I have never done sales work and would like to try it, such as real estate sales.

How to become an excellent real estate salesperson

When I was a sales girl, I had many customer friends and established my own unique real estate sales customer network. When you come to a new building, there are many old customers who come to buy the property themselves or introduce their friends. Many colleagues are asking me, what’s your trick to get these customers to follow you one by one? In fact, there is no "special trick" in sales, and there are not many technical things to speak of. It is difficult for people to interact in a unified way. Everyone's personality is different, and the way they deal with problems is naturally different. For a newcomer who has just entered the real estate sales industry, other people's sales skills can only be used as a reference. In addition to learning other people's practices, the more important thing is to summarize the negotiation method that suits you every time you deal with customers. , methods, so that you have your own personal unique selling skills. As long as you pay more attention and practice more, everyone can have their own unique sales skills and their own "trick". Therefore, sales skills are more about learning with heart, experiencing with heart, and doing things with heart.

[Learn with Heart]

Those engaged in real estate sales should be committed to personal and career development, because life will only change with self-change, and only by continuous learning, Only in this way can we firmly establish ourselves in this society. So to become a top salesperson, the first thing you must learn is how to maintain a positive attitude.

[Learn a positive attitude]

Before entering the real estate industry, I worked as a bus driver in a cotton spinning factory for 6 years. Later, I passed the adult college entrance examination and studied full-time at Guangxi University for 2 years. University. I remember that when I graduated from college in 1992, I went to apply for a job at Guangxi Wantong Real Estate Company. At that time, Guangxi Wantong Real Estate had just been established. The recruitment advertisement stated that it was only recruiting one marketing staff, and the requirement was to have a bachelor's degree or above and be under 26 years old. I was 28 years old at the time and only had a junior college diploma. I did not meet these two requirements. But I am very confident and I think I can do it. No matter what the conditions are, I will apply first. After I entered Wantong Company, the real estate company manager who interviewed me said that there were many people who had better basic conditions than me when they were recruiting. Because I was very confident and natural, they decided to admit me alone, and many people They all think I'm lucky. In fact, I personally believe that opportunities are up to you to fight for. It is fair to everyone. The key is whether you have the confidence to seize it.

In the process of working, I found that the real estate industry covers a wide range of areas and is very challenging. I set a goal for myself and spent 5 years laying the foundation. After 5 years, I will no longer be a salesperson. After I set my goal, I took the Adult College Entrance Examination again and took a three-year correspondence course on real estate management to strengthen my professional and theoretical knowledge.

The first real estate project I sold, the "Wantong Sky Garden" project, was located in the old city of Nanning. This area is where the three religions and nine streams are most concentrated in Nanning. There are many residential areas built there. Industry insiders are not optimistic. In order to position the project more accurately, we conducted a lot of market research in the early stage, including competitor research and customer research. At that time, when our boss asked me to do a competitor survey, he didn't tell me how to do it. Unlike today, when salespeople are asked to buy orders, they have a fixed survey form, know what they need to know, and give it to them before buying. Training explanation. The boss just told me to go check out what properties are near our project and give me the investigation report in 10 days. At that time, I was the only soldier in the real estate company and no one taught me. Two days passed and I still didn’t know how to start. I was so anxious that I almost cried, so I asked my friend to teach me. He told me that he didn't understand either, and suggested that I go to the sales department of other real estate projects every day to look at it. I thought that no one could help me, and it was useless to cry. On the third day, I went to the sales department of a project called "Jinming Building" and stayed there for a whole day. After a day of observation, I saw how the sales lady sold the property, what kind of people came to buy the property, and I also learned about the apartment type, price, scale and other information of the property, which was very rewarding.

Through communication with the sales staff, I also made friends in the same industry, which benefited me a lot. In fact, purchasing properties is not as simple as going to each property to get some sales information. It requires careful observation so that you can truly understand the advantages and disadvantages of each property and have an in-depth understanding of your competitors. learn. During the customer survey process, I visited each household and actively communicated with the customers. For customers who were interested in purchasing a house, I recorded them in a notebook and kept in touch with the customers once a month. Although customer research is hard work, I have accumulated a lot of potential customers. My personal sales performance at that time accounted for 2/3 of the total sales of the entire project. It only took me three years to achieve my goal and became the sales manager and property manager of Wantong Real Estate Company.

So, a positive attitude is an expectation and commitment to yourself, which determines your life direction, determines your work goals, and correctly views and evaluates your abilities. What kind of person you think you are is important. For example, like me, I consider myself a positive, optimistic, friendly, very enthusiastic and driven person. This is the image of the self.

A salesperson with a positive attitude believes that he talks to himself with a smile every morning when he gets up. "I am in a good mood today. I am very happy. I will be in contact with many customers today. I believe I can solve some problems for them or relieve their doubts, and I will close the deal." "As long as I work hard, I believe I will be able to close the deal today. My sales performance is the best"; this is his affirmation of himself.

[Develop your affinity]

The so-called affinity is the ability of sales staff 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 regulating your words and deeds.

In the process of selling properties, language is the bridge of communication. For sales staff, language should be an art of social interaction and communication. They should not only pay attention to expressions, attitudes, and words, but also pay attention to methods and methods, and abide by language etiquette, which is the "lubricant" to achieve smooth communication effects.

In interpersonal communication, more than 80% of the information is conveyed with the help of the silent "second language" of behavior. Behavior is a non-speaking "language", including a person's standing, sitting, expression and various body movements. A look, an expression, a small gesture or body posture can convey important information. A person's behavior reflects his level of cultivation, education and trustworthiness. In interpersonal relationships, it is the starting point for shaping a good personal image. More importantly, while embodying his personal image, he also shows the cultural spirit of the company as a whole to the outside world.

Speaking the language etiquette is not something you are born with, nor are you born with beautiful manners. These are all acquired through long-term formal training. As long as you take 5 minutes to practice by yourself every day, you will naturally develop good grooming, behavioral habits, natural use of polite words, and natural emotional expression. Only the sales staff trained in this way are approachable.

[Improve your professionalism level]

The particularity of real estate products requires sales staff to have deep product knowledge and professional knowledge. Product knowledge and professional knowledge are the basis for sales staff's confidence and the guarantee of sales skills.

Mastering the knowledge of real estate products is the first step to officially enter sales. No matter how good your mentality and self-confidence are, you may know nothing about the product knowledge of the real estate. Customers will ask you about the characteristics and floor plans of the real estate. , price, decoration standards, etc., if you don’t know everything about it, the customer will simply not buy the property you recommend.

We all know the sales rules of real estate. When a new project is launched, it is a new project due to geographical demand, new project listing, herd mentality, appreciation expectations, need to show off, investment gains and other consumer demands. The listing quickly enters a period of rapid sales growth, which usually lasts for about three months. After three months, real estate sales enter a stable period, and about half a year later, sales enter a period of gradual decline.

The property management is also in place, and it enjoys a certain reputation in Nanning City. Especially the third phase of Ronghe New Town, the price can be sold for more than 3,000 yuan/square meter, which is the same as the real estate price of Nanhu Scenic Area, which is recognized as a high-end residential area in Nanning City. It's the same, and it's still selling well. If the municipal government invests in building the Yongjiang embankment this year, Ronghe New Town will not be flooded every year when floods come. He told me at that time that he preferred Ronghe Xincheng. He had been to many sales offices and asked many sales staff, but no one praised other people's properties like me. After hearing what I said, he I should seriously consider whether to buy a house in Ronghe New Town. He asked me again, which project do you think is better compared to Xiushan Garden or Ronghe New Town? I said that these are two properties of different nature, each with its own characteristics, and there is no way to compare them. Our Xiushan Garden is the only mountain view plate in Nanning. At this time, I invited him to visit our split-level model house. In the model room, I introduced him to the characteristics of the split-level house. More emphasis was placed on the fact that this house is built against a mountain. The height difference determines that many units in our project are split-level. It is a natural staggered level. When you stand in the living room, you will see a well-proportioned and highly layered three-dimensional landscape outside. , this natural feeling cannot be enjoyed by many split-level houses built on flat land. The features of our apartment attracted the customer, and the customer immediately paid the deposit the next day, and the signing went very smoothly.

In fact, during this process, when I talked about the Ronghe New City project, I had already considered the disadvantages of Ronghe New City: it is located in an industrial area, the price is high, and the terrain is low. If there is a once-in-a-century situation, There is a possibility of being flooded, but I just said it in a different way of expression, but the customer's feeling is different, and he will think you are more trustworthy. At the same time, during the conversation with him, I found that he was younger and more receptive to new things, so I recommended a split-level apartment to him. Each project has many advantages, but there is no need to tell the customer all the advantages when selling. If you tell him all the advantages, the project will have no advantages. You must learn to seize the issues that customers are concerned about as a breakthrough in the process of communicating with customers, and then you will succeed.

[Experience it with your heart]

1. "Altruistic" way of thinking

Some people say that the distance between "money from the customer's pocket to the salesperson's pocket" is The longest distance in the world, I think it’s an apt description. As long as customers don't pay, we will never get it, so how to shorten this distance is crucial.

When communicating and getting along with customers, always think in an "altruistic" way, how to help customers, how to put customers in the best interest, how to make customers feel caring, and how to make customers feel at ease. Only by helping customers solve their problems will they like to buy the house you are selling, and will they regard you as a friend instead of just a failed salesperson who always wants to sell him a house. . The altruistic way of thinking allows us to stand on the same front as the customer to solve the problem. You are his best comrade, instead of standing in the opposite position of selling and buying.

2. Avoid sales misunderstandings created by yourself

In the process of sales work, people often fall into misunderstandings created by themselves without realizing it. There are two misunderstandings that we are most likely to fall into, so we must remind ourselves at all times.

The first is: when we want to sell the house in hand to a customer, does the customer really need it? Does he really need it or do we think he needs it? If it is just unilateral and we think he needs it, then the deal may be far away from us and the chance is slim. Therefore, before selling to a customer, how to arouse his "awareness of needs" and how to create their needs is what we must focus on, because when he does not think he needs it, it is absolutely impossible for him to nod and agree to the deal. . The best house for the customer is the house that the customer has already generated demand for. Therefore, selling the demand first and then selling the house to the customer is not selling the house first and then selling the demand.

The second is: Are the opinions we put forward based on the needs of our customers, or do we only focus on our own performance accomplishments? Are the opinions we put forward tailor-made for customers? Customized for ourselves. These two mindsets create different distances between us and our customers. Of course we hope that the bigger the customer's order, the better, and the higher the transaction amount, the better, but the customer's expectations are not like this. Every customer's expectation is to achieve the highest efficiency with the lowest amount of money. Customers are not stingy with spending money or finding faults, because thinking from another perspective, if we ourselves are customers, when we decide to spend money to buy a house At that time, the customers who were complaining might have been more picky than they are now. A successful salesperson is a solver of customer problems in the customer's mind, rather than a creator of customer problems.

3. Successfully sell goods to yourself

In fact, in this world, the most difficult customer to sell, the most difficult to face, and the most picky customer is often yourself.

Because you know best whether such a house can meet your needs, it is not easy to convince yourself to buy it. If you can make yourself want to buy it, you can even make up your mind. Buy, what do you need? In the process of selling to yourself, nine times out of ten the questions you will ask yourself may also be questions asked by customers. What kind of answer can satisfy you?

If you have successfully convinced yourself to buy, then you have almost taken into account the problems you will face in the market. This is a great way to practice. It is definitely better to try it on yourself than to try it on customers. If you can't convince yourself, how can you face customers with full confidence? Therefore, the rejection or frustration that many salespeople face during the sales process are actually the result of their own lack of contact. If you force your customers to accept a product that you can't even accept, wouldn't it be a hard thing to do?

I often hear some real estate consultants complaining about unsatisfactory performance and how difficult customers are. At this time, we are more asking ourselves questions:

What if I As a customer, will I buy something from myself? This encompasses my image and attitude.

Are the benefits of the products I sell enough to satisfy myself?

Is my guarantee on the product enough to give me a sense of security?

At a certain price of the product, have I given it more value and satisfied myself?

If I were a customer, would I be satisfied with the answers to the questions raised by customers?

Does this kind of house have my passion and my vitality? If I don’t love such a product, why should such a product help me create wealth?

So before we sell a house to a customer, we should first try to sell such a product to ourselves, try to persuade ourselves to buy it, and play two roles at the same time for offense and defense. One is what we call a difficult customer, and the other is a salesperson. One constantly puts forward reasons for refusing to buy, the other constantly puts forward benefits, benefits and values. One plays the role of a customer who is not interested in buying, and the other plays the role of constantly exploring and creating customer needs. sales person. In this kind of attack and defense, if you can successfully sell goods to yourself, it means that you already understand your customers.

Continuous practice in this way can help a real estate consultant improve his ability to observe words and emotions. Eventually you will find that you understand more and more what customers want and what they are thinking, and you will never complain again. I don’t even know what customers are thinking! Because you can easily get into the deepest part of your customers' hearts through role-changing exercises. This is called truly mastering customer behavior and customer psychology.

For real estate consultants, stable and solid performance starts here!

4. Be good at listening and create advantages

We often encounter this situation in the sales department. When the customer walks into the sales hall, our real estate consultant starts talking He constantly introduces real estate to customers, like a commentator in an exhibition hall. Regardless of whether the customer likes or wants to hear it, he just talks. He talks too much and doesn't care about the customer's feelings, recognition and needs. When the customer raises some questions, he immediately refutes or even attempts to change the needs that the customer has expressed to complete the transaction. Of course, the transaction cannot be completed in this way! Because you don't know what your customers need. Maybe you think you communicate well, but whether a communication is successful or not, the real score is the score given by the customer, and the real score is when the customer says yes. I often describe this sales method as the sales method of beating birds. Whether the transaction is completed or not depends mostly on luck! Unless what he is talking about is exactly what the customer needs, there is a probability of more than 90% that the transaction will not be completed! We must patiently let customers finish their words, and capture the customer's purchasing psychology during the customer's story, so that we can focus on persuading customers and achieve ideal sales performance.

5. Use less technical terminology

When sales staff introduce real estate properties, they should try to use colloquial language to explore customer needs and shorten the distance with customers. . We often see some sales staff showing off to customers that they are experts in the real estate industry when receiving customers, using a lot of professional terms to introduce to customers, for example, what is the building density of our community and what is the floor area ratio? How much, what is the greening rate, etc., make customers feel like they are in a cloud, confused, not knowing what you are going to say, and it also creates a kind of psychological pressure on customers. If we analyze it carefully, we will find that salespeople treat customers as colleagues and train them. They talk about professionalism. How can people accept it? Since you don’t understand, why are you talking about buying a house? If you can convert these professional terms into simple words, such as directly telling the distance between two buildings, the size of the garden, how many or how big the activity venues are, etc., let Only when people understand clearly after listening can the purpose of communication be effectively achieved, and real estate sales will not be hindered.

6. Satisfy the spiritual needs of customers

Sometimes the customer’s needs are not necessarily limited to the house. The need for the house is just one of his needs. This is also true if you are a customer yourself, but you may not have thought about it carefully. Imagine you are standing on the sales floor purchasing a house. Do you only need the features of the house? Or do you have other needs to be respected, praised, cared for, and noticed? Sometimes the client's other needs may be higher than the need for the house. Have you noticed this during the sales process?

Foreign education systems emphasize heuristic education. The same goes for satisfying customers. The most common mistake we make is to keep introducing the house to customers and expecting them to buy it. But I don't know what kind of house the customer needs. I focus on my own performance rather than the customer's needs. I just want to sell such a house to the customer, but I don't think about why the customer must buy such a house. There are other houses that the customer may need. There is no analysis in advance, and all the apartment types in the building are introduced to the customer without focus. As a result, the customer's time and energy are wasted, and you will not get a good one. response. Because nine out of ten customers will not have the patience to read the information you have presented, and as a result, the information will be thrown away like waste paper. Therefore, in the process of talking with customers, I require the sales staff to prepare a copy of the paper and record some of the customer's suggestions and opinions at any time, so that the customer feels respected, and through recording, you can fully Understand what the customer wants, what he needs, and what he is dissatisfied with. This way you can find a solution to the problem. The customer likes you because you have thought of everything for him, and you have prepared everything the customer needs, making the customer feel that you value him.

When customers can't make a decision, you can provide objective reference opinions, so that customers have no burden in doing business with you. Customers can communicate with you easily and happily. You will always be the solver of their problems rather than the creator of them. Even you are the customer. bosom friend. If there are customers who like to do business with you today and even look forward to doing business with you next time, then you have succeeded!

[Do things with heart]

1. Have a good work attitude

The implementation of any strategy must be reflected in the market and must receive strong support from the marketing team. support. Therefore, many companies will continue to conduct sales training for sales staff, hoping that through these trainings, sales performance will improve by leaps and bounds. During the training process, almost all the sales staff’s questions were related to methods and techniques: How can I get customers to place a deposit and sell the house? This is the most asked question. What is the most important thing in sales? The answer is actually very simple and very heavy: concepts and attitudes.

If you are dealing with someone who is not willing to face the market at all, or who does not regard sales as a career, keep telling her sales methods and techniques. It's just a waste of time. Because his brain will determine his actions, and changing the thoughts in his brain can change his external behavior, so sales methods and techniques are only useful to one kind of person, that is, a salesperson with a sound marketing psychology. . In fact, sales training is a long-term work that runs through the entire sales process. It is not a technical training, but more about the adjustment of the mentality at work, that is, the training of marketing psychology.

Fifty percent of the problems a marketer encounters come from his or her own problems. Methods and techniques that only solve problems will only treat the symptoms but not the root cause. To train a mature salesperson, the most important thing is how to first establish a correct sales concept and attitude. Otherwise, the subsequent problems will be more complicated and you will not know where to start.

Sales methods and techniques are not unique. People have different personalities and have different ways of dealing with people. People with a good work attitude will create sales methods and techniques that suit them. Therefore, the key to having a good work mentality is the salesperson's own working concepts and attitudes. As a salesperson, the core qualities are affinity and professionalism. Affinity is not something you are born with, it is something you develop over a long period of time by working hard, carefully, and slowly. At the same time, as a person with certain professional qualities who can act as a consultant for clients to buy a house, they must first clearly know what they are "selling" in order to "sell well" and "do well". So you have to be very familiar with the business.

2. Practice your words, deeds, actions and behavior every day

When I used to be a real estate consultant, I would spend 5 minutes every day practicing smiling and standing in front of the mirror. I said some polite words to myself, and through long-term practice, my friends began to feel the changes in me and said that I became more and more beautiful.

3. Persist in doing a business assignment every day

When improving my understanding of real estate, my usual approach is to use my free time to consciously conduct business training, and do it every day I insist on doing a business job, so my business ability and professional level improve quickly.

The business operations include:

The economic and technical indicators of the project;

The location and surrounding environment of the project;

The project’s plane layout and surrounding length and width;

The types and distribution of units in the project;

The bays, depth and area, floor height, and floor spacing of each functional room in the single-suite type;

Relevant sales documents Explanation;

Decoration standards;

Supporting facilities;

Understanding the progress of the project;

Property management;

Price and preferential conditions;

List the selling points of the project;

The above content must be explained to the model once a day;

Real estate registration process and charging standards and required personal materials;

Bank mortgage procedures, charging standards and required personal materials;

Processing and fees for property ownership certificates and required personal materials;

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Land certificate processing and fees and required personal materials;

Mortgage banks and interest rates and calculations;

Related expenses after purchasing a house.

4. Carefully record customer files

Name, surname, number of visitors, customer characteristics, means of transportation, contact number, intended house type, opinions and suggestions, and cognitive channels , number of visitors, intended price, delivery standards, customer sources, etc.;

Record every negotiation process, and record every contact process with customers as detailed as possible (including telephone tracking, Multiple visits) in order to understand the customer situation;

Establish a contact channel. Maintain regular contact with customers, understand customer dynamics through telephone interviews and other methods, and make customers your friends through interactions;

Perseverance. If the customer has not made a purchase decision, they must continue to follow up;

Close the case. Record the customer's transaction status or reasons for non-transaction.

I used to look through my customer files in my free time, recall the appearance of the customers, the reception process, and deepen my impression of the customers. When the customer comes to visit or calls me for the second time, I can accurately call him by name. This is the beginning of my friendship with the customer. As long as you do your work conscientiously, I believe you will do it and do it well.

So, today I can tell everyone who is engaged in the sales industry that intention is the highest level of sales skills.

The professional qualities that an excellent property salesperson should possess include:

First, necessary professional knowledge. You must be an expert in this industry so that you are qualified to sell to others. Recommend your product.

Second, the correct sales mentality (integrity is fundamental) does not rely on sweet words or deception to achieve transactions. Think more

from others’ perspective.

Third: Personal appearance and potential high quality. A professional image and courteous behavior will win you a good first impression

and help eliminate customers' wariness and distance from each other.

Fourth: Have good communication skills (affinity) with customers. First let customers identify and accept you, so that customers will

better accept the products you recommend. .

Fifth: Learn to get along well with colleagues, especially when there is a conflict of interest, you must be able to treat and handle it correctly, of course

There is also the relationship with the leader, this is Needless to say.

Sixth: Be open-minded, keep learning, and think hard