Yesterday, my husband, son and I headed out to buy a new mattress for my son.
I went into this as an informed consumer:
**I had a budget
**I had done research about what I wanted and why
**I had done some pricing and knew about what I should expect to pay for what I wanted
For some inexplicable reason, we have 3 mattress chain stores within a
couple of miles of my house (do people buy that many mattresses? They must!). We decided that we should go to all 3 to make sure we ended up with the best product at the best price.
We went to the first store. The sales person greeted us and I shared with her our budget and the type of mattress that we were hoping to buy. We tried a couple of mattresses that were close to our price range and found 2 that we liked. She provided us pricing and then discretely stepped away to give us time to talk. The price was about $50 over our budget, but they would provide the low profile box spring at no additional charge. She also volunteered that while we could not pick the set up on Tuesday, as we wanted to, we could get half-price delivery on Friday. It all sounded great, but we wanted to make sure we saw everything that was available and got the best price.
At the second store, we were greeted by the sales person. We provided the same information and he showed us 2 options. When we indicated that neither of these was quite what we wanted, he began telling us of all of the problems with other manufacturer's mattresses. Finally, he began disucssing the benefits of one of their private brand and why we should buy that one. I began to feel like it was in his best interest to sell us the private brand --one that we didn't want. He seemed confused when we asked about the low-profile box spring and told us if we wanted it, we would have to wait a week and a half. We excused ourselves and headed to store #3.
The third store was much larger than the first two and very well appointed. There were a lot of really fine mattresses displayed, all without prices. There was only one salesperson and he was working with other clients when we arrived. By now, we knew approximately what we were looking for. We headed in the direction of those mattresses. The sales person finished up with the clients and we were finally able to ask him some questions. He answered all of our questions, but did not really work to provide us with options and alternatives. He was more like a receptionist than a salesperson. We, again, excused ourselves and left.
So how did the shopping expedition end? We went back to the first store and bought the first mattress from the first sales person. We liked the way she treated us, we liked the product, we liked the pricing and we had the best experience there. Yes, I ended up exceeding my budget (by an acceptable amount), but I am happy with the purchase.
This experience got me thinking about how Realtors approach potential clients. There were many parallels in what we were doing to a client walking into an open house with no agent representation. By facilitating the process, asking the right questions, being involved, but stepping back at the right time, the first salesperson won our business. In an open house situation, you don't know who is walking in that door--or how far along in the process they are--but you have the opportunity to learn about them. Simply selling them the house that you are holding open, may, or may not, be in their best interest (think of the salesperson who tried to sell us the private brand). The salesperson who is busy when you arrive, and indifferent about your needs, will not win your business either (the third salesperson).
It is the Realtor/Salesperson who is interested in finding out your needs, understanding your wants, working with your budget and is respectful of your need to process what you have seen that will likely win the client!
These lessons are all around us; Real Estate is not so different from many other businesses. Having spent years in consulting, successfully working with a client is about understanding the challenge, proposing solutions, identifying the best answer and working to a successful outcome. Clearly, that is the best way to sell a mattress, too!
Are you incorporating these techniques into your business? It is a sure way to be the Realtor that the client ends up selecting!
P.S. For you Herndon/Reston people, it was the Mattress Discounters at 322 Elden St. in Herndon, VA who won our business. Thanks for your help, Andrea Bodmann!
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