Posts Tagged ‘video consultant for new home builders’

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

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 – 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: 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.

Video Mystery Shopping: Dream it, Plan it, Do it!

July 23, 2013

Melinda2013This week’s blog has absolutely nothing to do with new homes sales…..nothing, nada, zilch! Instead it has to do with dreaming big and achieving those dreams! As many of you know, I recently published my first book ‘They Said What??!! Behind the Scenes of 25,000 Undercover Video Mystery Shops.’ Now, I never set out to be an author, it wasn’t part of my plan. However, for the past few years I started imagining what it would be like to share my three decades of new home sales video mystery shopping experience with others. It was my intention to be able to provide a tool that would motivate and encourage new home sales agents to improve their sales performance and achieve professional success. But first, I had to fully Dream It.

The dream started small, I would casually mention my idea of writing a book to friends and family members. They were encouraging and supportive! This response actually provided me with the motivation I needed to take my dream to the next level.

I started to Plan it. I planned what the key message of my book would be. I planned what types of examples I would use. I planned how many pages it would be. My dream was slowly starting to take flight and become a reality.

The planning stage is the most critical in achieving any goal you have in life. This is the turning point in which a ‘dream’ actually becomes a goal, with strategies and action plans to support it. I decided that 2013 would be the year that my book would be published. Now, I had to DO it. To truly visualize my book becoming a reality, I added it to my 2013 Vision Board. I created my book cover and put the deadline next to the picture!

The next step was then carving out the time to actually WRITE the book! For me, writing and being creative is something that I need to do outside of the normal hustle and bustle of everyday life. So, I looked at my calendar and planned three writing retreats for myself. I actually left town and emerged myself in the writing process. Once I was away and focused on writing the book, the words just seemed to flow onto the pages!

I am proud to announce that the book has been written and is now pre-selling! The journey to go from a dream to a reality is complete. If someone had told me 10 years ago that I would one day write (and publish!) a book, I would have probably laughed in their face!  But, that was before I had visualized the dream. What is it that YOU want to accomplish in your life? What do YOU dream about? Remember, if you can dream it, you can do it!

To order Melinda’s book, click the link below.

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

Video Mystery Shopping: Something is Wrong! My Top Producer Scored Very Low on Their Shop

April 13, 2013

thCAGEUMCRDo those words sound familiar? As a sales manager, have you ever wondered aloud why your super star sales person scored a whopping 14% on their video mystery shop? Were your first thoughts those of disbelief?  Your second thought was probably, “I’m going to FIRE the Video Mystery Shopping company! There is NO WAY this can be right!”

Well, before you pick up the phone and call….let me explain a few things to you.

Let’s discuss what constitutes a ‘Top Producer’. A top producer has the capability to sell well in ANY location. We all know that if a sales agent is has an excellent PRODUCT, with a great PRICE, in an ideal PLACE (Location), the chances of them selling are pretty high! In fact, some would call these folks order takers. In other words, the product actually sells itself.

So, how do you determine if your ‘Top Producer’ really is a Sales Super Star? One of my clients has a process he uses to separate the ‘wheat from the chaff’. He puts his Top Producer in a less desirable location that has had some issues with sales. However, he offers them an incentive of a higher commission. You see, TRUE Top Producers love a challenge and they love to be financially rewarded for their efforts. WHY?

Because a Top Producer can sell and close anywhere at any time, not just in a beautifully decorated model that has a great price in an ideal location!

Typically a Top Producer has a ‘system’ of doing things a certain way because it has worked well for them in the past. However, “their” way may be to sit in their office waiting for prospects to arrive. In today’s market, it takes MUCH more than that. You need someone who is pro-active in driving traffic and excellent at converting and closing buyers.

Oftentimes I hear that “Top Producers” have been offended by the fact that they were video shopped. Really? Why would that be?? Usually after digging a little deeper, it becomes clear that the sales person knows very little about the selling process and a bad shop simple exposes that.

A great salesperson welcomes a shop! It is their time to SHINE and showcase “how it’s done right”. They are usually the first ones to volunteer to role play to show the rookies how it’s done.

Remember this; a video shop is a glimpse into their overall sales performance. It allows you to look at and analyze the entire picture. Things are not always as they appear. I encourage you to conduct a second shop before drawing conclusions. You may be surprised at the results.

Video Mystery Shopping: If it looks like a duck, swims like a duck, and quacks like a duck….it’s probably a duck!

March 28, 2013

Male_mallard_duck_2[1]According to Urban Dictionary, the definition of a car salesman is: ‘One of the shiftiest occupations someone can take. Car salesman earn commission from whatever they sell and will lure, lie, mislead, con, deceive people into buying a car. This is especially true when it comes to used cars.’

It goes on to say that a car salesman ranks 9.5/10 on the shifty scale along with the real estate agents, politicians and professional con men. Hum, I am not sure about you….but this is a pretty disparaging way to describe your profession. And, the fact that real estate agents are clumped into the mix doesn’t speak very highly to our new home sales industry either!

Yet, time and time again, as I watch literally thousands of video mystery shops, I hear otherwise intelligent, professional new home sales agents describe their builder’s warranty program like this: “We’ve got one of the BEST warranties out there….our one year warranty covers everything, “bumper to bumper”. I guarantee it!”

Bumper to bumper, really? Why would you want to compare yourself (or your profession) to that of a used-car dealer? People, we are selling new homes….not old cars!

When you are talking with your clients about your builder’s warranty program, do it in a way that builds trust with your clients. Find out what is important to them in a home warranty. Use your Builders’ story as an introduction to the home warranty plan. People do business with people they know, like and trust……that rapport has to be developed in order to achieve the sale. It doesn’t matter if you have the best warranty program on the PLANET, if you haven’t developed that level of rapport with your clients; they are not going to buy a home from you……period.

Ever heard the old saying, ‘if it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck’? This is called INDUCTIVE REASONING. This is a kind of  reasoning that constructs or evaluates general propositions that are derived from specific examples…..Therefore, if you look like a used-car salesman, talk like a used-car salesman, and act like a used-car salesman, chances are people are going to assume you are a used-car salesman.

Instead, I suggest that you look, talk, and act like a New Home Sales Professional. A person who is going to work for their client in order to insure they find the right home in the right community at the right price. Let’s raise the bar in the new home sales industry! Quack, Quack!

Video Mystery Shopping: Why a GREAT salesperson MAY NOT be a GREAT Sales Manager

March 13, 2013

Part 2 in a two part series

Boring presentationIn my last blog I discussed a few of the reasons why a GREAT salesperson may not make  a GREAT Sales Manager. The primary reason being: there are major differences in the characteristics of a great sales and a great sales manager.  We discussed that a sales leader typically has a great sense of focus, they know what they want (a SALE) and go after it! While a sales manager usually has more of a vision rather than a focus. The sales manager sees the ‘bigger’ picture, builds a team and crafts a strategy to make that vision a reality.

Another reason that is worth discussion has to do with coaching. Coaching has become quite the buzzword today. Businesses and individuals are recognizing the significance and importance that coaching has in the work place. It takes a certain type of person to be a coach. One of the primary skills needed to be a good coach is the ability to listen….and I mean REALLY listen. Not just to what the other person is saying, but oftentimes to what the other person is NOT saying.

Sales associates tend to be great talkers (and closers!), but their listening skills typically are something they must consciously hone in on. Great sales managers, on the other hand, have perfected the fine art of listening to a tee! And in doing so, they make excellent coaches for their sales team.

Great coaches (and sales managers) understand how to provide effective coaching to their team.  They are comfortable putting out fires, being problem solvers, and providing constructive criticism when needed. They are also very good at praising and giving credit to their team. In fact, they have an innate need (and derive great satisfaction from) being able to provide this type of leadership and motivation to their sales people.  Nothing satisfies a great sales manager more than watching his or her team achieve their goals. This is what empowers and motivates the sales manager!

Sales people NEED this type of coaching. They SEEK this type of motivation and empowerment! A great sales person will tell you that they have no objection in asking for help and direction from their managers.

So you see, promoting your top sales person to sales manager MAY NOT be the best idea for your organization. When people uncover their talents and strengths and are aware of their weaknesses, they will thrive in their position.

Video Mystery Shopping: Why a GREAT salesperson MAY NOT be a GREAT Sales Manager

January 17, 2013

(Part 1 of 2)

Ahhhhhhh!!I’ve seen it happen a million times in the building industry. The builder has a SUPERSTAR sales person. She can sell ice to Eskimos! She meets (and usually exceeds) her sales goals week after week. She knows how to overcome objections, win over clients, and CLOSE the deals. She’s awesome! So awesome in fact that the division president decides to make HER his new Top Gun Sales Manager! She has all the traits of a GREAT Sales Manager. She is a self- starter, problem solver, goal oriented woman who is also very professional in her appearance and demeanor. Everyone is THRILLED……for the moment. Now, let’s fast forward 3 months.

Our Superstar sales person has lost her mojo.  She resents attending so many meetings. She doesn’t like all the fires she has to put out on a daily basis. And, her sales people DRIVE HER CRAZY! She becomes very frustrated and starts to feel like a loser with a capital L. Finally, in desperation, she goes to her Division President and BEGS to have her old sales job back!

How could this happen?? Don’t ALL sales people strive to be promoted to management?? The answer is NO. Promoting your top salesperson to sales manager is NOT usually a good idea. The reason is simple, there are major differences in the characteristics of a great sales and a great sales manager.

If you are heading to the International Builder’s Show next week be sure to attend my POP! 30 Secrets to Building and Managing a Firecracker Sales Team’ workshop on January 22nd, as this is just one of the things I will be talking about and I will have a hand-out that shows the MAJOR differences between what constitutes a Salesperson from a Sales Manager.

One of the primary differences between the two has to do with focus and vision. You see, a GREAT salesperson has focus. They understand what the immediate end result should be (getting the sale) and they come up with a game plan, focus on it, and work towards that goal.

A Sales Manager on the other hand, has VISION. He has to see the BIGGER picture, not just the immediate result. He has to look at every aspect of the process, including how to create a team culture and then how to motivate that that team to get results. The Sales Manager’s focus is not on self. It is on his team. While a great sales person may or may not be a team player, it is imperative that a great Sales Manager is!

For another analogy, think about your favorite sports team…in most cases, the ‘star’ athletes do not go on to become coaches, and most of the coaches were never the ‘star’ athletes. There is nothing wrong with this, actually is makes perfect sense. We are all given strengths and weaknesses and the REAL magic happens when we understand our place within the team. That’s when it becomes a Win/Win for everyone!

Video Mystery Shopping: Want to KEEP your New Year’s Resolutions? Get some SKIN in the game!

January 4, 2013

new-years-resolutions[1]I read an article this week that asked: “What is a New Year’s resolution?”

The answer was: “A ‘to-do’ list for the first 2 weeks of January.”

Sadly, this is true for many people. We start out with GREAT intentions and action steps to achieve our goals, but after a few weeks we tend to fall back into the same old patterns.  I myself used to do this same thing year after year until FINALLY I discovered a fool proof way to KEEP my resolutions for the long haul. How did I do it? I got some ‘skin in the game’.

Here’s how it all went down. Last year my friend Becky and I were setting some goals for 2012. I mentioned to her that I wanted to start enjoying my weekends more and quit using them as ‘extra’ work days to catch up. You see, I LOVE what I do and when you love your work so much, sometimes you actually forget that it is work, and you end up doing it 24/7. That’s what had happened to me. I was not spending my weekends with my family and friends; I was instead using that time to work!

Becky then challenged me to commit to not working one single weekend for the entire year. Feeling very sure of myself, I quickly agreed! The thing she did next was what I refer to as the ‘game changer’. She asked to put some ‘skin in the game’.

Becky asked me: “Melinda, what is the one group or organization that you would NEVER, EVER, EVER support?”

I replied: “The American Nazi Party!”

“Great,” she said. “Write out a check for $1,000 to the American Nazi Party.  If you keep your resolution of not working weekends for the entire year, I will return the check to you. If you break your commitment, I will personally mail your check to the Nazi’s.”

So, I wrote out a check for $1,000 to the American Nazi Party and gave it to Becky for safe keeping. (I also made a copy for myself to use as a daily reminder). You see, I now had some skin in the game!

From that moment on, my life began to change in a BIG way. I stopped working weekends! I started hiking with friends and going to movies with my daughter. Anytime I got the ‘urge’ to check e-mails or make just a few follow up calls, I simply looked at the check I had written to the Nazi’s and decided against it!

If something came up where I absolutely had to work over a weekend (IE., a speaking engagement) , I had to do two things. I had to get Becky’s approval and then I had to schedule ‘comp’ time for myself during the week to make up for the weekend. This exercise worked for me like no other thing I had ever done before!

This year my goal/resolution is to write a book. I have wanted to do this for a long time, but never seemed to be able to find the time to do so. Well, I just wrote a $1,000 check to the RJ Reynolds Tobacco Company…..how much do you want to bet that my book will be completed this year??

So, here is my 2013 challenge for you……decide what you want to change in your professional life that will have a positive impact. Maybe it is something as simple as TURNING OFF your cell phone from 6 pm until 9 am. Next, ask yourself what group or organization you would never, ever , ever consider supporting. Then, write them a check and give it to a friend to hold on to for 365 days. It’s amazing how much easier it is to accomplish your goals when you’ve got ‘skin’ (or money!) in the game!