The first rule of selling: It's all about them
Many home stagers, despite their entrepreneurial spirit, may not inherently possess the traits of a natural salesperson. However, mastering the art of selling is essential for success in any business. When we envision sales, it's easy to conjure images of the stereotypical car salesman, whose pushy tactics often leave us feeling uneasy and reluctant to make a purchase.
The business of home staging and design being predominantly female adds a layer of reluctance to sell in a historically dominated world of sales. Given the opportunity, men will ask for the sale 100% of the time while a woman will pass on the opportunity to sell or ask for the business.
Regardless of gender, we all have built-in passion and skills for selling. Whether you are selling the benefits of eating broccoli to your toddlers, pitching vacation plans to your family, or convincing friends to try your favorite restaurant. At the core of this is the need to 'sell' benefits and solutions to others and you already do it for free. You already have what it takes to do it in your business and with a few guidelines, you are on your way to selling like a pro!
As a seasoned salesperson with experience in real estate, I've come to appreciate the importance of a customer-centric approach in sales. I learned this firsthand many years ago when my family was shopping for new windows as a solution to the increasing road noise in our developing neighborhood. Our experience with two different window companies highlighted the stark difference between a sales pitch focused on showcasing expertise and product features versus one centered around understanding and solving the customer's problems.
The first salesman dazzled us with his knowledge and sales techniques. He spent over an hour bombarding us with information about the features of double and triple-pane windows, confidently countering objections, and demonstrating his sales prowess. His approach felt more like a one-sided monologue, leaving us feeling overwhelmed and disengaged. The painful session only ended when I excused myself, leaving my husband to politely see the salesman out.
Contrastingly, the second salesman approached the conversation with a keen focus on
understanding our needs and concerns. While he still highlighted the features of the windows, he framed them within the context of our family life and the specific challenges we were facing. He empathized with our situation and positioned the windows as a solution to our problems rather than just a product to be sold. His genuine concern and ability to connect with us on a personal level made all the difference, and we hired him on the spot.
Reflecting on these experiences, I realized that the key to successful sales lies in shifting the focus from the product or service being sold to the customer's needs and desires.
By taking the time to understand your client's unique circumstances, preferences, and pain points, home stagers can offer solutions that resonate with their clients on a deeper level.
Whether it's maximizing space in a small room or highlighting key selling points, the goal should always be to provide value and solutions that meet the client's needs.
Here Are 5 Ways You Can Sell Your Services Without Being A "SalesPerson"
1. Focus On Educating Your Clients
Share knowledge about the benefits of home staging, the return on investment, and the impact it has on sale times and final sale prices. By providing value through education, you can position yourself as a trusted expert, and clients are more likely to approach you for your services.
2. Listen More
Practice active listening to truly understand what your clients want and need. By responding directly to their concerns and desires with your services, you're effectively selling without the hard sell.
3. Solve Problems
Approach each interaction with a problem-solving mindset. Understand your clients' concerns about selling their homes and offer tailored home staging solutions that address those specific issues. When clients see you as a problem solver rather than a salesperson, they are more open to working with you.
4. Tell Stories
Storytelling is a powerful tool for sharing success stories of past staging projects, using before-and-after scenarios to highlight the transformation. Encourage satisfied clients to share their experiences and provide testimonials that you can use in your marketing efforts. Use the positive experiences of past clients to sell your services indirectly and allow potential clients to envision the success of their own project.
5. Build Relationships
Focus on building genuine relationships with your clients. Get to know them, understand their needs, and show that you care about their success beyond making a sale. Strong relationships can lead to repeat business and referrals, which are invaluable for growth.
In Conclusion
Selling without being a salesperson is all about subtlety, being informative, helpful, and understanding. Utilize "soft selling" techniques, with a more casual approach. Casual conversations and gentle suggestions can lead to sales without pressure.
By focusing on relationships, education, and excellent service, sales can become a natural result of your interactions with clients and ultimately drive success for our businesses. After all, when we focus on helping others achieve their goals, we all win.
Books Worth Reading
Emotional Intelligence By Daniel Goleman | The Psychology of Selling By Brian Tracy
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Whether you are new to home staging and design or you are an established home stager looking to hone your sales skills, schedule a FREE, No obligation one-on-one session with me and let us work together to get you selling your home staging services like a pro.
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