If you have no experience in real estate sales, how to do a good job in real estate sales?

[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 am 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", was in the old city of Nanning. This area is the most concentrated place in Nanning. Many people in the industry are not optimistic about building a community 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, and it's no use crying. On the third day, I went to the sales department of a project called "Jin Ming Building" and stayed for a whole day. 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, determines your work goals, and correctly views and evaluates your abilities. 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 will make a deal "; "As long as you work hard, I believe that you 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. Pay attention not only to expressions, attitudes and words, but also to methods and manners, and observe language etiquette, which is the "lubricant" for successful communication results.

In interpersonal communication, more than 80% of information is transmitted through politeness, a silent "second language". Behavior is a kind of "language" that can't speak, including people's standing posture, sitting posture, expression and various actions 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 themselves and know themselves 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.

An old customer of my original "Wantong Hanging Garden" 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. At that time, there happened to be a newly-built bilingual kindergarten and primary school next to the "Xiushan Garden" project I was selling, and there was the most famous middle school in Nanning-No.3 Middle School nearby, which was very suitable for his needs. However, there are three properties to choose from in the same area, and Xiushan Garden is the one closest to the primary school and 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 my sincere consideration for him, I mainly aimed at his demand of "buying a house for my son". 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.

Effective sales staff should be half real estate experts, who not only have a basic understanding of the characteristics of the real estate sold (taste, culture, planning, landscape, design, style, structure, apartment type, area, function, orientation, convenience, price, public facilities, equipment, community management, community culture, etc.), but also have a basic understanding of the lot, surrounding environment, urban planning, infrastructure, etc. More importantly, we have a clear understanding of the advantages of competitive real estate and can make a convincing and appropriate comparison with competitive real estate. Comparatively speaking, unprincipled belittling of competitors' real estate can easily make customers have rebellious psychology. Therefore, it is necessary to seek truth from facts, but also to foster strengths and avoid weaknesses, to provide customers with home ownership advice, so that customers can have trust in you and the real estate you sell.

When I was selling Xiushan Garden project, I received a famous lawyer in Nanning. At that time, he came to the sales department and looked at our apartment, without asking questions about the project. I asked him to sit down. After sitting down, he began to talk about the real estate and various projects in Nanning. At that time, he asked me what I thought of "Ronghe New Town". I told him that "Ronghe New Town" is a better community in Nanning. Although it belongs to an industrial zone in Nanning, it is close to Yongjiang River, and the pollution level is not very great. In addition, the community is relatively large and the internal environment is relatively good. Property management is also in place, enjoying a certain popularity in Nanning, especially the third phase of Ronghe New City, the price can be sold for more than 3,000 yuan/square meter, which is the same as Nanhu Scenic Area, a recognized high-end residential area in Nanning, and it also sells well. If the municipal government invested in the construction of Yongjiang River embankment this year, Ronghe New Town would not be flooded every year when the flood came. He told me at that time that he preferred Ronghe New Town. He has been to many sales departments and asked many salespeople. No one praises other people's property like me. After hearing what I said, he should seriously consider whether to buy a house in Ronghe New Town. He asked me again, which project do you think is better, Xiushan Garden or Ronghe New Town? I said that these are two different attributes, each with its own characteristics, and there is no way to compare them. Our Xiushan Garden is now the only mountain view plate in Nanning. At this time, I invited him to visit our model house with split-level apartment. In the model room, I introduced him to the characteristics of split-level apartments. More importantly, because this dish is built on a mountain, the height difference of the terrain determines that many apartments in our project are split-level. This is a natural staggered floor. When you stand in the living room, you will see a three-dimensional landscape with strong layering outside. Our huxing characteristics attracted customers, and the customer immediately paid the deposit the next day, and the signing was very smooth.

In fact, in this process, when I talked about the project of Ronghe New Town, I already put out the disadvantages of Ronghe New Town: it is located in an industrial zone with high price and low terrain. If you encounter a once-in-a-century flood, you may be flooded, but I just put it in another way, but the customer feels differently and he will think you are more credible. At the same time, in the process of talking with him, I found that he was younger and more receptive to new things, so I recommended him a split-level apartment. Each project has many advantages, but it is not necessary to tell customers all the advantages when selling. If all the advantages are told to him, the project will have no advantages. You should learn to grasp the customer's concerns as a breakthrough in the process of communicating with customers, and then you will succeed.

[Experience with your heart]

1, the thinking mode of "altruism"

Some people say that "the distance from the customer's pocket to the salesperson's pocket" is the longest distance in the world, and I think it is very appropriate. As long as customers don't pay, we will never get it, so how to shorten this distance is very important.

When communicating and getting along with customers, we should always think in an "altruistic" way, how to help customers, how to keep their best interests, how to make customers feel intimate, how to help customers solve problems, how to make customers like buying the house you sell, and how to make customers treat you as friends, not just a salesman who always wants to sell the house to him and fails. The altruistic way of thinking allows us to stand on the same front with our customers to solve problems. You are his best comrade-in-arms, not the opposite of business.

2. Avoid the sales misunderstanding made by yourself.

In the process of sales work, we often unconsciously fall into the misunderstanding of our own creation without knowing it. There are two misunderstandings that we are most likely to fall into, so we must remind ourselves at any time.

One is: when we want to sell the house to the customer, does the customer really need it? Does he really need it or do we think he does? If we think he needs it unilaterally, then the transaction may be far away and the opportunity is slim. Therefore, before selling to customers, how to arouse their "demand awareness" and how to create their needs are the key points that we must pay attention to, because it is absolutely impossible for him to nod and agree to the deal when he thinks he doesn't need it. The best house for customers is the house where customers have already generated demand, so give priority to selling demand and then sell the house to customers, instead of selling the house first and then selling demand.

The second is: whether our opinions are based on customers' needs or just focus on our own performance, whether our opinions are tailored for customers or for ourselves. These two mentalities have caused different distances between us and our customers. We certainly hope that the bigger the customer's order, the better, and the higher the transaction amount, the better, but the customer's expectation is not the case. Every customer's expectation is to get the highest efficiency with the lowest input. Customers are not stingy with spending money, and they are not picky, because if we look at it from another angle, when we decide to spend money to buy a house, we may be more picky than these complaining customers now. A successful salesperson is a customer problem solver in the eyes of customers, but he is definitely not a customer problem maker.

3. Successfully sell the goods to yourself.

In fact, in this world, the most difficult customers to sell, the most difficult customers to face and the most critical customers are often themselves.

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

If you have been able to convince yourself to buy successfully, you have considered almost all the problems you will face in the market. This is a good practice method. It's better to try yourself than to try customers. If you can't convince yourself, how can you face your customers with confidence? Therefore, the rejection or frustration that many salespeople face in the sales process is actually the result that they can't reach. Isn't it difficult for customers to accept goods that you can't even accept yourself?

I often hear some property consultants complain about poor performance and how difficult customers are. At this time, we ask ourselves more questions:

If I were a customer, would I buy something from myself? This includes my image and attitude.

Is the income from the goods I sell enough to satisfy myself?

Is my guarantee of goods enough to make me feel safe?

Have I given the goods a higher value at a certain price and satisfied myself?

If I were a customer, I would be satisfied with my answer.

Does this house have my enthusiasm and vitality? If I don't love such goods, why should such goods help me create wealth?

Therefore, before we sell houses to customers, we should try our best to sell such goods to ourselves and try our best to convince ourselves to buy them. One person plays two roles at the same time to attack and defend. One is what we call a variety of difficult customers, one is a salesperson, one keeps giving reasons for refusing to buy, one keeps putting forward interests, benefits and values, one plays a customer who has no interest in buying, and the other plays a salesperson who constantly digs and creates customer needs. In this kind of attack and defense, if you can successfully sell the goods to yourself, it means that you already know your customers.

In this way, as long as you keep practicing, you can help a real estate consultant improve his reading and reading ability. Finally, you will find yourself more and more aware of what customers want, more and more aware of what customers are thinking, and 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 in the practice of role transformation, this is called truly mastering customer behavior and customer psychology. For property consultants, stable and practical performance starts from here!

4. Be good at listening and create advantages.

We often encounter this situation in the sales department. When customers enter the sales hall, our property consultants begin to introduce the real estate to customers in an endless stream, just like the lecturers in the exhibition hall. Whether customers like it or not, they just talk about it themselves, saying too much, completely ignoring customers' feelings, recognition and needs. When customers ask some questions, they immediately refute or even try to change the needs expressed by customers in order to complete the transaction. Of course, this way can't complete the transaction! Because, you have no idea what customers need. Maybe you think you have communicated well, but whether a communication is successful or not is the real score, and it is really good to let customers say yes. I often describe this sales method as a bird-hunting sales method, and luck is mostly in the transaction! Unless what he says is exactly what the customer needs, there is a 90% chance that the deal will not be reached! We must patiently let customers finish their sentences and capture their purchasing psychology in the process of telling them, so as to convince customers and achieve ideal sales performance.

5. Use less technical terms.

When introducing real estate, salespeople try their best to tap customers' needs and narrow the distance with customers in a colloquial way. We often see some salespeople show off that they are experts in the real estate industry when they receive customers, and introduce them to customers with a lot of professional terms, such as the building density, floor area ratio and greening rate of our community, which makes customers fall into a fog and confused, not knowing what you are going to say, causing a kind of psychological pressure to customers. After careful analysis, we will find that when training customers, salespeople regard customers as colleagues and are full of professionalism. How can people accept it? Since I don't understand, why buy a house? If we can convert these technical terms into simple words, such as directly telling the distance between two buildings, the size of the garden, the number or size of the activity places, etc. , so that people can understand clearly after listening, so as to effectively achieve the purpose of communication, real estate sales will not be hindered.

6. Meet the spiritual needs of customers

The needs of customers are sometimes not only in the house, but also in the house. If you are a customer yourself, it will be the same, but you may not have thought about it carefully. Imagine, when you stand in the sales hall to buy a house, do you only need the function of the house? Or do you have other needs that need to be respected, praised, cared for and paid attention to? Sometimes the other needs of customers may be higher than the demand for houses. Did you notice these in the sales process?

The foreign education system emphasizes heuristic education. The same is true for satisfying customers. The most common mistake we make is to constantly introduce the house to customers and expect them to buy it. But I don't know what kind of house customers need, and I focus on my own performance, which is greater than the needs of customers. I just want to sell such a house to my customers, but I don't think why customers must buy such a house. What other houses may customers need? Without analyzing in advance, you will introduce all the apartment types of the real estate to the customers to choose, without focus, wasting customers' time and spirit, and you will not get a good response. Because nine times out of ten, customers will not have the patience to read all the information you have taken out, and the information will be thrown away like waste paper. Therefore, in the process of talking with customers, I ask the sales staff to prepare a manuscript paper to record some suggestions and opinions of customers at any time, so that customers can feel respected. Through recording, you can fully understand customers' ideas, needs and dissatisfaction. Only in this way can you find a solution to the problem. The customer likes you because you help him think of everything he thinks, and you help him prepare everything he needs, so that the customer feels that you value him. When the customer can't make a decision, you can provide objective reference opinions, so that the customer can do business with you without burden, and the customer can communicate with you easily and happily. You will always be the solver of his problems, not the maker of them, and even you are the intimate friend of customers. If a customer likes doing business with you today and even looks forward to doing business with you next time, then you are successful!

[Do things with your heart]

1, with good working attitude.

The implementation of any strategy should be reflected through the market and strongly supported by the marketing team. Therefore, many companies will continue to carry out sales training for sales staff, hoping that sales performance will advance by leaps and bounds through these trainings. In the process of training, almost all the problems of salespeople are related to methods and skills: what can I do to get customers to sell their houses with a down payment? This is the most frequently asked question. What is the most important thing in sales? The answer is actually very simple and heavy: ideas and attitudes.

If you are dealing with someone who doesn't want to face the market at all, or someone who doesn't take sales as a career, it's just a waste of time to keep telling her about sales methods and skills. Because his brain will determine his actions, only by changing the ideas in his brain can he change his external behavior, so the methods and skills of sales are only useful to one person, that is, a salesperson with sound marketing psychology. In fact, sales training is a long-term job, which runs through the whole process of sales. It is not technical training, but more psychological adjustment at work, that is, marketing psychological training.

50% of a marketer's problems come from his own problems, and the methods and skills to solve only the problems are also palliative. To cultivate a mature salesperson, the most important thing is how to make a salesperson first establish a correct sales concept and attitude, otherwise the following problems will be more complicated and I don't know where to start.

Sales methods and techniques are not unique. People have different personalities and different ways of communicating with others. People with a good work attitude will create their own sales methods and skills. Therefore, to have a good working attitude, the key is the concept and attitude of the sales staff themselves. As a salesperson, the core qualities are affinity and professionalism. Affinity is not innate, it is made by long-term, careful and earnest, and it is slowly exercised. At the same time, as a consultant who has certain professional quality and can undertake the responsibility of buying a house for clients, he must first know what he is selling in order to "sell well" and "do well". So you must be very familiar with this business.

2. Practice speaking, doing, lifting and stopping every day.

When I used to be a property consultant, I would spare five minutes every day to practice smiling and standing in front of the mirror and say some polite words to myself. Through long-term practice, friends around me began to feel my changes, saying that I was getting more and more beautiful.

Do a business homework every day.

While improving the understanding of real estate, I consciously use my spare time to do business training and insist on doing a business assignment every day, so my business ability and professional level have improved rapidly. Business operations include:

Economic and technical indicators of the project;

Project location and surrounding environment;

The plane layout of the project, the length and width of the surrounding area;

Type and distribution of project units;

The width, depth and area, height and floor spacing of each functional room in a single suite;

Interpretation of sales documents;

Decoration standard;

Supporting facilities;

Understand the progress of the project;

Property management;

Prices and preferential terms;

List the selling points of the project;

You must talk to the model more than once a day;

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

The process, charging standard and personal materials required for bank mortgage;

The expenses and personal data required for handling the title certificate;

Fees and personal materials required for handling land certificates;

Mortgage bank and interest rate calculation;

Related expenses after buying a house.

4. Carefully record customer files.

Name, surname, number of visitors, customer characteristics, visiting means of transportation, contact telephone number, intended room type, opinions and suggestions, cognitive style, number of visiting groups (people), intended price, delivery standard, customer source, etc. ;

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

Establish communication channels. Keep regular contact with customers, understand customer trends through telephone interviews, and make customers your friends through communication;

Perseverance. If the customer has not made a purchase decision, it is necessary to continue to follow up;

Case closed. Record the customer's transaction or the reason for the unfinished transaction.

In my spare time, I will look through clients' files, recall their appearance and reception process, and deepen my impression on them. When the customer visits or calls for the second time, I can accurately call out his name. This is the first step for me to establish a friend relationship with my customers. As long as you work hard, I believe you will do it and do it well.

Therefore, today I can tell all those who are engaged in the sales industry that intention is the highest level of sales skills.

The professional qualities that an excellent salesperson should possess include:

First, the necessary professional knowledge, you must be an expert in this industry, so that you can recommend your products to others.

Second, the correct sales mentality (honesty is fundamental) does not rely on rhetoric or deception to reach a deal, so change more.

Think about it.

Third: personal gfd and potential quality. Professional image and polite manners will win you the first place.

A good impression helps to eliminate customers' vigilance and sense of distance.

Fourth: have good communication skills (affinity) with customers, let customers agree with you and accept you first, so that customers will

It's best to accept the products you recommend.

Fifth, learn to get along well with colleagues, especially when there is a conflict of interest, and be able to treat and handle it correctly. Of course.

There is also the relationship with the leader, which goes without saying.

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