Sales professionals often refer to “leads” like a form letter. They read the characteristics and make assumptions.
These same people talk about working their leads via social media or the CRM system.
I wonder, how does these people who are being treated as a “lead” feel about the sales person? Do they categorize him or her as just “someone trying to sell me”? Do they recognize those form emails?
These characterizations create barriers that impact the sales process. You see the other person as a caricature or stereotype, based on brief information gained through an online inquiry or Facebook post. I guess we could call it “sales profiling”.
We’re in a new age of personal selling that was ironically spawned from impersonal impact of the Internet. People shop on the Web. They do their research there. They even look for reviews and recommendations.
But when it comes down to making an important purchase, like buying a new home, the sales process requires a personal relationship. A buyer needs to trust that a sales professional is truly committed to finding the right home—in the right location and at the right price. That trust doesn’t come from an introductory email or a few Facebook messages swapped online. It can start there, but you need to cultivate those relationships.
A “lead” is an inquiry that stems from interest. You need to gauge the level of interest by getting to know the person. A lead could go nowhere, or it could bring you to not just one sale, but more referrals.
Emails, online inquiries, and social media stir up leads. It’s your job to take the one-dimensional thing and create a relationship. Pick up the phone and call. Ask questions. Answer questions. Offer suggestions. Successful selling is a partnership between you and your customer. It only starts with a lead. Where will you take it?
Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant. For more information, please visit www.myersbarnes.com.
