No More Fumbles, Bumbles, or Apologies

One of my most popular sales programs is “Fumbles, Bumbles, and Apologies,” based on my experience hearing and seeing sales professionals not fight for customer retention, not hustle hard to earn their business, and miss chances to build customer confidence. No more shrugging your shoulders, throwing your hands up with a lack of knowledge, or offering an insincere apology for offering higher rates.  

One immediate way to combat the fear of raising rents or discussing higher price points with customers is to build confidence in yourself and your skill set. It all comes down to a firm understanding of your product, market, pricing strategy, and how to respond effectively. 

Get to know your product inside and out, and be able to compare and highlight your community as the best choice. You have to do the work by getting out into your submarket and visiting communities customers see as competition, which may not necessarily be in your submarket. On your tour, look at amenities, services, layouts, and homes through your customer's eyes. Then make immediate comparisons and decide what to change in your presentation or offering, if needed, or how best to respond to differences. 

Another way to build confidence and gain top dollar is to determine your community's desirability. Not every community is for every customer. When we focus on what the customer wants and needs, we can connect that to what your community offers. Match what they want and clearly show the value and benefits your community offers.  A great team exercise would be a comparison chart of what customers want, need, and request. On a whiteboard or flip chart, detail the differences. (You can gain a FREE downloadable here in my Downloadables section) Areas to focus on will rise to the top: what is unique about your community, advantages to maximize, and disadvantages your community can change. You may also see hardships the team can brainstorm solutions or best responses to overcome. 

When we become confident product and marketing experts, embrace our community, create a game plan to improve features, amenities, and services, and work hard to be the absolute best, you are unstoppable! No more fumbles, bumbles, or apologies!