The
process of the tour itself should never be routine. Watch out
for the "tour guide" syndrome - Sell, Don't Tell! You
can get them involved in the presentation by asking lots of
questions. This is also a way for you to stay in control.
Use the different areas you are showing to find out more
about their lifestyle, their likes, their dislikes, and their
preferences. Then connect those to the benefits of that
particular feature. For example, regarding the exercise room,
ask what the prospective resident does to keep himself fit or if
he's ever tried using an exercise bike. Then, springboard into a
benefit based on the answer.
Never leave an area without asking a question. Again, this
helps you to stay in control. You also learn more about what
their needs, desires, and fears are. Pay special attention to
the "buying signs" and/or objections from your
customer.
Never fall for the common mistake of feeling that you have to
explain or show everything. Only be concerned with what's
important to the prospect. Again, the only way to know is to
ask. For example, as you approach the laundry room, ask,
"Mrs. Prospect, would you be doing your own personal
laundry or would you prefer that we do it for you?"
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