One of the most common complaints I hear from home builders all across the country is that we get involved in too many unnecessary customization requests. This slows down the sales process, wastes resources, typically turns happy clients into unhappy ones, and frequently doesn’t even lead to the sale.
So when I was approached by FHB, the official magazine of the Florida Home Builders Association, I knew that the Customization Trap was something that I wanted to share with others. In the feature, I present the three steps I have found to avoid this usually unnecessary and counterproductive trap, including your Builder Story and Correct Verbiage, Demonstration of your products, and learning how to Recap what you've learned and shared with your clients. These three steps include detailed instructions on how to handle unnecessary customization requests and allow you to sell more homes in less time at a much higher margin.
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