It usually takes several days, as it had with our first child, but this time was different. When Shelly locked on to the idea of seeing our newborn, no obstacle was going to stop her. Not doctors and nurses advising against it. Not her own experience with our first child. Not even her concerned husband.

When you lock on to something, you see everything through that filter and you lock all other information out. You look for supporting evidence and lock out evidence that contradicts your beliefs/goals.

While in Shelly’s case, it caused her to do something extraordinary, it can also have the opposite effect. In new home sales, it can cause a sales pro to lock on to the fact that some of his lots are smaller and back up to a busy road. Because he believes they’re undesirable, he starts looking for supporting evidence from prospects, the news, his wife, etc. He avoids showing those lots, which then confirms what he “knew” all along—they just aren’t sellable.

When your sales professionals lock on and get trapped, you need to present evidence to help them see it differently. Help them focus on what’s great about those lots and why people do choose them. Present evidence they haven’t thought of—such as the fact that many prospects don’t want to mess with maintaining a large lot. To them—less landscaping, fencing, and maintenance is appealing—not appalling.

Sales coaches–in the event that one of your salespeople is so stuck that they won’t hear anything you say, put the ball back in their court. Give them an assignment to do their research and come back to you with a presentation on the other side of the argument. If they can’t or won’t do it, be ready to have a conversation about whether or not you want them on your team.

Locking on can either hinder or push them to excel. So be aware of the concept–either to overcome it or to tap into its power.

The above is adapted from Jason’s upcoming book on sales coaching.

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.jforrestgroup.com.

I recently heard a story about a man, a ham, and a pan. Arnold said his mother always cut both ends off of her hams before putting them in the oven. So when Arnold noticed that his wife stuck the whole ham in, he questioned his mom’s practice for the first time. Until then, he had thought nothing of it–it was just the way it was done. When he asked his mom why she did it that way, she said, “The pan was too small to hold a whole ham.”

Maybe you can relate. Ask yourself why you do certain aspects of your new home sales process. Look at your process–your opening greeting, model tour, home site tour, etc. Then ask yourself, “Why do I do it this way?”

If your answer is “because it just feels right” or “that’s the way I’ve always done it,” or “that’s what I saw my partner do,” dig deeper.  If you can’t come up with strategic reasons (that it’s the most effective way of moving the sale forward, for example) then use it as an opportunity to make adjustments.

Consider what room you start your presentation in and why you go from room to room the way you do. This will force you to have conviction about the way you are doing things. If you don’t have conviction/swagger in why you do what you do, then you’ll be thrown off your game the first time a customer throws a curve ball at you.

But being introspective on your sales process and presentation will force you to have conviction around your presentation and process. That conviction will lead to swagger. And swagger? Well that’s 85% of the battle.

Here’s to earning what you’re worth!

Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.jforrestgroup.com.

You can create that same effect with your buyers as they leave your office. Give them such a memorable and positive experience that as they go to the next home or community, they are constantly comparing back to you.

Get them asking each other, “Remember how the sales pro at [your builder] really took the time to listen to us and understand our needs?” Or thinking that your home was the one they could picture raising their kids in. And your neighborhood was the one that made them feel connected–where they felt like they would fit in and be part of a community.

If you do your job, you will get them to the point where they are always comparing the next home or builder to you.

For more on making them compare to you, see Dare 38 (“Give them an Assignment”) from 40 Day Sales Dare.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.jforrestgroup.com.

I first heard of this idea at a Who’s Who dinner with my daughter, where the keynote speaker said that as leaders, each student had a respond-ability to their community.

Respond-ability, in a word, is a choice. The choice to either step up or to allow your fear; biases; or preconceived notions to affect your ability to respond. Each of us has the ability to step up. And if we choose to do so–we are accepting our respond-ability and choosing to make the difference and bring home an X Factor sale!

As new home sales professionals, we instinctively know that we have a responsibility to our prospects and buyers to lead them through the new home purchasing process but don’t we also have a “respond-ability” to those that come in to our sales office?

The X Factor sales professional has a strong sense of both and understands that they are the X factor (difference maker) that can make or break a sale for the “just looking” buyer. X Factor sales professionals are the ultimate stewards of creating urgency in a non-urgent prospect to show them why now is a great time to buy, why our home is better for them than any other home in the market and why our builder is one they will be proud to say built their home.

Sales Tip: Two sales people have the same experience, traffic, training and neighborhood. So why does one make twice as many sales? X Factor respond ability! Work on yours to Be Sales Ready today!
Contributed by Jeanne Conger

Jeanne Conger, J Forrest Group’s National Sales Coach, has 25 years in the industry; experience with public and private builders; and over 900 hours of real estate courses under her belt. She is truly an industry expert. While she has worked in design studios, marketing departments, merchandising departments, and sales management (she coached a sales team of more than 100), Jeanne enjoys nothing more than being in the trenches.

Jeanne specializes in turning around laggard communities, helping sales professionals generate traffic, providing hiring consulting for sales managers, and coaching design center sales professionals. Learn more about J Forrest Group’s new home sales training programs.

Sales Pros:

Focus only on you and your own game. Don’t worry about your performance in comparison to anyone else’s.

When you compare yourself to others, you get in trouble because you either think they are better than you, or that you are better than they are.

It’s dangerous to worry about who is better, because you’re defeated before you even begin, thinking that you will never become that good. You lose hope in your own potential and give yourself an unhealthy excuse not to challenge yourself.

It’s just as unhealthy to think you are better than someone else because you set a ceiling of what’s possible for you, and think things like, “I’m selling 20% more than everyone else on my team–that must be good enough.” Why would that be good enough if you could do better?

Make if your goal to push yourself to be better–to be your best. Your success is linear–as you improve your sales behaviors and beliefs, you improve your earnings, too.

Here’s to earning what you’re worth!

Jason

The above note is an excerpt from 40 Day Sales Dare.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.jforrestgroup.com.

There’s nothing predictable about the ocean. The best a sailor can do is know every crook and cranny of his vessel; be as prepared as possible for every shift of the wind; and get a lot of experience under his belt so he candle what the deep blue sea throws at him.

You can’t prepare your team members for every sales situation either. But by helping them perfect a repeatable process, you can help them get as comfortable as possible to face whatever comes their way.

It’s all about consistency–coaching your people to perform at a consistently high level so that every customer gets the richest buying experience possible–beyond what they will get from any competitor.

Think about Elton John or Lady Gaga, who practice until each song and motion becomes instinct. It’s the work that happens behind the scenes that helps make sure that each performance is consistently phenomenal. You are a part of perfecting the process, which helps eliminate variables and increase confidence.

Average salespeople practice until they can get it right sometimes, but professionals practice until they can’t get it wrong.

Sales pros: see more on the subject just for you.

Sales coaches: Watch for more on the subject in our upcoming Coaching Management book.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.jforrestgroup.com.

Community isn’t built on just bricks and mortar–it’s built on poker nights and walking buddies and play dates at the park.

People will stick with a less-than-ideal home if it means they can keep the personal connections and bonds that tie them to the community around them. On the flip side, they’ll be more likely to cut those ties if they see that they can have the shiny new house AND the community spirit they love.

Leave the bricks and mortar to your super, but take it upon yourself to build the deeper connections.

Making it happen:

What to do: Establish book clubs, stroller buddies, dog-walking outings, poker nights, play dates, and more.

How to do it: Sign people up for groups and clubs. When you have enough people interested, contact a good candidate to host/organize the first event.

Once you’ve established community, use it as a selling point for future prospects. If someone has young kids and asks about walking paths, talk about the stroller buddies group and offer to introduce them to some of the members. You get the idea–build connections to build community. And then pass it on.

Here’s to earning what you’re worth!

Jason Forrest

Share your own stories of building a spirit of community within your community below.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn more at http://www.jforrestgroup.com.

I got all the recommended equipment, but after seven days of staring out at a full bird feeder and vacant birdbath, I was left wondering where I went wrong. When I asked my friend Julie (an expert on the subject) what I should do to attract my winged friends, she said, “They don’t know it’s there yet. Where do you think the term birdbrain came from?”

She gave me a few tips for getting the birds’ attention, saying, “It takes more than the old adage, ‘if you build it, they will come.’” Ahhh…words of wisdom from someone who also happens to be an X factor sales professional.

Is this what we expect in our new home communities? That if we build top-of-the-line model home parks with “perfect” landscaping, signage and displays; the customers will come? What is the missing ingredient? Like Julie, X factor new home sales professionals know that you have to take ownership of your model as well as ownership of getting prospects to visit.

Going beyond basic marketing and engaging in community networking, partnering with Realtors, and extraordinary follow-up can make or break a new community.

Now I am working on getting the word out to the animal kingdom!

Sales Tip:  X Factor Sales Professionals drive 50% of their own community traffic by understanding why their homes, neighborhood and builder are the best in the marketplace and personally inviting prospects, community organizations, and Realtors to visit. X Factor sales professionals do their part to Be Sales Ready!

Jeanne Conger, J Forrest Group’s National Sales Coach, has 25 years in the industry; experience with public and private builders; and over 900 hours of real estate courses under her belt. She is truly an industry expert. While she has worked in design studios, marketing departments, merchandising departments, and sales management (she coached a sales team of more than 100), Jeanne enjoys nothing more than being in the trenches.

Jeanne specializes in turning around laggard communities, helping sales professionals generate traffic, providing hiring consulting for sales managers, and coaching design center sales professionals. Learn more about J Forrest Group’s new home sales training programs.

For example, when your division president comes in, ask, “Why did you choose to work here?” or “What do you think is great about this builder?”  Or with your superintendent, say something like, “You could’ve worked for any builder, but you chose Builder Y. What is it about the construction quality that drew you here?”

If your land person shows up, get them to talk about the neighborhood and what unique niche they were trying to fill. Hearing why it was important for the land department to secure the property and what they went through to make it happen will reinforce the value for the prospect.

Facilitate the employee (your teammate) to provide that third-party influence. After they’ve made their sales presentation, make sure to step back in and capitalize on the conversation. When your teammate leaves, use their responses as a springboard and ask questions like, “Of all the things you heard, what stood out to you most?” Their answers will either uncover objections you can address or push the prospect to the point where they’re ready to move forward.

Either way–it’s a win. Go team!

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn more at http://www.jforrestgroup.com.

Sales Pros:

Would you rather make 2 grand this month, or wait two months and make 6 grand? If you’re anything like these kids (and most of us are), it’s not as simple an answer as you might think.

I like to think of delayed gratification this way–I work like no one else today so that I can earn like no one else tomorrow. It applies to working out, to saving for retirement, and to so many other things. Stick with it and it will be worth it.

The more we can be disciplined to accept short-term pain for long-term gain, the more successful we will be.

Whenever you’re struggling to wait for something, divide a sheet into two columns. On the left side, write out the risks, pain, or discomfort associated with the delay. On the right, list all the advantages and benefits of waiting.

For example, in new home sales, working hard and missing nights and weekends today would fall on the left side of the page.  But on the right would be the reward or goal that you will get in six months by sacrificing those things now.

Focusing on the rewards that delaying gratification will get you is a great way to get through the temporary pain.

Here’s to earning what you’re worth!

Jason Forrest

Do you have examples from your own life? Share them in the comment.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn more at http://www.jforrestgroup.com.