Posts Tagged ‘ new home sales consultant ’


Note from Jason Forrest: The gift that keeps on giving

January 3, 2014

Newsletter and mouse-2014-New Year-What to expect from us-Jason Forrest-Forrest Performance Group-Sales Training-Sales Techniques-Tips and Tricks-Sales Process-Improvement-AchievementSales Pros:

It’s our first X-Factor newsletter of the year and there’s nothing but fresh and tantalizing content coming to you!  In addition to all the sales training tips you’ve come to expect, here’s a little of what you can anticipate from us and our newsletters this year:

-Up-to-date information and leadership assessment tools about and for the current selling market

-Tips and techniques to challenge, lead, engage, refine, and improve your sales process/style

-Social Media updates that show you pictures, quotes, videos and more about where we go, what we do, and words that inspire us.

-Videos that feature specific X Factor Sales Pros on their take-aways and application

-A whole new program on sales coaching training called Leadership Sales Coaching

Don’t miss out on our newsletters! They can be the voice you need to keep you accountable to weekly challenges and vital skill-sets.

Here’s to earning what you’re worth!

Jason Forrest

 

Click here to subscribe to my mailing list

JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. In 2013, he won a Gold Stevie Award for Sales Training Leader of the Year. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.

ABOUT FORREST PERFORMANCE GROUP

Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.

The Time is Now: Buying New Homes

August 6, 2013

Family in front of Home-Going Home-Jason Forrest-Forrest Performance GroupIf ever there was a time to buy a new home, it’s be right now!

According to Trulia’s Rent vs. Buy index, an overwhelming majority of major cities in America show that it is more affordable to be in the new home buyer’s market than in the renter’s market.

Especially with the recent housing price increase (which supports a healthy overall economy as well as the real estate market), there couldn’t be a more perfect market for buying a new home.

As a new home sales professional, here are some points you can remind new home buyers when touring through your new and resale homes:

-Buying a new home means investing in a new beginning.

-Building and buying a new home means buyers can avoid the resale market and get exactly what they want in their new home.

-Starting out in a new neighborhood allows new home buyers to be a key member in creating the neighborhood’s environment.

-Buying while interest rates are rising supports the health of the economy and in turn, increases the value of the new home purchase.

-New homes offer more energy efficient appliances.

-With new technology, less maintenance is required on new homes in comparison to the uncertainty that can come with resale houses.

 

Whether you are a new home sales coach, or a sales professional in the beginning stages of real estate sales training, what additional benefits would you share with your prospects? Comment here and share with your fellow new home sales professionals.

Think about the benefits you would want if you were buying a new house and bring them up the next time you are touring new homes with prospective new home buyers. At your next new home sales seminar, listen and take note of the points others are using. The combination of points may be the answer  your buyer needed all along to commit.

Here’s to earning what you’re worth!

 

JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.

ABOUT FORREST PERFORMANCE GROUP

Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.

More Training or Less?

October 5, 2012

How to use training to gain success AND remain successful.

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Change Your Instincts

August 30, 2012

Karate Kid-Instincts-Change-Jason Forrest-Forrest Performance GroupDo you train your new home sales marketing skills with the same intensity as the Karate Kid? What would happen if you did?

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

 

Note from Jason Forrest: Sales Professionals work with hands, heart, body, and soul

August 28, 2012

Brain in Hands-Sales Pro-Tools-Jason Forrest-Forrest Performance Group“A man who works with his hands is a laborer;
a man who works with his hands and his brain is a
craftsman; but a man who works with his hands and
his brain and his heart is an artist.”

–Louis Nizer, lawyer

Sales pros:

In order to be great, you have to work with your hands, brain, heart, and soul. You might even add to the above quote and say that a man who works with his hands, his brain, his heart, and his soul is a sales professional.

If you fit that description, take a moment and bask in the reverence that you are the highest level of sales evolution. Others just use their hands or their hearts and their hands. But not you, you use your soul.

It’s a tall order, I know. But you’re up for it. You pursued this gig knowing there weren’t guarantees…knowing you’d have to give up nights and weekends and holidays. You may as well make it worth it by giving it your best and operating at the level of a sales professional.

You use your hands by showing–opening up cabinets, demonstrating, walking off the room dimensions on site, having clients touch and feel construction quality, etc..
You use your mind by appealing to logic–talking about the features that will improve your customers’ lives on a logical level.
You use your heart when you appeal to emotion–the benefits to prospects’ lives on an emotional level.
You use your soul by connecting deeper; selling to each customer as you would sell to your mom or sister; and passing on your hot belief that if they don’t buy, they’re missing out.

So, are you using all of you? Make it a game–after each interaction with a customer today, consider what levels you sold to them on. Did you sell at a laborer’s level? Or maybe a craftsman’s? Did you sell at the level of an artist? Or did you give it everything you have and sell at the level of a true sales professional?

Here’s to earning what you’re worth!

Jason Forrest

 

Contributed by Jason Forrest, new home sales trainer/coach

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Note from Jason Forrest: Who do you play for?

August 21, 2012

Turf-Play-Love of it-Sales Pro-Jason Forrest-Forrest Performance Group“Somewhere behind the athlete you’ve become and the hours of practice and the coaches who have pushed you is a little girl who fell in love with the game and never looked back… play for her.”

―Mia Hamm, retired soccer star

Sales pros,

We are corporate athletes. But sometimes we “play” because it’s our job or because the boss requires us to. We play because we don’t want to get yelled at or have unpaid bills.

But somewhere behind all that is that genuine people person who went into new home sales for the pure of love of it–for the joy of meeting new people, for the thrill of closing a sale, and for the power that comes with knowing that your results are directly related to your efforts.

Tap into that and get into that childlike spirit of why you wanted to make this your career in the first place. Play for that.

Champions have fun with it. They play to perfect their craft. And they play for themselves more than they play for their boss or their mortgage or anything else.

Play for fun. Play for you.

Here’s to earning what you’re worth!

Jason Forrest

Contributed by Jason Forrest, new home sales trainer/coach

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Be a Leader or Find a New Job

July 20, 2012

Leader-Leading-Jason Forrest-Forrest Performance GroupJoel Barker defines a leader as a person you follow to a place you wouldn’t go on your own. It’s your job as the sales pro to set the tone and lead the way. You are the one who knows the process best–lead it.

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

X Factor Trophy–Rewarding Your Difference Makers

July 13, 2012

Salespeople matter. Despite the widespread belief thax factor sales trophy new home sales training forrest performance group jason forrestt price, product, and packaging make the difference, X factor sales professionals are the most powerful force you can have on your team.

Adam, a sales coach for one of our clients (a national home builder) has a fantastic idea for rewarding and recognizing such standout sales professionals–the X Factor trophy. This award is unique in that it’s not about a number of sales or an amount of profit. It’s about effort. And I think that’s fantastic.

By celebrating effort, Adam is acknowledging that what each salesperson does matters. So many factors could contribute to meeting goals and we don’t want to celebrate that someone was just in the right place at the right time.

We want to break down the lottery mentality and recognize sales professionals who create the sale or make it happen faster. When you, as a leader, reinforce that effort makes a difference, you help create a constructive culture where your salespeople feel that they are in control.

Adam believes it’s important that sales team chooses the winner, saying, “In that moment when they decide who among their peers is the X Factor, they are part of the experience.”

But that’s not the only benefit. Adam also says that it “stokes the fire” in his competitive-by-nature team members, making them want to earn the award next.

Napoleon said that men will die for ribbons. Adam’s take on that is that if men will die for ribbons, “they will kill for trophies.”

 

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

1 Hour Follow Up

July 4, 2012

People Meeting-Answering Questions-Jason Forrest-Forrest Performance GroupEver wish you could be there when your prospect thinks of all the questions that somehow escape them while they’re in your office? Well you can–with the one-hour follow up. This concept is from Jason Forrest’s second book, 40 Day Sales Dare. In this podcast, he talks about how you as the sales professional can proactively address the questions that your customers start asking themselves as they drive to the builder around the corner.

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Birdbrain

April 26, 2012

In my backyard, I have a well-stocked bird feeder and a shiny new birdbath. But as of now, no birds. birdbrain j forrest group creating urgency jason forrest new home sales training new home sales training and development new home salesperson new home salespeople

I got all the recommended equipment, but after seven days of staring out at a full bird feeder and vacant birdbath, I was left wondering where I went wrong. When I asked my friend Julie (an expert on the subject) what I should do to attract my winged friends, she said, “They don’t know it’s there yet. Where do you think the term birdbrain came from?”

She gave me a few tips for getting the birds’ attention, saying, “It takes more than the old adage, ‘if you build it, they will come.’” Ahhh…words of wisdom from someone who also happens to be an X factor sales professional.

Is this what we expect in our new home communities? That if we build top-of-the-line model home parks with “perfect” landscaping, signage and displays; the customers will come? What is the missing ingredient? Like Julie, X factor new home sales professionals know that you have to take ownership of your model as well as ownership of getting prospects to visit.

Going beyond basic marketing and engaging in community networking, partnering with Realtors, and extraordinary follow-up can make or break a new community.

Now I am working on getting the word out to the animal kingdom!

Sales Tip:  X Factor Sales Professionals drive 50% of their own community traffic by understanding why their homes, neighborhood and builder are the best in the marketplace and personally inviting prospects, community organizations, and Realtors to visit. X Factor sales professionals do their part to Be Sales Ready!

Jeanne Conger, J Forrest Group’s National Sales Coach, has 25 years in the industry; experience with public and private builders; and over 900 hours of real estate courses under her belt. She is truly an industry expert. While she has worked in design studios, marketing departments, merchandising departments, and sales management (she coached a sales team of more than 100), Jeanne enjoys nothing more than being in the trenches.

Jeanne specializes in turning around laggard communities, helping sales professionals generate traffic, providing hiring consulting for sales managers, and coaching design center sales professionals. Learn more about J Forrest Group’s new home sales training programs.

Note from Jason: Create Your Future

March 14, 2012

“The future is not something we enter, it’s something we create.” –Leonard Sweet

Sales pros:create your future new home sales training and development new home sales trainer new home sales process builder training creating urgency jason forrest j forrest group

Your career is what you make it. And you can either settle with what it is or you can make the most of it. Here’s a tip—ask your sales manager to be your sales coach.

If you’re not getting the kind of coaching you need in order to achieve your very best, tell your coach. You’re a salesperson—sell them on what you would like and how they can help you reach your own goals as well as the company’s. You can also ask them to shadow you during a sales presentation and give you honest feedback on what you could do differently.

Look, even if your coach isn’t as good of a salesperson as you are, they can still see your sales presentation more objectively than you can. They don’t have to be better than you. They just have to be able to give you a form of objective reality (something we often can’t see about ourselves). In a sense, they hold up a mirror so that you can see what they see.

You can also have your sales coach ask you questions that hold you accountable to the sales process. Questions like the following:

  1. Where did the sale stop?
  2. Who stopped it?
  3. Why did it stop?
  4. What are you going to do to move the sale forward?

Not only will this approach benefit your sales performance, it will also help your coach see you as someone who is determined to grow personally. And that’s the kind of person a coach wants on her team.

Here’s to creating your own future and earning what you’re worth!

Jason Forrest

Secrets to Six Figures in New Home Sales

February 3, 2012

Contributed by Jeanne Conger

Many new home sales pros have a love/hate relationship with their paychecks. They love that they can control their income and earn a lot of money. And they hate that they can’t control or predict their monthly earnings.Stacks of Money-Six Figures-Jason Forrest-Forrest Performance Group

Many of these folks are six-figure earners who understand that in order to make over $100,000 and consistently make sales, they must be mega-disciplined and trust completely in the new home sales process. These X Factor Sales Pros know that they (not the market) are in control of their income.

But sure, they’d enjoy a little more predictability in a career that admittedly has some factors beyond their control (such as build time). So how do we become more predictable in new home sales?

Set Goals:

Setting, tracking and achieving sales goals isn’t just about rattling off the amount of money you want to make at the end of a year or spouting off a weekly sales goal. It’s also about increasing the behaviors that lead to sales (such as appointments, building a home on paper, etc.). Conversion rates for setting follow-up appointments, filling out guest cards, giving model tours, and selecting a home site are just a few of the processes that we can “own.”

Focus on conversion rates so that you will become the true, predictable X Factor Sales Professional that consistently earns what you are worth!

Invest in Yourself:

Sales don’t happen by accident. Investing in your personal development through training and coaching increases predictability and consistency.

Every six-figure sales pro I met at a recent career night also tested high on their SPQ scores. That’s because a key to earning what you are worth is being willing to do what it takes to get there. Those who are not willing to grow, adapt, and receive coaching will fail (at worst) or stay stagnant (at best). They will rise and fall with the market. On the other hand, those who are open to coaching are more apt to adjust to different circumstances.

And they overwhelmingly make more income.

__

Jeanne Conger, J Forrest Group’s National Sales Coach, has 25 years in the industry; experience with public and private builders; and over 900 hours of real estate courses under her belt. She is truly an industry expert. While she has worked in design studios, marketing departments, merchandising departments, and sales management (she coached a sales team of more than 100), Jeanne enjoys nothing more than being in the trenches.

Jeanne specializes in turning around laggard communities, helping sales professionals generate traffic, providing hiring consulting for sales managers, and coaching design center sales professionals.

Note from Jason Forrest: Selling is complete communication

January 7, 2012

Sales pros: Woman Talking on the Phone-Communicate-Jason Forrest-Forrest Performance Group

A complete new home sales process follows the classic communication model: Tell them what you’re going to tell them, tell them, then tell them what you told them. Only with sales, we show and tell since the new home sales process is very interactive.

Tell them what you’re going to tell them: Set the tone and tell prospects what to expect through the process. For example, after you meet and greet, say, “Let’s go through the first model room by room so that I can find out how you’re going to live in the home. By the time we are finished, I’ll have a better picture of the home that will best meet your needs.”

Show them: Lead prospects through the process. For example, while standing in the living room, say, “So is this living room bigger or smaller than what you have now?”

If they say it’s bigger, find out how they’ll use the extra space: “Great! So would you use the extra space to just be more comfortable or would you add extra furniture so that you have more seating for entertaining your friends?”

Tell them what you showed them: Once you’ve shown your prospects the models and discussed what they need in a new home, summarize what you’ve gone through so far. Say something like, “Well, I’ve really learned a lot about you. As we talked, we realized that you need a four bedroom, two bath home. The secondary bedrooms would be for your kids and you need them to be away from the great room so that you won’t wake them up when you have friends over. We also realized that the study would come in handy as a toy room. Does that sound like the vision of the home you’re looking for?”

The key is to be conversational. Practice this script this week with live prospects and report back in the comments on how it’s going.

Here’s to earning what you’re worth!

Jason Forrest

P.S. Learn about our new home sales training programs.

To teach new home sales, do more than teach

December 29, 2011

Three days early this month, I stared at the Rocky Mountains from an office in the foothills. And it got me thinkleadership selling new home sales training and techniques skiing—you don’t teach someone to ski by teaching someone to ski. You get on the mountain with them, show them the stance, and demonstrate, skiing alongside them and offering tips and reminders all the while.

My dad actually had me stand between his legs as we crisscrossed the slopes together. Have you ever seen a ski instructor in a classroom? No–you see them on the mountain, right beside their students.

Unfortunately, we sometimes don’t take the same care with our sales pros. Our new home sales training program often consist of three days in a classroom. And then we just pat our new home sales professionals on the back and send them on the chairlift to the double black diamond slope.

Think about it—do you teach your people to sell by teaching them to sell? Or do you get in the trenches with them and walk through their situations? If you’re in the trenches—great! If not, it’s time to reevaluate your strategy for a successful 2012.

You can’t master skiing, driving, or selling without a lot of training, demonstration, and real-world instruction.

P.S. Learn about our new home sales training programs.

Paint the Picture – Before and After

November 24, 2011

Contributed by Jeanne Conger

This is the view from my parent’s house in the daylight. Seems like you are a million miles from anywhere, right? JC new home sales training

After dark, the scenery completely transforms and you see what seems like all stars in the universe at your feet and the twinkling lights of the not-so-far away neighbors…the perfect place for a Thanksgiving family get-together.

What do your buyers see when you show them an empty inventory home? If you turned out the lights, would they see something beautiful and unexpected? Not without your help! The X Factor Sales Professional can take a buyer into an empty house and visually build their home and family inside.

Sales Tip: Paint a visual picture of possibilities of how living in this home could enhance and improve their life. Help prospects envision themselves in the home by helping them determine where to place their furniture. Help them mentally transport themselves to their idea of the perfect place to spend time with their family on Thanksgiving Day and every day.

Get the whole family involved in the new home sales process and be sales ready!

P.S. Learn about our new home sales training programs.

The average salesperson versus the sales pro

November 10, 2011

At Forrest Performance Group, we’re all about building X Factor new home sales teams–those that stand out from the crowd and are filled with sales professionals who revere their profession, solve customers’ problems, and refuse to accept a victim’s mentality.

Are you a sales pro? Watch to find out.

The Fearless Sales Pro

The Average Salesperson Versus the Sales Pro from Forrest Performance Group on Vimeo.

M&M Minis and You

October 28, 2011

My colleague Jason Forrest has this funny quirk about M&M Minis—his favorite candy. We were deep in discussion about a new home mms and sales process sales training program while he was munching his minis. Finally, I just had to know what made them so much better than regular M&Ms (which happen to be much easier to find). He passionately made his case, saying that they’re made differently and probably use different ingredients. “They just taste better,” he said.

Being the sales coach that I am, I felt certain that I could convince Jason that both M&M varieties are made with the exact same recipe. After straying far from our original discussion on a new home sales training program and delving deep into the world of Jason’s candy-coated logic, I finally realized that you just can’t convince someone who is committed to their opinion that their reality is flawed. In hindsight, I would have said, “Thank you for sharing that,” and incorporated his preference into future selling discussions.

Are we guilty of trying too hard to convince our prospects to change their personal taste? It’s not necessary for us to agree on what the buyer’s perception of what looks, feels or tastes best to them. It is necessary for us to understand their preference, incorporate it into our selling process, and give them the home that they want to live in at the end of the day. We can happily sell the M&Ms that taste best to you.

Sales Tip: Listen actively to your buyers as they tell you what they want and prefer in a home. Leave your personal biases behind and remember that their perception is indeed their reality.

Make it about the buyer and you will be sales ready to sell more homes!

P.S. Learn about our new home sales training programs.

Gain the Win or Prevent the Loss?

October 24, 2011

New home sales managers: do you manage to gain the win or to prevent the loss? Turf-Play-Love of it-Sales Pro-Jason Forrest-Forrest Performance Group

Defense is “An action of defending from or resisting an attack,” an “attempt to protect/defend against opposition” or a “barrier against attack.” When leaders of sales teams manage defensively, they are just trying to survive in the market.

Rather than simply putting her head down and hoping for the best, an offensive coach attacks, steals sales from competition, and makes things happen. Offense is “the action of attacking,” or “the team or players who are attempting to score or advance the ball.”

I talk to clients all the time who try to tell me that they take this kind of proactive approach to managing the sales process. But when I dig a little deeper, I find that they’re sitting in their offices, taking phone calls from sales consultants, and talking about customer offers. During those calls, they have one overriding goal—get the deal to the finish line without getting creamed and losing a ton of profit. In football, this approach would be like being in a goal-line stance; knowing that you’re about to get scored on; and doing all you can just to hold your opponents to a field goal.

Managing offensively means considering the people (their attitudes, beliefs, and fears) and the process (coaching sales professionals through where the sale stopped, what decision needs to happen to move this prospect forward, and how they can improve the new home sales presentation).

There just aren’t enough market sales (new home sales that would happen with or without the persuasive efforts of sales managers and sales professionals) for us to make our goals each month. Market sales can be counted by an admin—six-figure employees should be making X factor sales happen.

This week, you can either count sales by managing reports or you can create sales by moving the ball forward, one coaching call at a time. Choose wisely—your company’s success depends on it!

P.S. Learn about our new home sales training programs.

No more yack!

October 12, 2011

Yelling Business Man-Yack-Jason Forrest-Forrest Performance Group“Yack!”

That was the first word out of my mouth at a recent meeting with a builder that said they wanted “value builder” to be a central part of their selling message.

Yack is empty talk—the fluff that doesn’t actually mean anything. Everybody from the least expensive to the most expensive can say they’re a “value builder.” To bust through the yack, I told them the idea of Johnny Cash’s “one song”-the song that would sum up who Johnny was as a person.

J. Clark Homes found its “one song” with a unique sales and marketing technique for their sales process. They conduct direct marketing campaigns that are highly targeted to current renters. They go to apartments and deliver collateral with phone numbers directly to new home sales consultant.

The sales professionals then make as many weekend appointments as possible, creating circumstantial urgency for potential homebuyers. For every five available specs, they might make 50 appointments. Often, two new home sales consultants will be showing the same house to two different prospects. They end up selling homes just because buyers are afraid they might miss out.

By training sales teams to create a buzz in the sales office, J. Clark always has more demand than supply. They sell out every weekend.

J. Clark Homes has created a 2004 atmosphere in a 2011 new home sales market. No yack here—they know exactly who they are (a sales organization that builds home) and who they’re selling to (current renters who would be better off in a J. Clark).

As a builder or new home sales professional, what is your “one song?” Let us know in the comments!

P.S. Learn about our new home sales training programs.

Hidden Features, contributed by Jeanne Conger

October 11, 2011

I walked in to a Walgreens pharmacy to buy a pair of “granny glasses.” Yep, the ones for the “I’m over forty and suddenly turned blind”Perfume Sales Woman-Best Solution-Jason Forrest-Forrest Performance Group crowd. I only came for the glasses, but since I was feeling a bit like Betty White, I was also eying the Snickers Bar at the checkout counter. The sugar high was calling my name and I can always find a way to justify a great snack. But instead, I mustered up my credit card and self control and checked out sans one fabulous candy bar.

On my way out, I noticed a stand of artfully-hidden healthy snacks and trail mixes. They were beyond the security monitor, past the checkout line, and exactly what I wanted to eat in that moment. Ugh… I could have had my snack and eaten it too!

Sometimes we don’t know what we’re hungry for until we see it. This applies to new home sales and marketing, too. Showing our buyers what they may not know can create a desire or need they didn’t know they had. Our prospects may not “see” all we have to offer in our homes since many of our features are “artfully hidden” behind the decorations. To combat this, go with your buyers through each model and point out the “hidden” features and benefits they may not see in your homes, design, and features. Remember our lesson on “So what?” Make sure to demonstrate how each of those features can improve their lives.

Tip: First, educate yourself on at least five “hidden” features in EVERY room of your model homes.

Next, incorporate those features and benefits into your new home sales process to show prospects the “trail mix” up front!

Be Sales Ready!

P.S. Learn about our new home sales training programs.

Bring it Home

October 11, 2011

Chances are when you tell your new home sales prospects that you’re a “value builder” or that you strive to deliver excellent customer service, their eyes glaze over. You may get a slight nod, but you’re more likely to see some barely-concealed eye rolling.

In this scene from Walk the Line, Johnny Cash begs for the chance to perform for a record producer. But when he finally gets the meeting, he sings a tired old gospel tune. Before he can even get through it, the producer tells him to stop. If he wants to “bring it home,” the producer says, he’s gonna have to sing the “one song” that would sum up who he is, the one song that could actually save somebody.

Johnny Cash gets pissed, breaks down, and plays something he wrote during his time with the Air Force—”The Folsom Prison Blues.” It’s edgy and different. It has some spice to it. It’s Johnny.

Look, your customers don’t want to hear the same old new home sales and marketing shtick. And you don’t want your customers to walk away from you thinking, “That’s the same thing everyone’s telling me. Every builder says their new home sales process is great—that they’re big on design and customer service. They all say I can build it my way and pick my options.” Same old song and dance.

Look, as a new home sales consultant, you don’t have much time to make an impact. You’ve got to have something that sets you apart—something you won’t find from any other builder. Your new home sales techniques should include a selling message that nails it—a message that brings it home.

P.S. Learn about our new home sales training programs.

So What? contributed by Jeanne Conger

October 6, 2011

On a recent Continental flight, I saw a video introducing the new flat bed seats that promise to take flying to the “next level.” My firstRipple-Selling-Jason Forrest-Forrest Performance Group thought was, “What the heck is a flat bed seat?” My second thought was “So what?” I (like your new home sales prospects) am not interested in a feature or a product unless I can see what it means to me.

As a new home sales and marketing veteran, I am always curious about how to and how not to sell features; so I decided to look it up. What I found went far beyond the flat (pun intended) introductory video. Flat bed seats (which allow passengers to recline completely with easy access to charger stations, storage, and drink holders) really are going to revolutionize travel.

In the video, Continental was guilty of feature dumping—offering a laundry list of features that don’t mean anything to the viewer. They missed an opportunity to sell the benefits of a flat bed seat.

This is how I’d sell it:

We know how hard it can be to wake up early to get to the airport, then sit in a cramped space trying to get a little extra rest before your big presentation. What if you could rest comfortably throughout your flight? Well now, you can.

With our flat bed seats, you can not only recline completely, you can also stay connected with our plug-ins for all your devices. You won’t even need an adapter.

No more trying to prop yourself up to catch a few Z’s without letting your head drop onto your neighbor’s shoulder. No more cramped table space for your electronics.

With our newest feature, you can sit (or lie) back and catch up on your work; watch a movie; or just relax.

Let’s book your next flight now to ensure that you can have the travel experience you deserve.

How many of us would book right then and there? I know I would!

Letting prospects walk out wondering what the “energy-efficient” windows mean to them is a wasted opportunity. After every feature you talk about, ask yourself why the feature should matter to your buyers. If you can’t answer that question, they won’t be able to either.

Don’t leave it to your customer to go home and look up what a feature means to them. Chances are—they won’t do it.

Tip: Script your new home sales presentation and make sure your sales techniques include relevant benefits to go along with each feature within your home, community and process.

Be Sales Ready!

P.S. Learn about our new home sales training programs.

Make it Easy to Get Your Customer’s Money

July 7, 2011

Woman Thinking-Forethought-Jason Forrest-Forrest Performance GroupThe Nordstrom “inverted pyramid” approach to customer service and sales is the stuff of legends. And it’s an approach that is working for builders even in this difficult time (see my article on the subject here).

Listen to help determine whether you’re an organization that takes the Nordstrom approach or just another mediocre, dime a dozen approach.

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Focus On the “Other Ps” of Marketing

July 7, 2011

Reactive:Proactive-Position-Jason Forrest-Forrest Performance GroupThe “Ps of Marketing” that often get the most attention from builders are the ones that are easiest to control-the packaging, price, product, promotions, etc. Unfortunately, that means that some other important Ps (such as people, presentation, and process) often fall by the wayside.

Listen for tips on bolstering the “other Ps” and taking a more balanced approach to marketing.

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.