How to become the crown of real estate sales

Five key words: specialty, certainty, detail, value transmission and patience.

On-site leaders have generally said these words, and we will add some practical angles to explain them.

The number of visitors+the cut-off rate is another hurdle that can't be bypassed anyway. Expanding the base and improving the ability to cut customers is the most basic, primitive and important way to be king. Let's put aside prejudice and start over.

Soft training: professional conviction, must be shocked, details harvested, value instilled, patient maintenance.

A. Main

This is the most important of these five keywords, and specialty refers to many aspects. It is a very broad word (banking policy, engineering design, purchase restriction policy, different customer treatment, case field system, sales process, etc.). ).

Here are two tips for judging whether you are really professional:

Hint 1: When there is a problem in the case, ask someone else or ask someone else? If you consult others a lot, you still have a long way to go before your major. If you want to be a champion, you have to reach a state of solving 99% of things by yourself. A knowledgeable person is talking about you. )

Why do you want to achieve this state?

A. Make customers feel that you are reliable and know a lot: many times, you don't have to run around asking others, even if you ask others, you will simply give you a reply, and then you will reply to the customers. Then, if the customer extends the question a little, you may not be able to answer it. If you don't ask others and don't make things up, most customers will question your ability to handle affairs and your reliability, so you must make sure that you are in front of your customers.

B. save time. Sometimes it depends on solving a few problems now. You let the customer go, and some problems may be cold to the customer of this project the next day.

Tip 2: Is your speech interesting? Do you have at least five golden sentences? Did anyone else imitate or use your words?

Actual case: When selling improved real estate, your project is far from the subway entrance, and the other project is very close to the subway entrance.

Is it true that it is close to the subway entrance? Go to the subway entrance to see what the real estate near the subway entrance is. You just need to focus on real estate, right? Many people are crowded and noisy. Out of the subway entrance is a three-wheeled pancake fruit jumping car and a scooter. Do you think this is the life you want to improve? Don't you find that the floor tiles coming out of the subway entrance are darker and more oily than those in other places? Keeping a relatively comfortable distance from the subway is the first choice to improve the living environment. What high-end buildings have you seen built at the subway entrance? If so, how many? Not to mention the ground buildings are shaking as soon as the subway passes.

Remarks: It is just an example to describe the feelings of the rhetoric, which belongs to the rhetoric against competing products. Don't take it seriously, it doesn't represent my true view of the subway, and it doesn't target any group.

Therefore, when you demand your professionalism with high standards, you will definitely get different results. In your spare time, you can use these two tips to force yourself to do everything well.

B. bet

Betting is not blind self-confidence, but a strong gesture made after fully understanding your project, participating projects and various data, and winning in momentum. Specifically, my project is the best in the whole city and this area, and other projects can't be seen at all, and it can't compare with us.

Practical example: suppose the competitor's competing product is a part of Vanke, and the brand strength of this project is not as strong as that of Vanke, so it is easy to fall into the reason of Vanke's poor sales. When customers hear Vanke's brand, they all go to others, and so on. It is necessary to know that even the worst market will have a sales crown, and even the best market will be eliminated. Don't look for objective reasons, the core can look for its own reasons.

When you meet a big developer, don't be timid, but show your confidence and determination to win. Is there a big brand? Even if it is big, it is good? No matter how big the brand is, it has little to do with the project itself, right? That's terrible. Vanke has a big brand, but is Vanke the best project in the Vanke system? Is it the most important thing for Vanke Group? Is it the best word of mouth? Do Vanke employees buy the most? Is Vanke the largest investor? How many developers have big brands because it was a word of mouth many years ago, but look at the projects of these big developers now, and a certain Xi An Tian word is handed over? Delivery of a garden? There's too much to say here. Competing brands are big, but are competing products greener than yours? Is the design better than yours? Is the unit type better than yours? You can always win it somewhere, right?

Therefore, customers will also recognize the amplification of advantages, giving full play to the value of advantages and logical closed loop. You are the champion, you are the strongest newcomer, and you are going to be the champion, so you are afraid. How do you sell this project? You have to believe that an apartment in a building of your project must be the most suitable for this customer. There is a saying in real estate sales: believe in the power of faith.

detail

Details are the easiest to impress people, both men and women. This requires more practice, more attention, more learning and more imitation. Be a responsible property consultant and bring solutions to customers, such as banks. You should consult and communicate well, and then tell customers the solutions 123. Like how to solve it? Where to find who to bring what information? Whether the materials related to the five certificates of social security accumulation fund credit information flow are collected. Don't ask in the group, you should cover it all yourself.

Practical examples:

1. Did you take the customer to the parking lot when you left? Does every customer do this? Did you bow politely to say goodbye? You think it's too grandiose. I'm sorry, many people have already started doing it when you can't put it down. Such details are very touching to customers.

2. Is the price calculation on each floor plan for customers neat (not scribbled)? Do you want to leave your own WeChat phone number? Write down the project value 123 points? Is the process of buying a house clear? (Most customers don't know what to do next)

Remarks: A. Don't think that you can just add WeChat directly on your mobile phone, because you don't know who this floor plan will be sent to. It may be that if you pass it on to the leader, you will find a discount. If you pass it on to a friend, it may be a trade-in. Only children can add WeChat and miss any chance to sell crowns.

B: Why explain the process of buying a house to him, because he may not really know everything? The more meticulous you are, the more you treat him as a friend, and the more he will recognize and trust you. Even if you don't make a deal here, he will introduce you to customers, because only you are different from other sales, so that he can be respectful and meticulous, make him feel that you really treat him as a friend, and tell him what the process of this industry is. Think about it, you want to buy a car, and a salesman in a 4S shop explains the whole process of the car (listing, maintenance, car decoration, tax payment, loan, film pasting, etc.). ). How do you feel? The other party is professional and trustworthy.

3. When the client receives the contract, are you still as enthusiastic as when you first met? Did you go to the scene with him to see if the official seal on the contract was stamped? Is there a problem with the contract printing? Have you explained to the customer what the contract can do? (mortgage, transaction, withdrawal of provident fund, deed tax, etc.). )

4. The customer ledger is organized.

A. Every time you receive a customer, send yourself a WeChat voice description and settle the account at night. Does your description exceed 100 words?

B. Uniform format of WeChat name remarks: XXX project -XXX- receiving time-visit.

C. Distinguish the colors of carding table, deal with green, consider orange, give up gray, etc.

Remarks: Most people: single customers, high-tech residence, see 120, their lover didn't come, they have a loan under their name, and they will pay 40% down payment, so we will consider it later.

Sales Crown: The customer is a single man. Where does he currently live in a high-tech community? What area does he want to see? Which neighborhoods did he see, and which one was he satisfied with? What do you think is not satisfactory? I care about the school, because a child is expected to go to 1 grade in 23 years, what is his job, how is his lover, and he wants to change rooms for some reason. I gave him the floor number and floor number, and calculated the discount. When is he expected to come again? What is his biggest resistance? What is his satisfaction with our project? What is the current situation of funds, how to collect credit information, and so on.

Key summary: the details of sales are like falling in love. Whether a woman chases a man or a man chases a woman, whoever achieves the details is king, who wins and wins the hearts of the people.

D. Value transmission

After understanding the project, it is actually a test of sales ability and pass it on to customers.

One kind of understanding is the understanding of rhetorical purpose. I tell my customers the brave words written by my leaders, which is not what most sales people say. Don't miss a word when you test rhetoric, and you can break sentences freely when you talk about customers. In fact, it does not rule out simplifying the rhetoric. What matters is whether the customers you have talked about approved it and achieved the expected results after you revised your rhetoric. The other is to add your own understanding to the rhetoric, that is, you turn the rhetoric of not talking to people into vernacular, split it for customers, and you use skills to make customers understand this thing.

Practical case: Xi 'anxixian New District is divided into five sections: Jinghe New Town, Airport New Town, Qinhan New Town, Fengxi New Town and Fengdong New Town. The statement must explain the role and function of these five parts. The core of what you want to sell is the wind, which will not directly hit other areas. However, as a seller, this stage will directly shoot other areas, and buying a house can only buy the Fengdong area. But no matter which new town customers visit, they have their own advantages, some focus on ecology, some focus on education, some focus on trade and logistics, and so on.

Then you should add your own understanding here and shoot the area to death for customers with comparative sales skills. For example, if you know the main city of Xi, you can say that Fengdong is a high-tech zone similar to the main city. The central axis and management committee of Great Xi 'an New Town are all here, and the head enterprises, cutting-edge people and high-end houses are all concentrated here. As for the new airport city, the whole area is within the coverage of the airport. Can you buy a set of sound from the whole airport to cover your house? Compared with Chang 'an District, universities in Fengxi New Town are concentrated. Where are you going after graduation? Unlike the high-tech zone, the industry is not concentrated, but it is an industrial cluster in Fengdong; Compared with the main urban area, the new town of Qin and Han Dynasties has developed for many years. 202 1, house price 15000, and main urban area 22000-23000, which explains the most primitive truth. Jinghe New Town is similar to Caotan, even the industrial town of majiawan. Buy an improved house in an industrial zone?

In this way, customers will quickly build their awareness of these industries. (Take the familiar area, especially the plate in the old city, as an analogy to the plate in the new city, and do a good job in your own area. )

E. patience

Patience mostly appears in the need for real estate. Many of the improved properties are screened real estate consultants, who have made some improvements and made emotional adjustments to customers. Understand that one thing, whether it is rhetoric, resistance or conversation, is not achieved overnight, but repeated.

If you want to know this truth clearly, you can't be impatient. Not all customers will be cut off, and not all customers are angel customers. If you have any questions, I will come to you and say: I have the full amount, I have the money, I don't want to buy it, don't choose the floor, you decide! There is no such thing. Good luck is saved by patience. )

Secondly, patience is reflected in the maintenance of the customer after the transaction, the frequency of the customer's re-contact, and the speed of his response to new problems.

Practical details: patience is an emotional control. If you are bored with the questions asked by customers, and even think that you still don't understand after I have told you so many times, it's time for you to reflect. It's your problem, not the customer's. There is something wrong with your expressive ability. If you don't understand for a long time, isn't it your expression problem? Don't blame customers, customers are not sales, only sales need this kind of translation ability to make others understand.

Secondly, there is something wrong with your professionalism. Obviously, you don't want to make a deal or make money. If there is such a time, ask yourself a question. In order not to upset you, the leader will immediately give this performance commission to other sales, and you are not responsible. Would you? If you don't want to, please show your professionalism and talk about it. You are upset because you are not competent enough, but you still want your customers to make up their minds quickly. It's not that easy. When you buy things yourself and other sales force you, think about your reaction. What's the matter? This is a double standard for you.

The first visit is especially important. Although the number of follow-up visits is 1 time and 2 times, logically, the first time is what you said, and the customer is willing to come for the second time. Whether it is an intermediary, a peer or a customer, it is a high standard. In the long run, you will gain a lot. You can talk about it in more detail and talk about it as long as possible. If necessary, let customers experience it and touch some decoration details with their hands.

Hard practice

1. Customer source

Besides the basic actions and materials of the case, there are two common features of customer sources and customer groups here:

A. Peer maintenance

Keep up with peers (don't feel negative energy such as black belly and deep mind in the following words, this is a normal phenomenon in real life, just to sum up, many of them are actual manifestations of psychology)

The maintained peers are divided into three grades: competing products sell crowns > competing products waist strength > competing products pistachios.

A. Selling the competing crown: Have you ever thought about maintaining the competing crown? Few people touch this cake, because the crown is usually cold and busy, and the crown is very independent. However, because of this, once you win the title of competing project, honey juice will come. (Try to maintain the surrounding competing products).

They have a lot of resources and a lot of customers. After maintaining them, referral is not a problem. Their ability to cut customers is high, which indirectly helps you improve your ability to cut customers. There are very few people who maintain strongly, and they also need intense maintenance.

How to maintain: home visit+transportation resources+open-minded consultation+daily care.

For example, by asking, you already know who the winner of the competing product is, then you add WeChat to the profile, then introduce the chat, make an appointment to visit the sales department (online cash flow+special gift), meet in detail, praise, worship, build trust, send him resources (communicate with each other), and take care of the milk tea outside the daily care point.

Ask humbly (to deepen the different depth of your relationship with him): Brother, what kind of clients have I received recently? What kind of problems can't be cut off? Have you ever met such a customer? what did you say ? The opportunity to improve your ability to cut customers has come.

B. competing waist strength: this case is maintained normally, but I hope that there will always be results.

C. competing pistachio: this person from another project is very interesting, hilarious, easy to talk and loves to use expression packs, so you can add the sales of competing products and send expression packs to see who is competing with you. The probability of that person is such a pistachio.

After that, he will talk to you about the shortcomings of his project, the shortcomings of the manager, what happened in the recent case, and most importantly. If you need competitive data, you will get a real result from this person.

B, maintain the actions of peers

Be sure to give feedback to peers on the customer's referral, dynamic progress, whether the transaction is finally completed, and quickly settle the commission. (After the customer describes sending or receiving, there is a short voice summarizing the customer's situation. )

He also knows the customer's situation with great probability. Ask his customers about their concerns, resistance, budget, etc. We can cooperate with each other to promote business.

2. General customer base analysis

Only 80- 120 needs diligence, patience and the ability to help customers solve problems. Take too much, diligence can make up for it, and customers keep coming. You have prepared a laser pen and a pen. Do you have 2-3 laser pens and pens in your pocket? The patience you can do is to tell him what he hasn't heard, such as explaining the detailed information of the floor area ratio (a set of your own projects), teaching him how to look at the house, and the gray space besides the green buildings you can see, such as parking spaces and stairs.

140-200' s promotion focuses on changing people's ability to speak, describing life scenes, spreading warm-hearted property stories, showing professional strength and shaping a sense of circle. Can you tell him what he wants in the big hall? Will you let customers stand by the window and vent through the big glass for a few minutes? Whether a person's looks can create a sense of professionalism by hair style and posture, the use of professional vocabulary, the understanding and transmission of professional vocabulary, market policy analysis and millions of houses, customers have to face real estate consultants who are professional enough to match their own values.

The specific customer base is as follows:

1. Same industry (real estate)

Features: many things, many demands, picky, poor loan qualifications, and many banks to contact.

Note: the resistance he said may be his usual resistance to your project or a common resistance.

Solution: He will come to his senses. Just kidding, if you send him a message to resolve it, he will think that you are giving him a speech, so it is really up to him to understand, and his colleagues are repeatedly washing him not to buy it. The most important thing is to make him feel cheap. The value of the project must be output in place, just hitting the point he cares about, infinitely magnified and cheap.

2. Doctor:

Features: the industry is very hard, and it is difficult to make an appointment to visit unless he takes the initiative.

Note: Try to solve all the troubles for him. Their qualifications are very good, and the loan is going well, but maintenance is very important.

Solution: You should get a good reception for the first time. Even if you don't make a deal, you can consult a doctor in the future. (You can understand it as purposeful reception. Most sales people care about the reception and maintenance of doctors. )

3. Individuals:

Features: covering too many industries, some have experience in buying a house, and some have no experience.

Note: different groups have different concerns, so there is no way to summarize them, so we can only rely on more summaries.

Solution: I told him the details of the supporting products+his housing needs can be solved in your project+you described the sense of life that the house brought him.

4. Individual groups: Oilfield Construction Bureau, etc.

Features: Some have poor information, some are not interested in external information after going to work, have a sense of local superiority, try their best to win concessions, and have a high down payment ratio. Most of them have to run provident funds.

Note: the group with the most new and old must be well maintained to prevent inquiry, collision with customers and other events.

Solution: The most important thing is to recognize the advantages of your own enterprise, constantly emphasize the purchase amount of your customers in this project, popularize the new generation of living concepts, and improve your living environment.

5. Civil servants:

Features: low-key, do not like to talk, most of your output does not respond, he only listens, and then he judges.

Note: Don't make things up. Don't say what you know. Sometimes he has more information than you. He will probably find connections and won't ask too much.

Solution: explain logically, slow down the speech and extend the reception time, but his feelings are more important than just talking.

6. A certain area (similar to northern Shaanxi, Qingyang and Gansu) is famous for its concentration of rich people.

Features: strong atmosphere, seed customers, selling one with one group, little resistance and less house problems. Note: most policy issues need your help to solve, and it is easy to get entangled with you, even if it is a fraction of a day. Solution: private banquet, "coquetry", resolutely shocked. (Many customers in northern Shaanxi eat the momentum and certainty of Sunac xi 'an sales)

7. Teachers

Features: Very meticulous, asking many detailed questions. I always have an inexplicable worry, insecurity, worry that I can't get a loan, worry that I can't pass the housing review, and worry that the house price will fall.

Note: This is a normal phenomenon. You can't be impatient It's just a question of who is more careful. Many teachers are polite, helpful and respectful.

Solution: You are more meticulous than him. You should send him the process and preparation materials in advance to give him confidence. What do you think he likes? He must like the good students in the class, so you should do something similar to what good students should do, how to make him worry.

3. Strong and powerful soldiers (rhetoric, weapons package, training)