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TOP OF THE WEEK TO YOU!
(by realwired! CEO, Brenda Dohring Hicks)
Top of the Week to You! is designed to offer the inside scoop and latest of what's important in the world of technology as it relates to the commercial real estate industry. | Lack of Confidence
The last thing I want to do when I sit down each week to start a conversation with you is waste your time. Given that, I really work hard between columns to take physical and mental notes about things that interest me and, hopefully, interest you. But I'm never sure.
One of my employees (consulting salesperson) reminded me the other day that he (and all good consultants) has to train constantly to remember that all the people he's trying to speak with and introduce our software to don't think like he does. My guy, Adam, is a very thoughtful, bright and caring individual. He isn't known for making decisions about things he hasn't thought through very carefully. And while that's sometimes good, it can also be bad. The more cautious we are, the slower we move. But you get that and that's not really my main point. Well, maybe it is.
My thoughts this week are on the economy and why it's stalled. I think it's stalled because people are unsure about their ability to influence it. Maybe it's a big lack of confidence that no matter what they do as an individual, this big thing called "the economy" is going to do just what it wants. And if they get past that part and acknowledge that people run the economy, they tend to believe that it's "those people" (the government) who run the economy who are screwing things up and there's nothing they can do.
Don't you think that's hogwash? Don't you think it's more about each of us not doing our own part to make things better? Isn't it up to us to take small measured risks and do something different? Aren't we supposed to wake up and start each day with resolve to improve ourselves and help those around us do the same? And if we don't, isn't it because we don't have the confidence that our decision to do so is the right one? Do we lack the confidence that what we chose won't be a big waste of time? Fruitless?
There's a very popular Florida economist who is relied upon by lots of commercial real estate firms and organizations. I will be at a dinner where he's speaking tonight. I'm not going to the dinner to hear him. I'm going to ask questions of my peers and listen as they tell me what's on their minds. I want to know how they "feel" about things. I know that our economist tonight will tell us that the U.S. economy returned to growth about 12-15 months ago and job growth is always the last to recover, yet it's the benchmark we all rely on. But here's the deal...the numbers show growth but everyone is talking about a double dip recession. I believe it's because we've not had much emotional change. I see lack of confidence in most people, which results in stagnation.
I hope I'm wrong about Mr. Fishkind tonight. I hope he remembers to tell people that they control the economy. I hope that I'm right in paying more attention to what I know I can influence and less attention to the news or economists, both of which try, but seem set in delivering only bad news, somehow thinking that it's their duty to warn people about "stuff". Hopefully, like my salesperson, I'll constantly remind myself that others don't necessarily think and act like I do and that's ok. Hopefully I'll remember I just need to listen, observe and in most cases, do the opposite of what everyone else does.
Click here to join our blog discussion or simply shoot me an e-mail when you get a chance.
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Sales/Marketing Tip
Never Answer an Unasked Question
The STORY:
I'm reminded of a salesperson in a furniture store helping a young couple look for a dining room set. After the couple picked out the set that they loved, and the salesperson had checked and confirmed that it was in stock, and the order form had been written, the salesperson decided to show the young couple how easily the drawers opened and closed on the buffet.
He let them know that the smooth ride of the drawers was due to ball bearings. The wife lost all enthusiasm for the furniture. She then told her husband that she couldn't possibly have anything with ball bearings in their house because she had swallowed a ball bearing as a little girl and nearly died. She turned and left the store. The husband mumbled his apologies and followed her out.
Did either the wife or the husband ask why the drawers opened and closed so easily? No! The salesperson answered a question that neither of these buyers asked. Other buyers may have cared why; these buyers didn't.
The RESULT:
Canceled order. Salesperson frustration. And the lesson this salesperson may learn is that you never say there are ball bearings. He may be convinced that the sale was lost because of those ball bearings. And if I come into the store specifically looking for a dining room set with ball bearings, what chance do you think there is that I'll ever be told about them? The sale was lost because an answer was given to a question that was never asked. Ball bearings had nothing to do with the sale being lost.
DISCUSSION:
Answering unasked questions is a trait that many salespeople have taken to heart as they way to get a prospect to buy. Knowing about your product/service and wanting to tell anyone who will listen is what drives the need to answer unasked questions. Unfortunately, many salespeople wind up giving answers that cause the prospect to further question whether or not he is doing the right thing by considering your product/service. Unwittingly you are giving the prospect more information upon which to raise objections. Why give the prospect the information to raise objections? This only makes closing that much harder.
Most answers to unasked questions occur when there is a lull in the conversation. The salesperson decides to fill in the lull by explaining more, hoping that some of what is said will connect with the prospect. This is a form of "Let's throw it on the wall and see what sticks." And if the prospect shows any signs of "connecting" to what has just been thrown on the wall, the typical salesperson's response is to throw even faster.
APPROACH:
Stop answering unasked questions. When the lull occurs, and it will with every prospect, ask him a question. Don't make a statement! And once you ask the question, wait for a response.
Product/service knowledge is essential to determine if the prospect is the right one to buy what you are selling. This knowledge is NOT meant to be used to bury the prospect with facts and figures hoping that some of the facts and figures will convince him to buy.
Giving the prospect more information can lead to losing a sale. This only convinces the salesperson that eve MORE explanation about the product/service is needed.
THOUGHT:
Don't give the prospect reasons to raise objections by answering his unasked questions. Your job is to ask the questions and then evaluate whether the answers the prospect gives qualify him for your product or service.
Rusty Fox, Sales Training Institute, Inc., Tampa, Florida provides this column weekly. Mr. Fox provides both group and customized sales training for professionals and companies. For more information, please contact him by telephone at 813-751-9992 via email at rfox@sandler.com or visit www.saleskills.com. © Copyright Rusty Fox, 2010, All Rights Reserved.
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Hot Deals/Leads
Sedano's Supermarkets operates 29 locations throughout FL. The supermarkets occupy spaces of 25,000 sq.ft. to 45,000 sq.ft. in neighborhood and power centers in addition to freestanding locations. Growth opportunities are sought throughout southern FL and the Orlando and Tampa metropolitan areas during the coming 18 months, with representation by General Real Estate Corp. Typical leases run five years with four, five-year options. Preferred demographics include a population of 25,000 within a three-mile radius. The stores cater to a Hispanic clientele. For more information, contact Damon DelRossi, General Real Estate Corp., 8500 Southwest 8th Street, Suite 228, Miami, FL 33144; Web site: www.sedanos.com.Hy-Vee, Inc. trades as Hy-Vee Food Stores at 224 locations throughout IA, IL, KS, MN, MO, NE and SD. The supermarkets, featuring general merchandise and pharmacy departments, occupy spaces of 35,000 sq.ft. to 85,000 sq.ft. in lifestyle, power, specialty and strip centers in addition to freestanding locations. Growth opportunities are sought throughout the existing markets and WI during the coming 18 months. Typical leases run 20 years. For more information, contact Dennis Ausenhus, Hy-Vee, Inc., 5820 Westown Parkway, West Des Moines, IA 50266; Web site: www.hy-vee.com.Arden Group, Inc. trades as Gelson's Markets at 18 locations throughout CA. The upscale gourmet supermarkets, featuring produce, meat, seafood, deli, wine and liquor departments, occupy spaces of 30,000 sq.ft. to 35,000 sq.ft. in mixed-use, specialty and strip centers in addition to freestanding locations. Growth opportunities are sought throughout southern CA during the coming 18 months. Typical leases run 20 years. For more information, contact Liz Caputo, Arden Group, Inc., 9595 Wilshire Boulevard, Suite 411, Beverly Hills, CA 90212;Web site: www.gelsons.com.BCBG Max Azria Group, Inc. trades as BCBG Max Azria at 1,000 locations nationwide and in Canada and internationally. The stores, offering upscale apparel, accessories and footwear, occupy spaces of 800 sq.ft. to 6,500 sq.ft. in freestanding locations, malls and downtown areas. Growth opportunities are sought nationwide during the coming 18 months. For more information, contact Danny Moizel, BCBG Max Azria Group, Inc., 2761 Fruitland Avenue, Vernon, CA 90058; Web site: www.bcbg.com.
Like these leads? Want more? Go to the Dealmakers website for a Free Subscription. The Dealmakers, the nation's weekly news source on retail real estate.
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