How to become a qualified real estate salesman in detail?

In fact, real estate sales is a very delicate matter. To say that it is small is not essentially different from trivial things such as selling onions and ginger at stalls; Whether it is big or not, the effective amount ranges from hundreds of thousands, hundreds of thousands of yuan to millions of yuan. Every salesperson can be regarded as the big boss at the negotiating table. A recognized industry saying is that 50% of the success of real estate management lies in the choice of land, 30% in planning and design, and 20% is attributed to sales execution. But the most important thing is that the first 80% is achieved by the second 20%. This shows the importance of salespeople in this marketing chain! So, how can we become a qualified or even excellent salesperson? Judging from several years' first-line work experience and personal experience, one is the fundamental requirement and the other is the technical requirement to become an excellent salesperson. The two complement each other, and the dawn of success is not far away. First, the fundamental requirements can be expressed in one sentence: while selling products, you should also sell yourself. The so-called selling yourself is to make yourself a friend of our customers in just 30 minutes. Selling products is to judge that customers meet the relationship between supply and demand of products on the basis of full understanding of products, and customers who become friends will also recognize our products very rationally. At the beginning of entering the real estate sales industry, I remember that in the process of receiving customers who entered the sales site, I was always eager to convey the advantages of our house to customers, but I forgot the more important thing, that is, to establish friends with customers. Because, only when you gain the trust of customers and understand their housing needs, can you accurately recommend the products they really need. With the accumulation of sales experience, now I understand the difference between treating customers as friends and ordinary people in the process of promoting all orders. Because we all have this experience: chatting with friends and chatting with ordinary people has different psychological feelings and different levels of trust in each other. People generally have a high degree of trust in their friends. Only in this way can you increase your chances of winning in the process of selling products. Similarly, real estate products (houses) are a large-scale transaction with high total price in people's lives. The problems involved in real estate sales are more complicated, and the process experienced is also more difficult and tortuous. Whether we are recognized by customers as salesmen who accompany customers through this process is a link that cannot be ignored. To sum up the above feelings, a qualified salesperson should be: 1. Let yourself be recognized by customers. The appearance of the salesperson is naturally the first level. We are engaged in sales and actually embarked on a road of dealing with people. When you meet a customer for the first time, at least let the customer have the desire to talk to us and make him feel that we have affinity. Naturally, customers are willing to talk to us mainly because of the products, but before the products are recognized, we are the concentrated expression of the image of the real estate, and the appearance of our sales staff is the most important. So pay attention to your appearance, make it neat and clean, and give people a refreshing and capable feeling. In fact, dressing appropriately every day can not only make customers know themselves as soon as possible, but also improve their mental state. A refreshing day will definitely give them confidence in the whole sales process. 2. To get the recognition of customers, on the other hand, we should pay attention to personal cultivation, which covers a wide range, including manners and hobbies, but I think at least we should be kind to every visitor. Because everyone who steps into the sales office has his own situation, for those customers who have a high possibility of buying, we should try our best to facilitate the transaction under the detailed introduction; For those customers with little potential hope, it is not always beneficial to provide reference opinions to help them choose other properties; For those colleagues who made a special trip to the market, putting themselves in the shoes, warm and meticulous introduction and communication, and good reputation are definitely the cornerstones of our success. 3. In order to get the recognition of customers, we should also exercise our active communication skills. Real estate sales belong to the service industry, and the essence of service is initiative. Continuous proactive service is the most stable bridge between us and our customers. In my opinion, it is necessary for every salesperson to take the initiative to talk with customers and answer their questions. With the accumulation of experience, we should be able to adapt to different types of people, and we should also be able to enter any topic at will: women in their thirties and forties like to talk about family life, for example, we can talk about how much hairy crabs are in the vegetable market and which supermarket is the cheapest in the process of communicating with them; Young people like watching football and basketball. If we can list the football stars and comment on which penalty is unreasonable in recent football matches, I believe our customers will appreciate our knowledge and experience very much and will be more willing to communicate with us further. Only in this way can we close the distance between ourselves and our customers and make the boring and professional housing sales negotiations more friendly and casual. However, getting customers to recognize themselves is the first step in promoting products. Don't forget that we sell houses, and letting customers know about our products is the second step in real estate sales. When we establish a friend-like trust relationship with our customers, we have a good foundation for introducing products, but introducing products is not general, it is based on the actual understanding of products. There are two levels of understanding products. The first level is relatively narrow, that is to say, as a salesperson, you should know the basic situation of the real estate you sell like the back of your hand. This is the most common and basic requirement of most real estate marketing companies for their sales staff. Including being familiar with all kinds of patterns, room types, area, house orientation, room fees, building quality, construction progress, even how many amperes the electric meter has, how big the elevator capacity is, and how fast it is ... If further requirements are made, our sales staff should not only be a quasi-professional, but also know all kinds of objective indicators of products like the palm of their hand. They should regard themselves as residents of this building and owners of this building and imagine customers from their own standpoint. For example, what if the house leaks? Will you knock on this wall? There are old people at home. Where do you go for activities in the morning? What is the shortest way for children to go to school? Which school has the best quality? ..... Only in this way, in the face of customers' various questions, it is possible to answer them like a stream, and it is possible to increase customers' purchasing confidence in every detail. The second level of understanding of products is relatively broad, which refers to professional knowledge involving all aspects of real estate. As we all know, real estate is an important industry in the national economy, and it has developed into a pillar industry in some cities at home and abroad. It involves the most relevant industries, such as architecture, building materials, decoration, advertising, furniture, services, etc ... It also involves the most knowledge in related fields, such as law, taxation, finance, management, creative design and customer psychology. In fact, all this is not all. As long as it is partially integrated by us, then we can be comfortable in front of customers. For example, if a customer buys a property for investment, we can help him design the investment type, choose the payment method and calculate the return on investment; Several people jointly contribute to the customer's house purchase, and we can help him explain the possible legal problems, their rights and obligations and so on. The more puzzles we solve for our customers, the greater our confidence in buying houses, and our sales performance will unconsciously surpass others or other projects. Selling ourselves is to make customers feel that we are sincere and considerate, trustworthy friends and dedicated waiters; Selling products is to make customers feel that we are professional and keen, a real estate expert who hits the floor and a clear-headed financial consultant. Only in this way can the customer agree with us and what we say can have an impact on him or her. All this is also a standard that real estate sales personnel should constantly pursue in terms of fundamentals. Second, the technical requirements The fundamental standard I mentioned above means that our sales staff should introduce the products to customers as detailed as possible, so that customers can have different degrees of identity with the products on a rational basis. When customers have 70% approval of the products we recommend, as salespeople, we can try our best to make customers make a decision as soon as possible through some promotional techniques. We also express this technical requirement in one sentence: help old friends make decisive choices. Helping an old friend make a decisive choice, which is reflected in the sales behavior, is how to use some sales skills to narrow the scope of customers' choices and help them make the final choice quickly under the guidance of sensibility. As for the specific technical operation, I can say that "eight immortals cross the sea and show their magical powers", and everyone has their own different trading skills. We often hear that so-and-so salespeople are very powerful, and how they make customers make up their minds quickly. At the same time, many top sales practitioners have their own valuable practical experience. But it must be emphasized that the so-called "sales skills" should vary from person to person. After knowing the basic principles, we can all play freely according to our own characteristics, instead of simply "learning from others". However, how to correctly treat the application of sales skills is a thorny issue that must be seriously faced. Only by solving this problem can we have a healthy working mentality. 1, there is nothing perfect in the world, and no real estate commodity can be perfect. From our experience, usually when we talk about real estate sales skills, many customers always have a concept that he always seems to lie to me, especially after the event, when he is even a little dissatisfied with the house he bought, this feeling will become more profound. And we often feel guilty because of the use of some sales techniques: am I doing the right thing? I said, just as there is nothing perfect in the world, no real estate commodity can be perfect. Even if there is such a real estate, it is also a good location, good planning, good room type, high occupancy rate and good environment. In short, when everything is good, it must be unacceptable, that is, the price is high, because no boss will dump it at a low price when the product sells well. Similarly, there is no product in the world that cannot be sold. As long as its price is low enough, in line with the comprehensive functions that products can provide and the psychological price of customers, there will be a market for it. However, many salespeople often feel that it is immoral to try their best to promote their products because they are not the best. When products are out of date and don't sell well, using some sales techniques feels more like "helping others". After careful consideration, naturally, this is a ridiculous wrong idea. In fact, any product has its corresponding price and its corresponding customers. As long as such customers are found for such products, the application of sales skills is a matter of course. As mentioned above, we set the bottom line of customer's recognition of products as "70%". Naturally, "70%" is just a quantitative expression. In practical work, its scale can be large or small, and everyone can have different opinions, but at least it should never be less than 60%. 2. When two products that meet the basic conditions can't be sold in completely different ways, we often encounter such problems. Our customers have 70% approval for our products, but there is a similar property nearby that makes them hesitate, and this property is indeed superior to us to some extent. At this time, as a salesperson, should I use sales skills to recommend my products? I think it is natural to sell your own products under normal circumstances. Because two products that meet the basic conditions cannot be very different. It doesn't make much difference to customers to choose this one or that one. Besides, sometimes this difference is caused by the subjective understanding of different roles. Then at this time, self-confidence is the first psychological factor! Naturally, if the difference between the two products is big enough to bring obvious influence to customers, recommending good products is the basic requirement of professional ethics for us. While recommending our own products, it is our minimum professional ethics as an excellent salesperson not to belittle competitors' products! In the long run, this will be of great benefit to ourselves and the projects we serve. Help an old friend make a decisive choice. Real estate is a product with high total price. It can often be purchased by a person or a family with savings of more than ten years or even decades. This can be seen from the absolute number of customers around us in mortgage to buy a house through banks. Therefore, almost every property buyer will always have a hesitant process before deciding to buy a house. Except for some impulsive customers, most people are cautious. The selection process is naturally comparative, but it is not good for both buyers and sellers to hesitate when the product has passed the examination and approval. Therefore, at this time, promotion is not only feasible, but also necessary, and it is a successful step to guide customers to take a step forward on the road to success. In fact, the long-term trend of real estate is always rising. When we let our customers buy a house through our own promotion, I recommend them to buy a house. As long as the house I recommend is not a dangerous house with poor quality, as long as all the procedures of my products are complete and there are no sequelae, it is always a good thing. Maybe after two or three years, the real estate market will rise and fall, and the advantage of buying a house is not particularly obvious. But five or six years later, ten or twenty years later, I will confidently believe that the customers who buy my house will be very grateful to me. But I must emphasize that the application of sales skills is always based on the customer's 70% approval of the product, at least he has already liked our product. Any cheating against customers' wishes will be punished. Similarly, it is absurd to think that sales skills are "taboo" or even considered as "a scourge". As a real estate salesman, you should not only learn basic skills, but also master them. Only in this way can we become TOPSALE. Of course, to be an excellent real estate salesman, you should learn to reflect and dissect yourself. While constantly improving their professional skills, they should also quickly improve their personal accomplishment and team spirit.