55+ Selling Myths - Secrets

to Closing More Sales

DISCLAIMER

• The material in this webcast has not been reviewed, approved, or endorsed by the National Association of Home Builders of the United States (NAHB). The topics discussed and the materials provided here are for informational purposes only, are not intended to be an exhaustive presentation of information on a particular subject and should not be treated as such. The speaker is not acting on behalf of or at the direction of NAHB.

• NAHB specifically disclaims any liability, loss or risk, personal or otherwise, which may be incurred as a consequence, directly or indirectly, in the use or application of any of the materials presented in this or any other professional development presentation as part of NAHB’s webcast programs.

MEET YOUR SPEAKER

Roland NairnseyNew Home Sales Coachroland@newhomesalescoach.com

662-234-0158 x0416

THE 55+ MYTHS

1. There is no sales path with the 55 + Buyer.

2. You have to be careful when communicating as they could perceive you as too “Salesy”.

3. The only way to Connect with 55 Plus buyers is to be the same age.

4. You can’t even attempt to close a 55 + buyer, they will buy when they’re ready.

5. You can’t create Urgency with 55 + buyers.

Plus One Bonus Objection Myth.

When 55 Plus buyers say they will come back when they are retiring, you have no choice but to let them.

THERE IS NO SALES PATH WITH THE 55+ BUYER

ESP SELLING – THE ESSENTIAL SALES PATH (A.K.A. THE THREE ACT PLAN FOR SUCCESS)

PREPARATION = Prepare your presentation, paperwork and learn your lines.

Learn Customers Point of View (POV) .

ACT 1

GREET = Learn the customers, name Build Trust – 30 Second Rule

DISCOVERY = Discover your customers’ needs & Hot Buttons. Use ___________ ended Questions

PRESENTATION = Present your Product with sales props if possible, Macro to Micro

ACT 11

DEMONSTRATION = Show your homes along with benefits to the customer

Close: “ Is____________________________________________________?”

ONE OF A KIND = Narrow down to a one of a kind “________ Go!”

ACT 111CLOSING = Ask for the sale, firstly while in the home or on home site, then again often at the desk.

“Do ___________________________________________________________________?”“Let’s _________________________________________________________________?”

APPOINTMENT SETTING = Write down in front of your client on your Outlook Calendar with date, time & tel number FOLLOW UP = A systematic plan combining phone, text, email, & CRM

“All the world’s a stage and we are merely players.” Shakespeare

ESP SELLING – THE ESSENTIAL SALES PATH (A.K.A. THE THREE ACT PLAN FOR SUCCESS)

PREPARATION• Prepare your presentation, paperwork and learn

your lines. • Learn Customers Point of View (POV)• Prepare your Closers Kit.©

PREPARATION: CLOSERS KIT

Closers Kit = Prepare everything you could possibly need to know to SIMPLY AND ACCURATELY narrow down choices to a specific “one of a kind” home and location on the first visit.

Sharyl and Her “Sales Bible”

PREPARATION: CLOSERS KIT

Closers Kit = Prepare everything you could possibly need to know to SIMPLY AND ACCURATELY narrow down choices to a specific “one of a kind” home and location on the first visit.

Sharyl and Her “Sales Bible”

PREPARATION: CLOSERS KIT

Closers Kit = Prepare everything you could possibly need to know to SIMPLY AND ACCURATELY narrow down choices to a specific “one of a kind” home and location on the first visit.

Sharyl and Her “Sales Bible”

THE ESSENTIAL SALES PATH (A.K.A. THE THREE ACT PLAN FOR SUCCESS)

PREPARATION = Prepare your presentation, paperwork and learn your lines.

Learn Customers Point of View (POV) .

ACT 1

GREET = Learn the customers, name Build Trust – 30 Second Rule

DISCOVERY = Discover your customers’ needs & Hot Buttons. Use ___________ ended Questions

PRESENTATION = Present your Product with sales props if possible, Macro to Micro

ACT 11

DEMONSTRATION = Show your homes along with benefits to the customer

Close: “ Is____________________________________________________?”

ONE OF A KIND = Narrow down to a one of a kind “________ Go!”

ACT 111CLOSING = Ask for the sale, firstly while in the home or on home site, then again often at the desk.

“Do ___________________________________________________________________?”“Let’s _________________________________________________________________?”

APPOINTMENT SETTING = Write down in front of your client on your Outlook Calendar with date, time & tel number FOLLOW UP = A systematic plan combining phone, text, email, & CRM

“All the world’s a stage and we are merely players.” Shakespeare

CARING & CONNECTING

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

“People don’t care how much you know, until they know how much you care.”

Theodore Roosevelt

COMMUNICATE & CONNECT

WORDS VOICEBODY LANGUAGE

7%23%70%

MYTH 2: You have to be careful when communicating as they could perceive you as too “salesy”.What would you say the percentage is for, WORDS, VOICE, BODY LANGUAGE?

They Both agree that only 7% is words, and 93% of communication is tone and body language.

Dr. Albert Mehrabian Study University Of Pennsylvania Study

MASTERY OF COMMUNICATIONWORDS

“Be Impeccable with your word.”Don Miguel Ruiz

“Success in business is simple. Say what you’re going to do, do it. Then remind your clients that you kept your word.”

7 WORDS TO CONNECT YOU WITH 55+ CLIENTS

DON’T SAY

• HOUSE, UNIT

• RE-SALE

DO SAY

• HOME

• BRAND NEW

• USED

7 WORDS TO CONNECT YOU WITH 55+ CLIENTS

DON’T SAYLot

DO SAYHome Site

Project, Development Neighborhood

7 WORDS TO CONNECT YOU WITH 55+ CLIENTS

DON’T SAYDownsizing

DO SAYRight Sizing

Contract Agreement

7 WORDS TO CONNECT YOU WITH 55+ CLIENTS

DON’T SAY DO SAY

EMPOWERMENT PHRASES FOR ACTIVE ADULT, 55+

Imagine….You deserve it….Why wait….Start your newlife now…

CONNECT WITH VOICE AND BODY LANGUAGE

MYTH 3: The only way to connect with 55 Plus buyers is to be the same age.

CONNECT WITH VOICE AND BODY LANGUAGEUnder Stress be Cool, Calm and Collected

Speak: Slowly, Softly, and Listen More

When you get to the end zone, act like you’ve been there before.

Tom Landry

CONNECT WITH VOICE AND BODY LANGUAGE

IDENTIFYING AND ADAPTING OUR PERSONALITY STYLES

CONNECT WITH VOICE AND BODY LANGUAGE

MIRRORING & MATCHING

LISTENING SKILLS FOR 55+

1. LEARN, REPEAT THE

CUSTOMERS NAME

2. BE INTERESTED

3. ASSUME A LISTENING

POSTURE

4. NEVER INTERRUPT

5. REFLECT

6. CHUNK

7. TURN OFF ALL

DISTRACTIONS

8. FOCUS

LISTENING SKILLS FOR 55+

CHUNKING

55+ SALES GENIUS“Mr. & Mrs. Home Buyer, so it sounds as though you are looking for a home with

two bedrooms and a den, you would like to start enjoying a maintenance free

lifestyle so you can travel and spend more time with your 7 grandkids, would like to be in before thanksgiving, and would like to keep it in the mid three’s, sound good?

BENEFITS OF CHUNKING (“Four C’s”)

Confirm Correct Connect Close

“Everything your customers say, will be used (against them) in the court of

closing.”Roland Nairnsey

DEEP DISCOVERY

“Open ended at the beginning leads to closingsat the end”

Roland Nairnsey

“You can’t close, if you can’t open”

As seen by Roland on Facebook!

“Judge a man not not by the answers he provides, but by the questions he asks.” Thomas Jefferson

“Intelligent children have all the answers; gifted children have all of the questions.” Unknown

ASK OPEN ENDED QUESTIONS

• How• What• When • Where• Who• Tell me

& • Share with me

Be careful of why… ask me why!

DEEP DISCOVERY

Public Versus Private DiscoveryPublic:When, where, what $what Features, who,

Private:Why they are moving,Pleasure and pain, Hot Buttons, What’s Really going on, What is Their real WHY?

ESSENTIAL DISCOVERY

PROVEN CLOSES FOR YOUR 55+ BUYERS

MYTH 4: You can’t even attempt to close a 55+ buyer, they will buy when they are ready.

1) Recap Close at Your Desk

2) Alternative Choices

3) Puppy Dog – Effective On

BODY LANGUAGE OF CLOSING 55+

Never Negotiate on your feet, always close at your Seat.”

Roland Nairnsey

CLOSE AT YOUR DESK

• Review and confirm their hot button macro and micro location benefits. • Community Map: review and confirm their community benefits. • Homesite: Review and confirm at least three benefits of the homesite. • Home Plan: Review the plan in detail including writing the names of their children to

their bedrooms if appropriate.• Include Feature Sheet (Optional): In order to build value review the included feature

sheet. Focus on your clients hot button included features. • Designer Showcase Homes (Optional): Make sure you have a color brochure

showcasing the exact included features. • Pre-Designed Custom Drawings: When you get to their custom request area, review

the drawings and confirm they are happy with changes. • Recap Form: Offer to add this to their investment review form. Once you’ve added

this, show them their wonderful new home with their luxury features. • Use the NHS Sales App and Review Monthly Investment• Blank Sales Agreement (Optional)• Builder Process Map: Review the simple step by step builder process.

ALTERNATIVE CHOICES

a) LUXURY CHOICESSALES GENIUS

We had talked about this home with either the granite counter top or without,Which would you prefer?”

When they give you answer, such as;

MR. & MRS. EZ SALE“No, we want the home with the granite.”

Bingo, stop talking and start writing.

b) HOME SITE

SALES GENIUSMr. & Mrs. Sale we had looked at home site 17 on the corner

with the small premium or home site 22 in the cull de sac, with the trees,I forget which would you prefer?”

MR. & MRS. EZ SALE No, we definitely want home site 22 in the cul de sac.

Excellent, press hard there are three copies!•

ALTERNATIVE CHOICES

c) MOVE IN DATENotice we ask about move in date, as opposed to closing date as it is a little friendlier, and less threatening and therefore easier for the customer to say yes to.

SALES GENIUSMr. & Mrs. Sale, this home will be available at the end

of this month, would you rather move in onthe 28th of this month or the 12th of next?”

MR. & MRS. EZ SALE“No, we can’t do it on the 12th; could we make it the 14th?

d) NAMES ON THE AGREEMENT

SALES GENIUS“How would you like your names to appear on the agreement?”

“’ Ask an “either - or” question and when they give you a response you simply presume the sale and start writing

ALTERNATIVE CHOICES

WARNING: This close caused at least a 30% increase in my own sales!

SALES GENIUSSince you’re here, and you love the home with the

_____________________________,let’s go ahead and lock in the price

(and the incentive), and secure the home site and we’ll make it effective in a few days,

say at 5PM?”

On the agreement simply write;

“This agreement becomes effective as to the buyer on ___________ at 5Pm”

(Date)

NEW LIFESTYLE

MYTH 4: You can’t create urgency with 55+ Buyers

“Let’s start enjoying that new lifestyle NOW.”(Or) “Why wait…

NEW LIFESTYLE

NARROW DOWN TO ONE OF A KIND“Can you imagine how you will feel waking up to this view every morning?” (or)“How would you feel if some one else took your view?”

NEW LIFESTYLE

Plus One Bonus Objection Myth:When 55 Plus buyers say they will come back when they are retiring, you have no choice but to let them.

Buying power or Cost of Waiting: Both Financial and Emotional

“Your buying power will never be stronger than it is now, can I show you what I mean?”

(Or)

“The only thing waiting will ensure is a loss

of choices and erosion of buying power, can

I show you what I mean?”

CREATE YOUR DESTINY

Be careful of your thoughts, because your thoughts become your words,

Be careful of your words because your words become your actions,

Be careful of your actions because your actions become your habits,

Be careful of your habits because your habits become your character,

Be careful of your character because your character becomes your DESTINY.

You are the artist of your own life. Please create a masterpiece for yourself.

I trust that the principles and process in this book will transform your life as much as they have mine, and you will create for yourself a perfect destiny.

Truly,

Roland NairnseyPresident New Home Sales Coach

THANK YOU

Please feel free to contact us for the Power points or with any questions. We are here to help.

Roland@newhomesalescoach.com

561-236-2400

Visit our website at

NewHomeSalesCoach.Com

Follow us on You Tube, Facebook and

Linked In.

NEXT 55+ Lunch and Learn Webcast

Tuesday, Nov. 19, 20191:00 – 2:00 pm EST

10 Lifestyle Event Ideas and Tips for Success that Sell Homes at 55+ Communities

SpeakersDeborah Blake, The Ipsum Group

Tori Ewing, Gilbert & Sheppard GroupTwo Lifestyle Directors

- BONUS -(Additional Material - Not Covered During Webinar)

ESSENTIAL DISCOVERY

HOW

2) SALES GENIUS“How did you hear about _________________ by ______________________?”

(Community Name) (Builder) Ads Signs Friends/Referral Zillow/ Trulia/ Realtor.com Website Realtor Driving by

WHAT

3) SALES GENIUS“Great, what was it in the ad that attracted your attention”

EXPAND: For example if they said: “We liked the location, then you would agree with them and gently probe and say “It is a great location what is you like about it?”, and then you can listen and learn.

DISCOVERYWHEN

4) SALES GENIUS “When you find the home you like,

when do you think you will be moving in?”

WHEN BEFORE PRICE

WHAT

5) SALES GENIUS Here at __________________ by_______________

(Community name) (Builder name)

our homes are valued between the $__________ / (Per Month) to the $________ / (Per Month),(Very lowest) (Very highest)

What do you have in mind? “

GO HIGH WITH $

DISCOVERYMONTHLY INVESTMENT VERSUS TOTAL INVESTMENT

5) Alternate) SALES GENIUS

Here at ____________________ by_______________________(Community name) (Builder name)

our homes are valued between the_______________ to the _____________,(Very lowest) (Very highest)

Do you have either a total or a monthly investment that you would like to stay

within/what monthly investment do you have in mind?

WHAT

6) SALES GENIUSIn that value range we have 3 and 4 bedroom homes,

Both one and two story what are you looking for?

DISCOVERYDON’T BE CHAINED TO SQUARE FEET

WHAT….ELSE

7) SALES GENIUSWhat other features would be important to you?

DISCOVERYCHUNK

8) SALES GENIUS “So if I hear you correctly, you are looking for

a four bedroom three bath, with the master suite downstairs, a big back yardfor your seventeen children, you’d like to keep it in the mid fours,

and you’d like to move in around thanksgiving?”

NO PRESENTATION OR MODEL DEMO WITHOUT CHUNKING FIRST!

“Go back you need to CHUNK!”