Spin selling in the real estate market: what NOT to do and how to apply it correctly.
Posted: Sun Dec 22, 2024 4:38 am
Over time, sales become more complex due to the emergence of products and services with similar characteristics on the market. The Spin selling technique emerged in this context to assist in the complex sales process, differentiate the product by focusing on value arguments for customers and make the sales solution more assertive.
Selling real estate is already quite complex due to issues such as the high average ticket price and the bureaucratic processes involved. The diversity of properties and the knowledge of brand value by developers in the market, emphasize the need to pay close attention to modern sales techniques.
So today I'm going to talk about how real estate sales professionals can uk email lists Spin Selling techniques and explain why approaches like this tend to be increasingly common in the real estate segment.
Furthermore, I will focus on the main mistakes that salespeople make when applying the technique, as I understand that understanding the theory and putting it into practice are different processes.
Summary
Spin Selling: concept
Spin Selling and the potential customer
The 4 Questions of Spin Selling
Situational Questions
Don't ask too broad questions
Respect the sequence of questions
Problem questions
Don't provoke fear. Use it as a starting point
Implication Questions
Be sure to make connections between questions
Need questions
Don't give the answer, lead the customer
Conclusion: what you have learned so far
Do you already know CV CRM?
Spin Selling: concept
spin selling: image seen from above a table with one hand on top of a computer keyboard, the other holding a magnifying glass and pointing to papers with graphs.
The Spin Selling technique is the result of research conducted by Neil Rackham , which lasted 12 years. During the research, Rackham followed salespeople from large companies, who obtained great sales results, and realized that they had a similar script during negotiation, guided by a similar sequence of questions .
You can see the detailed results of this research in the book: Achieving Excellence in Sales – Spin Selling.
In general, these questions serve to understand the customer and only then think of a solution to their problem. What happened a lot at the time of Rackham's research (and still happens today) was that most salespeople focused their arguments on the qualities of the product they were selling, but ignored the customer's real need.
This should never happen in real estate sales. Of course, the qualities of the property are great selling points, but there is no point in focusing on features of the development that are not relevant to the client. For example, if a couple who does not intend to have children is looking for a property, a playroom in a condominium will not make a difference.
We always talk here on the CV blog about how real estate sales involve many steps and are quite complex. What we now call the consultative sales technique has already undergone many tests and validations so that this set of complex steps makes sense.
Understand that all modern sales techniques are based on active listening and the Spin Selling methodology is, in short, a guide to putting active listening into practice.
Selling real estate is already quite complex due to issues such as the high average ticket price and the bureaucratic processes involved. The diversity of properties and the knowledge of brand value by developers in the market, emphasize the need to pay close attention to modern sales techniques.
So today I'm going to talk about how real estate sales professionals can uk email lists Spin Selling techniques and explain why approaches like this tend to be increasingly common in the real estate segment.
Furthermore, I will focus on the main mistakes that salespeople make when applying the technique, as I understand that understanding the theory and putting it into practice are different processes.
Summary
Spin Selling: concept
Spin Selling and the potential customer
The 4 Questions of Spin Selling
Situational Questions
Don't ask too broad questions
Respect the sequence of questions
Problem questions
Don't provoke fear. Use it as a starting point
Implication Questions
Be sure to make connections between questions
Need questions
Don't give the answer, lead the customer
Conclusion: what you have learned so far
Do you already know CV CRM?
Spin Selling: concept
spin selling: image seen from above a table with one hand on top of a computer keyboard, the other holding a magnifying glass and pointing to papers with graphs.
The Spin Selling technique is the result of research conducted by Neil Rackham , which lasted 12 years. During the research, Rackham followed salespeople from large companies, who obtained great sales results, and realized that they had a similar script during negotiation, guided by a similar sequence of questions .
You can see the detailed results of this research in the book: Achieving Excellence in Sales – Spin Selling.
In general, these questions serve to understand the customer and only then think of a solution to their problem. What happened a lot at the time of Rackham's research (and still happens today) was that most salespeople focused their arguments on the qualities of the product they were selling, but ignored the customer's real need.
This should never happen in real estate sales. Of course, the qualities of the property are great selling points, but there is no point in focusing on features of the development that are not relevant to the client. For example, if a couple who does not intend to have children is looking for a property, a playroom in a condominium will not make a difference.
We always talk here on the CV blog about how real estate sales involve many steps and are quite complex. What we now call the consultative sales technique has already undergone many tests and validations so that this set of complex steps makes sense.
Understand that all modern sales techniques are based on active listening and the Spin Selling methodology is, in short, a guide to putting active listening into practice.