WHY People DON'T BUY New Homes - How to overcome the buyer's fear in today's new home sales environment
 
PREFACE
INTRODUCTION
NEEDS, WANTS, DESIRES
ETHOS, LOGOS, PATHOS
THE MOST IMPORTANT CHAPTER IN THIS BOOK
        Freud and Berne
        Mismatched Ego States
        Child, Parent, and Adult Conflicts
        Putting It All Together
        Selling to First-Time Buyers
        The Qualifying Selling Method
        Selling to People Who Have a Need
        The Front-End Bump
        The Take-Away
         Overcoming Resistance by Changing Self-Image
OVERCOMING OBJECTIONS
        Acknowledge and Ignore
        Small Bedrooms
        Homeowner’s Fees
        Not Trusting the Salesperson
        Need to Think About It
        Prices Too High
        Prices Might Go Down
        High Utility Costs
        The Perfect Home
WHY IS IT GOOD?
SELLING TO ENGINEERS
WE HAVE THE WEAKEST KNEES IN THE WORLD
AIDA
WWJD
STANDING INVENTORY
GOOD WORDS – BAD WORDS
        Avoid Using Real Estate Jargon with Your Buyers
        Words to Use Cautiously
        Things to Say If You Really Want to Tick Off Your Buyers
INOCULATIONS
        Cancellations
        Keep Selling After the Sale Is Made
PRICE LISTS & PRICING STRATEGY
        Dealing with Rumors
SELLING TO FOREIGN-BORN BUYERS
        Foreign Selling Etiquette
        Winning the Negotiation
BROCHURES
INCENTIVES
SELLING OPTIONS
THE MODELS
        The “Right” Orientation
YOUR DECORATING COULD BE THE PROBLEM
THE COMPETITION
SELLING THE HIGH-END HOME
        Selling to Older Buyers
BROKER CO-OP
        Creating Ambassadors
THE MOST INTERESTING CHAPTER IN THIS BOOK
        Qualifying Buyers
        Monthly Payment Estimator
        Estimating Payments
        Breaking Through Resistance to Getting Qualified
DE-SELLING
        De-Selling an Option or Feature
        De-Selling a Spa Tub
        De-Selling an Exterior
        De-Selling a Lot Location
        We Prefer to Use “Prefer”
THE EASIEST WAY TO BECOME A BETTER SALESPERSON
        When You’re in a Slump
        Positive Enthusiastic Exclamations
        Verbal Buying Inducements
        Confidence-Building Phrases
        Perception-Changing Statements
        Power Phrases
        Tie-Downs                         
        Appellations
        Turn-Arounds
        Maxims
        Take-Aways
ESSENTIAL SALES AIDS
        Measuring Tapes
        Water Pressure Gauge
        Small, Clear, Glass-Covered Dish with Breath Mints
        Post-Tension Foundation Cable
        Water Bowl for Pets
        Small Step Ladder
        Bubbles
        Coloring Books & Crayons
        A British-Accented Greeting
        Roof Tiles
        Coffee, Chocolate, Cokes, Whipped Cream, Cinnamon
        Fire in Fireplaces
        Golf Umbrellas
        Home Decorators Collection Catalogs
        Move-In Gifts
        The Move-In Ceremony
PRAISE THE LORD AND PASS THE AMMUNITION
        Sell the Hardest After the Sale Is Made
THINGS WE LEARNED THE HARD WAY
        A Question You Should NEVER Ask
        The Turn-Over System
        Giving Negative Information
        Never Give Away Food
        The Subcontractor Mentality
        Never Assume a Familial Relationship
        The Mailbox Location
        “Just Call Construction”
        Emergency Phone Number List
        Be Wary of Cement Trucks
        Never Assume a Prospect Likes a Feature Everyone Else Likes
        Treat EVERYONE as if They Were Your Buyers
        Put EVERYTHING in Writing
        The New Home Orientation Tour
GETTING THE PAPERWORK OUT OF THE WAY
CREATING A GREAT NEIGHBORHOOD
DEALING WITH APPRAISERS
        The Appraisal Data File
        The Appraisal Data Sheet
ADVERTISING
        The Floorplan Ad
        The “Why Rent?” Ad
SIGNAGE
SURVEYS
GETTING ALONG WITH CONSTRUCTION
USING TEMPS
        Temp Duty List
DEALING WITH HOSTILE NEIGHBORS
WHILE WE’RE IN THE TRAILER
        Preparing Contracts
        Creating Lot Files
        Preparing Move-In Packages
        Preparing Utility Hook-Up Information Sheets
        Preparing a Specification Book
        Signage
        A Free Spin on the Roulette Wheel
SOME PROBLEMS ON THE HORIZON
WONDERFUL WEBSITES
GLOSSARY 
APPENDIX
        The Rules
        Temp Duty List
        Monthly Payment Estimator
Why People DON’T BUY New Homes ORDER FORM
        Appraisal Data Sheet
        Utility Hook-Up Information Sheet
        How To Contact Us
        Prequalification Sheet
        Reservation Form
        Price List
        Price List Attachments
 
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