ArtemisXAnthem_Coaching_Workbook_Spreads_V1B by Anthem

Coaching

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Qualifying - Part One

Qualifying is the process of learning whether the person you are dealing with is a serious prospect to purchase what you have available for sale.

1. Why might we want to qualify the people we are spending time with?

The best and most successful salespeople tend to be really good at qualifying prospects.

Many salespeople invest time and effort with someone who seems promising, only to discover they weren’t the real buyer— Instead, they were only gathering information for a friend.

2. How do you qualify people?

You qualify people by:

a) Observing and reading verbal and non-verbal language

Not everyone will answer your questions either directly or honestly. That means that you will have to assess what they are “saying” through their body language and other clues they may give during your interaction with them.

b) Good presentation skills

Excellent product knowledge and trust builder

Qualifying early allows you to adjust your approach and focus your time more effectively.

c) Asking good qualifying questions

The right questions can get you the answers you need.

d) Listening to the prospects answers

You must “hear” their answers to understand if they are qualified or not.

e) Getting your client involved

Tell me. Show me. Involve me.

3. What are the main areas you want to qualify in?

Consider “Time, Money, Product” Anthem model but let’s make that more memorable for YOU.

Income

• It doesn’t matter how much someone wants to buy if they can’t afford it or can’t come up with the required money through friends or relatives.

• They can need or want it, but without the funds, you are simply not going to make a sale.

• Preapprovals are also very important in this market and especially with finished product

Need/ Desire

• If someone has the required income, but no need for what you are offering, what will make them buy?

• Do we have the home type they are looking for? Based on budget and timing, can we convert them on what we have available (presale vs resale).

• Example: A prospect NEEDS a two-bedroom home, but they DESIRE a two plus den which you do not have, they can still be a very strong prospect provided you show them how to best use the plan. People often buy that which they say they won’t buy. Ask Me!

Urgency

• A prospect could have the income, the need, desire or both, but if they have no urgency to buy, or you can’t create that urgency for them, you could be wasting your time and losing a sale.

• Timing is crucial. Homes are ready too soon or not soon enough.

4. What do you do if you decide someone is not qualified to buy?

Treat every prospect with courtesy, but don’t spend too much time with those who aren’t ready to buy.

Provide a good overview, and depending on available time, introduce them to a team member in training. However, do NOT forget that practice is good for you too. Turn a prospect into a referral lead. A lot can happen in a prospect’s life. Not qualified today does not mean they can’t qualify tomorrow.

By being respectful, you keep the door open for them to return or share their memorable experience with others.

5. What if I make a mistake and choose not to spend time with someone who really was qualified to buy when I thought they weren’t?

If you qualify too aggressively you may end up passing on someone who IS qualified. This happens. It is a fine balance between asking the right questions and LISTENING to the answers. If you are not connecting well with a prospect, consider engaging a colleague for better chemistry. Remember, You are part of a TEAM.

Qualifying Questions – Anthem Model:

“Time, Money, Product” made easy for YOU.

List some qualifying questions that you might use in the following categories:

Income

Need/Desire

Urgency

Verbal and Non-Verbal Clues

List some of the verbal and non-verbal clues that you might look for in qualifying a prospect:

Qualifying - Part Two

How to recognize, qualify, and appeal to your Buyer

1. What are the different buyer types?

Not everyone is interested in the same thing or has the same purchasing considerations when they are looking at buying something.

A couple expecting a child and seeking additional space and safety will have different priorities than an empty nester who could be downsizing. Therefore, it follows that the different types of buyers are going to respond to different language, word pictures, features and benefits.

Today’s buyers are better informed than they used to be and have so much information available to them making it both easier and more difficult to decide.

A buyer will research, compare, and analyze their options before purchasing, even before they visit you. Your buyer expects clear information, fair value, and relevant experiences. They can quickly discern expertise and transparency. Building trust is more important than ever.

Here are the six most common buyer types ranked by their DBMs “Dominant Buyer Motivations” along with a few of the things they are interested in.

Nowadays, as in ALL things, it is not so much about age, gender or Status. It is really about VALUES and how those values turn into Motivation to rent or buy a home. We have left you space in your Workbook to add some ideas of your own:

Family Oriented Buyer

• Can be Upsizers or Downsizers

• Values spending time together

• Takes pride in family’s happiness

• Sacrifices everything for Family

Individualist Buyer

• Wants to stand out from the crowd

• Values “one of a kind” plans, product or location

• Values customization opportunities

• Often knowledgeable (and bored) by the market

Dollar and Cents Buyer

• Focused on value for money

• Tighter Budget/ First time homebuyers

• Interested in return on Investment (ROI)

• Prefers transit-friendly walkable areas

Health and Security Concious

• Values safety + security in the building and in the neighbourhood

• Values environmental features about the building

• Values a healthy lifestyle

• Mature buyers value aging in place

Prestige Buyer

• Seeks recognition and status from their purchase

• Values brand names that will impress others

• Image conscious

• Some value quiet luxury; some value Bling luxury. Find out!

Recreational Buyer

• Values “Free” time

• Values low maintenance living

• Values a shorter commute to work

• Values building + community amenities

2. Recognizing Buyer Types

You can recognize buyer types by their responses to your questions and qualifying:

• By the questions they ask

• Verbal and non-verbal language

• Topics they show interest in

• Remember that appearances can be misleading

The prospect will either tell you outright what interests them and what kind of buyer they are, or they will give you some good clues. You uncover their values by asking good questions.

3. Can a Person be More Than Just One Buyer Type?

Yes. You will find that most people are a combination of buyer types, but one characteristic is typically the most dominant. Look for it.

4. Categorize your three best prospects for your site.

Write down the name of the prospect, the buyer type you think they are and some notes about what lead you to your conclusion. Yes, you can put a combination of buyer types down for each prospect but circle the dominant buyer type.

Name Notes

5. Categorize yourself.