The First Step in Sales

In sales, the first step is determining exactly what you are selling. Only when you know what you’re selling can you effectively sell it.

Now, some of you may say, “That’s easy. We’re selling new homes.” Well, I will argue that we are not selling new homes at all. We are selling much more than that.

What do you think that the purchaser of a Harley Davidson motorcycle is buying? Not just transportation – there are less expensive motorcycles out there. Harley Davidson is an American icon, but they haven’t always been.

In the early 1980’s, Harley Davidson was in dire straits. Few people thought they had a chance of survival, and no one thought they would come to be known (for many) as the only bike to own.

How did Harley catapult to the forefront of the motorcycle market? Was it better manufacturing, better workmanship? No – all the motorcycle makers had access to the same materials and workmanship. In order to carve a niche in the market, Harley took great pains to identify the “typical” Harley owner, and to cater to their needs. This is where market research plays a very important role. Once HD identified their typical buyer, they began to examine the needs of their buyers and to meet and even exceed those needs.

People drive Harleys not as a means of getting from point A to point B. Harley owners enjoy their motorcycles as a hobby, or even a sport. HD buyers are buying a lifestyle, not just transportation. They are living the dream every time they get on their bikes. And Harley owners are some of the most vocal advocates in the country. They will always talk about their bikes and even try to convince others that “if it’s not a Harley, it’s not a bike”.

Let’s face it – builders can all design a home with the same square footage, the same features, in a similar location and for a similar price. There’s not much differentiation in the marketplace in regards to product. A house is a house is a house. No matter if ABC Builders builds it, or XYZ Builders builds it. Everyone has access to the same materials, the same labor, and the same land. Your prospects can buy a house from anybody.

When a prospect comes in to see your model, he is not exactly looking for a new home. He is looking for something much more abstract than sticks and bricks. You see, there can be many factors motivating people to go house shopping. They may be planning to start a family, downsizing their current home, looking for more storage space, wanting more modern features – you get the idea. In essence, everyone that walks into your sales center is looking for something very specific. They already have an idea of what their lives will be like with a new home. They can catch faint glimpses of Sunday morning breakfast at the kitchen table, or of afternoons spent playing with the kids in the back yard.

When someone buys a new home, they fully expect their lives to change. Think about that statement for a minute. Said a different way, buying a new home is a life-changing experience. Your life will never be the same. It will be better than it is now. You (the prospective home buyer) have the power to change your life for the better. And we (the salespeople) can help you make that happen.

Selling new homes is a lot like fulfilling dreams. Prospects come in with a dream, and we show them how to make it a reality. The trick is in keeping the dream alive throughout your visit with the prospect, and reminding them why they started looking in the first place. Through repeatedly referring back to their decision to move, you can refine the image of Sunday morning breakfast at the kitchen table, and put your home at the center of that image.

So now, the answer to the question. We are selling dreams and visions of a better life for our clients. That is truly what we are selling.

Please note that what you are selling will be different for every prospect that walks in your door. The same design can fulfill many different dreams for different families.

For instance, take a 4 bedroom, 2 bath split ranch home with approximately 2000 square feet and a basement. The Smith family may purchase that home with the dream of starting a family. The Jones family may purchase that home so that their elderly parents can move in with them. And the Adams family may purchase that home because they want to downsize after their children moved away for college. In each example, the dream is different, although the house is the same. So you see, you’re not selling houses – you really are fulfilling dreams.

In order to discover what your prospects are looking for, and what they will ultimately buy, you must determine what their dream is. Then, you can sell them the dream.