buying the experience - jeff shore

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A gift from Jeff Shore with sincere gratitude and the hope that you will go change someone’s world…

BUYING THE EXPERIENCE

8-WEEK LEADER’S GUIDE

A practical, hands-on guide for accelerating sales by delivering the unforgettable, emotional

experience that buyers want.

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Introduction!from!Jeff!Shore!!""Do"you"agree"with"this"statement?""

“The%focus%of%our%company%is%to%provide%a%great%product%and%excellent%service.”%

"Sounds"good,"right?"Great"product"and"excellent"service—who"could"argue"with"that?""Well,"I"enjoy"being"somewhat"of"a"contrarian,"so"I’ll"take"that"burden"upon"myself!""I" would" contend" that" building" a" mission" around" “great" product" and" excellent" service”" might" have" been"sufficient"in"the"past,"but"the"approach"will"be"wholly"insufficient"for"the"future.""The!future!lies!in!providing!great!experiences!for!your!customers,"both"in"the"buying"process"and"in"the"way"they"live"in"their"new"home."""We"are"evolving"into,"as"Joseph"Pine"and"James"Gilmore"once"wrote,"an"“experience"economy.”"""Is"your"sales"team"ready"for"this"evolution?""We"created"this"study"guide"to"help"you"lead"your"team"into"this"new"way"of"thinking"about"real"estate"sales."""The" guide" offers" a" stepKbyKstep" approach" to"make" it" simple" to" implement." All" it" takes" is" a" few"minutes" of"preparation"time"before"each"of"your"sales"rallies"and"you’ll"be"leading"your"team"on"the"journey"of"a"lifetime.""The"world" is" changing" in"an"exhilarating"way."And" revolutionary," forwardKlooking" leaders" like"you"will"escort"the"real"estate"industry"into"an"incredibly"exciting"future.""Now…get"out"there,"go"to"work"and"change"the"world!""Jeff"Shore"[email protected]""""" "

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"How!to!Use!this!Leader’s!Guide!"""Sales"leaders,"we’ve"tried"to"make"this"Leader’s"Guide"as"simple"and"turnkey"as"possible."You"should"be"able"to"facilitate"the"discussions"with"minimal"advanced"preparation."""The"most"important"(and"perhaps"most"difficult)"task"will"be"to"ensure"there"is"an"adequate"allotment"of"time"for" the" discussion." I" recommend" that" if" you" are" working" through" this" book" as" a" part" of" your" regular" sales"meetings"that"you"cover"the"topic"early" in"the"meeting"rather"than" late."They"need"fresh"and"creative"minds"and"you"don’t"want"to"rush"the"materials."""Several"things"to"keep"in"mind"in"your"efforts"to"maximize"the"impact"of"the"book"study:""

•! Assign! the! reading." It" won’t" be" much" of" a" study" if" your" salespeople" do" not" read" the" chapters" in"advance," let" alone" answer" the" questions." The" experience"will" be" exceedingly"more" beneficial" if" the"salespeople"have"had"time"to"not"only"read"the"chapters"but"to"diligently"answer"the"questions"before"the" meeting." Otherwise" you’ll" be" greeted" with" crickets" when" you" ask" a" question," followed" by"salespeople"making"something"up!""""

•! Encourage!your!salespeople!to!read!very!actively.!They"really"shouldn’t"crack"open"the"book"without"a"highlighter"and"a"pen"in"their"hands."Tell"them"to"dogKear"pages,"underline"passages,"write"questions"to"themselves,"disagree"with"the"text,"etc."The"more"engaged"they"are"with"the"book,"the"better"the"chances"of"longKterm"success."

"•! Find!your!mavens.!Who"are"the"informal"leaders"on"your"sales"team?"Get"to"them"first"and"tell"them"

you"want" them"to"set" the" tone"of"participation" in" the"group"discussions."Once"you"have"a"couple"of"people"enthusiastically"answer,"the"rest"will"follow.""

"•! Make! the! environment! safe." Salespeople" who" share" their" discomforts" should" be" praised" for" being"

honest"in"front"of"their"peers."Encourage"such"sharing.""""

•! Don’t!feel!the!need!to!get!to!every!question!every!week."If"the"conversation"is"riveting,"stay"with"it."And"if"you"want"to"ask"the"questions"out"of"order,"well—it’s"your"meeting!""

•! Aim!for!action.!This"is"an"application"book,"not"an"education"book."If"you"want"maximum"impact"you"

must"insist"upon"utilizing"what"has"been"learned.""""!

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!Week!1!Leader’s!Guide! Preparation:!!1.! Assign"the"reading"to"your"team"one"week"in"advance"

2.! Complete"the"reading"assignment"yourself!"

3.! Make"copies"of"this"week’s"Personal"Application"Worksheet"for"everyone"

4.! Carve"out"30"minutes"in"your"sales"meeting"for"the"discussion"and"exercises"

"Reading!Assignment:""Chapters"1"K"4""The!Big!Idea:"We%must%learn%to%look%through%the%eyes—and%the%experience—of%a%home%buyer.%

"Group!Discussion!Questions:!"•! Thinking"back"on"your"sales"career,"which"transactions"have"been"the"most"fulfilling"and"enjoyable,"for"both"yourself"

and"your"customers?""•! Is"there"a"common"thread"between"these"fulfilling"and"enjoyable"sales?"""•! What"are"some"ways"we"can"make"the"buying"process"a"lot"more"fun"for"ourselves"and"for"our"clients?""•! Let’s"open"up"a"bit"here—which"of"the"Four"Pitfalls"listed"in"Chapter"One"do"you"most"frequently"fall"into?"(Feature"

dumping,"awkward"silence,"blatant"neglect,"salesKperson"centric)."""•! Do"you"have"a"sense"of"what"causes"you"to"repeat"these"“unforced"errors”?"""•! What"does"the"concept"of"“Emotional"Altitude”"mean"to"you?"How"do"you"track"your"client’s"Emotional"Altitude?""•! In"Chapter"3,"Jeff"challenged"us"to"define"our"purpose"in"sales."How"do"you"define"your"own"purpose?"""!Personal!Application!Worksheet:!Contrasting%“Demonstration”%with%“Experience”!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"

"•! Give"everyone"5K7"minutes"to"complete"the"worksheet"

"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! What"commitments"did"you"make"to"yourself"as"you"completed"this"section"of"the"book?"What"do"you"want"to"

change"or"do"differently?"""•! How"can"a"more"experiential"approach"to"sales"differentiate"our"brand"in"the"marketplace?"Do"you"think"that"is"

something"that"will"help"us"grow"our"referral"business?"" "

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"Week!1!Worksheet:!Contrasting!“Demonstration”!with!“Experience”""Two!Types!of!Experiences!"Emotional! Experience:" Transcends" the" rational/physical" attributes" of" the" home" (quality," price," size)" to" create" feelings"about"the"home"itself.""Sensory!Experience:"Connects"one"or"more"of"the"key"physiological"senses"to"the"physical"attributes"of"the"home.""

Emotional!Experience! Sensory!Experience!"•! Involves"both"the"body"and"the"mind"•! Unique"to"the"individual"•! Deeply"personal""•! Affects"facial"movements"and"vocal"acoustics"•! Gives"meaning"to"a"situation"""

"•! Sight"•! Sound"•! Touch"•! Movement"•! Sense"of"Space""

"In" your" own" words," compare" and" contrast" the" difference" between" “Demonstrating”" a" home" versus" delivering" an"“Experience”"of"a"home?""

Demonstration!Sounds!Like!This…! Experience!Feels!Like!This…!

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"What"are"the"common"pitfalls"of"a"typical"“Demonstration”?"How"are"these"pitfalls"transformed"into"opportunities"when"creating"an"“Experience”?""

Pitfalls!in!the!Demonstration! Opportunities!in!the!Experience!

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Week!2!Leader’s!Guide! Preparation:!!!1.! Assign"the"reading"to"your"team"one"week"in"advance"




!Reading!Assignment:!Chapters"5"K"8"!The!Big!Idea:!Experiential%selling%is%all%about%the%customer."!Group!Discussion!Questions:!"•! If"you’re"honest"with"yourself,"has"your"presentation"historically"been"more"about"the"home"or"about"the"customer?"

"•! Are"you"a"naturally"curious"person?"Is"that"apparent"in"your"early"discovery"questions"with"customers?"

"•! Do"you"have"a"favorite"“Motivation”"question"that"you"like"to"ask"your"clients?"

"•! How"can"we"get"to"a"deeper"level"of"understanding"regarding"each"customer’s"“Current"Dissatisfaction”?"""•! What"are"some"of"the"questions"we"can"ask"and"how"should"we"phrase"them?""•! What"are"some"of"the"techniques"that"you"personally"use"to"discover"the"“Future"Promise”"early"in"the"conversation?""•! What"creative"questions"can"we"ask"that"will"help"create"a"more"customerKcentered"and"experiential"approach"to"the"

sale?""!!Personal!Application!Worksheet:!Craft%Your%Curiosity%Questions!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! Who"wants"to"share"some"of"their"curiosity"questions?"Let’s"hear"some"examples"for"each"of"The"4"Things"You"Must"

Know"About"Your"Customer…"""•! What’s"the"most"difficult"part"about"learning"The"4"Things"early"on"in"the"sales"presentation?""•! How"does"this"type"of"customerKfirst"approach"set"you"apart"from"every"other"salesperson"your"customer"talks"to?"Do"

you"think"this"strategy"gives"you"an"edge"over"the"competition?""" "

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Week!2!Worksheet:!Craft!Your!Curiosity!Questions!"The!4!Things!You!Must!Know!About!Your!Customer!""

1.! Motivation.!Why"is"he"moving"in"the"first"place?"This"is"the"single"most"important"piece"of"information"you"need"to"know."Learn"it"early,"but"also"learn"it"deeply."Be"prepared"with"followKup"questions:"“Tell"me"more…”""

"2.! Current!Dissatisfaction."Everyone"moves"for"the"same"reason:"a"desire"to"improve"his"or"her"life."What"does"this"

specifically"mean"for"your"prospect?"What’s"wrong"with"the"home"she"is"in"now,"and"in"what"ways"does"she"need"to"make"things"better?"What"are"the"pain"points?"What"is"she"putting"up"with"now"that"she"really"doesn’t"like?""

"3.! Future!Promise.!This"is"all"about"learning"what"your"customer"is"picturing"in"his"mind."What"are"his"hopes"and"

dreams"for"life"in"his"new"home?"What"are"the"“must"haves”"and"what"are"the"“would"likes”?"What"does"a"better"life"look"like"to"him,"not"in"terms"of"features,"but"in"terms"of"experience?""

"4.! Family!/!Stakeholders."Who"has"a"say"in"this"decision?"Whose"interests"are"being"represented?"Who"do"you"need"

to"please"in"the"process"of"showing"a"home?"(Hint:"They"may"not"always"be"present!)""""In"the"space"below,"write"one"or"two"questions"that"you"can"use"with"a"customer"to"get"curious"about"The"4"Things"You"Must"Know."Use"your"own"words"and"write"it"like"you’d"say"it"to"a"customer."""

4!Things!You!Must!Know! Curiosity!Questions!You!Can!Ask!

1.! Motivation!""""""

2.! Current!Dissatisfaction!""""""

3.! Future!Promise!""""""

4.! Family!/!Stakeholders!""""""

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Week!3!Leader’s!Guide! Preparation:!!1.! Assign"the"reading"to"your"team"one"week"in"advance"




!Reading!Assignment:!Chapters"9"K"10"!The!Big!Idea:!Buyers%buy%emotionally,%so%you%must%learn%to%sell%emotionally."!Group!Discussion!Questions:!"•! Reflect"back"on"your"last"several"presentations."Did"you"know"your"customers"well"enough"to"create"emotionKbased"

experiences?""

•! We"asked"this"a"couple"of"weeks"ago,"but"let’s"discuss"it"again."How"do"you"define"“Emotional"Altitude”?"""

•! What"are"the"cues"you"can"see"in"your"customers'"body"language,"tone,"and"words"that"indicate"their"level"of"Emotional"Altitude?"""

•! How"do"you"remain"aware"of"your"own"emotional"energy"during"a"sales"presentation?"""

•! Do"you"ever"find"yourself"in"a"position"of"higher"Emotional"Altitude"for"a"home"than"the"customer?"""

•! How"do"you"deal"with"transferring"your"own"positive"energy"to"the"customer?""

•! Do"you"struggle"with"appropriately"showing"your"own"emotion?"What"holds"you"back?""

•! How"do"you"sustain"a"positive"Emotional"Altitude"throughout"the"sales"experience?""

!Personal!Application!Worksheet:!The%Emotional%Endorsement%Amplifier™!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! What"was"the"easiest"part"of"completing"The"Emotional"Endorsement"Amplifier™?"""•! What"was"the"hardest"part"of"completing"The"Emotional"Endorsement"Amplifier™?"""•! What"was"the"biggest"difference"when"compared"to"the"way"you"typically"introduce"a"home"to""

your"buyers?"" "

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Week!3!Worksheet:!The!Emotional!Endorsement!Amplifier™!""

When"transitioning"from"the"Discovery"to"the"Experience,"you"want"to"create"an"Emotional"Endorsement"of"the"home."If"the"buyers"trust"you,"then"they"will"feel"and"follow"your"positive"energy."If"you’re"excited—they"will"become"excited!""For"this"exercise,"think"of"a"particular"home"you"have"available"for"sale"right"now."Now,"think"of"a"client"who"would"be"a"good"match" for" this"home." In" the" space"below,"write"out" some"notes"about" the"client’s"Current"Dissatisfaction"and"his"Future"Promise."Follow"that"up"with"specific"notes"that"identify"corollary"Emotional"Attributes"for"the"home."""Finally,"use"those"notes"to"write"out"your"Emotional"Endorsement"of"this"specific"home"for"this"particular"client.""IDENTIFY"CURRENT"DISSATISFACTION"&"FUTURE"PROMISE:"!CURRENT!DISSATISFACTION!!

•! !Small yard – can’t enjoy outdoor activities!!

•! !!!!

•! !!!

•! !!!

!FUTURE!PROMISE!!

•! !!Room to play with the kids and host guests!!

•! !!!

•! !!

•! !!!

IDENTIFY"AT"LEAST"6"EMOTIONAL"ATTRIBUTES"FOR"THIS"HOME:!!

•! Vacation in your own backyard!!!

•! !!!

•! !!

!•! !!

!•! !!

!•! !

WRITE,"PRACTICE"AND"PERFECT"YOUR"EMOTIONAL"ENDORSEMENT"FOR"THIS"SPECIFIC"HOME:"!“The%home%we’re%about%to%visit…”%

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Week!4!Leader’s!Guide! Preparation:!!!1.! Assign"the"reading"to"your"team"one"week"in"advance"




!Reading!Assignment:!Chapters"11"K"12"!The!Big!Idea:!Stop%making%it%up%as%you%go!%Use%a%strategic%approach%for%creating%the%customer%experience."!Group!Discussion!Questions:!"•! If"you’re"being"honest"with"yourself,"how"strategic"is"your"sales"presentation"most"days?"""

"•! Is"anyone"here"guilty"of"talking"too"much"during"the"sales"presentation?"What"happens"when"we"talk"too"much?""•! How"can"you"dramatically"increase"the"number"of"questions"you"ask"as"you"experience"the"home"with"your"client?""•! Who"can"explain"“Symbolic"Selling”?"How"does"this"approach"compare"to"the"way"that"you"have"sold"against"

competing"products"or"homes"in"the"past?"""

•! Who"can"explain"the"“Macro"to"Micro”"strategy?"Do"you"agree"or"disagree"with"this"strategy?"Why?""•! What"can"you"do"to"learn"more"about"the"location"you"are"currently"selling?"How"will"this"equip"you"to"create"a"more"

powerful"experience"for"your"home"buyers?""•! Do"you"think"we"pay"enough"attention"to"the"street"scene?"How"would"the"buyer"experience"change"if"we"spent"more"

time"on"this?""""Personal!Application!Worksheet:!Identifying%Symbolic%Selling™%Opportunities!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! Why"do"you"think"Symbolic"Selling"is"such"a"powerful"strategy?"""•! What"do"you"think"is"the"most"difficult"part"of"Symbolic"Selling?""•! How"does"this"strategy"make"it"easier"for"a"customer"to"make"a"buying"decision?"" "

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!Week!4!Worksheet:!Identifying!Symbolic!Selling™!Opportunities!"In"the"process"of"shopping"for"a"home,"a"customer’s"mental"capacity"is"stretched"thin."It"is"simply"not"possible"for"a"customer"to"accurately"assess"every"point"of"differentiation"between"two"homes."At"some"point"the"amount"of"cognitive"input"becomes"overwhelming,"making"it"very"difficult"for"one"home"to"stand"out"from"another…unless"a"sales"professional"steps"in"to"clarify."""Customers"rely"on"two"powerful"(but"subconscious)"mental"techniques"in"order"to"establish"points"of"preference"between"homes:"Significant!Points!of!Differentiation!and!Mental!Pictures.""We"can"leverage"both"of"these"mental"approaches"by"utilizing"a"powerful"technique"called"“Symbolic"Selling.”"You"initiate"Symbolic"Selling"in"three"strategic"steps:""

1.! Point"out"a"feature"that"your"competitor"does"not"have"(without"mentioning"the"competitor)"2.! Explain"the"livability"benefit""3.! Explain"that"the"presence"of"the"feature"is"a"symbol"of"quality""

"For"example,"if"your"design"includes"many"windows"to"allow"more"natural"light"into"the"home,"the"dialogue"might"sound"something"like"this:""

“Do%you%sense%all%the%warm,%natural%light%in%this%room?%We%have%carefully%planned%the%number%of%windows,%and%

their%placement%in%the%home%design,%to%expand%the%space%and%make%the%home%feel%bigger.%It%costs%more%to%build%

this%way,%but%we%insist%on%these%extra%touches%because%the%home%just%feels%better.%That’s%one%way%you%know%you%

are%looking%at%a%quality%built%home.”%

!In"the"space"below,"write"down"one"Symbolic"Selling"opportunity"for"each"key"home"feature"listed:""Home!Features! Symbolic!Selling!Opportunity!

Exterior"Styling""

Indoor/Outdoor"Living""

Windows""

Great"Room"""

Kitchen""

Master"Bedroom""

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!Reading!Assignment:!Chapters"13"K"14"!The!Big!Idea:!Create%the%experience%from%the%outside%in.%

!Group!Discussion!Questions:!"•! As"you"read"through"this"chapter,"did"anyone"get"the"sense"that"the"exterior"has"been"somewhat"of"an"afterthought"

in"your"presentation?""

•! Do"you"agree"with"Jeff"that"it’s"best"to"eliminate"a"home"early"in"the"process"based"on"the"exterior"alone?"Why"or"why"not?"""

•! Jeff"suggests"offering"a"simple"and"conversational"closing"question"about"the"exterior."What"does"that"sound"like"to"you?"Who"can"give"an"example"you"would"feel"comfortable"using"with"a"client?"""

•! Which"of"the"three"Grand"Entrance"Fails"from"Chapter"14"have"you"been"guilty"of"in"the"past?"Which"of"these"three"Grand"Entrance"Fails"do"think"is"the"worst"sin"you"can"commit?""

•! Which"of"the"five"Grand"Entrance"Techniques"had"the"greatest"impact"on"you"as"you"read"the"chapter?"Why"did"it"stand"out"so"much?"

"•! How"often"do"you"let"the"customer"enter"the"home"first?"How"did"you"develop"this"approach—habit"or"strategy?"Are"

you"planning"to"change"your"approach"in"any"way"after"reading"this"chapter?""!Personal!Application!Worksheet:"Grand%Entrance%Technique%SelfSAssessment"!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! Who"wants"to"share"the"technique"you"use"with"the"Highest"Frequency?"What"is"it"about"this"technique"that"you"like"

so"much?""

•! Who"can"share"an"example"of"your"“Brief"Instructions”"and"“Simple"Closing"Question”?"""•! What"is"the"Grand"Entrance"Technique"that"each"of"you"plan"to"practice"and"perfect"this"week?"" "

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Week!5!Worksheet:!Grand!Entrance!Technique!Self^Assessment!"Go"to"Chapter"14"“Creating"a"Grand"Entrance”"and"turn"to"pages"104""105."Review"the"instructions"for"each"of"these"five"Grand"Entrance"Techniques.""Using"the"chart"below,"rate"yourself"on"each"of"the"five"techniques"according"to"how"frequently"you"utilize"each"one."""If"it"is"a"technique"that"you"rarely"use,"rate"it"as"“Low"Frequency.”"""If"you"use"the"technique"quite"often,"rate"it"as"“High"Frequency.”""There"are"no"right"or"wrong"answers"here!"The"objective"is"simply"to"honestly"measure"your"current"behavior"and"then"decide"which"technique"you"want"to"master"first."""Grand!Entrance!Technique!

Low!Frequency! ! ! High!

Frequency!! ! ! ! !

1."Pause"just"outside"the"front"door" !" !" !" !"

2."Offer"some"brief"instructions" !" !" !" !"

3."Let"the"customer"open"the"door"and"enter"first" !" !" !" !"

4."Pause"inside"for"first"impressions" !" !" !" !"

5."Ask"a"simple"but"powerful"closing"question" !" !" !" !"

""Next,"using"your"own"words,"write"an"effective"example"of" some"brief" instructions" that"you"would"offer" to"a"customer"before"entering"the"home."Then"write"an"example"of"a"simple"closing"question"to"ask"after"the"customer"gathers"her"first"impressions.""

Example!of!Some!Brief!Instructions! Example!of!a!Simple!Closing!Question!

"""""

""""""

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Which"Grand"Entrance"technique"will"you"commit"to"practicing"and"perfecting"this"week?""

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!Reading!Assignment:!Chapter"15"!The!Big!Idea:!Customize%the%experience%of%each%room%in%the%home%to%the%customer%standing%in%front%of%you."!Group!Discussion!Questions:!"•! Jeff"reinforces"this"thought"quite"often"throughout"the"book:"“The"experience"is"not"about"the"home,"it’s"about"the"

customer.”"What"does"this"mean"to"you?"How"are"you"adapting"your"sales"presentations"based"on"this"concept?"""•! How"does"your"client"benefit"when"you"pause"to"ask"for"their"first"impressions"of"a"room?"And"how"does"this"benefit"

you"as"the"salesperson?"""•! Why"does"Jeff"recommend"that"you"ask"the"customer"for"his"specific"likes"in"each"room?"Is"this"something"you"should"

do"BEFORE"or"AFTER"you"share"key"features"and"benefits"found"in"the"room?"""•! What"does"it"mean"to"you"to"“discuss"livability”"in"each"room?"Have"you"ever"tried"the"technique"of"asking"the"

customer"to"name"each"room"in"the"house?"What"did"that"experience"teach"you?""•! Jeff"suggests"that"we"share"a"few"key"features"and"benefits"in"each"room—but"only"if"necessary."When"do"you"think"it"

becomes"“necessary”?""•! Do"you"agree"that"closing"on"each"room"is"a"critical"step"in"advancing"the"sale?"Why"or"why"not?""!Personal!Application!Worksheet:!The%5SPoint%RoomSbySRoom%Technique™!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! How"did"that"exercise"feel?"Have"you"ever"used"such"a"strategic"approach"to"showing"a"room"before?""•! Which"of"the"five"points"do"you"feel"like"you"are"struggling"with"the"most?"""•! Which"of"the"five"points"do"you"feel"most"confident"about?"" "

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Week!6!Worksheet:!The!5^Point!Room^by^Room!Technique™!"In"the"space"below,"write"a"sample"script"of"The"5KPoint"RoomKbyKRoom"Experience"for"a"specific"room."""Be"sure"to"write"your"example"in"a"natural"and"conversational"way"that"you"can"immediately"incorporate"into"your"sales"presentation.""""Name!of!Room:!________________________________________________!""

5^Point!Technique! Sample!Script!!

1.! Ask!for!first!impressions!!

"""""

!2.! Ask!for!specific!likes!

!!

"""""

!3.! Engage!the!customer!in!livability!

discussions!!

!!!!!!!!

!4.! Share!a!few!key!features!that!

support!the!customer’s!mission!(if!necessary)!

!

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!5.! Close!on!the!room!

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!Reading!Assignment:!Chapter"16"!The!Big!Idea:!Create%sensory%and%emotional%experiences%in%each%of%the%key%living%areas."!Group!Discussion!Questions:!"•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Living"Room?"""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Dining"Room?"""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Family"Room"/"Great"Room?"""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Kitchen?"""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Master"Suite?""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Secondary"Bedrooms?""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Garage?""•! What"are"some"of"your"favorite"ways"to"create"buyer"experiences"in"the"Backyard?""!Personal!Application!Worksheet:!Connecting%the%Experience%to%the%Customer’s%Mission!!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! How"easy"or"difficult"was"it"to"define"the"Root"Emotion"behind"the"Current"Dissatisfaction"and"Future"Promise?""•! Did"you"find"it"harder"to"craft"experiences"for"the"customer’s"Current"Dissatisfaction"or"for"the"Future"Promise?"""•! Which"one"was"more"difficult"for"you—crafting"an"Emotional"Experience"or"a"Sensory"Experience?"Why?"" "

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Week!7!Worksheet:!Connecting!the!Experience!to!the!Customer’s!Mission!"Think"of"a"customer"you"recently"worked"with"and"use"his"or"her"Current"Dissatisfaction"and"Future"Promise"as"the"basis"for"this"exercise.""Write" down" the" root" emotion" behind" his" CD" and" his" FP." Then" design" both" an" emotional" experience" and" a" sensory"experience"tied"to"each."We"have"shown"you"an"example"below"to"help"give"you"a"head"start!""Customer’s!Mission! Root!Emotion! Emotional!Experience! Sensory!Experience!!Current!Dissatisfaction!!

Stressful mornings - tired of kids fighting over space in shared bedroom and bathroom

“Before we look at the Jack and Jill bedrooms and bath, tell me a little bit more about a typical morning in your current home.”

“Start in this bedroom and then walk through the bathroom all the way to the other side of the other bedroom. How does that feel compared to their current bedroom?”�

!Future!Promise!!

Peaceful mornings – plenty of space for everyone, no arguing, able to get out the door on time

“As we’re standing here in the kids’ bedrooms, paint a picture for me of how you think mornings will feel in this home.”

“Now, go close all the doors to the bedrooms and bathroom and stand here in the hallway. Can you sense how much quieter your mornings will be?”

" "Customer’s!Mission! Root!Emotion! Emotional!Experience! Sensory!Experience!!Current!Dissatisfaction!!

"""""""""

" "

!Future!Promise!!

"""""""""

" "

"!

! !

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!Reading!Assignment:!Chapters"17"K"18"!The!Big!Idea:!The%final%close%should%flow%naturally%from%an%emotional%crescendo%that%builds%throughout%the%experience.""!Group!Discussion!Questions:!"•! What"did"you"think"of"Jeff’s"concept"about"building"to"an"“emotional"crescendo”?"Do"you"agree"with"this"philosophy?"

Why"or"why"not?""•! How"do"you"know"when"it’s"time"to"wrap"up"the"experience"and"ask"for"the"sale?"What"indicators"do"you"look"for?"

"•! How"does"a"strong,"persuasive"and"emotional"close"by"the"salesperson"helps"to"make"it"easy"for"the"customer"to"

make"a"buying"decision?""•! The"final"chapter"of"the"book"deals"with"turning"vision"into"action."How"much"will"you"need"to"practice"in"order"to"

master"the"techniques"that"Jeff"taught"us"in"this"book?""•! What"do"you"think"is"the"biggest"gameKchanger"you"learned"from"Jeff’s"book?""!Personal!Application!Worksheet:!Applying%the%Buying%Formula"!•! Distribute"a"copy"of"the"worksheet"to"each"participant"


"•! Lead"a"group"discussion"about"their"own"personal"insights"!!Group!Brainstorming!and!Application:!"•! Have"you"used"a"version"of"the"Summary"Close"before?"Can"you"explain"how"the"experiential"selling"process"makes"

the"Summary"Close"easier"and"more"effective?""•! Who"is"willing"to"share"your"Summary"Close"with"the"group?""•! After"going"through"an"entire"experiential"selling"presentation,"how"do"you"think"the"customer"would"feel"if"you"DID"

NOT"ask"for"the"close?"""•! What"are"the"consequences"if"you"raise"your"customers’"emotional"altitude"and"let"them"walk"out"the"door"without"

closing"them?"How"much"more"difficult"will"it"be"to"raise"their"emotional"altitude"again"once"they"go"look"at"several"other"homes?"

"" "

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Week!8!Worksheet:!The!Summary!Close!"If"you"followed"the"5KPoint"RoomKbyKRoom"Experience"carefully,"then"you"have"already"closed"in"every"significant"room"or"area"of"the"home."This"is"when"that"diligent"work"pays"off.""

To"use"the"Summary"Close,"you"will"simply"revisit"everything"that"they"have"already"agreed"to."In"so"doing,"you"are"leveraging"the"principle"of"commitment"and"consistency.""

All"of"the"experiences"leading"up"to"this"point"are"key,"and"if"you"can"get"this"part"right,"then"the"Summary"Close"should"be"simple"and"expected."

“John%and%Maria,%it’s%been%really%fun%for%me%to%show%you%this%home.%Clearly%it%has%a%lot%going%on%that%works%for%

you.%The%kitchen%is%a%significant%upgrade%from%what%you%have%now%and%seems%to%be%perfect%for%your%growing%

family.%The%master%suite%allows%you%to%get%the%kingSsized%bed%you’ve%always%wanted.%The%kids%have%picked%out%

their%bedrooms%and%seem%to%be%happy%with%them.%You%said%the%bonus%room%makes%for%a%perfect%retreat%space.%

And,%of%course,%the%backyard%is%everything%you%had%hoped%for.%It%looks%like%everything%works.%Would%you%like%to%

make%it%yours?”%%

In"the"space"below,"write"an"example"of"a"Summary"Close"in"your"own"words"so"that"you"feel"comfortable"using"it"with"your"clients:"

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buying the experience - jeff shore

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