New Home Sales Training: What Quality Means to Your Customers
- March 1, 2017
What Quality Means to Your Customers
If you ask a group of people what their definition of quality is, chances are you will receive a different answer from many people within that group. Some may say it’s a characteristic or a distinguishing attribute. Others may say it’s the way something is built or a specific feature. What they would all have in common is being correct in their definitions.
Quality can be defined in many different ways depending on the type of quality someone seeks. On Merriam-Webster alone, there are eight definitions for the word, illustrating the complexity attached to what used to be a simple concept. As sales professionals, the idea of quality is further convoluted with every customer we meet.
Does the home design meet our needs?
Does the salesperson respond to my questions in a timely manner?
Does the price correlate with the new home received?
Is the construction team working diligently to ensure my home is delivered on schedule?
These are just a few of the questions customers may ask themselves when deciding whether a home builder can provide or has provided them with the quality they desire, and the answers to these questions are solely based on the customers’ perspectives of the product or service. So how are you supposed to know the type of quality each customer seeks? The simple answer is to listen to what your prospective clients have to say because their definition of quality lies with how they see your products and services before, during, and after the sale.
Establishing Your Target Market
The first step to understanding if your product or service meets the quality needs of your prospective customers is to determine who your customers are. Blanket markets like “everyone whose income correlates with our home price points” are ineffective. Dig down into the target demographics of your prospective clients and get a complete picture of their stories. How do their lifestyles fit into the floor plan, neighborhood, community, or city in which you are selling homes? Find your niche with each prospective customer. They’ll see the value in working with you and you’ll get ahead in enhancing their lives and achieving quality results.
Understanding Your Customers’ Goals
A customer that is budget-focused will more than likely define quality in how closely you adhere to their budgetary constraints, whereas a customer whose only concern is receiving the exact home they requested is going to worry less about the budget and more about seeing the home of their dreams just as they envisioned it. If you can’t determine what it is your customer cares about most, don’t assume you know the answer. One of the worst things you can do as a marketer, sales executive, or customer service representative is assume you know what is important to your customers. If you take the time to listen and ask questions, your customers will appreciate your effort in understanding their concerns or priorities ahead of time and you’ll have a clear idea as to what their goals are for their new home.
Delivering on Your Promises
So you’ve landed the sale and your customer is on their way to a new home, but your job is not yet complete. Part of a quality home-buying experience is ensuring that your customer receives the home they requested at the time and budget they requested. That means communication needs to stay open with the customer, sales team, and construction team so everyone is aware of the customer’s goals and can address any issues that arise efficiently and effectively. This doesn’t mean that everything has to work out exactly as planned, but it does mean that all parties involved need to work towards resolving any issues quickly and communicating them to the customers. Working together, the sales and construction teams can provide a quality home-building experience for every client through the final walk-through.
The Quality Bottomline
As sales professionals, ensuring our clients are satisfied with the level of quality we provide begins at the first point of contact and ends well past signing on the dotted line. It’s a part of everything we do and is only achieved when the desired outcome for the customer is met. It’s about doing our research, building strong relationships with our customers, providing quick and friendly customer service, and delivering the home they desire. It’s what keeps customers coming back and what prompts them to recommend you to their family and friends.
Want to refine your sales technique and increase your quality performance with new home sales training? Contact us for talent evaluation, training opportunities, and community tune-ups from our friendly and knowledgeable new home sales trainers.