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Closing Strategies for Today’s

‘Amazon Prime’ Home Buyer

If you have any experience buyer is essentially giving
in sales, you’ve likely heard you permission to continue
the classic line from the movie to the next step in the sales
“Glengarry Glen Ross,” “A-B-C. process. One of the hardest
A-Always, B-Be, C-Closing.” early closes you can make
But what does it mean to is getting “just looking”
always be closing? buyers to let you walk them
Closing is not an action but through the model home.
a strategy. As times change, Most salespeople lose this
so must a salesperson’s Alec Baldwin in the 1992 movie “Glengarry first close. The prospect is
strategy for closing sales. Glen Ross” from New Line Cinema. either closing you on why they
Most salespeople can tell should walk it alone or you are
you that there has been a dramatic change in home closing them on your value as the expert. Win this
buyers over the past 10 to 15 years. With information close and win it early.
so readily available, buyers are well informed about > Educate and close, educate and close. Since
homes before they visit them. Recent studies show buyers come into the sales process already 60%
that buyers come into the sales process already 60% through the decision-making process, the remaining
through the decision-making process. 40% relies on the salesperson to educate them and
However, most sales professionals still sell the close on all aspects of the product and process.
same way they always have – highlighting benefits Bring in experts such as the construction manager,
and features of their products without deliberately financial person, etc., to provide information and to
closing each portion of the sales process. Some make it easy to close the buyer.
build up to closing as an event at the end of the > You can get a contract during the first
sales process. The most effective sales professionals, interaction with today’s “Amazon Prime”
however, move to the contract stage as a mere buyers. Salespeople typically stop the sale
formality of the verbal agreement between themselves by assuming they covered enough for
themselves and the buyer. one visit, and start to talk about follow-up items.
Instead, use the transition phrase, “Next” to explain
Sales tactics need to evolve for today’s
“Amazon Prime” world. Buyers already know the what the buyer can expect each step of the way and
features of the homes they visit, and they expect to keep the sales clock ticking. This helps eliminate
the standstill that often forces a follow-up call or
a swift and certain process.
appointment.
Here are some tips on how find a more relevant Be open and willing to try a different approach to
method to close in the current market. closing. Informed buyers will appreciate your efficient
> Adapt the mindset that closing is not a selling backed by your genuine product expertise.
single event but instead an ongoing strategy. Chad Sanschagrin, CEO of Cannonball Moments, is
For example, as you walk buyers through a model an international trainer, executive coach and speaker,
home, you close the buyers on their needs being met and he’s mastered the science of psychology in the art
by each room or feature in the home. To sell is to of selling.
close the buyer on each step of the process. This article was adapted from the July/August 2018

> Rip the Band-Aid off early. Close the issue of Sales + Marketing Ideas. Download the Sales +
prospect on something in the first few minutes of Marketing Ideas app on iTunes or Google Play.
interacting. When you make an early close, the NAHB AUGUST 2018

32 NOVEMBER 2018 | GREATER SAN ANTONIO BUILDERS ASSOCIATION