What should a new real estate salesman pay attention to?

In the process of real estate marketing, customers often contact the sales staff by telephone at the first time. The telephone answering of sales staff not only reflects the quality and accomplishment of individuals, but also reflects the image and level of developers or middlemen. The telephone answering of sales staff can be said to be the first "voice" and should be regarded as an important part of establishing good customer relations in sales.

Salespeople should pay attention to these details in the operating procedures.

1, prepare to respond. Sales staff must be quite familiar with the various situations of this property, and be confident in answering the phone. Customers often call after reading the sales advertisements, and the sales staff must have a thorough understanding of the various appeal points of their own real estate advertisements. We should carefully consider the questions and doubts that customers may ask when they call, and do an orderly answer. The sales department of the company can compile a unified sales answering outline, so that the telephone answering of sales personnel and the on-site reception of customers will be unified, accurate and clear in the future.

2. Answer the phone in time. You should answer the phone as soon as it rings. It would be impolite to answer the bell if it rings three times. At this time, in addition to saying hello and reporting the name of the company or building, you should also say "I'm sorry to have kept you waiting".

3. Hang up the phone. After the phone call, it is better to wait for the other party to hang up. Don't hang up awkwardly, even if the other person's voice drops. Don't hang up too hard, so as not to make people feel rude.

Sales staff should be aware of these restrictions when answering the phone on a specific phone.

Urge customers to come to the sales site. The essence of answering the phone by sales staff is not that the house purchase business cannot be closed, but the key is to attract customers to visit and negotiate at the sales site. Therefore, the answer is concise but not abstract, step by step is not inconsistent, and the time is moderate and should not be too long or too short; Senior sales experts in Taiwan Province Province believe that the call time is generally close to but not more than 3 minutes.

Avoid passive or over-active telephone answering tendency. The so-called passivity is to answer questions, don't ask, don't answer, this kind of golden advice, cold and tasteless telephone response, will dilute customers' interest in selling the scene. The so-called excessive initiative is eager to brag about the advantages of real estate to customers, and even eager to ask customers' names and mailing addresses. So that customers are often scared away, fearing that they will be entangled at the sales site. The telephone number of the salesperson should promise to pay attention to the temperature, just right.

Give full play to the characteristics of telephone voice imagination and perception. When a customer comes into contact with a salesperson for the first time, they only hear their voices and can't see their people. It is impossible to leave an intuitive impression on the other side like face-to-face interpersonal communication, but let the other side have an imaginary perception through the voice, intonation and language content from the microphone, which will become an opportunity for both sides to establish trust and friendship. Salespeople should try to make their voice expressive when answering the phone, so that the other party can feel that you are a sincere and responsible person through your voice. Pay special attention to your smiling face when you speak. The sound of smiling can convey a pleasant and warm feeling to the other party by telephone.

Second, the sales staff reception etiquette

The reception etiquette of sales staff refers to the standard etiquette and manners of sales staff of real estate companies when they negotiate directly with customers. The reception etiquette of salespeople plays a very important role in sales work, and good reception etiquette will win the goodwill and trust of customers in the process of contact; The reception etiquette of sales staff represents the image of the company from one side. Many customers may not know the general manager of the company, but they feel and understand the quality of the company from the words and deeds of the sales staff, so as to make a decision on whether to buy a house.

The dress code for sales staff reception etiquette is to wear uniforms issued by the company, with signs and ties for male employees and light makeup for female employees.

Put a round table where you are in contact with customers, so that you can relax each other when talking. Many real estate companies contact long tables, and sales staff and customers sit opposite each other, so we should avoid this blunt pattern. Contact position should be kept clean and tidy.

When customers enter the sales office, the sales staff greet them with friendly eyes, greet them with a smile, and let them sit down and talk later. Salespeople should sit up straight.

Salespeople should always smile during the reception. It is impolite to laugh and laugh wildly, and it is also impolite to smile and giggle. Only a heartfelt and natural smile can show the friendliness, honesty, humility, kindness and harmony of interpersonal relationships.

Salespeople usually show their business cards to customers first and hand them in with both hands. If a customer returns a business card, accept it with both hands, read the customer's business card carefully and put it in the business card book carefully. Don't just take the customer's business card and put it away.

When you meet a customer for the first time, you should immediately consider how to address each other, especially female customers. Inappropriate or even rude opening remarks will bring unpleasant influence to customers.

When talking with customers, you should look directly at each other, with a focused expression, sincere expression, cordial and sincere language and proper expression. Explain the questions and questions raised by customers patiently and effectively. Under no circumstances are you allowed to quarrel or scold with customers.

When guiding customers to visit, when it is necessary to open the door or turn, take the initiative to open the door for customers and guide them with "please" and gestures. During the visit, the sales staff should generally stand on the customer's side or the back side to actively introduce and explain the real estate situation.

After the negotiation, the guests must be sent outside the sales office, and polite expressions such as "Please go away and see you later" or "Thank you for coming, see you later" should be used.

The reception etiquette of salespeople is essentially different from ordinary daily interpersonal communication, and it has its own goals to be determined. Through good reception etiquette, a well-trained salesperson finally finds a buyer, persuades customers, realizes the transaction of buying a house, and constantly wins customers.

Third, the sales staff's customers found that.

In order to achieve good sales performance, salespeople should take the initiative to explore customers. Salespeople's customer exploration can be divided into two categories: one is door-to-door customer exploration; The second is to explore potential customers.

1, door-to-door customer found

Door-to-door customers are customers who come to the sales office. These customers can be classified as follows:

(1) Customers who see sales advertisements, contact sales promotion activities, or attend real estate fairs and other information and then go to the sales office.

(2) Customers who come to the sales office through the introduction of colleagues, friends and neighbors.

(3) Customers who live near the sales office or the construction site, or pass by the sales office and the construction site.

(4) Customers introduced by customers who have purchased the property or intend to purchase the property should pay special attention to such customers.

(5) others.

On-site intentional customer discovery method:

Customers who come to the sales office have a wide range of sources and different purposes, among which real estate enterprises also account for a certain proportion of market researchers. Sales staff should observe carefully, explore interested buyers, and do their work with a clear aim. Here are some ways to judge prospective customers:

(1) access mode. Intentional customers have a strong purpose when they come to the website. Generally, we will ask the sales staff directly or let the sales staff accompany us to visit and watch the exhibition boards and models carefully. The more times you come to the sales office, the more likely you are to become an intended customer. Unintentional customers come to the sales office or take a cursory tour, all of which are individual customers; Or asking for information and inquiring about the market, these generally belong to the market regulators of real estate enterprises.

(2) age and peers. Prospective customers are generally over 30 years old and accompanied by their spouses or family. Especially the customers who come to see the house by the whole family have a strong intention to buy a house. The elderly who come to the scene to see the house are generally among the intended customers. Customers under the age of 30 who come to the sales office to see the house are generally unintentional customers. These customers are relatively young and lack economic strength, and most of them are real estate marketers.

(3) the content of the conversation. During the conversation, customers are more willing to disclose their real occupation, unit and mailing address, and most of them are interested customers. Be sensitive to price in conversation and bargaining; Concerned about all aspects of real estate, most of them are interested customers who care about their immediate interests after moving in.

After selecting the intended customers, it is necessary to make an analysis table of the intended customers, analyze and file the intended customers, and focus on the work.

Table 15 Intentional Customer Analysis Table

Time:

Name:

Telephone:

Number:

Address:

Age:

Occupation:

Negotiation attitude: rational, emotional, excited, talkative, taciturn, extreme and others.

Negotiation attitude: Real estate knowledge: □ Very familiar □ General □ Unfamiliar.

Intention to purchase: □ Self-use (residence and office) □ Investment □ High-rise □ Small high-rise.

Room type: The living room is Weiyang. Region:

Intention unit:

Intentional price:

There is a problem:

Solution:

The final result:

Handler:

Fourth, the sales staff's real estate introduction

The introduction of sales staff's real estate is to let customers know about the real estate. Only when customers fully understand the real estate can they buy it. Sales staff should pay attention to the following issues when introducing real estate.

1, property introduction procedures

When introducing real estate to customers, salespeople should consider the route and procedure of showing customers around the sales office. Generally speaking, it is: greet customers politely at the door of the sales office-visit the model room-browse the display board (light box)-visit the model room-negotiate a table to sit down-submit sales materials. (If there is no model room in the sales office, the procedure of visiting the model room is omitted), and the sales staff will lead the customers to visit and explain, step by step, in simple terms; Mobilize customers' auditory and visual information receiving channels, and arouse customers' strong interest in understanding real estate.

2. The general requirements for salespeople to introduce real estate to customers are:

(1) The intonation is cordial, the speech speed is appropriate, and the pronunciation is clear.

(2) The theme is clear and simple, not slow.

(3) Be persuasive and not inconsistent.

(4) concrete but not abstract.

(5) the text is fresh and easy to understand, not mysterious.

(6) Give appropriate examples to judge the customer's understanding at any time.

3. Pay attention to the customer's reaction when introducing the real estate.

When introducing real estate to customers, salespeople should not only be polite, but also pay attention to observing customers' expressions and attitudes, paying attention to customers' reactions and making targeted introductions. If the customer expresses dissatisfaction with the lot, the salesperson should emphasize the convenient transportation and other advantages of the property. If the customer is more concerned about the problem of children attending kindergarten, the salesperson should help the customer provide the analysis of the schools around the property.

4. "Negative positive method" can be used to introduce real estate.

Some salespeople blindly say yes in the process of introducing real estate, and don't talk about any shortcomings, which will give customers a feeling of distrust. After all, even a good house will have such shortcomings. Salespeople should also talk about shortcomings when introducing, but pay attention to using "negative correction" to offset customer dissatisfaction. For example, it is an obvious fact that the price of a high-rise residential building is higher than that of the surrounding competitive buildings. This is impossible to avoid. Experienced salespeople will say before consumers mention this shortcoming: "The price of our building is indeed higher than that of several surrounding buildings, but because of our careful design, the occupancy rate of the real estate exceeds 78%. If we consider using the area price, the price of our building is still lower than theirs! " This method of introducing shortcomings before advantages is the so-called "negative correction method"

Five, the sales staff persuasion skills

Commercial housing is expensive. After fully understanding the real estate, customers need to think twice before deciding to buy. In this process, they often have objections and hesitation. Salespeople must do customer work repeatedly, eliminate customers' objections and persuade them according to their psychological characteristics.

1, Customer Objection and Persuasion Skills

Customer objection refers to all kinds of doubts, denials or objections about the quality, function and price of the house in the process of buying a house. Sales staff should treat the objections raised by customers with a positive and correct attitude, and should correctly realize that customer objections are the inevitable reaction of customers in the process of buying a house, which is not only an obstacle to buying a house, but also an expression of interest in the building, and a prelude or signal to clinch a deal. Therefore, sales staff should not passively avoid and perfunctory customer objections, but should carefully analyze customer objections and convince customers.

(1) Welcome and respect the objections raised by customers.

Salespeople should sincerely welcome customers' objections. Even if the opinions put forward by customers are not in line with the actual situation, or even naive and ridiculous, salespeople should listen patiently and not interrupt the conversation of customers, so that customers can feel the sincerity and modesty of salespeople, which is very important for sales transactions. On the other hand, salespeople are impatient, unwilling to listen to customers' opinions, or eager to argue with customers, or insult customers by slip of the tongue, which is bound to offend customers and hurt their self-esteem. Sales staff should listen carefully and calmly to the objections raised by customers and create a good atmosphere for persuading customers.

(2) Treat the objections raised by customers from the customer's standpoint.

From the customer's point of view, it is the key for sales staff to convince customers and promote the transformation of objections by fully understanding customers' objections to the property and trying their best to help customers solve possible problems. To treat the objections raised by customers from the standpoint of customers, we should also analyze the reasons why customers raise objections, either because there are problems with real estate or marketing methods, or because customers are influenced by some ideas through hearsay, or because customers are in a bad mood at the moment. Salespeople should put themselves in the customer's shoes, solve related problems reasonably, and use various ways to resolve customer objections.

(3) Language skills to solve customer objections

Salespeople persuade customers to be good at using language skills, such as appropriate use of turning language skills to resolve customer objections. Experienced salespeople often use the turning point of "Yes, but …" or "Yes, but …". First of all, they should respect customers' opinions to avoid customers' resistance, and then they can express their views and explain the problem from another angle. For example, a customer saw the house and was satisfied with everything except that the hall was not enough to raise objections. The salesperson can explain this: "Yes, the lack of a square hall will affect the furnishings of furniture, but the monotonous rectangular hall is actually lacking in personality. Mr. Wang Can completely designed the hall with angle changes, giving people an extraordinary taste. " Salespeople's language turning skills can help overcome customers' doubts.

2, customer psychological characteristics and persuasion skills.

Business is the best. Salespeople need to use psychology and other knowledge to convince customers. Experts in Taiwan Province Province have divided the psychological characteristics of real estate buyers into twelve types, and put forward corresponding countermeasures. The following are introduced for salespeople to use flexibly when persuading customers.

(1) rational robust type

Features: thoughtful, calm and steady, not easily persuaded by the salesman's words. For doubts, we must explore them in detail.

Countermeasures: strengthen the explanation of product quality, company reputation and unique advantages, and all explanations must emphasize rationality and evidence in order to obtain rational support from customers.

(2) Flutter type

Features: Because I am too careful, I even talk endlessly. Everything (such as a switch or a brick) is within my concern, and sometimes it is even too far from the point.

Countermeasures: To promote sales, we must first gain his trust and strengthen his confidence in products. When you are away from the topic, you must always pay attention to the appropriate time to introduce the topic. From the deposit to the signing of the contract, we must "cut the gordian knot" to avoid falling asleep.

(3) taciturn type

Features: cautious speech, cold response and quiet appearance.

Countermeasures: In addition to introducing products, we should also learn from their feelings with a cordial and sincere attitude, find ways to understand their work, family and children, let them gossip and understand their real needs.

(4) Emotional impulse type

Features: naturally excited, easily encouraged and stimulated by the outside world, able to make decisions quickly.

Countermeasures: from the very beginning, the characteristics and benefits of the products are strongly emphasized to promote their rapid decision-making. When customers don't want to buy, they must handle it properly so as not to affect other customers.

(5) indecisive type

Features: indecisive, repetitive, afraid to make a decision. (If you think the fourth floor is good at first, and then you think the fifth floor is good, it's not bad to park on the sixth floor. )

Countermeasures: A salesperson must be firm and confident in order to gain the trust of customers and help him make decisions.

(6) Domineering type

Features: Being cocky, scaring salesmen by showing off, and often refusing salesmen to stay away.

Countermeasures: Stand firm, be modest, respect each other, compliment each other, and find each other's "weaknesses".

(7) Ask God for divination.

Features: The decision is made by "God's will" or Feng Shui master.

Countermeasures: Try to match his geomantic conception with the modern viewpoint, and remind him not to be confused by some geomantic theories of "seven or eight principles of crooked ways". Emphasize the value of people.

(8) Timid type

Features: lack of purchasing experience, not easy to make a decision.

Countermeasures: put forward performance and quality assurance with integrity and evidence. Actions and words must give each other trust.

(9) neurotic type

Features: It is easy to think the worst, and everything will "stimulate" him.

Countermeasures: Be cautious in words and deeds, listen more and talk less, and look serious. Give priority to persuasion.

(10) excuse procrastination type

Features: Hesitant personality, procrastination in borrowing words, procrastination.

Countermeasures: trace back to the real reason why customers can't decide. Try to solve it so as not to be dragged down by it.

(1 1) haggle over every ounce

Features: thoughtful, "roll with the punches", haggle over every ounce.

Countermeasures: use the atmosphere to "force" and emphasize the preferential treatment of products, so as to urge them to make a quick decision and avoid their competitive thinking.

(12) Wu Jincang Bank of Communications

Features: the payer usually doesn't want to be "exposed", and the decision is often made by the unpaid woman.

Countermeasures: woo the woman and help her choose the right product, but not too "negligent" the man.

Six, sales staff price negotiation

The price negotiation of salespeople is directly related to the economic interests of buyers and sellers, and involves key issues of buyers and sellers. The ultimate goal of price negotiation is to reach a price acceptable to both parties and then close the deal. The basic process can be summarized as quotation-negotiation-concessions by both parties-transaction.

1, real estate price quotation skills

(1) "Bite price" and "open price"

The quotation of real estate generally has two kinds: "biting price" and "letting go price". "One price" means that real estate sales are not two prices, and bargaining is not allowed. "Loose price" means that there is still room for the salesperson's quotation, and the quotation is higher than the internal control price. "One price" can save negotiation time and avoid wasting energy in bargaining. "Loose price" can attract customers to negotiate and give them a sense of economic benefits and psychological satisfaction after counter-offer. Most of the real estate quotations are "loose prices". However, it should be noted that the preferential margin of real estate prices should not be too large, otherwise it will give customers the feeling of unreasonable pricing.

(2) The attitude of quotation should be firm.

Sales staff should carefully consider their own quotations in advance to determine a reasonable and favorable price. Once the quotation is made, we must take it seriously and take a firm attitude, which is particularly important for the "one-price" of the real estate. Even if it is a "loose price", the quotation should not be vague, so that customers will think that the quotation information of the sales staff is insufficient, and the price is more "moisture", and they will ask for a substantial price reduction.

2. Bargaining skills

After the salesperson quotes the price, the customer will make a counter-offer until the price is satisfied, and the price negotiation between the buyer and the seller enters the bargaining stage. At this stage, the salesperson should explain the specific motivation of the customer's counter-offer, so as to make the price change develop in the direction beneficial to him as much as possible.

Customers have various motives for bargaining. Some are uncertain about the value of the property, afraid of losing money, and bargain to increase insurance. Some are still having difficulty in paying for their houses, hoping to make up for the gap by bargaining, and some habitually lower the price, hoping to buy a house cheaply again.

In the process of bargaining with customers, salespeople should insist that their property is value for money, value for money or low-profit sales. To convince customers of this, we can analyze the cost composition of real estate together with customers, compare the prices of surrounding real estate and emphasize the unique quality of real estate. These parties can be used comprehensively to make customers feel that the real estate price is fair and affordable. If you have difficulty in buying a house, you can discuss with them the method of installment loan, or persuade them to buy a house with a smaller area. For buyers who are used to keeping prices down, sales staff should also have sincere dialogue, be sensible and reasonable, and let them give up unrealistic demands for keeping prices down.

3, real estate price concessions skills

After bargaining in price negotiation, if the price demanded by the customer is still above the price controlled by internal control, there is no harm in making some concessions. If the price demanded by the customer is close to or even exceeds the lowest price of internal control, the salesperson should try his best to stick to his own property price. In this case, if negotiation fails, the salesperson should weigh the gains and losses and make some concessions when necessary. This concession should be timely and appropriate when the price negotiation is deadlocked or the negotiation is about to break down; This discount should be small, explain to customers that this is the biggest price discount and prevent customers from pushing their luck. Help you succeed! ! ! !