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Sales Training: Discovery

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Dana Novotny

on 9 July 2015

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Transcript of Sales Training: Discovery

M/I Homes Sales Training:

Role Play!
Customer Focused
The Art of Asking Questions
Goal #2: Engage in Active Listening
My Background
Del Webb Lifestyle Director:
Community and Clubhouse Startup
Club and Committee Facilitation
Collateral Development
Web Portal Development and Mgmt
Community Relations and Parnters
Lifestyle Training
Let's talk about this more in depth:
Think about the home you live in right now. Rate it on a scale of 1-10. 1 is very happy, extremely satisfied. 10 is highly dissatisfied.
Goal #1: Understand the Art of Asking Questions
Goal #3 Guide the Customers Through Discovery
Factors of Change
Why do people move?
What do all these clients have in common?
Understanding Dissatisfaction
Ignore the Dissatisfaction and you disrupt the entire sales process.
Think about your typical clients. First time buyers? Multi-generational or cultural buyers? Empty nesters?
The move-up family buyer?
Goal #4 Identify Obstacles
Goal #5 Transition into Demonstration
the Art of Asking Questions
Questions help us accomplish 3 critical tasks:
Discover a customer's needs, wants and desires along with any conditions.
Make customers feel important because the questions are tailored to his needs.
Help customers feel engaged and involved in the process. Remember the importance of emotions!
Digging Deeper
Seeks to get information
Alternative Choice
: Seeks agreement or a decision
: Broadens the discussion for even more information
: Gets proof, challenges old ideas, creates new solutions
: introduces one of our own ideas
: Allows us to try new ideas and flesh out solutions
Building Agreement
: develops common agreement toward taking action
Common Mistakes and Pitfalls to Avoid
1. Talking too much: Dumping and Flooding
2. Getting too personal too soon
3. Death by Question
4. Making Assumptions
5. Failure to Qualify
Best Practice
Current Dissatisfaction
Future Promise

Your Turn! Scenario 2
Mr. and Mrs. Smith have 2 young children and a newborn.
They have been looking for a new home for the last 6 months.
They need more room with flexible space, at least 4 bedrooms and a better school district.
They'd prefer to sell their current home first, but it is not necessary to move foward. The home was recently listed with a Realtor.
Mrs. Smith does not work, but Mr. Smith was recently promoted so they can now afford more home in a nice neighborhood and are eager to get started.
Your Turn!
Mr. Jones is a young attorney at a small firm and recently made partner.
He's tired of renting and wants a place of his own to show off his success.
He currently lives in a trendy part of town and enjoys the convenience of close proximity to dining, entertainment, and the gym.
He does not want the responibility of home maintenance as he works and goes out.
He needs a home office and a minimum of 2 bedrooms.
Mr. Jones is a young attorney at a small firm and recently made partner.
He's tired of renting and wants a place of his own to show off his success.
He currently lives in a trendy part of town and enjoys the convenience of close proximity to dining, entertainment, and the gym.
He does not want the responsibility of home maintenance as he works and goes out.
He needs a home office and a minimum of 2 bedrooms and 2.5 baths.
He just recieved his annual bonus and plans to use it as his DP.
Best Practice: Scenario 1
Group Practice
What was difficult?

What was easy?

What do you feel you could do differently?

What are some best practices you shared?

What do you feel your peers did well?

How can they improve?

My observations
Next Steps
Discovery happens throughout the sales process.

Active Listening

7 Areas/USP's


Obstacles: Conditions and Objections

Transitioning to Demonstration
Quick Tip: "Tell me more about that..."
Principles of Asking Good Questions
Best Practices: Trusted Advisor Role
1. Ask Open ended questions
2. Personalize the experience
3. Uncover needs
then motivating factors
5. Start broad the narrow.
6. Hey, Stupid! (Don't make your clients feel stupid.)
7. Focused and Positive
8. Ask...then listen!
Helpful Hint: AC questions are mini commitments.
Moves the prospect to the 'next step.'
Tip: Use it to clear up confusion, avoid assumptions, question and objection.
Building trust and discovering motivations =
a mutual purpose
Discover the underlying dissatisfaction and solution = shared mission
What is the single most motivating factor in a new home purchase?
iAm dissatisfied
Dissatisfaction level
Motivational Level
Not Motivated
Highly Motivated
The Why is more important than the What
Why vs. What
What got your buyers on the fence in the first place? If you can answer all their urgent pleas, you will be their hero!
Dissatisfaction level
Motivational Level
The Power Of WHY
Most people forcus on the surface problems: House is too small or looking to downsize for example.
Typical Questions:
What size of home?
What price range?
Waht number of bedrooms?

Single most important question:
Why are you thinking it's time to move? (or a variartion of)
If you don't know the why, the what doesn't really
matter does it?
Tell me more about that...
Problem solvers (which is what we are) go 'three whys down' to get beyond a surface issue.

Think of a time when a buyer seemed ready to buy, but you just couldn't get him/her off the fence. What were the barriers? What could you have done differently?
Be Curious!
Broad Fact
Narrow Detail
Emotional Result
People don't buy because of their Dissatisfaction. They buy because of their emotional response to their Dissatisfaction
Current Dissatisfaction:
focuses on what our clients are moving from.
People dont' buy products, they buy solutions the products represent
Motivating Factor #1
Motivating Factor #2

Future Promise:
The future promise represents the picture in their minds of what thier lives COULD be like. Hope of things to come
A compelling future promise can elevate your client's current dissatisfaction!
Every customer is on a mission to improve their lives
refers to the factors that counter dissatisfaction and future promise. Cause a client to stay in their current situation. These must be resolved for the client to move forward.
Current Dissatisfaction x Future Promise >Cost/Fear
The 4:2 Formula
1. Relationship Questions (Building Rapport/Welcome)
2. Motivation Question
Note: Transition Question--May I ask you a few questions to point you in the right direction?
3. Current Dissatisfaction Question
4. Future Promise Question
Sample Questions
Relationship: Any question about the weather or ask how their day is.
Motivation: So, why are you thinking about moving?
What has triggered your home search?
Current Dissatisfaction: What about your current home isn't working any longer?
If you could change anything about where you live now, what would it be?
Future Promise: What are some of the must haves on your list?
Describe the areas as are most important to you?
Tell Me More About That...
The wise man doesn't give the right answers, he asks the right questions. --Claude Levi-Strauss
Active Listening
"Many a man would rather you heard his story than granted his request."
— Phillip StanhopeEarl of Chesterfield
"The best salespeople are great listeners—that's how you find out what the buyer wants."
— Larry Wilson and Spencer Johnson
"There is no such thing as a worthless conversation, provided you know what to listen for. And questions are the breath of life for a conversation."
— James Nathan Miller
What good is asking questions if you don't bother to listen to the answers?
Real communication occurs when we listen with understanding--listening WITH a person, not to him.
It's called
Empathic Understanding
Be Present
The Seven Keys
How much?
Who is your customer? Who will be living in the home?
Why is he looking?
What does the ideal home look like? What's on the wish list? What's not working anymore?
Where else are they looking?
When does he want to move? When is the next follow up?
How will the be paying for their home? How can they move forward?
How much?
How much will it cost?
Dominant Buying Motives (DBM's)
Full transcript