When it comes to selling...

There are three huge mistakes sales professionals in the multifamily industry make that prevent their customers from saying "yes" to what they're selling. 

While they're all different, they all share a common theme. 

LACK OF CLARITY

If you lack clarity when selling, every part of the sales conversation will fail to capture your customer's psychological attention, and make it less likely they will buy from you. 

So it's important that YOU get clear, so that your customers can be clear on why they should... MUST, choose you. 

Where are the clarity gaps?

One: Lack of Knowing Who They Serve

In working with thousands of sales professionals (in the multifamily industry and out) I can tell you that many of them actually don't know their customers well. 

I sense some hesitation from some of you?

When I work with the property management company teams I often take them through a customer psychology exercise, and one of the activities is I will ask them questions about their customer. They can range from pretty detailed (designed to go deep) to something as simple as, "What do your customers really want?"

Often times the answer I get back is, "They want a large living room, nice kitchen, covered parking and good amenities."

I'll ask them to go deeper and I get (crickets). 

So, it's important to know your customer. What they truly desire. What they hope the apartment (or the service, if you're on the vendor side) will do for them. 

Two: Lack of Knowing How To Serve

To sell you need to serve. I think we can all agree on that. The issue is how do you serve, so that customers feel that you are truly serving them. 

One thing that will work for one customer, will seem sleazy and pushy to another!

While I can't dive into it in great detail here, the big idea I want to share is to encourage you to tailor your sales approach for the person you're speaking with. Which is why it's a great idea to become a people expert, so that you can connect with a bunch of different customers. 

Three: Lack of Knowing How To Communicate the Value to Their Customers

Have you ever had a salesperson focus on something that had not value to you? 

You know those frustrating moments when you're waiting for the person to stop telling you about that thing you don't care about, so that you can ask the question you HAVE been waiting to have answered?

It's like walking on broken glass right?

The key here is you need to know what your customers find valuable, and know HOW to communicate that value to your customers, in a way that that will resonate with them as being valuable. 

Takeaway

When you are clear on:

• Who you serve
  
• How to serve
  
• How to communicate value

Your sales conversions will increase, your cancellations will decrease, and your customers will be happier too!

P.S. If this post has made you aware of where you lack the clarity you need to succeed (or where the people you lead lack the clarity they need) the cycle won't fix itself. It's time to take action to get the clarity you need or provide the clarity they need!