If so, at some point, you’ve probably been a victim of the dreaded moron tour.
In gyms, it follows a scripted greeting, then follows a standardized path through the gym revealing every section, every piece of equipment every, class and service and ends up with “should I put you down for month-to-month or would you rather save 25% with our annual membership?”
With rentals or home tours, it unfolds as a day of “oh look, new faucets,” followed by “well, ya know, I’ve been showing these quite a lot, so if you’re interested, you’ll need to act fast, which one are you thinking about bidding on?”
Tours or walk-thrus, themselves, are not bad things. Done right, they’re amazing selling vehicles.
But the way they’re most often done treats prospective clients like morons and wastes not only their time, but yours.
The value of a tour is not to show “everything we’ve got.” The value is to highlight the specific features that sync most closely with your prospect’s:
- Buying triggers,
- Driving emotions and
- Desperately sought outcomes.
Which means, the walk-thru should never happen until you’ve spent a fair amount of time in conversation with your prospect asking:
- What brought you here today?
- What are you looking for in X?
- What’s important to you about [features/outcomes answered in response to above question]?
- What prior experiences have you had that you didn’t like?
- What was it about those experiences that put you off?
- Describe your dream [solution, experience, product, service]?
Ask, don’t talk. Listen. Reflect answers. See if there’s more. These are just primers, the deeper you go, the better.
Once you have that information, you’re in a position to create a tour experience that is highly tailored to the specific desires and aversions of your potential client.
It goes faster and your potential client feels a stronger connection to you and a better sense of confidence, trust and rapport, because you’re only highlighting things that are relevant. You heard them. You really, really heard them. You must care (and you should). You’re not wasting their time. And, if you’re really good, you’re also highlighting how your solutions avoids their aversions.
You waste a lot less time on auto-pilot pitches and close more sales. Win-win.
But, but…what if the person doesn’t really know what they’re looking for?
Bad excuse for lazy sales. People may not know the precise house, clubs, product or service they want. But, they DO know many of the elements, emotions and deeper desires and aversions. They may not be on the surface, so you’ve got to have a real conversation to get to them. But, having that conversation is mission critical in your ability to be an effective marketer and salesperson.
And there’s one more side-benefit of this approach. If you think you hate sales, it helps you love it a whole lot more. Because it turns the process into what it really should be. A genuine conversation about need and desire and your ability to deliver solutions or delights that resonate strongly with who your potential client is and what will serve them best.
Anyone ever been accosted by a moron tour?
How’d you respond?
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