By Shirleen Von Hoffmann Sales Coach and President Home Builders Edge and Vortex Sales Solutions Copyright 2011
It’s not your customer’s job to remember you; it’s your job to remember your customer!
I often play a game with Sales Representatives. We role play a client session. Immediately thereafter, I ask the Agent to recall all of the things they can remember about their prospect. They very proudly start rattling off one, two, then five pieces of information. They may get to twenty even thirty details but it is always with some struggle since they took no notes. Once they are finished and the Agent is feeling pretty good about their accomplishment of remembering details I ask them, “Now could you remember these details after seeing five more prospects today? Could you remember these details in 5 days… 10 days… 2 weeks or maybe three months? The answer is always, NO WAY!
Thus, the importance of the registration card. The registration card contains all of the valuable information the builder and marketing team work so hard to get when they drive the traffic through the door. It’s that same information the sales team needs to follow up on to make that prospect a buyer. If you spend $500.00 to drive a piece of traffic through the door, then you can pretty much set the value of a registration card at $500.00 per card. The Agents should know that value too, it’s gold!
In this market, with sales so scarce, we have to look at every step of a sale and do it better So when I work with Builders and Sales Teams, it’s a crime, when I see the same registration cards being used that were used in the 80’s? You know, the 5”X 8 1/2” cards that were used when I started in the business in 1981!
The registration card is your ticket to sales and yet so few realize it! Other than an actual sale, the registration card is the second most valuable sales tool you have when working with a prospect. It’s the one connection to your sale, once that prospect has left your office. It holds all of the memories of that prospect; if it’s filled out properly.
Do you want to maximize your prospects and convert them from leads to buyers? Then make sure your Sales Team are asking great questions and writing that information on a registration card that is built for 2011 and beyond, customized with the details you feel are important for marketing and for follow up.
Gone are the days when the Sales Agent wrote their prospect details around the corners of the small card with no room to write. The Registration card is a valuable tool and all of the information on it can be used to follow up with the prospect and turn them into buyers.
The last item I want to mention here is to make sure you have good training to teach your Sales Team the best methods on how to ask for and utilize registration cards. There is no bigger travesty than an Agent not getting a card on every prospect that walks through your door. Some Agents, perform this task better than others, so some training on this element is key to the success of getting one and utilizing it, EVERY TIME.
There is a saying in the business world that goes, “Always be closing. That doesn’t mean you’re always closing the deal, but it does mean that you need to be always closing on the next step in the process.” So let me ask you, how can you always be closing on the next step in the process, if you didn’t take notes to know the next step with that client?
Provide a quality registration card to your Sales Team and insist on getting quality registration cards back from your Sales Team. It will be the one huge shift in your business.
Do you want HBE to come up with a reg card renovation for you? Contact me at shirleen@homebuildersedge.com or call me at 866-600-EDGE
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