Skills and basic essentials of real estate sales 1 If you sell real estate, you should put the most important selling point at the forefront. According to sales psychology's theory of first cause effect, the selling points first introduced to customers will get the most effective effect and be deeply impressed. Therefore, the most obvious selling point of real estate should be put in front. Let the customer's trust psychology form: only trust can be accepted, and trust is the basis of real estate sales skills. Trust can be divided into trust in real estate and trust in people, and both cannot be neglected. Everyone should learn some skills on how to prove the sales of products.
Listen carefully: don't talk about customers as soon as you see them. Listen first, understand the customer's thoughts, especially learn to ask sales questions, and open the customer's heart, so that you know what to say.
Say what you want to see: although they all buy houses, the motives and concerns of customers are different. People who live pay attention to comfort, investors pay attention to appreciation, and people who buy for their children pay attention to educational environment. Don't copy the prescribed real estate sales methods and see what others say.
Believe in your own house: every house has its advantages and disadvantages. You must not distrust it because of its shortcomings. If you don't trust your house, your confidence will be insufficient and customers will notice. Treat the house as your own child, and the child will always be your best. With this kind of mood, you will do well.
The skills and basic essentials of real estate sales Part 2 lots and planning determine 80% of the project performance, but this 80% ultimately depends on 20% of the sales staff, which shows the importance of the execution of sales cases. As a front-line salesperson, in addition to the necessary professional knowledge, sales skills are the most important thing to determine performance. An excellent career consultant should not only have a keen insight into people's minds, but also have the ability to express himself in a way that shocks customers' hearts. In practice, "words" are a sharp weapon for professional property consultants to expand their territory.
The first contact with favorite words: relevance and praise
When customers enter the sales office for the first time, they must be slightly nervous and alert when they are in a strange environment. The first step of real estate consultant is to eliminate the vigilance of customers and establish their trust and preference: first, let customers feel a welcome atmosphere; Second, leave a deep impression on customers and let them feel the professionalism of this property consultant and the high-grade service quality of the sales office. In a word, it is to establish the "preference" of customers. Whether you can establish your own preferences directly determines the success of sales. The book "Influence" lists "preference" as one of the six secrets of successful sales.
There are two main ways to establish preferences: praise and finding contacts. Praise is the most commonly used language in the sales process, which is used by most property consultants, but only a few observant and knowledgeable people praise customers can play a considerable role; The reason lies in the "three concentric circles" theory of praise.
Praise is like shooting, three concentric circles. The outermost layer praises "appearance", the second layer praises "achievement and character", and the third layer praises "potential (potential I didn't even realize)". The average property consultant can only play the outermost "appearance" and praise the customer "your pendant is really beautiful". It's rare to hit the second lap. As for the bull's-eye of the third lap, it needs personal observation ability and knowledge reserve.
In addition to the well-known compliments, the common ways to establish preferences are to "find contacts" and "find similar items", such as classmates, homosexuals, fellow villagers and colleagues. And try to find common ground. Sometimes, in order to find a connection, "making up stories" is also a common speech skill.
On "Restriction" in Initial Quotation
The so-called "limiting" speech skills means that in an interactive speech atmosphere, knowing what others want to express in advance is not necessarily beneficial to themselves; Then in another form, preemptive strike, as a result, others can't attack, so that the person who initiated the restriction gained the dominant position in the conversation. The word "restraint" is most commonly used to ask about prices and show guests around the house at the initial stage.
At the initial stage of the contact project, whether out of the spontaneous demand for products or the product display contacted by the property consultant, customers will not ask casually, how much is this house? This belongs to the customer's "initial asking price".
In fact, it is a habit for consumers to ask about the price at the initial stage of purchase, and it is an instinct without logical thinking, trying to make a preliminary classification of projects within the scope of image. Regarding the value of products, people have two divisions in mind: expensive area and cheap area. The right brain of the potential customer will automatically draw the price of the product. Once in the low-priced area, customers' beautiful imagination of product quality, brand and quality will disappear. Once in your area, even if there is no consumption power at present, I have established a beautiful yearning for it.
Robert? Theodini gave an interesting example in Influence: a kind of turquoise can't be sold at all. The boss finally wanted to reduce the price, so he asked the clerk to divide the price by 2. The clerk mistakenly thought it would be multiplied by 2 and sold it all. Many times, high price = high quality, which is a mindset, most consumers will not think that cheap = high quality.
At the stage when the customer just entered the sales office, it was the right brain feeling that drove the cognition of the product value, so the initial quotation became a skill. Many property consultants will honestly think that the customer's asking price is definitely to buy, but ignore that the purpose of the first asking price is to find value and quickly classify it into expensive or cheap areas in their minds. The consequence of simply answering "our average price is 12000 yuan" is that the customer goes on to say "it's too expensive!" So the property consultant began to explain, where is our house? Why is it valuable? Under the impression that consumers do not have the ability to identify the value of the project and think that the product is worthless, all the explanations given by the property consultant are invalid.
At this time, the right way for property consultants is to adopt the "restriction" strategy to make the development of the sales process beneficial to them. "Restriction" is a communication skill that actively initiates and controls the classification method of customers' brain regions. There are three steps in the "restriction" strategy: first, praise the customer's vision; Second, emphasize the uniqueness of products, such as rarity and shortage; Third, we boast of the high price of our products and never mention the specific price.
FAB (feature advantage benefit) in the explanation process is used to effectively explain the product's speech formula when potential customers have limited understanding of the project features.
F stands for attribute, which refers to some facts, data or information contained in the product; A is advantage, which refers to the benefits that a certain feature of a product brings to customers; B is benefit, which refers to the needs of potential customers, and introduces some features of products and their matching advantages in a directional way, rather than introducing them all.
There is a key point in FAB's speech, that is, when talking about "B-benefits", we should focus on the family members of customers, especially children and the elderly, to explain the benefits brought by products. Influenced by traditional culture, China people don't live for themselves, and the idea of respecting the old and loving the young is deeply rooted. When it comes to old people and children, they can touch the softest place in customers' hearts. In actual combat, if a property consultant meets a pregnant woman and talks about the selling points of her project and the weaknesses of her competitors for the sake of her unborn baby, it is absolutely lethal. For example, kindergartens, environmentally-friendly building materials, fresh air, open parks, and many amusement facilities can all leave a deep impression on future mothers.
Control speech in the process of viewing the house
After listening to the introduction of the project by the property consultant, as long as interested customers will definitely come forward to see the house, the process of seeing the house can be said to be the key to whether the transaction can be completed. So the words in this process are also very important. The words in the process of viewing the house mainly include the following points:
(1) interpersonal relationship control In the process of looking at the house, customers often invite their friends to participate. The key link of real estate consultant is: take the initiative to get to know all the people who look at the house together, and be sure to take the initiative to let customers introduce you.
The key to the control of the house inspection link is to take the initiative, talk well and ask for more opinions. Take a notebook with you, record the questions that can't be answered correctly, record the points that customers are particularly concerned about, and record the words accompanied by customers. Don't worry about customers seeing you taking notes. Taking notes is also an act of respecting customers and a professional performance. During the return visit, the words recorded here will be used to awaken customers' feelings about the house.
(2) Suburban buildings
In practice, real estate consultants often sell suburban buildings, some of which are even located in the far suburbs more than 30 minutes' drive from the urban area. Suburban buildings often set up sales offices or exhibition halls in urban areas, and property consultants need to bring customers from urban areas to the project site. In this way, the journey to see the house will become longer, and the RV will pass through many places along the way. In this process, the most important speech of the property consultant is to introduce the location. There are two main technical points in the lead-in position:
1), the purpose of introducing the position is to dissolve the resistance and enhance the attraction. The biggest resistance of suburban projects is the lack of regional awareness and the long psychological distance of customers, but the biggest advantage of suburban projects is the low price and great potential for future development of the region. There are only two ways for suburban projects to resolve customer resistance: one is to resolve resistance, and the other is to enhance attractiveness.
2) Two ways to resolve resistance and enhance attraction. In the process of looking at the house, there are two ways to resolve the resistance: one is to dilute the psychological distance with physical distance. First of all, find the reference frame again and use the reference building to evaluate the cost performance of the project.
Resolving resistance is to guide customers from the negative, and enhancing attractiveness is to win extra points from positive publicity. On the way to the house, there are two ways to enhance the attraction: one is regional marketing, and the other is lifestyle guidance. Regional marketing words, such as:
"Our project is located in the core area of Tiexi New City. At present, Shenyang is vigorously building satellite new towns, including six new towns. Tiexi New Town is the most promising one because of its strong industrial support, and it is also the area where Shenyang has introduced the world's top 500. After the opening of the subway 1 line, the house price of Tiexi New Town will rise sharply. At present, buying a house in Shenyang, Yi Dao, Changbai and Zhangshi Development Zone are the three regions with the largest appreciation space. " Lifestyle marketing words such as: "This project is called Hongfa? Long island, the average price is 4200 yuan/m 2, in Hongfa? Buy an 85-square-meter high-rise building in Long Island. With the same money, you can buy a multi-storey building with the same area and a car of 65,438+10,000 in Lido New Town. If you spend the same money, you can enjoy the life of having a house and a car immediately, and the husband and wife can avoid the pain of running around when they go to work. Do you think about it, which is more suitable? " (3) On-the-spot inspection Generally speaking, the path for the property consultant to take the client to inspect the house is from the sales office to the model room of the project site. Walking out of the sales office, you can often see other adjacent buildings in the same area. At this time, in addition to the routine explanation of your own property, in this process, the most important thing to pay attention to is to use the above-mentioned "control words" to make a clever "judgment" on the surrounding competitors. How to judge, there are three main technical points:
1, anti-customer orientation, burying mines for customers.
As long as you can see a competitor's property in sight, you must take the initiative to introduce it, especially for customers who have come to this property for the first time and have never been to other properties. Because, after your reception, his next step is definitely to go to the adjacent real estate to "shop around". A mature real estate consultant knows how to give the customer a preconceived opinion at this time to influence his next decision. For example:
"This is the neighbor of our project. You see, several big markets in * * are concentrated in this area at present. The population of our district will reach 50,000 in the future, and the government attaches great importance to it. Therefore, the future living facilities and public transportation are definitely not a problem. After we check in in these communities, the bus will come in. (Neighbors are first of all "guests" and friends of the same region. First, they emphasize the benefits of our competitors and win the trust of our customers. ) * * The developer of this project.
This is my first time to do development. I have no experience, was misled by the design company and spent a lot of money. The cost is high and the price is high, so they are the worst sellers in this field at present. The monthly sales of our project is at least three or four times that of * *. "The above words are what we call' burying mines'. Tell the shortcomings and disadvantages of competitors in advance, so that customers will have a preconceived impression, which is equivalent to burying a mine in the competitor's site. The customer will step on the sales office of the competitor next time and have a bad opinion of the competitor in advance. One thing that must be noted here is that "mines" must tell objective facts without any subjective assumptions, otherwise their "lethality" will be greatly reduced.
2. Emphasize advantages and selling points, and set a threshold for competitors.
"We sold pure multi-storey buildings in the first phase.
Multilayer is a scarce product in Shenyang at present. Shanghai, Shenzhen and other domestic central cities have long banned the construction of multi-storey residential buildings, and there are basically no multi-storey residential buildings within the Second Ring Road of Shenyang, because the intensity of multi-storey land use is not great. Things are scarce, and the future appreciation potential of multi-layer products is unlimited. Is in the development zone, you see several buildings around are selling high-rise, our multi-storey small apartment can be said to be the only one in the region. "The above words seize the powerful selling point of" multi-layer "to emphasize, and use its uniqueness to set a threshold for competitors.
3. Unfavorable factors are preconceived, and customers should be vaccinated.
"Our outer wall is made in Japan.
Jushui brand self-cleaning paint is environmentally friendly and dirt-resistant, and it is clean as soon as the rain is washed, and the cost is also very high. Many of our customers don't understand that using wall tiles is expensive. In fact, good coatings are much more expensive than ordinary tiles. Just as plastic is more expensive than steel, the reason is the same. Our multi-storey structure is brick-concrete structure, which has three main advantages: first, good sound insulation effect; Second, it is warm in winter and cool in summer; Third, the cost is relatively low, which improves the cost performance of the house. "In addition to the above three points, in the process of looking at the house, when entering the actual unit, we should pay attention to guiding customers to look at the house in a specific order and leave the most distinctive space for the last introduction. The skill of "throwing bricks to attract jade" is also very effective in the actual process.
As mentioned above, the most important thing for real estate consultants is to cultivate the winner's mentality and shape their own consultant image and industry authority. In practical work, its performance is that property consultants should "lead" the conversation and guide and educate customers' consumption habits and behaviors with their professional knowledge and skills. The so-called "leading" means how to unconsciously control the topic content and the development trend and direction of the conversation with others.
Controlling topics is a communication method that real estate consultants need to master skillfully. Any conversation has laws and methods to control and dominate, and people will naturally fall into three traps: the first is the digital trap; The second is the conclusion trap; The third is the perceptual trap to the future prospect.
Digital temptation
Property consultants should develop the habit of talking, as long as the other party says, I think your house in this project is not as good as that. Answer from the property consultant: The quality of a house should be comprehensively evaluated from three aspects. The other person's psychological activity after hearing this is to know which three aspects are in the end, so as to adjust his point of view. Property consultants should strengthen the cultivation of this habit and strictly demand that they naturally adopt the method of "digital temptation" when answering customers' questions.
Absolute conclusion
Absolute conclusion is also a habit of speaking. After using this technique, the listener will generally be shocked to some extent: how can there be such a firm conclusion? For example, "this house is suitable for people like you, and no one else is suitable." "I have a good idea. This house is simply customized for you. " "The color of our facade will definitely improve your fate." This is an absolute conclusion, and its consequence is that people will listen to your comments after hearing such words, thus controlling each other's thoughts. If the other person thinks according to your way of thinking, then your skills have achieved your goal, established absolute confidence in front of the other person, and strengthened the influence of your speech.
look into the future
Customers usually hesitate when they finally make a decision. People always hesitate at the last minute to buy anything. After all, you have to pay. This hesitation is called "consequence anxiety" in psychology. Some people are more obvious, others are not so obvious. The characteristic of people with obvious performance is that they often stop buying at the last minute and always stay in the wait-and-see stage. How to deal with this hesitation of customers, the best way is to "look to the future emotionally". For example:
In the Liwan International Sales Office, after nearly two hours of communication with the property consultant, a lady was deeply impressed by the G apartment located on the floor of Block D 1 Unit 19 of the project, and showed enough desire to buy. The total house payment is 600,000 yuan, and a deposit of 20,000 yuan will be paid on the same day.
When the contract was about to be signed, she took a pen and said to the property consultant, "Am I too impulsive? I decided to buy it only once! " The experienced and experienced property consultant immediately replied calmly: "Of course, it is impulsive! Which buyer of our house is not impulsive? Liwan International is very touching. You can bear your impulse, how many people have this impulse but have no ability to pay.
It is a luxury impulse to own a large apartment overlooking the river view in changbai island. It's true that I like it. Do you like it? "Without waiting for the customer to continue, the property consultant continued:" Imagine that it is autumn in October. On a sunny weekend, you hold your lovely little daughter in your left hand and your lover in your right hand. The family came to the beach park by the Hunhe River for a walk and enjoyed the cool breeze and sunshine in the morning. What a pleasant thing it is. At home, lying in the bathtub and bed, you can see the sparkling Hunhe River and the green golf course. How cozy it is. "Before the real estate consultant finished, the customer went on to say," You are absolutely right, so I signed it. Where is this contract? "In this conversation, the property consultant used the technology of looking to the future, which effectively solved the customer's anxiety about what will happen before buying. There are three main points in the future: scenes, people and processes. In these three contents, we must fully describe the details, and use the details to impress customers to imagine, imagine and associate, thus triggering customers' expectations for the future. The only way to achieve this beautiful state is to sign the contract now.