What are the skills of real estate sales?

Speech, also known as the art of speaking, to? Look at the face? ,? Everything is almost the same. ,? With deep feelings? ,? Write sophistry? World-famous. Almost all of China's 5,000-year-old culture revolves around words. Speech is a very important point in sales work. A good speech will run through your communication with customers and make them trust you more. So what are the classic words in real estate sales? The following is the information compiled by Bian Xiao for you.

Real estate sales speech skills real estate sales nine words, rapid growth, sales crown.

A complete real estate sales process basically includes four links: initial reception, effective display, documentary promotion and contract signing. Each link includes many key situations, which require mature property consultants? Words? In order to deal with it, we summarize it as? Nine big characters? .

First, the first contact with favorite words;

Second, the restrictive words quoted at the beginning;

Third, a wonderful speech explaining the process;

Fourth, the control of the viewing process;

Fifth, the leading speech during the conversation;

Sixth, avoid confrontation when dealing with objections;

7. Interruption of competitive product comparison;

Eight, the control of documentary process;

9. Advantage of price negotiation.

The first contact with favorite words: relevance and praise

When customers enter the sales office for the first time, they are in a strange environment, and their inner psychology must be slightly nervous and alert. The first step of real estate consultant is to eliminate the vigilance of customers and establish their trust and preference.

The primary purpose of real estate consultants in the first stage of communication is not to facilitate the transaction, but to focus on the following two aspects: first, to let customers feel a welcome atmosphere; The second is to leave a deep impression on customers, so that customers can feel the professionalism of this property consultant and the high-grade service quality of the sales office. In a word, is to build customers? Preference? . Whether you can establish your own preferences directly determines the success of sales. The book "Influence the Will"? Preference? It is listed as one of the six secrets of successful sales.

Mature property consultants generally use it? Welcome to our sales office. I'm your property consultant. My name is * * *. Since it is our destiny to come here, it doesn't matter whether we buy it or not. Let me introduce you first. ? Wait for the words to resolve the customer's alert psychology, and then slowly establish preferences. There are two main ways to establish preferences: praise and finding contacts.

Praise is the most commonly used language in the sales process, which is used by most property consultants, but only a few observant and knowledgeable people praise customers can play a considerable role; The reason is awesome? Three concentric circles? Theory.

Praise is like shooting, three concentric circles, the outermost circle of praise? Appearance? , to the second floor? Achievement and character? The third lap is awesome? Potential (potential I didn't even realize)? . The average property consultant can only hit the outermost circle? Appearance? Praise customers? This pendant of yours is beautiful? . It's rare to hit the second lap. As for the bull's-eye of the third lap, it needs personal observation ability and knowledge reserve.

The author once met a group of customers in the sales office. A young mother brought a two-year-old girl to buy a house. During the communication, the negotiations reached a deadlock. At this time, the author noticed this lovely little girl and said to her mother:? Your daughter has good ears. They are higher than her eyebrows. When she is a teenager, she will learn from each other. Become famous? Many movie stars have such famous ears. ? Mother was very happy and said: Is it? My daughter is really precocious. She could recite hundreds of English words when she was two years old. ? Around this daughter, the distance between us has narrowed a lot, and the result is a smooth transaction.

Another property consultant in Kunming once received a surname? Inches (Cu? n)？ Customer, he said: Oh, last name is Cu? N, your surname is a nobleman in Yunnan. ? The customer was very happy when he heard it. Yes, yes, our surname is a real Yunnan aristocrat.

It used to be six hexagrams, but the words were too complicated. After the Song Dynasty, it was translated into inch characters. It is rare that you can pronounce correctly. ? As a result, it can be imagined that this customer not only clinched a deal by himself, but also brought many customers to this knowledgeable property consultant.

The above two cases are typical compliments to customers? Potential? The effect is natural and extraordinary.

Besides the well-known compliments, what are the common ways to establish preferences? Find a connection? Looking for similar projects? , such as classmates, same sex, fellow villagers, colleagues, etc. Try to find common ground. Sometimes make up a story to find a connection? It is also a common language.

For example:? Last week, one of my clients came to buy a house of 130 square meters. He is in the building materials business just like you. He said he would recommend friends from the same industry to buy a house here. He said that when you came in today, I felt very similar, and the apartment you chose was the same. Are you the friend mentioned by the customer?

Oh, no. I don't know him. ?

It seems that great minds think alike. You are in the same industry and have a unique vision. The apartment you like is our best seller. ?

It is the habit of sales consultants to conceive stories for themselves. Storytelling can win the trust and preference of customers.

Initial offer? Restrictions? Word technology

So-called? Restrictions? Speech is to know what others want to express in advance in an interactive speech atmosphere, which is not necessarily beneficial to oneself; Then in another form, preemptive strike, as a result, others can't attack, so that the person who initiated the restriction gained the dominant position in the conversation. ? Restrictions? Words are most commonly used to ask for prices in the early stage and show guests around the house.

At the initial stage of the contact project, whether out of the spontaneous demand for products or the product display contacted by the property consultant, customers will not ask casually, how much is this house? Is this a client's? Initial asking price? .

In fact, it is a habit for consumers to ask about the price at the initial stage of purchase, and it is an instinct without logical thinking, trying to make a preliminary classification of projects within the scope of image.

Regarding the value of products, people have two divisions in mind: expensive area and cheap area. The right brain of the potential customer will automatically draw the price of the product. Once in the low-priced area, customers' beautiful imagination of product quality, brand and quality will disappear. Once in your area, even if there is no consumption power at present, I have established a beautiful yearning for it.

Robert? Theodini gave an interesting example in Influence: a kind of turquoise can't be sold at all. The boss finally wanted to reduce the price, so he asked the clerk to divide the price by 2. The clerk mistakenly thought it would be multiplied by 2 and sold it all. Many times, high price = high quality, which is a mindset, most consumers will not think that cheap = high quality.

At the stage when the customer just entered the sales office, it was the right brain feeling that drove the cognition of the product value, so the initial quotation became a skill.

Many property consultants will honestly think that the customer's asking price is definitely to buy, but ignore that the purpose of the first asking price is to find value and quickly classify it into expensive or cheap areas in their minds.

Simple answer? Our average price is 12000 yuan? As a result, the customer went on to say? It's too expensive! ? So the property consultant began to explain, where is our house? Why is it valuable? Under the impression that consumers have no ability to identify the value of the project and think that the product is worthless, all the explanations given by the property consultant are invalid.

At this time, the correct way for property consultants is to take? Restrictions? The strategy makes the development of the sales process beneficial to you. ? Restrictions? It is a communication skill that actively initiates and controls the classification method of customer brain regions.

Restrictions? The strategy has three steps: the first step is to praise the customer's vision; Second, emphasize the uniqueness of products, such as rarity and shortage; Third, we boast of the high price of our products and never mention the specific price. The specific performance is as follows:

The customer asked:? How much is this house?

Property consultant a:? The apartment you asked is the best seller among all our apartments. You really have an eye. 70 square meters two-bedroom and two-hall apartment with river view and golf course. Our products are unique in changbai island, and there is only one set left at present. I have been in sales for five years, and I have never met an apartment that sells so well. ?

The customer asked:? how much is it?

Property consultant a:? The price of our apartment is the same as Vanke City, with a unit price of 6000 yuan. ?

At this point, customers have two thinking trends: one is to classify it as an expensive field and then show their strength. ? This price is acceptable, but a good house is expensive. ?

This result is very ideal and lays a favorable foreshadowing for future price discussion. Another performance is:? Oh, it's not cheap. Why?

At this time, the customer is in the inquiry state, and the property consultant can easily introduce the product, and the customer will listen. This is a pass? Restrictions? Strategies to control customers' thinking and develop in a direction beneficial to sellers.

Restrictions? What are the common quotation methods, such as? The original price of this apartment is 10000 yuan/_, and now it's on sale during the May Day Golden Week. We only have five suites, with a 30% discount. ?

In this case, the salesperson quoted 65,438+00,000 yuan/_, taking advantage of the inflated price generated by the customer? Expensive = high quality? Reaction, and then emphasize the shortage, psychological constraints on customers.

Restrictions? The core point of the speech is emphasis? Shortage? . ? Shortage principle? Is it mentioned in Influence? Six weapons? One. Generally speaking, people are always eager for things that are not easy to get. Create scarcity in the process of real estate sales? This is one of the most important principles of trading. The scarcer things are, the more people want them, and the sales volume will naturally follow.

A wonderful speech in the process of explanation

FAB(FeatureAdvantageBenefits) is a formula used to effectively explain products when potential customers have limited knowledge of project features.

F stands for attribute, which refers to some facts, data or information contained in the product.

A is advantage, which refers to the benefits that a certain feature of a product brings to customers.

B is benefit, which refers to the needs of potential customers, and introduces some features of products and their matching advantages in a directional way, rather than introducing them all. For example:

The central air conditioner of our project adopts water source heat pump technology, and the air conditioner adopts split wall hanging machine. One of its advantages is that it is very energy-saving, and its energy consumption is only one-third of that of ordinary central air conditioning; In addition, it is very environmentally friendly, and the wind blown out is similar to the fresh natural wind, without freon. Aren't you worried about the noise?

If there is noise, you can close the window and turn on the air conditioner. Don't worry about stuffy air and high electricity bill. You see there are old people and children at home, so you don't have to worry about air conditioning disease in the future. ?

FAB speech has a key point, that is, to talk about? B- welfare? At the same time, we should focus on the family members of customers, especially children and the elderly, and explain to them the benefits that the products bring to them. Influenced by traditional culture, China people don't live for themselves, and the idea of respecting the old and loving the young is deeply rooted. When it comes to old people and children, they can touch the softest place in customers' hearts.

In actual combat, if a property consultant meets a pregnant woman and talks about the selling points of her project and the weaknesses of her competitors for the sake of her unborn baby, it is absolutely lethal. For example, kindergartens, environmentally-friendly building materials, fresh air, open parks, and many amusement facilities can all leave a deep impression on future mothers.

Control speech in the process of viewing the house

After listening to the introduction of the project by the property consultant, as long as interested customers will definitely come forward to see the house, the process of seeing the house can be said to be the key to whether the transaction can be completed. So the words in this process are also very important. The words in the process of viewing the house mainly include the following points:

(A) interpersonal control speech

In the process of looking at the house, customers often invite friends to participate. The key link of real estate consultant is: take the initiative to get to know all the people who look at the house together, and be sure to take the initiative to let customers introduce you. ? Mr. Zhang, can you introduce some of your friends to me?

And take the initiative to hand in your business card. After the customer introduction, you must also keep up. ? Hello, Mr. Zhang is so successful that he must have a group of successful friends. ? Mr. Zhang mentioned you many times, saying that you are an expert. ?

Hello, you should give more advice. It's really fate to know everyone. ? These words are paved in advance, in order to prevent these people from saying something that affects the decision to buy a house during the house. For example, this house is not good, this house is not good. Everyone emphasizes communication, and communication has an active and passive problem. As long as the property consultant takes the initiative to ask the customer to introduce his escort, the customers who generally enter the viewing stage will not lose face.

The key to the control of the house inspection link is to take the initiative, talk well and ask for more opinions. Take a notebook with you, record the questions that can't be answered correctly, record the points that customers are particularly concerned about, and record the words accompanied by customers.

Don't worry about customers seeing you taking notes. Taking notes is also an act of respecting customers and a professional performance. During the return visit, the words recorded here will be used to awaken customers' feelings about the house.

Real estate people must read the book 10, and it is very different to read it carefully.

1. 66 details of luxury house marketing

Content recommendation:

As the end products in the residential value chain, villas and high-end apartments are favored by high-end customers for their irreplaceable privatization of resources and strict product details. Its corresponding market segments are very different from ordinary houses, which directly affect a series of actions such as product design, promotion strategy and price strategy.

This book divides luxury house marketing into positioning, promotion, marketing and service, and extracts the characteristics of luxury house marketing from 66 operational details. It is a practical reference book, which has a strong reference significance for high-end residential product development, design and marketing personnel.

Media comments:

I have been engaged in real estate marketing and read many books on real estate, but when I carefully read the manuscript of 66 Details of Luxury House Marketing written by Mr. Tang, I agree with it very much. Because this is not a theoretical book, it systematically summarizes the details of actual transactions and is completely practical. In fact, it is a training textbook for real estate marketing, which is very practical for the positioning, planning and marketing of high-end houses.

Chen Yunfeng

Secretary General of China Real Estate Managers Union and Vice President of Huaye Real Estate.

As the rotating chairman of China Real Estate Managers Union, I warmly recommend the book 66 Details of Luxury House Marketing written by Mr. Tang, which is very professional, detailed, practical and organized. In short, it is very valuable! I will ask Vanke Marketing System to learn this book and do the product and marketing details well!

Mao Daqing

Founder of Maker Workshop, former Executive Vice President of Vanke Group and General Manager of Vanke Beijing.

2. Urbanization and real estate market

Content recommendation:

This book is Volume 46 of China Real Estate Research Series 20 1 1. The contents of the book include the analysis of China's property market, urbanization, the current situation of the real estate market and several issues in its regulation and control: interactive influence and coordinated development, comparative study on the supervision mode of housing provident fund, and the experience, lessons and enlightenment of the development and management of housing rental market in developed countries in Europe and America. This book is for the reference of relevant professionals.

3. Pulsating real estate marketing? Second and third tier cities 100 problems, 100 solutions.

Content recommendation:

Impulse real estate marketing (second-and third-tier cities 100 questions, 100 methods) is the first book about real estate marketing in second-and third-tier cities in China, involving the whole process of real estate development. The author of this book, Tang, puts forward the transformation and development trend of real estate marketing model through the prediction and analysis of the transformation direction of real estate. The book not only summarizes a set of effective residential product solutions, but also deeply analyzes the commercial complex, tourism real estate, pension health real estate and so on. , which has attracted much attention in the current and future markets. The biggest feature of Pulsating Real Estate Marketing (second-and third-tier cities 100 questions, 100 methods) is its strong practicability. The author refines the problems encountered by real estate marketing planners in 65,438+000 second-and third-tier cities, conducts targeted research and gives professional answers. This book is suitable for enterprise executives, marketing planning directors, sales managers, planning managers and other personnel engaged in real estate marketing planning.

4. Commercial real estate: planning and investment operation

Content recommendation:

This book takes value chain analysis as the main line, focusing on how commercial real estate developers and operators create value, build the value chain of commercial real estate and realize the value of commercial real estate.

This book analyzes the types of commercial real estate, the value chain analysis method of marketing planning, the architectural planning, market positioning and marketing promotion of commercial real estate. The operation of stock commercial real estate is studied and discussed. Finally, based on typical domestic commercial real estate planning and operation cases, the knowledge of this book is systematically integrated, so that readers have a sense of mastery.

This book is the product of the close combination of commercial real estate theory and practice, not only? Sun Tzu's art of war , a powerful theory, and it is? Sword? , can guide marketing practice.

This book is widely suitable for commercial real estate developers and marketing planners to read, and is also suitable for college teachers and young students as professional learning reference books.

5. Commercial real estate operation management

Content recommendation:

The book "Operation and Management of Commercial Real Estate" written by Dalian Wanda Commercial Real Estate Co., Ltd. summarizes the experience of Wanda Group in commercial real estate operation for more than ten years, fills the theoretical gap, introduces practical experience and provides successful cases. The book focuses on the whole process of Wanda's commercial real estate management and theoretical innovation, and decrypts Wanda Speed and Wanda Model. I hope this book can give some useful reference to commercial real estate practitioners, promote the specialization of commercial real estate industry, form a benign development, and make some contributions to the urbanization process of China.

6. N modes of strategic breakthrough of real estate enterprises ①

Content recommendation:

Focusing on the strategic transformation benchmark in real estate enterprises, this paper conducted in-depth interviews with 13 bosses of real estate enterprises, and extracted 13 typical models of strategic transformation of real estate enterprises in China.

13 enterprises, every chapter, every chapter is a typical model of strategic transformation, with distinctive features, * * first-hand information and in-depth interpretation.

Every enterprise has a label, which not only comprehensively interprets its strategic transformation, but also attaches key data such as the introduction of typical projects and profit rate trend table.

7. Best Practices of Real Estate Project Operation

Content recommendation:

In the future, real estate project operation management should become the scale engine and profit monitor in the process of real estate enterprises becoming bigger and stronger. At present, the whole domestic real estate project operation management is transitioning from extensive to standardized, but the different layouts of different enterprises in different development stages and first, second and third tier cities also bring about differences in project operation management strategies and methods. Based on the cross-regional and multi-project development of domestic real estate, this book finally precipitates a set of relatively mature and practical project operation management concepts and models according to the management practices and lessons of more than 200 domestic benchmark real estate enterprises, emphasizing that there is no best and perfect project operation management model for real estate enterprises, and only the right one is the key to choice. The book is divided into eight chapters, including: an overview of the project operation; Organizational selection and control of real estate projects; Real estate project investment income tracking management; Planning and management of real estate projects; Decision management of real estate project operation meeting; Real estate cost management; Marketing control of real estate projects; Performance management of real estate project operation.

The readers of this book are mainly middle and senior managers of real estate, and it is especially recommended to the chairman, general manager, person in charge of project operation of real estate enterprises and the person in charge and manager of business function line of housing enterprise group.

8. Boutique real estate transaction-marketing planning

Content recommendation:

What can realize all the upfront investment of developers is sales. It is the last word to sell the house through marketing planning after the preliminary investigation and project positioning of a real estate. Marketing planning needs innovation and execution most, and it is marketing planning thinking and teamwork that determine the result of marketing work. The biggest feature that distinguishes the marketing planning of the real estate market from ordinary small and medium-sized real estate projects is how to capture foreign tourists. This is also one of the focuses of this book.

This book talks about six things: first, how to understand the channels and effects of advertising in real estate marketing planning; The second is about how to establish and use various sales media; Third, how to analyze foreign customers, obtain foreign customers and finally form a transaction; Fourthly, how to design the media delivery combination and how to evaluate and monitor the delivery effect; Fifth, how to manage the sales team that can successfully open the market together with Qi Xin. 6. How to screen the most important consumer groups for supermarkets: big customers.

9. Commercial real estate investment operation mode? Case? Planning? tool

Content recommendation:

The Commercial Real Estate Investment and Operation (Model Case Planning Tool) edited by Wang focuses on commercial real estate investment and operation planning, mainly including commercial real estate project investment, commercial real estate model, marketing promotion, investment site management, investment negotiation, investment personnel management and daily management of commercial real estate. In addition, this book combines theory with practice and provides a large number of practical tables and tools, which can be used after appropriate modification. The planning cases in the appendix can learn from the success points of each planning case and can be used for reference when planning projects.

Commercial real estate investment and operation (model case planning tool) can be used and used for reference by commercial real estate practitioners and planners, and can also be used for reference by those who are about to engage in commercial real estate.

10. Commercial real estate planning and investment operation (revised edition)

Content recommendation:

Commercial Real Estate Planning and Investment Operation (Revised Edition) focuses on value chain analysis, focusing on how commercial real estate developers and operators create value, build commercial real estate value chain and realize the value of commercial real estate.

This book analyzes the types of commercial real estate, the value chain analysis method of marketing planning, the architectural planning, market positioning and marketing promotion of commercial real estate. It also increases the research and discussion on the operation of existing commercial real estate. Finally, based on typical domestic commercial real estate planning and operation cases, the knowledge of this book is systematically integrated, so that readers have a sense of mastery.

Commercial real estate planning and investment operation (revised edition) is the product of the close combination of commercial real estate theory and practice, not only? Sun Tzu's art of war , a powerful theory, and it is? Sword? It can guide marketing practice and make up for the shortage of mature teaching materials and reference books in the market at present.

Commercial real estate planning and investment operation (revised edition) is widely suitable for commercial real estate developers and marketing planning researchers to read and use, and is also suitable for college teachers, senior students and graduate students to learn from.