What knowledge do you need to know about second-hand housing sales?

Second-hand Housing Sales Skills and Strategies: The Concept of Customer Delivered Value First

1. Total customer value

Product value (fixed houses, related structures, etc.). )

Service value (contract signing, payment method, etc.). )

Human value (professional ability, knowledge level, relevant theoretical knowledge, work efficiency)

Value of the image (a series of intangible perceptual effects such as corporate image and brand effect)

Second, the overall customer cost.

Monetary cost (price per square meter)

Time cost (time period for buying a house)

Physical cost (physical cost of buying a house)

Energy cost (energy consumption of buying a house)

Definition of customer delivered value: the difference between overall customer value and overall customer cost.

Psychological analysis of the second customer

Generally speaking, the basis of customer classification is different, and the classification results may be very different. For example, according to the customer's personality, occupation, age, gender and so on. But the popular classification is to further understand the real needs of customers according to the psychological analysis of customers' buying behavior, so as to achieve our sales purpose.

As far as the business of buying and selling commercial houses or second-hand houses is concerned, it is generally believed that customers' buying behavior has the following psychological characteristics:

1, seeking practicality (use value, actual utility, internal quality, etc. Such as lighting, ventilation, usable area, structure, moisture-proof, sound insulation and heat insulation. )

2. Low price (one of the most concerned issues for buyers)

3. Convenience (one of the most important problems in the use of houses, such as water, electricity, gas, telephone, broadband network, cable TV, transportation, supporting commercial facilities, etc. )

4. Seeking novelty and beauty (mainly the architectural style of the house, the regional environment and landscape related to life, etc.). )

5. Pursuing the cultural taste of architecture (China Plaza in Jinke embodies the traditional culture of China, while creating the charm of the Olympic Games embodies the modern life culture of perfect combination of sports and fashion).

6. Seeking to preserve and increase value (commercial real estate such as Xiexin-Gold Coast)

7. Profit from speculative investment (World Trade Center, Dijing Mall)

Grasping customers' psychological needs and launching sales strategies based on customers' consumption needs have opened the first door of sales behavior.

The third customer classification

Due to the differences of people's abilities, temperament and personality, consumers present their own personality characteristics. We divide these features into 12 types.

(A) Leisure type

Such property buyers are serious and calm, and are not easily influenced by external things and advertisements. They will listen carefully to the suggestions of sales staff, and sometimes ask questions and their own opinions, but they will not make a purchase decision easily. Easy-going property buyers will never give a second chance to meet the salespeople who have a bad first impression, but always keep their distance. For this kind of property buyers, the sales staff must be familiar with the product characteristics, carefully use the method of propaganda and guidance at different levels, analyze, compare, give evidence and prompt in many aspects, so that the property buyers can fully understand the stakes, and then they can obtain the rational support of the other party. When dealing with such buyers, sales suggestions can only be accepted by buyers after rational analysis and thinking of the other party; On the contrary, without strong factual basis and patient persuasion, sales will not succeed.

Indecisive type

The common performance of this kind of property buyers is that they are hesitant to buy a real estate. Even if they decide to buy it, they have repeatedly compared the location, price, apartment type, architectural style, property management and corporate brand, and it is difficult to choose. They are gentle in appearance, but always hesitant in heart. For this kind of property buyers, the sales staff should first avoid being influenced by the other party, avoid rushing to clinch a deal in the negotiation process, calmly induce the property buyers to express their doubts, and then explain according to the problems and come up with effective examples to eliminate the hesitation of the property buyers. After the other party really wants to buy, the salesperson may wish to take direct action to urge the other party to make a decision. For example, "OK, pay now!"

(3) self-boasting

Such property buyers like to exaggerate themselves and have a strong vanity. They always show off their knowledge and talk in front of others and refuse to accept other people's suggestions. For example, I know your manager very well, so what can I do? The key to selling with such a buyer is to find a topic from what he is familiar with and use the tone of request appropriately. In front of this kind of person, the salesperson had better be a "loyal listener", put in a good word for the other party with relish, and show an expression of envy and admiration to completely satisfy the vanity of the other party, so that it is more difficult for the other party to refuse the salesperson's suggestion.

(4) Bold and lively type

Most of these buyers are optimistic and cheerful, don't like their mother-in-law and mother-in-law, have strong determination, do things simply and boldly, say nothing, and are generous and frank, but they are often impatient, emotional and sometimes careless. When dealing with this kind of property buyers, the sales staff must master the temperature and let the other party know that it is better to climb relatives and make friends than to buy and sell. When introducing, explain your sales plan concisely and clearly, and explain clearly in advance whether to buy or not. There is no need to beat around the bush. The other party will give a simple and frank reply according to their own personality and situation.

(5) Flutter type

The main feature of this kind of property buyers is that they like to judge things by their own experience and subjective will, and it is not easy to accept other people's views. Once they talk, they will talk endlessly. Although they talk eloquently, they often digress from Wan Li. If the salespeople don't control it in time, it will make the negotiation between them become a routine chat. When dealing with this kind of property buyers, the sales staff should have enough patience and the ability to control the market, and use his narrative comments to introduce the topic of sales when the mood is high, so that it can focus on sales suggestions. When property buyers are emotional and speak loudly, they should be given reasonable time, and must not be stopped at the climax of property buyers in Tan Xing, otherwise the other party will feel disgusted, and the more eager they are to explain to the other party, the more counterproductive they will be. Once the sales negotiation between the two parties gets down to business, the salesperson can let it play until the other party accepts your suggestion.

(6) taciturn type

This kind of buyer is just the opposite of a talkative buyer. They are mature and prudent, steady and not demanding. Although they listened carefully to the propaganda and persuasion of the sales staff, they were indifferent and did not easily express their thoughts. It is difficult for outsiders to speculate on their inner feelings and evaluations. Generally speaking, taciturn buyers are more rational and emotional, so salespeople should avoid talking more, give each other opportunities to talk and experience as much as possible, and try to persuade buyers through logical guidance, explain the value and sales income of real estate in detail, and provide corresponding information and supporting documents for each other to analyze and compare, strengthen buyers' purchasing confidence and stimulate their purchasing desire. Sometimes buyers are silent because they hate salespeople. They don't pay attention to their poor subjective impression. When dealing with this kind of buyers, salespeople should be honest and steady, pay special attention to the attitude, manner and expression of conversation, make efforts to leave a good first impression on the other side, improve their reputation in the eyes of buyers, be good at answering doubts in the eyes of buyers, understand and grasp the psychological state of the other side, and ensure that the interview process between the two sides will not be cold and interrupted.

(7) critical type

This kind of property buyers are suspicious and have always distrusted the sales staff. They believe that sales staff will only exaggerate the advantages of real estate and cover up the shortcomings and deficiencies as much as possible. If they believe the salesperson's sweet words, they may be cheated. Therefore, most of these property buyers are not easy to accept other people's opinions, but like to find fault in eggs, blindly sing the opposite, wrangling, and like to argue face to face with sales staff. When dealing with such customers, the salesman should take circuitous tactics and confront him for several rounds first, but enough is enough. Finally, he pretended to declare "surrender", pretended to be defeated and retreated, convincingly announced the other party's high opinions, pretended to praise the other party's unique opinions, careful observation and being worthy of being a master, and let his critical mentality vent before turning to the topic of sales. In this case, the salesperson must pay attention to meet the competition habit of the other party and ask him to criticize and give his own views and opinions.

(8) False types

Most of these buyers are kind and friendly on the surface, and welcome the introduction of sales staff. What the salesperson asks, he will definitely answer; He will give you something more or less, but they lack the sincerity to buy it. If the salesperson clearly puts forward the purchase, the other party will either talk about him or pretend to be deaf and dumb, without giving specific instructions. When dealing with such property buyers, the sales staff must first gain the complete trust of the other party. "Empty talk about white teeth" can't completely convince them, so we must produce strong evidence, such as feedback from buyers and appraisal certificates recognized by authoritative departments. In the face of such property buyers, sales staff should have enough patience to deal with it, and at the same time, they can put forward some preferential conditions for the other party to choose and consider. This kind of property buyers always think that the sales staff will definitely raise the quotation, so they repeatedly ask for discounts and even doubt the quality of the products. At this point, the salesperson's correct approach is not to easily agree to the other party's excessive demands, otherwise it will further shake his purchasing determination and desire. Generally speaking, it is also possible for these property buyers to negotiate a deal under appropriate conditions when they feel that the purchase is favorable, so the sales staff should not give up the persuasion work easily. As long as there is a hope of success of 1%, they should put in 100% efforts.

(9) cold and arrogant type

Most of these property buyers are arrogant, unreasonable, look down on others and are not good at interacting with others. The biggest feature of this kind of property buyers is that they have the spirit of sticking to the end and are very stubborn. They are not easy to accept other people's advice, but once they have established business relations, they can last for a long time. Because this type of property buyers are more serious and inflexible, they will check and review the goods and trading conditions item by item, and the negotiation time is longer. Salespeople had better be introduced by acquaintances before approaching them. For this kind of property buyers, sometimes after salespeople have exhausted all kinds of propaganda skills, they still get a cold, arrogant attitude and even a mean refusal. Salespeople must be psychologically prepared in advance. In this case, the salesperson can take a provocative way and give an appropriate counterattack. For example, "People always say that you'd better consult, and today you let me down. What happened? If I had known you didn't have this ability, I shouldn't have come here to waste time and breath! " In this way, it is easier to reach a sales transaction, so as to arouse the defense and confession of the other party and stimulate the interest and purchase desire of the other party.

(10) emotional impulse type

Generally speaking, impulsive property buyers are more or less neurotic: First, they are sensitive to changes in things, which are easily overlooked by ordinary people. Such people will not only notice, but also worry; Second, he is too introspective and often has unnecessary concerns about his attitude and behavior; Third, their emotional performance is not stable enough and they tend to go to extremes. Even when signing the contract, they may suddenly change their minds. These property buyers tend to be emotional and do whatever they want when they are slightly stimulated by the outside world. As for the consequences, they have no scruples. This kind of property buyers are capricious and unpredictable. In interviews, they often interrupt the publicity and explanation of sales staff and jump to conclusions. In addition, their initial views and promises may be overturned by impulse, which will bring problems to sales. In the face of such property buyers, sales staff should take decisive measures, do not hinder the feelings, provide strong and convincing evidence when necessary, and emphasize the benefits and convenience brought to the other party; Support sales suggestions, try transactions, and constantly urge the other party to make a purchase decision as soon as possible; Be careful what you say and do, and don't leave impulsive opportunities and reasons for change. This is a disloyal customer, and a handling fee can be charged if necessary.

(1 1) resentful type

Such buyers are dissatisfied and hostile to sales activities. If they see the salespeople's active introduction, they will be indiscriminate, don't ask the truth, complain and make unreasonable attacks on your publicity and introduction, resulting in an embarrassing situation for salespeople. In view of the words and deeds of such property buyers, salespeople should see that although their words and deeds seem unreasonable, they are actually mixed with some disappointment and anger, and they think salespeople are glib liars. Some of these buyers' complaints and grievances may be true, but most of them are caused by ignorance or misunderstanding; There are also malicious attacks on salespeople based on personal imagination or judgment. When dealing with this kind of property buyers, salespeople should first find out the reasons for their complaints and grievances, and give them sympathy and relief.

(12) smooth type and difficult type

This type of property buyers are relatively strong and stubborn. When interviewing salespeople, first stick to your post, and it is not easy to change your original intention. Then ask you for the information on the loushu, and then find an excuse to delay, claiming to find another developer to buy, and see the reaction of the sales staff. If the sales staff are inexperienced, they will easily fall into the trap and take the initiative to lower the sales price or offer more favorable trading terms for fear of losing customers. For such a thoughtful buyer, the salesperson should have an insight into his real intention and purchase motivation in advance, which will create a tense atmosphere during the interview, such as the shortage of spot, the price increase immediately, and the order has been placed, which will make the other party think that it is wise to make a purchase decision immediately. In such a "tense" atmosphere, salespeople will emphasize the benefits of buying and the advantages of products, and make appropriate "temptations". Therefore, buyers will have no chance to pester and lose room for concessions. Because this kind of property buyers lack trust in the sales staff, they are not easy to approach, and they always impose on others with their own will, and they often have disputes with you because of trivial matters, so the sales staff should make cold psychological preparations in advance. In the negotiation process, they will point out the shortcomings of the products unceremoniously and predict the quality of the real estate and the strength of the developers, so in the interview, the sales staff must prepare enough information and evidence. In addition, these buyers often put forward more additional requirements when concluding a transaction, such as discounts, so the sales staff should make preparations in advance in terms of price and trading conditions so that the sales process can be carried out in an orderly manner.

Four, the seven core skills of sales staff

One: Professional knowledge

For an established second-hand house, as a salesperson, we should pay attention to the following product characteristics: price, structure, supporting facilities (schools, hotels, banks, shopping malls, hospitals, kindergartens, sports fields, parks, bars, elderly activity centers), property management level, building quality, architectural style, traffic conditions, urban planning, building scale, orientation, appearance, payment, etc.

Two: customer interests

Established housing products have their inherent characteristics. How to convey the advantages of these characteristics to customers in a timely, accurate and even exaggerated manner, so as to leave a deep impression on customers. To achieve the degree of "anxious about the customer's urgency and thinking about the customer's thoughts".

Accurately understand the customer's needs, and then introduce the relevant advantages and characteristics of the product (for example, some houses where the elderly live should choose houses with relatively low floors 1-3 to emphasize their convenience). The way to understand customer needs is communication. From the communication process (words and deeds), on the one hand, we can get the real needs of customers, on the other hand, we should pay attention to winning the trust of customers and establishing reliable, trustworthy and trustworthy customer relationships. It is a sales skill and an effective way to win the trust of customers to ensure that the established house can bring the benefits that customers really need.

Three: consultant image

In the process of talking with customers, salespeople should quickly and accurately let customers feel their rich theoretical knowledge and relevant professional experience, win trust, encourage customers to have buying desires and behaviors, and even become our loyal customers (word of mouth, influence, cooperation for a period of time).

Form an image of a consultant in customers' minds, let customers feel that we have formed a comprehensive knowledge system in real estate theory knowledge, home environment, price expectation, market development prospects, overall operation of the industry, etc., in order to pursue an image of a "consultant" to determine customers' confidence and increase customers' trust.

Four: industry authority

Regardless of the quality and level of potential customers, they are easily influenced by industry authority. If a salesperson has the title of industry authority, it will be much easier for him to influence customers' purchasing decisions. This is also the reason why western countries usually award the title of excellent salesperson in many industries. The award of "Senior Property Consultant" by Zhongyuan Consulting Co., Ltd. is to strengthen the trust and confidence of customers, because many customers often lack the relevant knowledge of housing, but these people have the right to make purchase decisions to a large extent. Therefore, it is very necessary to certify the qualifications of senior real estate consultants and brokers, and as a salesperson, we must establish this awareness and constantly improve and improve ourselves in the process of work.

Five, communication skills

In the process of selling core skills, communication is the most important link.

The most important thing in communication is not to observe words and feelings, nor to be fickle, but to learn to listen. What is more important than listening is to praise others in the process of communication. Praise is a very important indicator and skill in sales communication.

In fact, most people can praise other people's skills, but what is lacking is how to use these skills systematically in the process of sales and communication with customers.

First, when the customer asks any questions, don't answer the substantive content of the questions: add a communication contract first.

Customer: I heard that the opening price of your house was only 2000 yuan?

Shop assistant: Your information is very accurate. Where did you see it?

A sincere question is to know the source of customers.

Wrong: Yes, so what? Now the house price has gone up! So, first of all, you should know that when your answer to customers is praise, customers perceive not opposition but approval, which basically eliminates the doubts when customers ask questions. And in order to show that he cares about the source of information, the customer actually cares about the answer to his question.

Second, acknowledge the views and opinions of customers, or learn to understand customers.

If I were you, I would do the same.

Many people will ask this question, which is also a concern of many customers.

Your question reminds me of one thing ... and turns to other topics.

Third, pay attention to customers' problems. Paying attention to customers' problems can increase the understanding of customers' buying behavior and help sales.

Customer: The color matching of this building is not ideal!

Salesperson: Do you mean that the color of this building is not dark or more light? This question reorganizes the customer's question, which will make the customer think that we are asking them further in order to better answer their questions ... The above three aspects can be combined in the communication process, but we must pay attention to the purpose and theme behind the communication. Otherwise, it will be self-defeating and disgust customers. When praising customers, you must do the following two things. First, we must be sincere, which is manifested in: eyes, look at each other's eyes with eyes. A calm attitude; The second is to make some preparations for "factual basis". The problem of "degree"

Intransitive verb customer relationship

Generally speaking, maintaining the relationship with customers is very important for our sales-oriented enterprises. Maintaining a good relationship with customers can continuously enhance customer loyalty and sincerity. Customers here should include three levels of customers: first, relatives and friends of customers, second, colleagues around customers, and third, business partners of customers, or upstream and downstream customers in their business.

It is impossible for any consumer to make a decision on a product involving a huge amount of money like this. Usually, customers will consult people who have already bought a house, and then consult their families. If we simply apply all the sales skills to the customers themselves, we actually ignore the decision makers around the customers. For customers, customers are more willing to listen to their own opinions than the opinions of sales staff. Therefore, if we successfully let the people around the decision makers speak for our "house", then our signing rate will be greatly improved.

Seven, pressure marketing

The development of all professional sales skill theories is based on a thorough understanding of human nature. What everyone is most worried about is rejection, and what everyone needs most is acceptance. In order to manage others effectively, we must learn to protect or enhance others' self-esteem. Anyone likes to discuss things that are important to him. People can only hear and hear what they understand. People like and trust people like themselves. People often act for reasons that are not obvious. Even high-quality people may and often are narrow-minded. People want others to realize their social value more. ...

In this way, we should learn to analyze the customer's psychological state, prescribe the right medicine and deal with the change.

For example, by occupation, teachers (from No.8 Middle School), engineers and hotel managers live in such a house, which definitely reflects your noble temperament, refined taste and pursuit.

Case analysis of the fifth customer reception

One: Answer the phone.

In view of the particularity of our company's business-intermediary service industry, when we publish relevant housing information in newspapers, websites, etc., there are often many private calls to ask about relevant business content and service methods. The key to answering the phone is to persuade customers to come to our chain store. The key points to pay attention to are: the tone must be kind and the words must be clear and easy to understand; The explanation speed should be appropriate, concise and not lengthy; Prepare the order with few boundaries in advance, grasp the key points, and describe it in an orderly and concise manner:

Example:

Customer: Is this Chongqing Shunchi Real Estate?

Sales: Yes Customer: Do you have a house to buy?

Sales: Yes, do you want to buy a house?

Customer: Not necessarily. Let me ask first. Do you have a chain store on Nanpin East Road?

Sales: Yes, our chain store is at No.52 Nanping East Road. When would you like to come here, sir? In that case, communication will be more convenient.

Guest: OK, I will definitely come when I am free. Goodbye.

Sales: OK, welcome.

Disadvantages: passive but not active, too simple, allowing customers to lose at will.

Generally speaking, it should be positive, proactive and targeted.

Goal: attract customers to our chain stores.

Second: reception

Once the customer arrives at the chain store, the salesperson should immediately hand in the business card and take the initiative to talk to the customer. If the customer has a business card, it is best to get his business card, so as to grasp the basic situation of the customer with us and help us to get closer to the customer.

Example: Your school has a good reputation in the society, but it is one of the best schools in our south bank. Can I ask you what your best major is?

We should pay attention to respect and praise everyone who comes to visit some customers and their families.

Ex.: Praise the elderly for their longevity, children for their cleverness, and so on.

Three: Description

Explanation is explanation, so that customers can understand it.

Every word we say can touch the hearts of consumers, make them think and judge, and finally produce the desire and decision to buy. Therefore, each of our sales staff should have certain speech skills;

How to make a complete speech;

First; Structure.-What am I going to say? How to start? What is the ending? How to discuss and demonstrate in the middle part? Second: material-there must be imperative material in speech, and how to choose, arrange and use it is a very important factor. Third: tone: the tone of speech, the height of tone, etc. Fourth, the audience-how to grasp the scene and control the rhythm of the dialogue. Fifth, rhetoric.

Example: Introduction Location: Our house is located at the intersection of Xuefu Avenue and Xiahai Road, with Nanping Economic and Technological Development Zone in the west and Tea Garden High-tech Development Zone in the east. Your work unit only takes five minutes to get here, and it only takes 10 minutes from here to liberation. Our song is close to Qian and Cheng-Yu Expressway, which is very convenient for driving or taking a taxi on business.

Environment: Our home is only two minutes away from nanshan park, with fresh air and many supermarkets nearby. As long as you walk for four minutes, you can buy your daily necessities and fish and vegetables at one time, which is convenient and hygienic.

Education: Jiaotong University near our home is a famous university in Chongqing. Many parents try their best to send their children here to study. However, 1 10 experimental school has a high enrollment rate because of its excellent teachers and teaching quality, and Chongqing is civilized. If you choose to work here, I don't think you need to worry about your children's education.

Four: Persuade

Persuasion: Because housing is a big event for many people, many people only have one chance in their life, so they will consider many factors, often refer to many, and sometimes follow up and explain several times before they can make up their minds and attach them to action.

First: provide evidence (introduce various factors of real estate in detail)

Second: provide quality service (promise our responsibilities and obligations)

Third: rational judgment: after full introduction, make the finishing point with one or two sentences, thus further promoting its decision-making.

You must know that this will be the development center of high-tech industry and the political and cultural center of Chongqing in the future. In addition, with the opening of the elevated light rail, it will be very prosperous in the future, and house prices will also rise. In your opinion, how much will it cost to buy such a house in three years?