Do real estate sales should have a mentality.
In fact, there is nothing wrong with sales. Trick? There is not much technical stuff to speak of. It is difficult for people to communicate in a unified way. Everyone's personality is different, and the way to deal with problems is naturally different. For a newcomer who has just stepped into the real estate sales industry, others' sales skills can only be used for reference. In addition to learning from others' practices, it is more important to sum up the appropriate negotiation methods and methods in every process of dealing with customers, so that you can have your own unique sales skills. With more attention and practice, everyone can have their own unique sales skills and their own? Trick? . Therefore, sales skills are more about studying hard, understanding hard and doing things hard.
[study hard]
People engaged in real estate sales should devote themselves to personal and career development, because life will only change with the change of self, and only by continuous learning can they gain a firm foothold in this society. So to be a top salesman, the first thing you must learn is how to keep a positive attitude.
[Learn a positive attitude]
Before I entered the real estate industry, I worked in a cotton mill for six years, then passed the adult college entrance examination and went to Guangxi University for two years. I remember 1992 when I graduated from college, I went to Guangxi Wantong Real Estate Company to apply for a job. At that time, Guangxi Wantong Real Estate had just been established, and the job advertisement said that only one marketer was needed, requiring a bachelor's degree or above and under 26 years old. I was 28 years old and only had a college diploma. I didn't meet these two requirements. But I'm confident. I think I can do it. No matter what the conditions are, I will apply first. After entering Wantong Company, the boss of the real estate company who interviewed me at that time said that many people had better basic conditions than me. Because I am confident and natural, I decided to enroll me alone. Many people think I am very lucky. In fact, I personally think that the opportunity was won by myself, which is fair to everyone. The key is whether you are sure to catch it.
In the course of my work, I found that the real estate industry covers a wide range and is very challenging. I set myself a goal to lay a good foundation in five years. I won't be a salesman in five years. With the goal in mind, I took the adult college entrance examination again and took the correspondence course of real estate management for three years, which strengthened my professional knowledge and theoretical knowledge.
The first property I sold? Wantong Hanging Garden? The project is located in the old city of Nanning, which is the most concentrated place of three religions and nine streams in Nanning. Many people in the industry are not optimistic about building residential areas in that place. In order to locate the project more accurately, we did a lot of market research in the early stage, including competitor survey and customer survey. When our boss asked me to do a competitor survey, he didn't tell me how to do it. Unlike today, he asked the sales staff to choose the plate, had a fixed questionnaire, knew what to know, and gave them training and explanation before choosing the plate. The boss just told me that you should go and see what real estate is near our project, and give me the investigation report after 10. At that time, I was the only soldier in the real estate company and no one taught me. Two days later, I still don't know how to do it. I was so anxious that I almost cried that I asked my friend to teach me. He told me that he didn't understand it either, and suggested that I go to other real estate sales departments to gawk every day. I don't think anyone can help me. It's no use crying. On the third day, I went to a place called. Jin Ming building? I spent the whole day in the sales department of the project. Through a day's observation, I saw how the sales girl sold the building, what kind of people came to buy the building, and learned the information about the apartment type, price and scale of the building, which gained a lot. Through the communication with sales staff, I also made friends with my peers and benefited a lot. In fact, it's not as simple as going to each building to know some sales information, but more about observing with your heart, so as to truly understand the advantages and disadvantages of each building and deeply understand your competitors. In the process of doing customer survey, I visited door to door and actively communicated with customers. For customers who are interested in buying a house, I record it in my notebook and keep in touch with them once a month. Although customer survey is very hard, I have accumulated many potential customers. My personal sales at that time accounted for 2/3 of the total sales of the whole project. It took only three years to achieve my goal, and I became the sales manager and property manager of Wantong Real Estate Company.
Therefore, a positive attitude is an expectation and commitment to yourself, which determines your life direction, your work goal, and correctly treat and evaluate your ability. What kind of person you think you are is very important. For example, like me, I think I am a positive, optimistic, friendly, very enthusiastic and enterprising person. This is the image of self.
A salesperson with a positive attitude believes that he will smile and say to himself every morning. ? I am in a good mood today. I am very happy. I will contact many clients today. I believe I can solve some problems for them or dispel their doubts. I'll make a deal? ; ? As long as you work hard, I believe we can clinch a deal today and have the best sales performance? ; This is his affirmation of himself.
[Cultivate your affinity]
The so-called affinity is the ability of salespeople to communicate with customers. The nature of a salesperson's job is to deal directly with customers face to face. How to better communicate with customers and make them recognize you must be achieved by standardizing your words and deeds.
In the sales process, language is the bridge of communication. For salespeople, language should be an art of socialization and communication. We should not only pay attention to expressions, attitudes and words, but also pay attention to ways and means, and observe language etiquette, so as to achieve the communication effect smoothly? Lubricant? .
About 80% of information in interpersonal communication is based on polite silence? Second language? To convey. Behavior is a kind of silence? Language? , including people's standing posture, sitting posture, expression and various movements shown by the body. A look, an expression, a tiny gesture and a gesture can all convey important information. A person's behavior reflects his accomplishment, education and trustworthiness. In interpersonal relationships, it is the starting point for shaping a good personal image. More importantly, while reflecting his personal image, it also shows the overall cultural spirit of the company.
Language etiquette is not innate, and beautiful manners are not innate. These are all cultivated through long-term formal training. As long as you practice for 5 minutes every day, you will naturally develop good gfd, manners and posture, use polite language and naturally express your feelings. Only in this way can trained salespeople have affinity.
[Improve your professional quality]
The particularity of real estate products requires salespeople to have profound product knowledge and professional knowledge. Product knowledge and professional knowledge are the basis of sales staff's self-confidence and the guarantee of sales skills.
Mastering the product knowledge of real estate is the first step to officially enter the promotion. You have a good attitude and are confident, but you know nothing about real estate products. When customers ask you about the characteristics, apartment type, price and decoration standard of a real estate, you will not buy the real estate recommended by you at all.
We all know the sales rules of real estate. At the time of new listing, due to regional demand, new listing, herd mentality, appreciation expectation, ostentation demand, investment benefit and other consumer demand, new listing quickly entered a period of rapid sales growth. This stage usually lasts about three months. After three months, real estate sales entered a stable period, and about half a year later, sales entered a period of gradual decline. Usually, 40% to 60% of real estate sales are completed during the period of rapid sales growth. In the three to five months when the sales volume of real estate enters a stable period, it is necessary to complete 20% to 30% of the sales volume, that is, to complete more than 80% of the sales performance of real estate in eight months and more than 90% of the sales volume of the whole real estate in one year.
When the real estate is faced with effective demand, the developers supply it effectively, but the sales staff can't sell it effectively or efficiently. Once the growth period and stable period of real estate sales are missed, there will only be a long wait, which is a pity and passive, especially in the case that there are competitive real estate around the real estate sold, and the real estate differentiation is not great, the sales staff who know yourself and know yourself are the decisive weight to beat the competitors. The value of commercial housing is relatively high, and many customers often use their life savings to buy large businesses. Therefore, indecision is a common phenomenon after repeated comparison. When the customer's perceived use value of real estate is still inconclusive, if the salesperson can explain the customer's purchase demand, the success rate will be high.
I used to? Wantong Hanging Garden? An old customer of mine called me to ask where there is a good school, because his son is going to primary school soon. And I want to buy a house of about 500 thousand near the school. I was selling it? Xiushan Garden? There are newly-built bilingual kindergartens and primary schools next to the project, and the most famous middle schools in Nanning are nearby? No.3 middle school is very suitable for his needs, but there are three properties in the same area to choose from. Our Xiushan Garden is the closest to the primary school and the farthest from the middle school. I didn't rush to introduce the real estate I sold to him, but accompanied the customer to look at it plate by plate, and each plate was analyzed for him. When I arrived near Xiushan Garden, I told him that I was working in Xiushan Garden now. He also saw a lot of real estate today. How about having a rest at my house? When passing by the school site, I mainly introduced him to the bilingual kindergarten and primary school under construction. The client asked me at that time, why didn't you directly introduce me to the real estate you sold? I told him, in fact, it's not that I don't want to introduce the real estate I sold to you. You are an old customer of mine. I just want you not to regret buying a house, so let you compare more. In addition, Xiushan Garden is the closest to the primary school, but it is far from the vegetable market, and there are no other projects near No.3 Middle School, so I don't want to cheat you into buying it, so let you choose it yourself. At that time, the customer felt that I was sincere and paid a deposit in Xiushan Garden on the spot. In fact, in this process, in addition to really thinking about him, I mainly targeted him. Buy a house for your son? Demand. In the process of introduction, bilingual kindergartens and primary schools are highlighted, so as to grasp the purchasing psychology of customers, and I can win the recognition of customers and realize sales.
Doing real estate sales should be mental work.
During the negotiation with customers, we summarized the following negotiation experiences:
The first move is to show goodwill and sincerity? Politeness costs nothing. Give your hands to the other party when handing the business card, and the pen tip faces yourself when handing the pen; Thank you, I'm sorry, speak naturally and appropriately; Except? Price and terms? Think of each other outside; To win each other's trust, it is best to be self-centered.
The second measure is to show goodwill and sincerity? Don't forget the customer's name. It is polite to address gentlemen, ladies, uncles and mothers.
The third measure is the principle of synchronization. In order to get rid of each other's strangeness and shorten the distance, we can find friends, hobbies and other topics to shorten the distance from chatting.
The fourth move, five links? The same surname, fellow villagers, classmates, relatives and comrades have a sense of intimacy.
The fifth measure is the principle of synchronous sitting. It's best to sit on the right or left side of the negotiating table (customer), which is less hostile, easier to accept others and faster to respond. Sit side by side with the client? Rational? Yes, sitting with customers, right? Sensibility? Yes, sitting opposite the customer? Fear? Yes! ? Pay attention to the direction and light, and change seats.
Sixth, not afraid of flattery? Flattery is wonderful. Seeing that the client has a daughter, he said: What a beautiful girl, she will be as beautiful as her mother in the future (suitable for women). Or: What a beautiful girl, you can choose Miss China (suitable for men) in the future. Avoid causing disgust or misunderstanding when flattering.
Number seven, find someone? The principle of M.A.N Find out who you are before you can prescribe the right medicine. The principle of M.A.N is that M (money) is the person who pays, usually the parents; A (author) is the person who has the right to decide; There is a demand. Only when there is demand can we be picky, and those who are suspicious are buyers. Sometimes these three elements are concentrated in one person, that is, the person who buys a house is the person who pays the money, and the decision is up to him and lives by himself. At this time, only one person needs to be convinced. Sometimes the father pays, and the mother has the right to decide, but she needs a son and a daughter-in-law. At this time, it is necessary to convince three or four people at the same time.
If a group of people come to see the house, three kinds of people can't be offended: those who pay, those who have the right to decide, and those who are most prone to problems. All three kinds of people have to kiss up.
Eighth measure, guiding strategy. When customers deposit money, they can say:? Give me a deposit of tens of thousands of dollars today, 20 thousand dollars. Well, when signing the contract, the customer can say: Please read the contract and sign it if it is correct. ?
The ninth trick is to choose one of the two methods. Arrange two options for each other in advance, and we will hide our purpose. For example, do you want the house on the side or the house in the middle? Do you want this big area or this small area? How much deposit are you going to pay, 1 10,000 yuan or 20,000 yuan? Are you coming to see the house in the morning or afternoon?
The tenth move, the timing of the transaction. Some people say that it only takes three seconds to make a deal. Keenly observe each other's satisfaction and take it out at the most appropriate time? Order? , will each other's wishes. Otherwise, the will of the other party will be lower and lower, and it will be more difficult afterwards.
When is the opportunity to make a deal? When the other party listened to the introduction and fully understood the situation, he showed his satisfied eyes; When you first pressed the order, the other party didn't refuse or the reason for refusing was very slight. Moreover, when you take out an order (a tool to test your desire to buy), the other party does not refuse, and falls into a brief hesitation, staring at the order and instructions; I kept asking questions about what I just said and got quite satisfactory answers, and there was no problem for a moment; Silence or eye contact with your partner (eye contact? Have you made a reservation? ); When you suddenly change your posture, action or step out of the eyeliner (indicating that the other person is considering something). In addition, it is necessary to master a harmonious atmosphere and make decisive decisions.
At work, it is very important to clarify the professional ethics and attitudes that business personnel should have. Service quality of service industry, the first priority? Honesty? Every broker serves customers with honesty, enthusiasm and caring attitude, which is exactly what every enterprise needs.
We hope that all operators should have the concept of "life * * *", the front line and backup should be consistent, and customer complaints should be? Deal with it immediately? , give a complete answer. For the customer who buys a house, he can have many choices when buying and selling his own house. A company is just one of his many choices, which is nothing. When we remind consumers to buy and sell a house, they think of a company, which is the only choice, which is really remarkable.
When business people meet picky customers and investors with trading experience, they may have to answer the following questions, which we summarize as follows? Thirteen tricks to see the house? . No matter what house you buy, you should have a clear understanding of the house itself and the surrounding environment. Looking at the house is a university question. The layman watches the excitement, and the expert watches the doorway? .
The first trick is to watch the night instead of the day. Understand noise, lighting, safety, etc. Get close to the house after dark, so as to avoid customers looking at it themselves and business people asking questions without knowing it.
The second trick is to watch rainy days instead of sunny days. It is best to look at the house in rainy days, which is the best time to understand the affordability of the house. No matter how good it is to disguise the enemy, it will rain for a few days, and the water leakage will be smooth at this time.
The third measure is to look at the pattern rather than the building materials. Don't be confused by beautiful building materials. Whether the house functions effectively depends on the proper layout design. The ideal pattern is to open the door and take off your shoes on the balcony or porch, and enter the living room, dining room and kitchen. Banquet function and leisure function are separated. The bedroom faces the living room and there is nothing to hide.
The fourth trick is to look at the corner without looking at the wall. See if the wall is flat and cracked, and pay attention to water seepage. If it is a new wallpaper that has just been pasted, be careful, it may cover up the water mark. It's important for the corner to bear up, down, left and right forces.
The fifth trick is to look at the workmanship rather than the decoration. Especially whether every corner, windowsill, corner, ceiling, etc. Is meticulous, we should be careful of cheap and beautiful decoration. Look carefully, these are all bargaining chips.
The sixth trick is to look out of the window without looking at the curtains. There may be something wrong outside the luxurious curtains. Be sure to open the curtains and have a look at ventilation, lighting, exhaust pipe, feng shui and so on.
The seventh trick is not to open cold water and hot water. It is a basic practice to turn on all the taps. When cold water is turned on, it only depends on the flow rate and the quality of the faucet. When hot water is turned on depends on whether the water pipe is rusty (yellow). There is no hot water, and it is a house that no one has lived in for a long time.
The eighth trick is to look at the stairs instead of the elevator. In other words, the fire escape is the only way to escape when a disaster occurs.
The ninth trick is to look at the socket instead of the electrical appliance. Only a well-designed house can fully enjoy the convenience of modern household appliances. The tenth trick is to look at the house without looking at the furniture. What is furniture? Cosmetics? (Camouflage), an empty house is the real face.
The twelfth trick is to look at the sky instead of the ground. Pay attention to the leakage in the ceiling and corners.
Thirteenth move, don't look at the living room, just look at the kitchen and bathroom. The living room is the appearance, the kitchen and bathroom are the internal organs, and the water, electricity and coal systems at home are all here, which is the place where water leakage is easy to cause problems.
We often use some action routes to remind business people, such as:
● Treating customers with sincere service attitude is easy to gain their goodwill;
● Publicize yourself widely and create better opportunities;
● Be brave in facing problems and overcoming difficulties;
● Success lies not in talent, but in perseverance;
● People who take courage as their capital will succeed faster than the rich;
● Being in a daze will not make a person successful. Even if God sends you a fish, you have to dig earthworms yourself to catch it.
Knowledge is the only good, ignorance is the only evil;
● Want and must have different results;
● There are no houses that cannot be sold, only services that cannot be sold;
● Customers don't have to have enterprises, and enterprises can't do without customers;
● Concept change? Action change? Fate changes;
● Winners and losers look at problems:
The foothold of success, barriers to entry, opportunities behind problems; There is no place to stand, the problem behind the opportunity.
Applying the above principles can make you get twice the result with half the effort and greatly increase your self-confidence. I hope it can be used as a reference for partners in the real estate industry.
Doing real estate sales should be mental work.
Once upon a time (two years ago), the current property consultants were so full of spirit, so-called seamless cooperation, so full of work enthusiasm, eating and getting off work? Almost all the time unrelated to work is spent as a customer, which made me deeply sigh when I first entered the real estate industry.
Why is there such a big gap between the former salesman and the present? Here I want to ask the following questions to those who can read this article: 1. What am I doing here? 2. What should I do? 3. What should I do?
1. What am I doing here?
This is a clear understanding of one's current position and the orientation of one's career. Some people say that the enthusiasm of real estate consultants has declined, mainly because of a series of subjective factors such as the cold market and the increasingly savvy customers. I want to say, is the market really cold, or is their attitude towards work very casual? Is the customer more and more savvy, or is our professional study in all aspects not improved enough? And so on.
We live in the same environment, the same market and the same product. Why is the sales performance of the same case field so different? I want to tell you here that as a property consultant, we are here to create value for the company and realize our own value; We make money for the company and, more importantly, for ourselves. Of course, people should have a desire for money. What am I talking about? Positive desire for money? If you have no desire for money, how can you have such a passionate heart for work?
Second, what should I do?
As a property consultant, our first task is how to sell a good house. I have the following contents here.
When did you learn to share the experience of selling houses?
1, always keep a good attitude.
Real estate sales staff is a high-income profession, and the relative price is high willpower, high frustration and high mobility, which requires good psychological quality. Doing sales efforts is not necessarily successful, and you will not succeed without efforts. Many excellent salespeople have put a lot of effort behind their successful sales performance. We should win without arrogance and lose with grace. Our sellers have placed an order and they have taken a successful step. However, many salespeople are discouraged once they retire later, and there is a lot less passion in their next jobs. It is very important to keep a good attitude towards the next batch of customers.
2. Really grasp the needs of customers. I remember that when I first picked up clients, I was very passionate about my work, but I didn't sell a house for a long time. This summarizes every link in the process of receiving customers. Finally, I found that I didn't understand the needs of customers at all and didn't become a real consultant. I don't even know the basic family situation, professional background, real needs and purchase motives of customers. I just think that customers will take the initiative to buy real estate. A house on the ground floor has poor lighting, but it is very suitable for customers with inconvenient legs and feet or elderly people living at home. Two houses on the same floor, one big and one small, next to each other, will be favored by two generations of a big family, because they can live independently and enjoy family happiness at close range. Therefore, only when the salesperson really grasps the customer's needs can it be easy to reach a deal.
3. Learn to use the means of product differentiation and comparison.
Many times, when selling a house, property consultants always pick the best location and the best apartment in the community, but in many cases, the transaction rate is counterproductive. No matter how good you think this apartment is, he can always find some faults with the buyer. When you answer his questions and he is not satisfied, he will naturally have resistance to this apartment. So at this time, you should use product differentiation and comparison to deal with this problem. First, show the customer two types of apartment, one can almost meet the customer's needs, and the other is not what the customer needs or is very poor. At this time, customers can naturally see which product is good by comparing the two huxing, and then strengthen guidance to solve customer problems.
4. Suspect that the goods are buyers.
Many salespeople are complacent when they hear customers praise their products, thinking that customers will definitely buy them. I am not happy to hear customers mention such and such product shortcomings, and feel that others are not at ease in buying, but deliberately picky. When encountering such a customer, the first reaction of most property consultants is to list the customer as? Blacklist? It is a big mistake not to pay a return visit. Empathy, we usually go to the mall to buy goods, always saying that this product is not good, so it is not good, and finally we sell it ourselves. Why do you still sell goods if you doubt it? Because customers want to bargain with you with these handles, so do property buyers. They only ask you for a discount because of these defects. For such customers, our property consultants need to give them a little sweetness, feeling that they are taking advantage, or step up follow-up visits later.
5, learn to use the scarcity of products, hard-won means.
Do you know what is the greatest feature of China people? I just like to compete with others for something, or I don't need anything, but I want to rob myself when I see others robbing me! It wasn't long before I went to the Blue Bay Peninsula project in Ruzhou, and I encountered such a situation. My elder sister works in a land and resources bureau and came to see the house. I received her and took her to see the house. The demand is120-130m2 1-3F. At that time, the third phase was relatively late, leaving only a large area of 144, and there were not many sets in the following floors. What I saw was 3F of 1- 144- 155, which was too different from what she had in mind. On the first day, I saw that I had to consider four issues. At that time, I thought that the fourth phase could not be sold for five months. I didn't know where the customer bought it, so I lost it. At that time, I saw that this customer liked to send the North and South Gardens on the first floor, but the area was too large. I didn't go to see the apartment of 144 at that time. The next day, I called her and asked her to come and see the owner's home (the home of Party A's financial staff), and the first floor was decorated. 144. When she came in the afternoon, I took her to see it, including decoration and garden layout. She liked it after reading it. Her psychological complaint is that the area is too large, and more 10 square meter will add 56,000 square meters. At this time, I thought of a way. I told her, sister, you still have the ability to take a mortgage down payment of less than 20,000 yuan, a loan of less than 40,000 yuan, and a monthly payment of about 200 yuan.
She still complained and left without saying anything. On the third day, I called her and asked her if she was still considering the house on the Blue Bay Peninsula. She also said that she had to find a smaller one with a garden on the first floor. I said I really can't find it. He also said to her: Sister, you can't buy 144 1 floor with garden now. She asked me why in surprise. I said that it was the house left by our developer, which seemed to be a good house of a certain leader (in fact, it was not left). Why didn't I call you to buy the fourth issue when we started the fourth issue? She didn't want to say, if you don't sell it, you'd better show me the first floor decorated by others with a garden, and so on. I said: Sister, the area is too big, 144, you don't consider it. You'd better wait for the fourth period. She said: No, I want the 144 1 building left by your boss. You have to do something for me. I asked: Do you really want it? She said: Yes. I said, sister, how about this? Now you come to pay a deposit of 1 0,000 yuan to book this house. She asked at once, and that's settled. If your boss doesn't sell it, you can't become a family, and my money won't be refunded. What should I do? I said, listen to me. Now that I have paid a deposit of 1 0,000, I will apply to the developer. As soon as the developer hears that the house has been decided, it is definitely not refundable. The most you can do is criticize me and let you buy a satisfactory house. After hearing this, she took the money away in less than half an hour, booked the house and paid the down payment the next day, signed the contract, and kept saying that I would take care of things. At that time, it took the customer four days to close the deal. I was very excited when I made the deal. I also feel that the difficult customer came up with the countermeasures after our careful analysis. This is the real pride. Afterwards, I also shared with you the skills of being this customer. Therefore, we must learn to use the scarcity of products and hard-won means to control customers.
Third, what would I do?
No matter what we are doing, we must think about our position. How high this company can go in this position, and efforts without dreams are in vain. The final result of being a real estate consultant is to make money, which is the first. Learning and absorbing some experiences from many successful cases of selling houses is the added value we have gained and the cornerstone for further development in the future. Sales is to achieve the unity of its own value and company value. The boss is not a philanthropist. As a basic salesperson, he has not created value for the company, so he will not be appreciated by others. In the end, what he did will be unsatisfactory and not too much! Now that you have chosen to sail, you should be prepared for hardship. We should do our job responsibilities well, do our best, master the course, sail and sail well, and paddle well. Only in this way can we make good achievements and build a team that can stand the test.