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When I became a sales manager, I implemented these new
techniques with tremendous results. This sales model is referred
to as, “A Criteria Driven Sales Model.” The best way I can define
this is that you need to identify the buyer’s criteria that is necessary
for them to make a buying decision. Then, you use that information
to drive the sales presentation in a step-by-step format
that will be referred to as the Criteria Driven Sales Path (CDSP
or Path)
. The CDSP mirrors the natural hierarchy of questions
customers must have answered before they can make an intelligent
buying decision. Bear in mind that your customers may not realize
all the information that is necessary to purchase a home when
they first start their home-buying journey. However, when it comes
time for them to make a buying decision that they can stick to without
the chance of canceling; they will have successfully garnered
answers to all of these required questions. This is an important
principle for you to remember. Let me give you one example of
what I am talking about. What is the first decision most customers
make before they start looking for a new home? The answer is, the
location where they want to live. Wouldn’t you agree it makes
sense to find out if your location fits the customers’ criteria before
you start discussing the floor plans?

I will also spend a great deal of time discussing the buying
process. This is an area that most trainers neglect in their teachings.
Once I understood what emotions the buyer experienced, as
well as when they normally appeared in the presentation, I was better
prepared to handle both the positive and negative emotions a
buyer goes through during the home buying process. For example,
have you ever wondered why a customer seems so excited during
the first half of your presentation and all of sudden they go cold on
you? This is just one example of being prepared by understanding
the buying process.

I will also discuss various questioning and listening techniques,
a model to handle objections, tie-downs and trial closes,
and final closes. If you will make a commitment to learn these
techniques and put them into practice every day, I promise you will
substantially increase your income and your enjoyment in the selling
of real estate.

In the first edition of this book I spoke a lot about the importance
of being in control of the sales presentation. As pointed out
in Robert Hafer’s book, “Building Results” most people don’t like to be
controlled but do appreciate authentic service. I believe Hafer
is accurate in his assessment and with that in mind I have transitioned
this book to reflect a posture of offering service rather than
of taking control.