I was out looking at used cars one day in the early 1980's. As I walked around the auto lot, looking through the window of a convertible, a salesman came up to me and said “what do I have to do to sell you that car today?” That’s a great attitude. It means that the salesman is going to help me make my wish come true if I will only honestly tell him my circumstances and what I need to get in order to close the deal. Mobile homes are not cars, but that same sales pitch can be used for park-owned homes that the Manager is frequently called on to sell.
Win/win sales are the best sales
If the customer will honestly tell you what their goals are, then you can see if you can build a deal around them. For example, if the customer says “I can only afford $395 per month” you might be able to stretch the length of the lease or the amortization. Or you might be able to steer them to a less expensive home that better meets their budget. We call this type of transaction in which both parties pursue a path to joint goal matching “win/win” deal making.
Build a sense of urgency with the customer
By saying the word “today”, it sends the signal that you really want to strike a deal right now, and that you are ready to put your full attention to it. It tells the customer “this is the time to negotiate – this is the time to get this done”. Often, the customer needs a little nudge to make a decision. So it never hurts to light a fire under them.
Set the tone that you are there to serve the customer
Everybody likes to feel important. By saying “what do I have to do”, it affirms that the salesman is there to serve the needs of the customer. Most prospects respond favorably to being told that they are the boss, that they are in control of the situation. By making them feel more secure, they are more likely to break the ice and tell you what their goals are.
Get right down to business
Many salespeople are too nervous to try and close a deal, so the customer always walks off because the salesperson has not pushed to close the deal. There is a time for pleasant conversation when you are unlocking the home and letting them in the door, but there’s also a time to try and close the deal. By asking for the sale, you focus the customer on the task at hand – deciding to buy or not buy the home and, additionally, thinking through what the next steps are.
Listen to sales pitches that motivate you to buy in your everyday life, and adapt those to your sales pitch. I really liked that car salesman’s pitch, but there may be one out there that you like better. Sales is an art form, and keep your eyes and ears open to the masters of the craft. A good sales pitch can be a vital part of your success plan.