James Festini : Interaction with Customers and the 3 Ps
In the Real Estate Industry, you will only get a very limited number of times when you can physically interact with your customers. Like everything else, you only get one chance to make a first impression. There are no second takes. So how do you make every interaction with your customer count? How will you make sure that you made the “right” first impression?
James Festini has the answer to these questions. In my interview with this extraordinary person, I have come to appreciate the 3 Ps that he said is needed in every customer interaction. The first P, I learned, was Prepare. Before anything else, one must always make sure that he/she is prepared to face the unknown. You never know the type of personality you get face to face with. Hence, you have to make sure that every possible detail, every nook and cranny and every bit of history about the place that you are trying to sell are at the top of your head. You have to be on top of your game. Highlight positive history and prepare to back it up with details. Accentuate lighting and possible fixtures and make sure that you have samples and contacts available. Know your market and know your competition to make sure that you do not come out as “under-informed.” There are people, customers who are into details. Once you are certain that you are prepared to answer questions, you can move to the second P, which is Prospect.
Who will your target market be? Where will your potential customers come from? When you know the group of people that you want to impress, you will need to research on what they want and what they would need. Always be a step ahead. For people with family, highlight the benefits of having a two-story house with a backyard (cookouts, gardening, etc.). For singles who just want to have a start-up apartment, make sure you put the benefits of having a private, personal space in the limelight. Make sure that you have the contact information of your target’s preferred decorator or the most sought-after made-to-order furniture shop. Get your head in the game. Once you’re done making sure that you know your prospects possible wants and needs inside and out you can proceed to the third P, which is Present.
If you’ve done your part in making through the first two Ps, then the last one will be a breeze. Presenting things that you already know by heart will be easy. You will be able to answer questions in a blink of an eye. However, never be complacent. You may be well-informed and you may have researched your prospects well enough, but make sure that you always leave room for the unexpected. Always listen to your customers and be customer-centric. Some people who think that they are already very well-versed in sales tend to forget that the very reason they are there is to make sure that the customers want what they are presenting. Listen to your customers. The only thing that customers cannot do is they cannot contradict themselves. Listen to your customers and make sure to store the information that you get for a time when you may have to use it.
I noticed that James Festini is more about addressing the clients’ needs. He has come up with an unbeatable “Client’s First Program” which ensures that they get the job done right and that the customers get the best possible price and terms they could possibly have. Help, don’t sell. Once the customers realize that you’re just trying to help, they will be more inclined to listen to you and buy from you. In a world where customers have a lot of options, you need to make sure that you will be their choice.
Comments