Good news: you can be trained to learn how to better read the emotions of your customers.
An increasing number of psychological research is oriented for many reasons why you should want: sellers with great emotional intelligence get better results and have more loyal customers. Be able to recognize their emotions can help you to adjust your own emotional reaction and build better relations.
Emotional intelligence is the ability to interpret and read the emotions of your customers and then use this emotional information to fit in a sales situation. It can help you to make your customers feel more valued, improve your lead conversion rates, build stronger personal relationships, and even make you look smarter in the eyes of your customers, according to a study by Chris Blocker, an assistant professor of marketing at Baylor University.
Emotional intelligence has received more attention in recent years, particularly in terms of how it helps in situations of sale. Large companies - such as Coca Cola and American Express - are still investing in the training of its vendors on employment insurance.
Yet, all too often, clients and real estate professionals are not on the same "wavelength emotional." Indeed, a study showed that 46 percent of the real estate agent and relations with customers have low emotional communication, and only 26% operate on the same wavelength emotional, according to a study of the blocker for the Keller Center.
Stimulate your emotional intelligence does not mean that you have to constantly harass your clients with questions like, "How does feel? '' It is at a much more unconscious level. Real estate practitioners often use empathy and emotional appeals to inspire customers.
Blocker "customers want agents to engage emotionally more especially when it comes to understanding the reasoning through the emotions involved in a purchase situation at home", wrote in his research, in which it evaluated 130 agent-client pairs who participated in the purchase of a House. "They want the agents to use their EI to help deal with the stressful situations that arise in the purchase of a House.
Trainer sale Colleen Stanley, author of emotional Intelligence for the success of sales (AMACOM, 2013), created EI sale, a training program for sale which includes emotional intelligence. Here are some ways the emotional intelligence can be mixed in to improve your sales with the customers relations, according to Stanley:
Empathy is to see the world from the point of view of others. It is the ability to enter into the shoes of your customers, allowing you to get a better "read" on what could be their emotional reactions. To do this, you might need to learn more about them.
Stanley recommends the use of a questionnaire as the Mackay 66, which was created by Harvey Mackay, author of swim with the sharks without being eaten alive (Ballantine Books, 1996). It has 66 questions of personal hobbies of the prospects for their children's names to their favorite places to eat. You might not want to ask all 66 questions, but use it as a reference to learn more about the lives of your customers and their needs, so you can become more empathetic to their situation.
"The elephant in the room," Stanley refers to it, is the obvious truth that is ignored or not addressed. The emotionally intelligent seller will return to that using the skill of emotional intelligence of consciousness of self."
For example, perhaps you will notice some hesitation of your customers when you are showing homes in a particular area, but they are not providing any comment. The sales associate would state calmly: "that you're perhaps hesitant on this area. Let's discuss. ?
Some customers reluctant to raise concern among sellers, believing agents will jump in sales mode pitch. But by have raised you the issue of your client, your customers will feel like you are really care for his best interests, Stanley said.
If your customer shares a problem or concern, avoid the natural inclination ' prescribing fixes "quickly and respond too quickly solutions, said Stanley, president and founder of SalesLeadership Inc. in Denver.
Take the time to reflect and review actions with your customers. Let them feel heard first. You might say: "I can only imagine how this could be frustrating for you...". ?
Then, ask questions and listen patiently replies. If you are too rushed to solve the problems of your prospect, you can make your client the impression that you are without taking into account their concerns. Instead of this, identify the problem together, discuss the possible consequences and commit themselves to solve the problem, said Stanley.
"What happens is when a perspective finally opens, becomes it excited seller and cannot control the impulse?, said Stanley. "But when you run out of questions, you miss some of the criteria to find the right solution. ''
In his book emotional Intelligence for the sales success, Stanley suggests using the 3W for this formula:
‧ Why is this a problem?
‧ What is the personal impact?
‧ What is the impact of this if you can not solve this problem? It will become a problem that brings your customer down?
"Does look not for shortcuts," Stanley said.
Another way to help with control impulses: when a prospect says opposition or concern, use a ' agree and align the strategy "of concurring reasons, said Stanley.
For example, if the customer says: 'maybe I'm not ready to go, after all,"an agent do not using the strategy" agree and align "can jump and say," here's why I think that you must move now: you out of your home, mortgage rates are super low,... "
However, the officer formed the strategy ' agree and align? said: "you might be right. You should not move. We will explore some options and decide together if it is the right time or not. ?
When you hear an objection, seek ways to continue the conversation and ask questions. Trying to figure out where the thoughts and perceptions of your customers come from entirely and validate these concerns, they feel heard. Then, work on a solution, said Stanley.
"Sellers hear an objection and instantly go into defense mode and try to overcome it", said Stanley. "But instead, agreed with customers. They feel more secure, more they you will discover. ... When people feel heard, they react by lowering their defenses and engaging in conversation. It helps you to ask more questions, to learn their history and find out what is really important to them. ?
Melissa Dittmann Tracey is a REALTOR R magazine contributing editor. She can be reached at the mtracey@realtors.org.
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