fear video shops because they falsely believe their sales manager will use the shop as a “GOTCHA” to ridicule or, in severe cases, fire them. Simply not true. Sales Managers look at video shops as an opportunity to get a ‘snapshot’ of their sales associates in action. This video can then be used as a powerful training tool to highlight areas of strength and also identify areas for improvement in the sales presentation.

My advice to sales associates that fear being video shopped is simple: Relax and give the best sales presentation possible to every single person that walks into your sales office. Let’s face it, that really IS your job…whether you are being video shopped or not.

Video Mystery Shopping: Does this dress make me look fat? The TRUTH about honest Feedback! Part 2

December 6, 2013

Job-Interview[1]Last week we discussed the importance of feedback and how it can help us grow professionally and personally.

This week we are going to focus on ways to actually give and receive feedback.

Let’s start with GIVING feedback:

Schedule a meeting in a private conference room, not across from your desk. Remove all barriers. Give the salesperson enough time to gather information on how improvements have been made since the last evaluation. If you are discussing their shop, encourage them to watch it at least 2x privately. Schedule enough time so you are not rushed and turn off all electronics during the meeting.

Explain the purpose of the evaluation prior to the meeting. People like to know WHY they will be getting feedback. Start by saying “we’re meeting next Monday to go over your video shop in addition to your last 30 days of sales performance. I’d like to discuss your positives and a few areas where performance can be improved.”

Start with overall performance and highlight specific accomplishments. Ask the salesperson areas where they believe they are doing well and ask them to cite specific examples.

Ask the salesperson where they think they need improvement. Avoid offering your comments first. Sit back and really listen. When they are done, offer some of your observations with suggestions for improvement. If the salesperson is not doing well with follow up, offer some ideas on how that can improve. IE., setting a time each day to focus on it, learning more about buyers so follow up can be more impactful, etc

Give the salesperson the opportunity to ask questions and make statements and together develop a reasonable timeline for improvement. Write everything down you discussed with a deadline for improvement, sign and date it. This gives you a way to hold the salesperson accountable for their actions.

Follow up and see if improvements are being implemented. Continue to offer words of encouragement.

Receiving feedback:

Ask for it!! If your sales manager doesn’t review your work, ask them to. It will show your dedication to the job and that you are serious about your career and being successful.

Welcome constructive feedback. Honestly, it truly is the only way to grow and become better at what you do.

Control your defensiveness. Listen closely to the feedback and refrain from judging or denying it. Also, please don’t feel the need to justify why you did something. Just LISTEN.

Don’t take it personally or negatively. Look at feedback as a way to improve! No one is perfect. Instead of thinking ‘I am terrible at closing!’ reframe the message to be ‘I am a great sales person and I see an opportunity to become even better if I work on improving my closing skills”.

Ask questions. If you are not clear about the feedback ask your sales manager to clarify and give specific examples of areas you need to improve upon.

Set a goal for improvement and hold yourself accountable. Find a mentor, listen to audios, attend a SMC meeting, work on obtaining your IRM designation, read the latest sales books, all of these actions will help you perfect your craft!

One final thought about feedback.

 In order for it to be effective you must: Deliver it effectively. Accept it with a smile. Learn from it…. Remember,  your career depends on it.

Melinda Brody, MIRM is president of Melinda Brody and Company, Inc. For three decades, Melinda’s firm has video mystery shopped over 25,000 on site salespeople and knows what’s REALLY going on in the field of new home sales. Melinda is a keynote speaker and seminar leader, presenting at the International Builders Show popular Super Sales Rally. Her new book, “They Said WHAT??!!” explores how to excel at selling new homes by doing everything WRONG!

Video Mystery Shopping: Does this dress make me look fat? The TRUTH about honest Feedback!

November 25, 2013

Part 1 of a 2 part series. Published in Sales & Marketing Ideas Magazine

funny-girls-dress-make-me-look-fat“Boy, do I look FAT in that outfit! And, do I really have a DOUBLE CHIN??” 

“OMG! I can’t believe I wore that suit! Look at how wrinkled my jacket is!!”

“I look so old and tired! They must have distorted MY video!”

If you have ever been on video (or video mystery shopped) one or two of these statements has probably come to mind upon seeing yourself on video. We ALL do, even me! And this is what I do for a living. It is only natural to be critical of yourself when you first see your video. This is why we encourage ALL our clients to watch their videos AT LEAST twice! The first time you watch, you are paying too much attention to your physical self and not really listening to your shop.

Once I did a video and it was shot outside, I actually wore sunglasses because I was so self-conscious about my looks. My company’s sales coach and marketing consultant, Leah Turner, said to me: “Melinda….when you show up to speak, you look the way you look, you can’t change that. It is what it is, and it is time to get over it.”

I hated to admit it, but she was right!! (By the way, I think I look good for 70! Ok, I’m really 60 years old but when I share that with audiences, I get no reaction so I had to bump it up 10 years!)

Anyway, in my role as a professional speaker it is imperative that I watch countless, painful videos of myself speaking in order to improve my performance. Once I get past the physical shock, I can really focus and hone in on my message to improve my presentation. This allows me to continually develop my skill set as a speaker and presenter.

One thing that I have found to be especially helpful and motivating for me is to actually seek feedback from my peers and friends. I welcome it from others and I always listen with an open mind.

You see, your ability to handle candid, brutally honest feedback is in direct proportion to your confidence level. The more confident you are the less defensive and more acceptable to feedback you become.

Remember, you don’t ALWAYS need to follow the feedback, just take it in and decide what works and what doesn’t work for you. If you ask for opinions, you will certainly get them. It does not mean you need to apply every opinion!

If you allow yourself to sift through and analyze the feedback, you will become aware of what you need to pay attention to. The bottom line? Feedback is always about opinions. Not all opinions are the same and not all opinions are right. You have to determine what feedback works for you that will allow you to grow, prosper and be successful.

I have several people who give me feedback, both solicited and random:

My mastermind groups. I sign up and participate in these specifically FOR the feedback. I respect each member of the group and value their input!

Close friends and my boyfriend Howard. This group will ALWAYS tell me straight up how something hits them, how my new headshot really looks, if my new IBS speech is a winner or a flop!

My clients. Their feedback leaves no room for interpretation…it is always crystal clear. When I succeed, they are still a client. When they are gracious enough to give me feedback and allow me to make adjustments to solve a problem, I am very grateful. Sometimes, they just move on to another video shopping firm. That feedback is the most obvious…..it is basically saying “you’re fired”!

Since I am in the evaluation and “feedback” business (video mystery shopping), I thought it would be helpful to write about feedback, both receiving it (for salespeople) and delivering it (sales managers). The key to a successful experience with video mystery shopping is to provide feedback and use the shop as a learning tool that will allow your sales people to grow.

Next week, I will get into specifics on how you can give (and receive!) effective feedback.

 

Video Mystery Shopping – Attention New Homes Sales Associates – You guys are FABULOUS!

November 14, 2013

6461815-gold-award-seal-rosette-editable-vector-illustrationA big part of my job centers on watching and critiquing video shops. I’ve literally watched THOUSANDS of them during my career, and have seen it ALL! In fact, I’ve seen so much that I was actually inspired to write a book this year, ‘They Said What??! Behind the Scenes of 25,000 Undercover Video Shops’, which chronicles just some of the things I’ve witnessed in the three decades I’ve been doing video mystery shopping for new homebuilders.

I was recently asked to be a judge for a Homebuilder Association’s Sales & Marketing Annual Awards program. Naturally, I was appointed to review taped video interviews of those sales associates who had been nominated by the Sales Manager for the coveted ‘Sales Person of the Year’ awards.

I dedicated a Sunday morning to review the interviews. I got curled up on my couch, sipping a hot cup of coffee and started watching these interviews. As I sat and watched each video, I felt a deep sense of pride in our industry. The sales people were AWESOME! Ironically, I saw several familiar faces from video shops in the past, and in some cases, the sales people actually referenced being video shopped and proudly recited their scores!

I was blown away by the professionalism, talent and true passion for the building industry that each of these sales people exhibited. Honestly, it almost brought tears to my eyes! This was the crème de la crème of the industry. Many had been sales associate for 15 plus years, and had weathered the storm of the industry crash in 2007. However, I was equally impressed with the ‘young lions and lionesses’ that had only been in the industry for a few years and yet were representing the best of the best.

Judging these interviews was very difficult for me, as I truly felt each and every one these nominees were winners! And, this is coming from a person who has made a career out of carefully critiquing, judging and scoring new home sales associates.

My big ‘take away’ from the whole experience? The building industry is back and better than ever. There are some very talented sales professionals out there selling new homes who know that ‘making the sale’ is about much more than selling sticks & bricks. It’s about listening, questioning, meeting your customer’s needs and forming a strong relationship with them. Way to go new home sales professionals! You guys are fabulous! Thank you all for what you do and for your professionalism and passion. Those two characteristics will never go out of style!

Video Mystery Shopping: Take the time to KNOW your customers!

October 29, 2013

Panera-Franchisee-Settles-Lawsuit-with-Black-WorkersI have a certain Panera Bread that I frequent in Altamonte Springs, FL. I go there to write my blogs, collect my thoughts and just get out of the office! There is a woman there who works the front counter, Vicki, and she is someone that I think we can all learn from. Vicki has been working at this Panera Bread for many years and has taken the time to get to know her customers. Imagine that!

Recently, while I was in line waiting to order my bagel with cream cheese, Vicki was in her usual spot at the cash register. With a smile on her face, I noticed that she knew most of the customers in line by name.

She was asking them personal questions about their lives!

“Bob, how was your trip to Wyoming?”

 “Susan, how’s that new grand baby doing?”

“Alex, how’s the new job going?”

If she didn’t know her customers’ names, she fondly referred to them as ‘sweetheart’ or ‘honey’. I couldn’t help but think to myself: Now here is a lady who LOVES what she is doing and truly enjoys interacting with her clients!

In this day and age, where most people seem to have forgotten the value of good customer service, Vicki is an inspiration! After my experience that morning, I posted a comment on Facebook about Vicki and her friendly disposition. Would you believe that SEVERAL of my friends posted back that they too knew Vicki and had also been impressed with her service, style and charm!

You see, Vicki takes the time to get to know her customers. She makes each person standing in line at Panera feel SPECIAL! She turns the experience into something valuable and pleasant. You are no longer just waiting in line for your coffee and muffin, you are waiting in line to be recognized, greeted and charmed by Vicki!

In new home sales, you have the opportunity every day to do the same thing with your customers. You have the power to make people feel special! Use your customer’s name, ask them questions about what is important to them, and genuinely care about them! This is the key to gaining their trust!

We all know that people will do business with people they know, like and trust. As for me, I know that when I go to Panera, Vicki makes my day. I will ONLY stand in her line, even if it means I have to wait a bit longer. The experience is worth the wait!

Video Mystery Shopping: An objection is just a directional sign!

October 11, 2013

GARDEN_AND_LAWN_SIGNS_DIRECTIONAL_ARROW__35365_1361764064_1280_1280I was conducting a coaching session with a seasoned sales associate a few months back and we were discussing overcoming objections. He was telling me how much he LOVED overcoming prospect’s objections. This surprised me because most sales associates in new home sales would much rather have a root canal than deal with a buyer’s objection. When I asked him why he enjoyed overcoming objections so much, he replied “Melinda, an objection is really just a directional sign pointing you towards the close!”

Now, how clever is that? And, indeed, how true it is! Think about it, if a prospect is giving you an objection what they are really doing is telling you that they are interested in moving forward but need to get through a particular challenge or situation in order to do so. If they were not interested AT ALL in your product, they would just keep quiet!

Objections are your opportunity to ‘move the prospect closer to the close’. As my client said, objections are directional signs!

One thing that is very important to understand about objections is that you WON’T be able to overcome all of them. I don’t care how good of a sales person you are, there is NO WAY you can overcome every objection that you are going to face. However, that is OK. This gives you the chance to put the objection into perspective for the prospect.

Let me give you an example. Let’s say you have a prospect that LOVES everything about a specific home EXCEPT for the fact that is does not have a formal dining area. Chances are you are not going to be able to have your builder change the entire floor plan to include a formal dining area, right? So, instead, you have to determine how important this feature is to the client so you can put it into perspective for them. This is done through questioning. For example:

SA: I understand that it is important to you to have a formal dining area. Why is this important to you? Do you do a lot of entertaining? As we discussed this home features a large kitchen and open dining area as well. Would that work for you instead?

Prospect: No, I REALLY want a formal dining room. It is how all my previous homes have been laid out.

SA: Well, I can appreciate that. However, I wanted to point out (INSERT ALL THE FEATURES THEY LOVE ABOUT THE HOME). This home seems to work for you in every way possible with the exception of the formal dining room. Is this something that you could work with and look at alternative ideas for you dining space?

At this point the prospect will now have to weigh the options being presented. In many cases, through this line of questioning, the prospect will be able to determine if this objection is a deal breaker. Most times, it isn’t. But, if it is….that’s OK too! Your job is to find the perfect match for your prospects! Objections are the powerful tool that help you do your job!

Video Mystery Shopping: Getting to Know You – It’s all about Discovery!

September 28, 2013

Melinda2013In Chapter 3 of my new book ‘They Said What??!! Behind the Scenes of 25,000 Video Mystery Shops’, I write about the importance of getting to know your prospects. This is called the Discovery Process. It gives you the opportunity to ask questions and get input to match the right home to the right person.

The Discovery questions are vital in understanding moving motivation, size of family, time frame, preferences, how long customers have been looking, what other builders they’ve looked at and liked, etc.

The goal of Discovery is to be a true new home sales counselor and ASK questions to understand the customer’s situation, wants, and needs. Sounds pretty simple, right? WRONG.

You would not believe the number of video shops I have watched where the sales associates almost seem to ‘CRINGE’ when it comes to asking questions! When I have asked sales associates why they don’t ask questions, their response is often that they don’t want to seem nosey. Really? How else are you going to find out what is important to your prospect if you don’t ASK questions? Telepathy?? It’s not like you are asking them personal information about their religious beliefs, political affiliations or sexual preferences! You are asking valid questions in order to be able to HELP them in the home buying process.

If you look at most professions there is a fair amount of questioning and discovery that goes along during the process. If you don’t ask the questions, you can’t solve the problem. Can you imagine going to a doctor’s office, sitting in the examining room and having your doctor walk in and immediately start prescribing meds to you? Of course not, the first thing the doctor (or nurse) is going to do is ask you questions about how you are feeling. This allows them to understand what is wrong and then offer a remedy.

To be a successful new home sales person, it is imperative to MASTER the Discovery part of the sales process.  Here’s a tip from my book: In the Discovery process, take the time to carefully and cautiously dig a little deeper with each question you ask. You’ll be surprised how easily people will open up to you when they feel you’re genuinely interested in them. Another idea is to use a clipboard, tablet, or something to takes notes on your tour. Nothing screams “I’m important’ more than writing down what your customer is saying.

Social Integration Key to Home Builder Marketing

September 6, 2013

12176415-meredith-oliver-aka-the-digital-divaGuest Blogger: Meredith Oliver, Internet Sales & Marketing expert, Creating WOW Communications

Most of us can no longer imagine a day without sharing, liking, commenting or following whatever information we find interesting via social media. Given the soaring use of social media it is not surprising that being active on sites like Facebook, Twitter, Google+ and/or Pinterest has become an inseparable part of home builder marketing. When home builders integrate social media within the company website it allows your visitors to engage with your product and company on a much deeper level. It also allows visitors to easily share your information with others. If you don’t currently have social sharing buttons on your website there are several free/low cost social sharing tool bars you can easily integrate on your website such as AddThis and ShareThis. Both of these tool bars can be customized and provide analytics reporting on their results.

In addition to increasing engagement, the use of social sharing on your home builder website impacts your search engine rankings.  Forbes.com recently posted a really good article titled, “The Three Pillars of SEO in 2013: Content, Links and Social Media” which I highly recommend.  The article explains that content and links aren’t enough to rank well on Google search; social interaction is also an important factor.

There’s a couple of techniques you can use to integrate social media into your home builder website. Here are the most effective options:

  • Social Media Buttons – Placing icons of social sites such as Facebook, Twitter, Google+, LinkedIn, Tumblr, Pinterest and others anywhere on the site (usually at the top, left, right, or bottom of your webpage). Remember the higher you place the buttons on the page the more visible and likely they are to receive interaction.
  • Social Share Buttons – In case your website visitors find the content interesting and want to share it on their own social media profile, they don’t have to leave the site. All it takes is a single click on the social share button. This is excellent for community pages and blog posts.
  • Social Login – Social login represents a situation when your website visitors use an existing login, such as facebook, instead of creating a new one. Of course, people who are not active on social media sites (and therefore have no profile) can use a regular website login. Home builder website’s can use this for the “My Favorites” portion of the site where users can save favorite communities, floor plans and/or available homes in a personal portfolio.
  • Social Commenting – There’s no easier way to give feedback to your posted content, than allowing your visitors to comment on it via their existing social media profiles. Moreover, by commenting under the visitor’s real name you discourage those who intent to post derogatory comments and harm your website. This tool would be excellent for photo gallery pages and blog posts.

These four tips can easily increase user interaction on your home builder website, which can result in creating viral social traffic, and easily help your site rank higher in search engines. It is definitely worth trying!

Meredith had this to say about Melinda’s new book ‘They Said What??!! Behind the Scenes of 25,000 Undercover Video Mystery Shops’

“Shocking, funny and educational this book has it all! If you are a sale agents or new home sales manager “They Said What??!!” should be required reading. You will learn how to become a top producing agent from the good, bad and even the ugly examples in this book. I couldn’t put it down!”

To order your copy today, click here!

Video Mystery Shopping: You had me at hello!

August 21, 2013

tumblr_lzd7wlhtsr1qjq8s2o1_500In Chapter 2 of my new book ‘They Said What??!! Behind the Scenes of 25,000 Undercover Video Mystery Shops’  I talk about the importance of making a strong first impression.  This message really hit home with me when I first started my mystery shopping business in 1986. One of my first assignments was to shop a small builder in Orlando. As I entered the sales office, I heard muffled voices in the back of the model near the bedroom area. Suddenly the back door to the model slammed shut! A short time later, a flustered female sales agent (with mussed hair!) appeared. She greeted me while quickly buttoning her shirt. Oh, no! She was on a ‘date.’ Suffice to say, the rest of the shop didn’t go very well. You see, the way you greet the prospect sets the stage for the entire visit. Period.

The goal of the Approach/Introduction is to break preoccupation and help your prospect relax and feel comfortable. In order to establish this kind of rapport, you must become the new home sales counselor.

The questions that we score by on our shopping report in the Approach/Introduction process includes:

  • Did the SA welcome the prospect warmly and with enthusiasm?
  • Did the SA initiate introductions?
  • Did the SA use the prospect’s name more than twice during the visit?
  • Did the SA offer the prospect refreshments?
  • Did the SA complete the registration card?
  • Did the SA determine if the prospect had visited the company’s website?

All of these questions work together to create a successful Approach/Introduction. If you follow this procedure up front, I can promise you that the rest of your presentation will have a nice, natural flow to it.

Your prospects are ‘guests’ in your home and it is your job to make them feel comfortable and welcomed. I am sure you have all gone through an experience where you entered a store or business and have been ‘snubbed’ by the salesperson who’s supposed to be waiting on you. You know the kind of person I’m talking about. They make you feel as though your very presence is unwanted! Not a good feeling.

Don’t make these mistakes. Make each person feel as though they are your highest priority at that very moment. I tell clients to imagine that a famous celebrity or movie star has just walked through the door (think Brad Pitt/Angelina Jolie). How different would your sales presentation be?

“I read your book today, cover to cover. You have given the sales staff the material from which they can become great successes. To know is one thing, to know how to pass it along is a gift. You have it.”

Marilyn Whelan, Business Owner

 

To learn more about how YOU can master your sales presentation, purchase your copy of Melinda’s book today. Click below to order

http://www.melindabrody.com/they-said-what.html