Perspective on the Buyer's Journey

Most sales agents know, when talking to a potential customer, they should be interacting from the perspective of the "buyer's journey," rather than a "by the rules" sales process.

Not everyone, however, has an understanding of how purchase decisions are made durin that "journey" and how creative sales/marketing tools are available to facilitate that decision making process.

CPS SalesTouch: an interactive, visual sales tool

To better understand the psychology behind why people buy, Gareth Goh at Insight Squared suggests several ideas that we related to CPS sales/marketing products:

• Buyers respond psychologically to visual elements and stories: We've talked about it previously; buyers (particularly women involved in new home purchases) are drawn by stories as they picture themselves experiencing similar events. And, while facts and figures are important, the buyer's purchase process is facilitated by images. Take a look at the SalesTouch system displayed above; can't you imagine being part of that cheering Rodeo crowd or taking a walk along the trail?

• Buyers crave value: Buyers are motivated by the thought that they are receiving as much value as possible.  Value isn't a fixed dollar amount, however -- it is a relative assessment. Why not highlight community amenities, neighborhood "hot spots", schools in the area through an interactive exploration to increase your community's value?  Your buyers will keep peeling the onion to find out more and, as a result of their exploration, obtain additional value.

Selling skills and processes are key to being a successful sales agent -- but so is having an understanding of what motivates buyers and having tools on hand to develop that process.

Interested in learning more about adding visual elements, stories and a value proposition to your sales office experience? Contact CPS for SalesTouch details.

HomeBuilders: A Marketing Tool for New vs. Used Home Discussion

A recent Los Angeles Times article by Kenneth R. Harney (you can read it here) suggests home builders have modified their marketing process to confront the potential appeal of foreclosures to homebuyers. 

Harney mentions the expenses home shoppers are likely to encounter if they purchase a foreclosed home -- ranging from appliances to flooring to cabinets to plumbing and, of course, we've heard the horror stories about the "behind the walls" costs, as well.

Selling New Homes vs. Used: There's more to this story!

He goes on to highlight advantages offered by a new home: energy efficiency, ability to select options/upgrades and ease of financing with new home construction.

Harney suggests that home buyers seriously consider the potential risks but...he doesn't mention all the other marketing opportunities home builders have to present the new home in the most positive manner.

Marketing opportunities such as...schools, neighborhood features including shopping, dining, recreation, builder reputation, floorplan options (wouldn't you rather than bedroom 5 than a den, for example?).  All of the "feed good" elements that home builders can offer when they determine the home shopper's needs and objectives.

That's where an interactive touchscreen presentation really shines ...and makes the New vs. Used evaluation process even more persuasive.  Home builders can get assertive about the comparison without being negative.

Home builders are able to take advantage of these marketing opportunities because they control the sales environment...why not maximize the possibilities offered with an interactive touchscreen highlighting your best features?

Signs of a Successful Interactive Touchscreen Installation

Is there a way to measure the success of an Interactive Touchscreen Installation?

We'd like to suggest the answer is, "YES!" with the caveat that every client needs to step back and ask, "What was our objective when we selected the interactive touchscreen?"  And, no doubt there are multiple reasons!  We'll be addressing a number of them in this blog over the next few days.

Interactive Touchscreen Systems Engage Shoppers!

1. Shoppers Get Engaged

Many of our touchcreen systems located in a new home sales office have, as their primary objective, engaging prospects as they enter the office -- meaning stopping them upon entering and encouraging them to interact with the product.

Traditionally, these offices have had static signage -- a topo table, information on the walls, brochures. How many of your prospects breeze in, say "Just looking!" and walk right out of the office into a model?  Not much time to talk about what makes your community unique-- features, amenities, "behind the walls," energy efficiency -- or determining the shoper's needs and wants.

A well-designed interactive touchscreen system draws prospects into identifying their needs and wants as they "find out more" by browsing your product through touchable items.  Your "just looking" home shopper is presented with visually appealing images drawing their attention.  Not too many prospects will turn to page 11 in the brochure to find out about energy savings; but, most will touch the light bulb illustrating energy savings.  It's quick, speaks to their need to know and information-packed.

What do our clients tell us is the first sign of a successful touchscreen system?  Engaged prospects who actually "pre-qualify" themselves!  They know more about your product, have specific questions for the agent and enjoy being in an environment that is "technology-forward."

Sales Training: How Do You Communicate Your Advantage?

Robert Clay, in his Marketing Wizdom Tips No. 1 & 2, suggests asking yourself, "Why should someone buy from me?"

Their unique Selling Proposition is very clear!

There are a number of components involved, in order to answer that question, including a Commitment Statement, a journey "Behind the Scenes," a Positioning Statement and an irresistible offer.  Have you developed any of those components? 

And, more importantly, how do your salespeople articulate these components?  Are they able to communicate your advantage to every prospect that walks in the door?  Interactive touchscreen systems can help; however, how your sales force addresses the components is critical.

That's where sales training comes into play! Everyone in your organization needs to be able to easily and clearly communicate your selling proposition -- and you need to be able to coach your agents through the communication process.

Are you attending IBS2012 in Orlando? There are a number of great Sales & Marketing seminars available at IBS and we'd like to suggest Pulse2012 - a free sales and marketing event featuring Jeff Shore -- a nationally know sales trainer.  Information is available here:

https://www.builderwebapps.com/pulse/

68% of Millennials Ask Friends Before Choosing a Restaurant

And, what you might ask, does that stat have to do with CPS, software or just about anything other than a sociology study?



Creatively describing what's in the neighborhood!



Plenty, according to Matt Carmichael and E.J. Schultz in an AdAge article published on June 29, 2011.  These shoppers have shopping and buying habits that differ from those of the "boomer" generation.  Asked to identify key shopping criteria, millenials significantly favored locations identified as providing online ordering systems, creative ideas and/or recipes, enjoyable shopping experiences and functioning as a good corporate citizen.

And, they use technology to gather opinions -- as well as provide direction, suggestions and recommendations.

An AdAge reader, George Lamountain, commented by mentioning that a 20010 McKinsey & Company study suggested: personal recommendations were the only form of communications that influenced consumers at all three stages of the decision-making process: evaluation, consideration and purchase.  And...it appears that millennials place even more importance on recommendations.

How does your sales/marketing program harness this information?  We talk about the value of an interactive touchscreen presentation as it engages shoppers, encourages interaction and provides information in a creative, consumer-friendly manner.  As Lamountain notes, generating conversations is hard work, but for those willing to invest the time and energy, it can reap tremendous rewards...and recommendations. 

How about garnering recommendations at the Point of Sale?  Incorporating Facebook, Twitter and other social media at your location (whether bricks & mortar or online) are ways to encourage recommendations..what else do you suggest or use?

Branding & Communication: Effective... not expensive?

Hmmm...is there a possibility that an effective Branding and Communication program can be implemented inexpensively? 

We like to talk about the value of  interactive touchscreen systems -- whether in a sales, leasing or information center or a retail store.

Touchscreens..small and effective!

Interactivity helps with both branding and communication.  The American Marketing Association suggests that a brand identifies an entity and differentiates it from other, seemingly identical entities.

Objectives that a good brand will achieve include:
     -- Delivering the message clearly;
     -- Confirming your credibility;
     -- Connecting your prospects emotionally;
     -- Motivating the buyer;
     -- Establishing loyalty.

Brands typically have other items "tag along" such as being consumer friendly, green, contemporary.  Doesn't a well-designed touchscreen system communicate all of this? 

But..can it be effective and not expensive?  Certainly. The touchscreen image above is just 25" and it delivers its branding and communications message very clearly and concisely.

Just because there's a larger touchscreen somewhere...it can't take away your story!

And, a well-designed interactive touchscreen system doesn't need to display every idea or image under the sun.  To the contrary, the well-designed system uses creative thinking and great storytelling skills to provide essential information and help drive a decision.  When there are too many pieces of information, your prospect tends to surf rather than focus on your story and the brand.  That's when things get expensive as you need to provide more and more to redirect your prospect.