New Homes Sales Training - Succeed in Sales by Asking the Right Questions

When I see an agent show a series of condominium units that they thought matched the prospect's needs and the prospect loses interest because the agent can't locate the right property for the prospect or the prospect writes a sales contract on a totally different style of property, it prompts me to ask "Are you asking the customer the right questions?" 

The Problem - Closed Questions are Conversation Killers

Too often, the on-site builders representative is simply asking the wrong questions.  Instead of asking questions that start a meaningful discussion of the housing preferences of the prospect, the on-site builders representative focuses on closed-ended questions that illicit "yes" or "no" answers.  Examples of closed-ended questions include such questions as "What is your price range?" or "How many bedrooms are looking for?" or "Do you need a garage?"  These closed-ended questions are conversation killers.  When you throw five of these questions in a row at a prospect, the sales tour becomes more like the inquisition and less like a conversation.

The Solution - Open Questions Illicit Information and Allow the Customer to Speak 

The solution to this problem starts by asking open-ended questions.  These questions typically start with "How" or "Why" and encourage conversation simply because they can't be answered by a dismissive "yes" or "no".  When you use open-ended question, you gain valuable information and better insight into the prospect's true housing needs and preferences.  Whereas closed questions are conversation killers, open-ended questions are conversation starters. 

Compare the Difference

To see the difference, let's look at a one simple question to see which style of questioning is more effective.

• Closed-Ended Question:  What type of kitchen are you looking for?
• Open-Ended Question:  How do you use your kitchen?  Do you entertain?
• Comparison:  In this case, the closed-ended question is going to illicit facts and figures like "I want granite counter tops, cherry cabinets and stainless appliances."  In contrast, the open-ended question is going to illicit lifestyle answers like "we entertain and people congregate in the kitchen" or "we love to site and have our morning coffee in the kitchen."  Although the details are important, the lifestyle or use answer gives you more insight as to what type of home they are actually interested in purchasing.

When you ask open-ended questions, you get a road map from the prospect to make a sale.  After you ask an open-ended question, listen.  Don't interrupt.  Don't prompt.  Don't fill the silence.  After the prospect has answered the open-ended question, you will find that their answer leads to another series of questions that determines what their true needs are and gives you a better chance of identifying the right property for the prospect early in the process.