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West Fraser

The Make-or-break Time for Builder Sales


Amid a changing cultural environment, people are not communicating and socializing as much as they have in the past. So, how do we engage our buying public today?

It has been shown that prospects are really buying the salesperson first; in fact, within the first four minutes of meeting. Your product comes second. You might want to read “The Four Minute Sell” by Janet Elsea. It is filled with tips and techniques to help you become a better interviewer.

We need to prepare ourselves for the next buyer by staying alert and reviewing our products, prices, inventory, incentives and financing programs. Then, we need to engage the buyer with a smile and a friendly handshake. The handshake must be firm, but not too firm. If your buyer seems stressed, slow down and start over by asking open-ended questions (those beginning with who, what, where, when, why or how). In doing so, you will make the buyer feel more at ease and willing to talk.

When buyers can express themselves freely and see you taking notes, they will feel even more comfortable because they see you are really paying attention.

RELATED: Marketing Mastery

When a buyer is with a significant other, make certain to address both parties equally. When a child or children are present, introduce yourself to them first. Qualify the children; they will give you honest answers, which will enable you to understand the immediate needs of the buyers and help them faster. In addition, parents love it when others show interest in their children and may, in turn, reward you with more interest in your products and services.

Another recommended read is a book by Judy Riggenbach titled “Up Your Effectiveness: Your Versatile Guide to Innovative Communication.” This book teaches you the fundamentals of tacit communication. By understanding body language, you may also learn ways to help your buyers relax and accelerate the sale.

Have fun practicing these techniques, and enjoy more sales!


  • S. Robert August

    S. Robert August is the President of North Star Synergies, a nationally and globally accomplished and award-winning real estate development marketing, management and sales concern headquartered in Denver. Robert also serves as the Senior Vice President of Business Development for Green Homes Builders of Australia, New Zealand and the U.S., as well as a member of the Board of Directors of Environmental Service Professionals and RSG3D. He can be contacted by cell phone at 303.601.5840 and office phone at 303.500.3400, [email protected], and

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