Page 26 - BB_Aug_2019

Dear Deb

I have some prospects that should have bought by
now. I give them all the information they need but they
don’t seem to be moving forward. What can I do?
— Dragging Their Feet in Drysdale

Dear Dragging Their Feet in Drysdale:

While many may not want to admit it, this
happens to more sales professionals than you
might think.
Asking people to buy is the responsibility of a
sales professional. Sometimes we assume that we
need to wait for the prospect to let us know they
are ready to move forward. In today’s economy,
many people are looking for you to lead them.
Think a minute. Have you ever been ready to buy a
product from a salesperson, but they never asked
you to buy? You then find yourself thinking that
you would have bought it if they would have only
asked. Failing to ask your prospect to buy, waiting
for them to tell you they want to move forward,
undervalues their business.
Another mistake many of us make is assuming us or assumptively outlining the process of buying.
that since buyers have bought homes before, they We need to be giving them the cue to move forward.
know what the process entails. Is that really a fair Although moving forward can be a difficult
assumption? We already know that financing looks decision for the buyer, you can assist this step by
a lot different now than it did 5 years ago. What else addressing their concerns & questions, recap the
has changed? Concerns the buyers have about solutions they have told you about or agreed to
buying are also different now than they were then. and then suggest the next step that makes sense.
Don’t assume the buyer will ask for everything they So my dear Dragging Their Feet in Drysdale,
need to feel comfortable about making a decision. don’t be a sales professional that sends people

Last, I think we confuse some of the “subtle away thinking that if you would have only asked
statements” we make as closing statements. Giving them to buy, they would have. Be the professional
someone all the pricing information and telling them that you are and help people move forward with
to get back to us and let us know what they think isn’t making a decision they are already leaning toward.
closing. Closing is asking them to buy a home from They just need your help.

26 AUGUST 2019 | GREATER SAN ANTONIO BUILDERS ASSOCIATION