Trilogy by Shea Homes
2025 Sales Conference
Quick Start Workbook
Welcome, Trilogy Sales Professionals! This Quick Start Workbook is your essential guide to maximizing the insights and strategies shared at the 2025 Sales Conference. Designed for immediate application, it will help you elevate your customer engagement, refine your sales process, and ultimately drive greater success in selling the distinctive Trilogy lifestyle.
An educator makes easy things hard.
A communicator makes hard things easy.
Conference Objectives: Sharpening Our Edge
- Master advanced techniques for identifying and connecting with our discerning 55+ demographic.
- Leverage the unique value proposition of Trilogy by Shea Homes to create compelling narratives that resonate with potential buyers.
- Optimize the customer journey from initial inquiry to seamless close, enhancing satisfaction and referrals.
- Develop personalized follow-up strategies to nurture leads and build lasting relationships.
- Collaborate with peers and leadership to share best practices and foster a high-performance sales culture.
This workbook is designed to be a living document for your growth. Fill it out as you progress through the conference sessions and refer to it frequently to reinforce your learning.
Name: ____________________________________________________
Welcome to the 2025 Trilogy by Shea Homes Sales Conference
To Our Valued Trilogy Team,
I am incredibly honored and excited to welcome each of you to the 2025 Trilogy Sales Conference. This event is a testament to our collective commitment to excellence and continuous growth.
As we gather, it's important to reflect on the remarkable achievements of the past year. Your dedication, resilience, and unwavering passion have been the cornerstone of our success, driving incredible results and solidifying Trilogy's position as a leader in the industry. We've built on our strong foundation, created exceptional communities, and most importantly, helped countless Members find their dream communities.
Yet, in our pursuit of greatness, we know there's always room to elevate. This conference is designed precisely for that – to empower you with new insights, refined strategies, and innovative tools that will enable us to reach even greater heights. It's an opportunity to learn from each other, share best practices, and collectively shape the future of Shea Homes.
I encourage you to fully immerse yourselves in the sessions, engage in meaningful discussions, and embrace the spirit of learning that defines our culture. Together, we will not only celebrate our accomplishments but also lay the groundwork for an even more prosperous and impactful future.
Thank you for your continued hard work and for being an integral part of the Trilogy family. Let's make this conference an unforgettable experience and a catalyst for extraordinary success in the year ahead.
Warmly,
Jeff McQueen
President, Trilogy by Shea Homes
President, Trilogy by Shea Homes
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Meet Our Facilitator
Jack Lindsley
We're honored to introduce Jack Lindsley, a renowned sales trainer, entrepreneur, motivational speaker, and experienced facilitator. With over 30 years in sales leadership, Jack specializes in performance psychology, effective communication, and actionable goal achievement. He empowers sales teams to unlock their full potential and drive exceptional results, making him the ideal guide for our conference.
"I'm thrilled to be part of the 2025 Trilogy Sales Education Conference. Let's embrace this journey of growth together!"— Jack Lindsley
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Table of Contents
What to Expect | 4
Introduction to the program and how to get the most from your investment
Fundamentals | 6
Core principles for sales success
The Legs of Success | 7
Framework for achieving consistent results
Cookbook | 8
Step-by-step formulas for sales success
The I/R Theory | 9
Understanding identity and role performance
Goal Areas | 11
Identifying key areas for improvement
"I" Side Goals | 13
Building self-concept and identity goals
Attitude - Behavior - Techniques | 15
Tracking your mindset and actions
Dummy Curve | 20
Understanding the learning progression
OK/Not-OK | 21
Managing interpersonal dynamics
Reversing | 24
Strategies for handling objections
The "Buyer/Seller Game" | 29
Navigating sales interactions
Bonding and Rapport | 30
Building strong customer relationships
Up Front Agreements | 33
Setting clear expectations with clients
The Concept of Pain | 34
Identifying customer needs and challenges
Budget | 36
Discussing financial considerations
Decision | 37
Guiding clients through the decision-making process
Fulfillment | 38
Ensuring product delivery and satisfaction
Post Sell | 39
Following up and maintaining customer loyalty
Tour Debriefing | 40
Analyzing and improving sales calls
Notes | 41
Space for your personal insights, key takeaways, and action items from the conference
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What to Expect
Listed below are six specific suggestions on how to get the most from your investment and ensure success at the highest levels as we begin to work together.
1
Attend Your QuickStart Fundamental Sessions
These frequently scheduled workshops are your foundation for mastering the Trilogy by Shea Homes sales process. You will learn systematic, proven methods to navigate every stage of the selling cycle with greater confidence and effectiveness, ultimately leading to more closed deals and satisfied homeowners. Attend often to reinforce your skills and discover new insights.
2
Participate Actively!
Your engagement is crucial for accelerating your learning and maximizing your return on investment. Don't just observe; immerse yourself. Ask probing questions, share your challenges, and constructively challenge concepts. Active participation transforms passive learning into practical mastery, empowering you to apply these strategies immediately in your Trilogy sales role.
3
Apply What You Learn Consistently
Knowledge without action yields no results. The true power of this program lies in the consistent application of the sales strategies and techniques you acquire. Commit to integrating these new learnings into every client interaction and sales presentation. Embrace the initial discomfort of new habits, knowing that consistent effort is the direct path to transforming learning into tangible sales performance.
4
Utilize All Available Resources
Beyond the core sessions, we provide a comprehensive suite of supplementary materials tailored for Trilogy by Shea Homes sales professionals. Dive into our resource library for detailed scripts, objection handling guides, CRM best practices, and market insights. Engage actively in our collaborative forums and connect with your peers. Leverage every tool at your disposal to deepen your understanding and accelerate your sales growth.
5
Track Your Progress and Set SMART Goals
Define what success looks like for you by establishing clear, Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals for your sales performance. Regularly monitor your progress against these benchmarks, celebrate every milestone, and conduct honest analyses of areas for improvement. This data-driven approach will provide clarity, sustain your motivation, and systematically guide you toward achieving your highest sales potential at Trilogy.
6
Provide Feedback and Share Successes
Your unique experiences and insights from the field are invaluable to the continuous improvement of this program and the collective success of our team. Share your challenges, offer constructive feedback, and, most importantly, highlight your sales victories. Your success stories not only inspire and motivate others within the Trilogy by Shea Homes community but also help us refine our training to better serve everyone. Let's grow together, driven by shared learning and mutual achievement.
By following these suggestions, you will not only maximize your personal growth and sales performance, but also contribute to a mutually profitable relationship that we hope will extend through future referrals and long-term partnership.
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The Three Legs of Success
Achieving consistent success in sales, and in life, relies on balancing three fundamental pillars:
Mindset & Motivation
Cultivating a resilient, positive attitude and a clear understanding of your 'why' is crucial for overcoming challenges and maintaining peak performance.
Skillset & Strategy
Mastering effective sales techniques, understanding customer needs, and employing a well-defined strategic approach for every interaction and presentation.
Action & Accountability
Consistent, high-quality activity, disciplined execution of your sales process, and holding yourself accountable for results drive tangible progress and achievement.
When all three work in harmony, they create a stable and powerful structure for sustained achievement.
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Uncovering Shared Challenges
Before diving into strategies, let's acknowledge some of the common hurdles faced in the sales process. This list highlights key areas where many of us seek improvement.
Lack of a systematic approach to selling, making it difficult to control calls or analyze results.
Hesitation or difficulty in making follow-up calls.
Finding certain guests or prospects intimidating.
Past sales training's effectiveness diminishing without reinforcement, repetition, or coaching.
Challenges with time management.
Absence of personal goals to maintain focus during tough times.
Presenting offers but failing to close the business.
Dealing with guests who want to explore other options before committing.
Uncertainty regarding the precise timing and method for closing deals.
Difficulty in handling objections or price pressure.
Receiving too many "think it overs" that don't convert into sales.
Insufficient high-quality referrals.
Experiencing rejection when guests decline an offer.
Perceived lack of budget or insufficient funds from prospects.
Guests not responding to calls or emails.
Uncovering hidden decision-makers or influencers.
Other unforeseen issues that impact sales performance.
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The Fundamentals
Become a Master of the Sales Process
Understand every stage of the sales cycle, from initial contact to successful close. Master our proven methodology to guide prospects through the Trilogy experience, tailoring your approach to their unique needs and aspirations.
Do the Right Things Consistently
Success in sales is built on daily habits. Focus on the high-impact activities that drive results, such as proactive prospecting, meaningful follow-ups, and diligent CRM updates. Consistency is key to sustainable growth.
Don't get Derrailed by Rejection
View every "no" as an opportunity to learn and refine your approach. Maintain a resilient mindset and remember that rejection is a part of the journey, not a reflection of your worth. Stay focused on your next "yes."
Keep my Business in order
Effective time management and organization are critical. Manage your leads, calendar, and resources efficiently to maximize productivity. A well-organized salesperson is a confident and effective salesperson.
Remember: Our commitment to excellence in the sales process is what sets Trilogy by Shea Homes apart. Embrace these fundamentals, and you will not only meet but exceed your goals.
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Cookbook Worksheet
Understanding your sales metrics is crucial for consistent success. Complete this worksheet to identify your conversion rates at each stage of the sales process.
A. Closing Rate
How many prospects must I tour in order for one to close?
Answer: (Closed Sales / Number of Tours) = [Your Closing Rate]
B. Show Rate
How many appointments must I schedule in order for one appointment to take place?
Answer: (Tours Conducted / Appointments Scheduled) = [Your Show Rate]
C. Booking Rate
How many prospects must I speak with in order to book one appointment?
Answer: (Appointments Booked / Prospects Spoken With) = [Your Booking Rate]
D. Contact Rate
How many times must I dial the phone, walk in, ask for a referral, etc. in order to speak with one prospect?
Answer: (Prospects Spoken With / Total Outreach Attempts) = [Your Contact Rate]
Contacts Required for Sales = A x B x C x D
In order to achieve [Your Target Number] closes, I must do what is necessary to make [Calculated Total Contacts] contacts so that I can speak with [Number of Prospects Needed] prospects so that I can book [Number of Tours Needed] tours. If I do these things consistently, I will be consistently achieving my sales goals and driving success for Trilogy by Shea Homes.
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The I/R Theory
On a scale of 1 to 10, below I have circled my rating:
1 2 3 4 5 6 7 8 9 10
In 25 words or less, here is an explanation of why I chose this rating:
I chose this rating based on my current understanding of buyer motivations and my ability to adapt presentations to individual needs, consistently striving for excellence.
"I" means
The "I" in the I/R Theory stands for Influence. It represents your ability to guide the buyer's perception, shape their preferences, and align their needs with the unique value proposition of a Trilogy by Shea home. This involves active listening, insightful questioning, and positioning our community's benefits effectively.
"R" means
The "R" in the I/R Theory stands for Response. This refers to the buyer's reaction and engagement with your sales process. It's about measuring their receptiveness, understanding their feedback, and observing their emotional connection to the home and community you present. A positive response indicates effective influence.
"Adjusting" means: The continuous process of analyzing buyer responses to your sales efforts and dynamically modifying your approach to maximize positive influence. This ensures your presentation remains relevant, resonant, and compelling, moving the buyer closer to a confident decision.
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The I/R Theory (continued)
Psychological Levels (Identity)
How you view yourself internally — your self-worth, beliefs, and personal values.
Performance Levels (Roles)
How you execute your roles externally — your actions, skills, and sales outcomes.
True or false? "Some people just have a way of getting under your skin." False. While others can trigger reactions, we are ultimately responsible for managing our own emotional responses.
"Keep your I-Side (Identity) covered!"
"Don't take role failure on your 'I' side." Means: Separate your personal self-worth and identity from your professional performance or outcomes. A missed sale or difficult client interaction does not diminish who you are as a person or your inherent value.
"You are not your role. You perform your role."
Being a "10"
A "10" is someone who consistently performs at their peak, understanding that their role performance is separate from their personal identity, allowing them to adapt, learn, and grow from every experience.
They maintain a positive and resilient mindset, leveraging setbacks as opportunities for improvement rather than personal failures, always focused on delivering exceptional value to clients.
Explanation:
Being a "10" means mastering the distinction between your 'I' (Identity) and your 'R' (Role). It's about performing your sales role with excellence, professionalism, and strategic skill, while safeguarding your core identity from the inevitable highs and lows of the sales process.
This allows for objective self-assessment, continuous improvement, and the ability to bounce back quickly from rejection or challenging situations, without allowing them to erode your self-confidence or passion for your work.
Ultimately, a "10" maintains inner strength and stability regardless of external circumstances, driving consistent success and a thriving career in sales.
Things to Remember:
1. Don't let sales outcomes define your personal worth.
2. Keep your Identity resilient and separate from your Role performance.
3. Be a learner and adapter, using every experience to refine your skills and approach.
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Goal Setting Starter Kit
I commit to: Achieving 120% of my quarterly sales target by consistently implementing the Trilogy sales process and nurturing client relationships, ensuring every prospect feels valued and understood.
I will have this completed by: The end of Q3 [Current Year], with weekly progress reviews to stay on track.
Why written goals?
Written goals provide clarity and focus, transforming aspirations into actionable plans. They serve as a constant reminder of your objectives, enhancing motivation and accountability in the sales process. By committing goals to paper, you create a tangible benchmark for tracking progress, identifying areas for improvement, and celebrating successes. This structured approach helps sales professionals prioritize their efforts, overcome obstacles, and maintain a high level of performance, ultimately driving consistent, high-level performance and aligning individual efforts with team and company objectives.
Own Your Actions
"You are either going to be a part of your plan.. or part of someone else's."
Explain:
In sales, this quote highlights the critical importance of taking proactive ownership of your professional journey and pipeline. If you don't clearly define your sales strategy, set your own targets, and actively manage your time and client interactions, you will inevitably find yourself reacting to external pressures—be it client demands, competitor moves, or management directives. Owning your actions means meticulously planning your outreach, qualification, and closing strategies, rather than passively waiting for opportunities to arise. It emphasizes personal accountability in driving your sales success and achieving your desired career trajectory, ensuring you are always steering your own ship rather than being swept along by the currents.
"Goals make decision making easy."
Explain:
Clear, well-defined sales goals act as an invaluable compass, simplifying every decision you face in your day-to-day sales activities. When confronted with choices—such as which leads to prioritize, how to allocate your limited time, what objection handling strategy to employ, or even which networking events to attend—you can quickly evaluate each option against your primary sales objectives. Decisions that directly align with and propel you closer to achieving your goals become obvious, while those that are irrelevant or counterproductive can be easily discarded. This streamlines your focus, reduces analysis paralysis, and ensures that every action you take is purposeful and maximally efficient in contributing to your overall sales success.
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Goal Setting Starter Kit
Here are ten words or phrases that describe me:
- Client-Focused
- Results-Driven
- Effective Communicator
- Solution-Oriented
- Persistent
- Adaptive
- Empathetic Listener
- Relationship Builder
- Strategic Thinker
- Proactive
Professional Advancement
Career achievements and growth
Growth Mindset
Self-development and character
Network & Support
Relationships and home life
Financial Objectives
Income and wealth building
Peak Performance
Physical and mental wellbeing
Integrity & Purpose
Values and beliefs
Identifying your key goal areas helps create balance and focus in your personal and professional development.
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Building "I" Side Goals
Goal Area: Effective Lead Qualification
Currently, I need to work on:
• Refining my questioning techniques to uncover true buyer motivations and urgency.
• Consistently applying defined criteria to differentiate between hot, warm, and cold leads.
• Improving my ability to quickly assess prospect fit for Trilogy by Shea Homes' unique offerings.
• Reducing time spent on prospects who are not genuinely interested or qualified.
When this improves, this will be the result:
• A significant increase in the conversion rate from initial inquiries to qualified appointments.
• More targeted and efficient use of my sales time on high-potential buyers.
• Enhanced accuracy in predicting sales pipeline and forecasting.
• A higher average sales price due to better alignment with ideal buyer profiles.
Goal Area: Mastering the Discovery Process
Currently, I need to work on:
• Deepening my active listening skills to hear beyond stated needs to implicit desires.
• Developing and asking more impactful, open-ended questions about lifestyle, community, and future aspirations.
• Identifying emotional drivers that influence purchasing decisions for a new home.
• Effectively connecting specific Trilogy features and amenities directly to prospect benefits and pain points.
When this improves, this will be the result:
• Building stronger rapport and trust, leading to more transparent conversations with prospects.
• The ability to personalize every community tour and home presentation, making it highly relevant.
• Increased customer satisfaction because solutions are precisely tailored to their unique requirements.
• A higher likelihood of securing referrals from genuinely happy and well-matched homebuyers.
Goal Area: Enhancing Presentation & Closing Skills
Currently, I need to work on:
• Articulating the distinct value proposition of Trilogy by Shea Homes with greater clarity and conviction.
• Proactively addressing common objections and concerns with well-prepared, confident responses.
• Practicing diverse closing techniques to confidently guide prospects toward a decision.
• Creating a compelling sense of urgency and excitement for available homesites and inventory.
When this improves, this will be the result:
• A notable improvement in overall closing ratios and contract signing speed.
• Greater confidence in my ability to handle tough conversations and secure commitments.
• Prospects feeling assured and excited about their decision to purchase a Trilogy home.
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"I" Goals That Drive Exceptional Performance
I'm having my most successful year to date, exceeding all expectations.
My self-confidence is continuously growing, empowering me in every interaction.
I consistently deliver premium solutions for which I confidently expect fair compensation.
I remain focused on foundational sales principles and proven methodologies.
I am fully committed to leveraging and optimizing our established sales system.
I embrace challenges without fear of failure; every setback is an opportunity for learning and improvement.
I will strive to be assertively persuasive while maintaining a respectful and collaborative approach.
I demonstrate unwavering resolve; I commit to the task and see it through to completion.
I expertly address and navigate through any "I need to think it over" objections, driving decisions forward.
I effectively articulate my perspectives and insights with clarity and conviction.
My positive attitude is reinforced by my proactive actions; I just do it.
I confidently pursue ambitious goals: aiming for the top and asking for maximum value.
I prioritize efficient use of both my time and my client's time, focusing on mutual value.
My personal drive and internal commitment are paramount, independent of external validation.
Any sales challenge is merely a learning opportunity, not a personal failure.
I approach every interaction with the confidence that I don't "need" this specific sale, empowering me to genuinely serve.
I maintain my ground and perspective; if an outcome isn't ideal, it's a learning point for the process, not a personal defeat.
I possess unwavering belief in my capabilities and a deep understanding of my offerings.
My consistent activity and proactive behavior directly enhance and shape my positive attitude.
I am dedicated to performing all aspects of my role to the absolute best of my ability, striving for excellence.
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Attitude
My attitude is completely within my control. The way I choose to adapt to scenarios that may arise is a choice that I can master.
Attitude Drives Actions
Your mindset directly influences your actions, which in turn determine your results. Cultivating a positive, determined attitude is essential for sales success.
The right attitude includes:
- Belief in your product or service
- Confidence in your ability to help clients
- Resilience in the face of rejection
- Commitment to continuous improvement
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Behavior
My behaviors are the direct result of my attitude and what I choose to do.
Behavior Shapes Outcomes
Consistent, purposeful actions are the bridge between your attitude and your achievements. Effective sales behavior is learned and practiced, leading directly to measurable outcomes.
The right behaviors include:
- Consistent prospecting and outreach
- Active listening and understanding client needs
- Asking insightful, open-ended questions
- Clear and concise communication
- Diligent follow-up and persistence
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Techniques
My techniques are the specific methods I use to engage and persuade effectively, influencing client decisions and achieving sales goals.
Techniques Drive Results
Techniques are the practical application of your attitude and behavior. They provide the specific strategies and tools to navigate interactions, influence decisions, and consistently achieve desired sales outcomes.
The right techniques include:
- Asking probing questions
- Mastering active listening and empathetic responses
- Skillfully handling objections and using effective rebuttals
- Building genuine rapport and trust with clients
- Communicating value persuasively and clearly
- Guiding the client through the decision-making process
- Effective closing strategies
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Attitude/Behavioral Journal
Date_____________ Time (prior to 8:00am)_________________________________
The belief (I-Goal) that I need to have today: I am a valuable resource for my clients, expertly guiding them to discover their ideal Trilogy home and community. My positive attitude and proactive approach create exceptional buying experiences.
What I commit to accomplish (R-Goal) today: I will conduct 3 personalized discovery sessions, present the unique benefits of our community to 5 new prospects, and secure 1 new qualified tour appointment, ensuring every interaction moves the client closer to their dream home.
The one future goal I am focussing on today: To achieve President's Club status for the current fiscal year by consistently exceeding sales targets and building a reputation as a trusted advisor within Trilogy by Shea Homes.
Why I want it: To provide an exceptional future for my family, validate my commitment to professional excellence, and contribute significantly to the growth and success of Trilogy, while empowering more families to embrace the unparalleled lifestyle we offer.
What negative self-talk must I ignore? "This lead isn't serious," "I'm just another salesperson," or "They'll never afford it." I will actively replace these with affirmations of my expertise, the value of our community, and the potential for every client to find their perfect fit.
—REVIEW—
Did I maintain the believe throughout the day? ___________________________________________________________________ "I" Assessment (0-10) _______________
Did I accomplish what I committed to? ___________________________________________________________________________ "R" Assessment (0-10) ________________
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Attitude/Behavioral Journal
Date_____________ Time (prior to 8:00am)_________________________________
The belief (I-Goal) that I need to have today: "I am a trusted advisor, passionately committed to understanding each prospective buyer's unique needs and demonstrating how a Trilogy home perfectly fulfills their aspirations. Every interaction is an opportunity to build rapport and deliver exceptional value."
What I commit to accomplish (R-Goal) today: "I will conduct three high-quality discovery conversations with new prospects, uncovering their key motivations for a lifestyle community and addressing their top three concerns. I will also follow up on all outstanding action items from yesterday's tours within the first two hours of my day."
The one future goal I am focussing on today: "To achieve 'President's Club' status by exceeding my annual sales target, driven by consistently delivering unparalleled customer experiences that result in strong referrals and repeat engagement within the Trilogy community."
Why I want it: "Achieving this goal represents my mastery of the Trilogy sales process, validates my commitment to our brand, and allows me to profoundly impact our customers' lives by helping them realize their dream lifestyle. It also provides significant personal and professional growth, enabling me to further invest in my development and contribute to the team's success."
What negative self-talk must I ignore? "Ignore thoughts like 'This prospect isn't serious' or 'I might not have the answer.' Instead, focus on curiosity and the confidence that I can find solutions, knowing that every interaction is a learning experience and an opportunity to connect authentically."
—REVIEW—
Did I maintain the believe throughout the day? "Yes, I consistently focused on active listening and empathizing with prospect needs, rather than just presenting features. I felt genuinely engaged in finding the right fit for them." "I" Assessment (0-10) 8
Did I accomplish what I committed to? "I completed two high-quality discovery calls and initiated follow-ups for all prior tours, but one discovery call was cut short. I will reschedule it first thing tomorrow." "R" Assessment (0-10) 7
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The Dummy Curve in Sales Progression
The Novice
Them: 30%
You: 70%
The Amateur
Them: 50%
You: 50%
The Professional
Them: 70%
You: 30%
What is the moral of the K-Mart story?
The moral is clear: Failure to adapt to changing market conditions and evolving customer expectations leads to obsolescence. Continuous learning and innovation are crucial for sustained success in sales.
Regarding Presentations:
MD: Focus on the 'Why' for the customer, not just the 'What.' Understand their needs and present solutions that resonate emotionally and logically, leading to a compelling value proposition.
Stephen Covey: Begin with the end in mind. Structure your presentation to clearly articulate the desired outcome for the client, building value and trust at each step to guide them toward a confident decision.
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OK/ not-OK
List the first three words that come to mind when I say "a high-pressure sales tactic"
What words or phrases do salespeople use that make prospects feel not-OK?
- "Are you ready to make a decision today?"
- "This offer is only valid right now."
- "What's holding you back from moving forward?"
- "You wouldn't want to miss out, would you?"
- "I need to speak with your spouse."
Internal Buzzwords
(Company specific)
- "Community Vision"
- "Homeowner Journey"
- "Shea Difference"
- "Design Studio Experience"
- "Preferred Lender Program"
External Buzzwords
(Industry specific)
- "Escrow"
- "Amortization"
- "LTV (Loan-to-Value)"
- "HOA (Homeowners Association) Fees"
- "Contingency"
No jargon, unexplained acronyms, or manipulative language. Focus on clear, empathetic communication that addresses prospect needs and builds trust, ensuring they always feel heard and respected.
"Since most people (98%) want to feel OK about themselves, the way to feel OK about themselves is to find someone else who is more unprepared or ill-informed than they are."
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OK/ not-OK (continued)
"When people make you feel not-OK, you get rid of them."
Explain: This principle emphasizes that a salesperson must always maintain a strong "OK" emotional and psychological state. If a prospect's words or actions make you feel devalued, questioned, or defensive (i.e., "not-OK"), it's crucial to address this dynamic. You either re-establish your "OK" position within the interaction or strategically disengage if the relationship proves detrimental to your effectiveness or self-worth. This isn't about arrogance, but about professional self-preservation and maintaining a posture of strength and confidence.
"Salespeople don't get thrown out, they are eased out"
Explain: Prospects rarely explicitly tell a salesperson to leave. Instead, they subtly disengage, make excuses, or prolong the sales process indefinitely. This "easing out" is a passive rejection that often stems from the salesperson failing to establish or maintain their "OK" status, or from an imbalance where the prospect feels "more OK" and in control. Recognizing this subtle dismissal allows the salesperson to re-evaluate their approach and prevent further wasted time by either re-engaging effectively or qualifying out the opportunity.
"As a profession, salespeople are one of the most not-Ok groups in existence. So if both the prospect and I are fighting for OK-ness, someone is going to lose"
Explain: Historically, salespeople have often been perceived as manipulative or untrustworthy, placing them in a "not-OK" societal position. If a salesperson enters an interaction feeling this inherent "not-OK-ness" and simultaneously encounters a prospect who is also trying to assert their own dominance or control (their "OK-ness"), a conflict arises. Both parties cannot be "more OK" than the other without creating an adversarial dynamic. This struggle for perceived superiority inevitably leads to one party (often the salesperson) feeling diminished or the entire interaction breaking down, resulting in a lost opportunity.
"The old stuff (traditional sales training) is good, it's just old. The new stuff is good, but it hurts."
What does this rule mean to me? This means that while foundational sales techniques (the "old stuff") are still valuable and provide a necessary base, they might not be sufficient for today's complex sales environment. Modern sales methodologies (the "new stuff") often challenge conventional wisdom, requiring salespeople to step out of their comfort zones, embrace vulnerability, and adopt more challenging, yet ultimately more effective, approaches. This shift can be uncomfortable ("it hurts") because it demands personal growth, new habits, and a willingness to confront ingrained behaviors, but it's essential for achieving higher levels of success.
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OK/ not-OK (continued)
Suggestions for OK / Not-OK
Struggle on purpose.
Don't be so quick with all the answers.
Be assertive without being aggressive.
No muscle flexing!
If my prospect flexes his muscles, I'll let them.
When under attack, fall back!
Ask for help...even when I don't need it. It involves the prospect.
Take total responsibility for the problem. "It's my fault..."
Never isolate the prospect or their problem.
Always let the prospect preserve his or her dignity.
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Reversing
My success as a sales consultant, as well as the size of my income is based more on the amount of information I obtain than the amount of information I give.
What is the moral of the "Little Jimmy" story? The moral of the "Little Jimmy" story is that making assumptions about a prospect's needs or intentions, or providing solutions prematurely without fully understanding their underlying motivations, can lead to miscommunication and lost opportunities. It emphasizes the critical importance of active listening and asking strategic questions to uncover true desires and potential objections.
What is Reversing? Reversing is a powerful sales technique where, instead of directly answering a prospect's question, you respond with a strategic question of your own. Its purpose is to gain clarity, understand the true intent behind their inquiry, uncover deeper information, and maintain conversational control to guide the prospect towards their own solutions.
It IS NOT being evasive or avoiding the question.
What does Reversing accomplish?
- Uncovers underlying needs and objections: Gets to the root of a prospect's concerns or curiosity.
- Maintains control of the conversation: Keeps you guiding the discussion, rather than being interrogated.
- Prevents premature solutions: Ensures you don't offer a solution before fully understanding the problem.
- Builds rapport and trust: Demonstrates genuine interest in the prospect's situation, not just making a sale.
- Empowers the prospect to self-discover: Helps them articulate their own needs and reasons for buying.
What is the Rule of Three Plus? The Rule of Three Plus is a guideline in sales that suggests when a prospect asks a question, you should aim to "reverse" it (ask a clarifying question) at least three times before providing a direct answer, if one is even necessary. The "plus" signifies that you should continue to ask questions as long as you are gaining valuable information. This ensures you fully understand the prospect's intent and can address their core concern effectively.
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Reversing (continued)
How many times do I run into my prospect's icebergs?
How many times are the real issues well below the surface of what they say?
"Never go into a box!"
Prospect: "Do you have more than one of these in stock?"
CR: (excited as you sense a sale) "Why, yes!"
Prospect: "I wonder if all the others are just like this one?"
CR: "As many as you want."
Prospect: "That's good, because I was hoping to compare it to something else I saw."
"Prospects are self-interested. They don't care about what I think is important, they only care about what they themselves think is important."
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Sample Reverses to Questions
1
Which means...?
2
You must be asking me that for a reason.
3
What were you hoping I could do?
4
And that would allow you to...?
5
How much were you hoping it would be?
6
Have you already made up your mind...that I couldn't help?...that you won't pay any more?...that it would be unfair to the person you're currently working with if you were to talk to me?...that there isn't a better than you have now?
7
Is it over?
8
Now that it's over, may I ask you a couple of questions?
9
What is it that we said to one another that you ... didn't like; ...made you decide that I couldn't help?
10
Are you open to...Inviting me over?…Discussing your situation?…Finding out whether or not we had something for one another?…Discovering how I might help?
11
How committed are you to dealing with these issues?
12
What happens if nothing changes?
"Prospects are self-interested. They do not care about what I think is important, they only care about what they perceive is valuable."
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Reversing Statements
When reversing, the three most important words are: You, Tell me more, and What.
"When a prospect is emotionally involved they will never see your reverses."
Means:If a prospect is genuinely engaged and emotionally invested in their needs and finding a solution, they will be receptive to your questions and see them as a genuine attempt to understand and help, rather than as a sales tactic or a challenge to their statement. Their focus is on their outcome, not on the sales process itself, making them less likely to feel 'sold.'
Questions can be abrasive. What are softening statements?
1
That's a good question...
2
That's a good point...
3
I'm glad you asked...
4
That sounds important...
5
I appreciate that...
6
I understand...
7
That could be trouble...
8
You've done your homework...
9
Makes sense...
10
Everyone asks that...
"Never justify, explain, or defend."
Means:When confronted with an objection or statement, avoid getting drawn into a debate or trying to prove your point. Justifying, explaining, or defending can undermine your position, make you appear less confident, and shift the focus from the prospect's needs to your own. It often triggers further resistance.
What do I need to do instead? Instead, acknowledge their statement, validate their perspective (without agreeing with the content), and then reverse it back to them with a question to gain further understanding and keep them talking. Your goal is to understand their thinking, not to win an argument.
"Never make a move without a commitment."
Means: Always ensure you have a clear, agreed-upon next step or decision from the prospect before concluding a conversation or moving forward. This could be a commitment to another meeting, to provide specific information, or to make a decision (e.g., "Would you like to schedule a follow-up to discuss floor plans?"). Without a commitment, the sales process can stall indefinitely.
"Never answer an unasked question."
Means: Avoid making assumptions about what information a prospect needs or wants. Providing unrequested information can overwhelm them, distract from their core concerns, or address issues that aren't actually important to them. Wait for the prospect to explicitly ask before offering details or solutions.
When shouldn't I reverse?
- 1) When the prospect asks a direct, factual question that requires a straightforward answer (e.g., "What are your operating hours?" or "What's the price of that model?").
- 2) When the prospect is already emotionally invested, fully engaged, and clearly communicating their needs and desires. Reversing here could feel unnatural or interrupt their flow.
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Dealing with Wishy Washy Words
Vague Language
- Probably
- Perhaps
- Maybe
- Possibly we might
- There's a possibility
- We could
Your response: "But you're not sure?"
Indecisive Phrases
- Thinking about
- Considering
- Weighing the alternatives
- Analyzing
- Looking into
Your response: "But you haven't made any decisions yet?"
Prospect says: "What can you do for me?"
Your response: "I don't know…I'm not sure…Maybe nothing …"
Prospect says: "I don't think we need to meet"
Your response: "That's probably a good decision. How did you come to that? Makes sense….for a reason."
Prospect says: "Just send me some info"
Your response: "I'd be glad to. After you have read through it, what would you like me to do then?"
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The "Buyer/Seller Game"
Remember the game show "Password"?
List some "clue" words if the "password" was OBJECTION.
CONCERN HESITATION STALL
DOUBT PRIORITY VALUE
Why is sales the only profession where we give information away for free?
What is a "think it over" ninety-five times out of one hundred? A veiled objection or a polite way to say "no".
It often indicates that the prospect has an unspoken concern or is not fully convinced of the value proposition.
Your role is to uncover these hidden objections and address them directly.
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The "Buyer/Seller Game"
Seller's System
1. Proactive Discovery: Asking insightful questions to uncover needs, desires, and motivations.
2. Value Proposition: Tailoring presentations to demonstrate how our offerings uniquely solve their challenges and enhance their lifestyle.
3. Guidance & Expertise: Leading the buyer through a structured process, providing expert advice and clear next steps.
Buyer's System
1. Information Gathering: Requesting brochures, pricing, and details without deep engagement or commitment.
2. Comparison Shopping: Using initial information to compare against competitors or other options without fully understanding value.
3. Delaying Decisions: Expressing "think it over" or needing more time without a clear reason or defined next action.
Your System
1. Build Rapport & Trust: Establish a genuine connection, making the buyer feel heard and understood.
2. Deep Dive Discovery: Uncover their deepest needs, priorities, and emotional drivers for a new home.
3. Educate & Empower: Provide valuable insights and options, allowing the buyer to make informed decisions.
4. Align Solutions to Needs: Present specific Trilogy offerings that directly address their identified desires and lifestyle goals.
5. Navigate Objections: Proactively address concerns and clarify misunderstandings with confidence and empathy.
Whenever I follow the Buyer's System, I know I've just made the wrong choice at:
Giving away too much information - Without fully understanding the buyer's true needs and motivations.
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Bonding and Rapport
What does Rapport mean?
Rapport is a state of mutual understanding, trust, and empathy between two or more individuals. In sales, it refers to the harmonious and comfortable relationship built with a prospect, creating an environment where they feel heard, valued, and safe to share their needs and concerns.
It's the foundation for effective communication, allowing for genuine connection and minimizing resistance.
"You are my trusted advisor when you listen to my needs in my home buying journey."
This old expression means:
This expression highlights that true rapport and trust are earned when a salesperson genuinely focuses on the prospect's individual needs and preferences throughout their purchasing process. It signifies moving beyond a transactional interaction to a consultative partnership, where the prospect perceives the salesperson as an expert guide committed to their best interests, rather than solely focused on closing a deal.
Why is this "Defense Wall" created by my prospect?
Prospects often erect a "Defense Wall" due to past negative experiences with pushy salespeople, a general skepticism towards sales pitches, fear of making a bad decision, or a perceived lack of transparency. They anticipate being "sold to" rather than genuinely helped, leading to caution, resistance, and a reluctance to share open and honest information.
"Buyer Beware" means:
"Buyer Beware" (caveat emptor) means that the buyer is solely responsible for exercising due diligence, verifying information, and assessing the quality and suitability of a product or service before purchase. In sales, it reflects a historical perception where the burden of risk falls on the buyer, often implying a lack of trust or a need for caution when dealing with sellers.
How could I dissolve this "Defense Wall"?
To dissolve the "Defense Wall," focus on building genuine rapport and trust from the outset. This involves active listening, asking open-ended questions to understand their true motivations and concerns, demonstrating empathy, providing transparent information, and positioning yourself as a helpful resource and expert guide. Shift the focus from selling to serving, and consistently prioritize their best interests over your own.
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Communication Pie
The "Communication Pie" illustrates the relative impact of different communication elements on our message's reception. Explain the concept and what each slice represents:
This model, often attributed to Dr. Albert Mehrabian, suggests that when communicating feelings and attitudes, only 7% of our message comes from the words we say (Verbal). A much larger portion, 38%, is conveyed through our tone of voice (Tonality), including pitch, pace, and volume. The most significant impact, 55%, comes from our body language (Physiology), encompassing gestures, posture, and facial expressions. Understanding this "pie" is crucial for effective communication and building rapport, as non-verbal cues often speak louder than words.
Examples of "Verbal"
List examples:
- The specific words chosen to convey information.
- The vocabulary used (e.g., formal vs. informal).
- The clarity and conciseness of the message.
- Technical terms or jargon used.
- The factual content of the conversation.
Examples of "Tonality"
List examples:
- Pitch: The highness or lowess of your voice.
- Pace: The speed at which you speak.
- Volume: How loudly or softly you speak.
- Inflection: The rise and fall of your voice.
- Enthusiasm: The energy conveyed through your voice.
Examples of "Physiology"
List examples:
- Body Language: Posture (open vs. closed).
- Eye Contact: Maintaining appropriate gaze.
- Facial Expressions: Smiles, frowns, nods.
- Gestures: Hand movements to emphasize points.
- Proximity: The physical distance maintained.
The most important Bonding & Rapport Rule is: Communicate to my prospects or customers in the same manner in which they speak and behave in their world.
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5 Steps to The Up Front Agreement
A clear up-front agreement sets the stage for a productive and respectful interaction. It empowers both parties and streamlines the sales process by eliminating guesswork.
01
Time Commitment
Clearly state the expected duration of the meeting or interaction to manage expectations effectively.
- "To ensure we respect your schedule, this discussion will take approximately [X] minutes. Does that timeframe work for you?"
- "We'll cover [specific topics] within the next [Y] minutes, allowing ample time for your questions."
02
Topic & Purpose
Define the specific subject matter and the clear objective of the discussion from the outset.
- "Today, our goal is to explore how [specific Trilogy home feature/community] aligns with your lifestyle needs."
- "We're here to understand your vision for a new home and identify which of our options best suits you."
03
Agenda Overview
Outline the sequence of activities or points that will be covered during the conversation.
- "Our plan is to first understand your priorities, then showcase relevant home designs, and finally discuss the next steps."
- "We'll start with your 'must-haves,' then review our community amenities, and conclude with an answer to any questions you may have."
04
Benefit to Them
Articulate the value or outcome the prospect will gain from investing their time in the interaction.
- "By the end of our conversation, you'll have a clear understanding of how a Trilogy home can enhance your active adult lifestyle."
- "You'll leave with personalized information on floor plans, pricing, and community features tailored to your interests."
05
Final Confirmation & Next Steps
Confirm mutual agreement on the proposed framework and define what actions will follow the current interaction.
- "Does this sound like a productive use of our time together? Is there anything else you'd like to add or change?"
- "If we achieve our goals today, what would be a logical next step for you?"
Things to Remember
- Always propose the upfront agreement, don't demand it.
- It's a collaborative process; ensure the prospect feels heard and included.
- Be flexible and willing to adjust the agreement based on the prospect's input.
- An effective upfront agreement builds trust and reduces perceived sales pressure.
- Clearly define roles: yours as the guide/expert, and theirs as the decision-maker.
- Revisit or refine the agreement if the conversation deviates significantly.
- The goal is clarity, mutual respect, and a shared understanding of expectations.
- Use it to empower the prospect, giving them control and confidence in the process.
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The Concept of "Pain"
Let's dive into what truly motivates buying decisions, beyond just features and benefits. This exercise challenges conventional sales wisdom.
Features and benefits do not matter. Explain:
While features describe what a product *is* and benefits explain what it *does*, neither addresses the core emotional drivers of a buying decision. Customers aren't interested in a list of product attributes; they are interested in how those attributes solve their specific problems, alleviate their pains, or help them achieve their desired outcomes. Focusing solely on features and benefits without first understanding the prospect's underlying needs often leads to a disconnect and a missed opportunity to truly connect with their motivations.
People don't buy Features and Benefits. So, what do they buy?
People buy solutions to their problems, relief from their "pain," and the feeling of achieving a better future state. They purchase the transformation your product or service offers. This involves understanding their current struggles (pain points), their aspirations, and the emotional connection between their current situation and their desired outcome. They buy comfort, peace of mind, status, convenience, belonging, or the removal of an irritant – essentially, the emotional resolution that your offering provides.
I don't sell a product or service. What do I sell?
The feeling to the outcome
"You can't sell anybody anything, you help them discover that they want it."
Explain:
This quote underscores the essence of consultative selling. It means that effective selling isn't about convincing someone to buy something they don't need or want. Instead, it's about guiding the prospect through a discovery process where they identify their own needs, challenges, and aspirations. Through insightful questioning, active listening, and empathetic understanding, you help them articulate their "pain" and visualize a better future. By facilitating this self-discovery, the prospect arrives at the conclusion that your offering is the natural and best solution for their unique situation, making the purchasing decision their own, rather than yours.
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Understanding Your Prospect's "Pain"
Identifying a prospect's underlying "pain" is key to effective sales. This isn't just about surface-level problems, but the deeper issues driving their need for a solution.
The Pain Triangle
True motivation to change comes from understanding three distinct levels of pain a prospect might be experiencing:
1. Financial Pain:
This relates to monetary costs, lost revenue, or inefficient spending. It's about how the problem hits their bottom line.
Examples:
Direct costs, such as excessive spending on inefficient tools or services.
Opportunity costs, like lost revenue from missed sales or market opportunities.
2. Personal Pain:
This focuses on the emotional or individual impact. How does the problem affect their daily life, stress levels, or career?
Examples:
Increased stress and burnout for employees or leadership due to unresolved issues.
Damage to personal reputation or credibility within the company or industry.
3. Strategic Pain:
This covers inefficiencies, lost productivity, competitive disadvantage, or missed opportunities.
Examples:
Failure to meet strategic business objectives or market share goals.
Inability to scale operations, innovate, or adapt to market changes effectively.
The Pain Funnel
Use these questions to dig deeper and uncover the true scope and impact of a prospect's pain:
- Tell me more about that.
- Can you be a bit more specific?
- How long has that been a problem?
- Have you tried to fix it before?
- And that worked?
- How much do you suppose that is costing you?
- ...would be worth to you (time, business, money, profits)
- How do you feel about that?
- Does anyone else know?
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Budget
Before entering the Budget Step, I must first:
- Clearly identify and confirm the prospect's primary pain points and their impact.
- Establish the perceived value and desired outcomes our solution can deliver.
- Ensure the prospect is qualified and has a genuine need for our offerings.
Why do people have difficulty talking about money?
Prospects often feel uncomfortable discussing money due to a fear of overpaying, revealing too much personal financial information, losing negotiating power, or admitting to budget constraints. It's a sensitive topic that touches on personal security and perceived value.
What should I say to move into the Budget Step?
“To ensure we’re designing the best solution that truly meets your needs, it’s important to understand your investment parameters. What range are you looking to allocate for this type of solution?”
What are three possible responses the prospect can give me?
- "I don't have a budget in mind." or "I'm not sure."
- "We've allocated [specific, often low] amount."
- "I'm still exploring options, so I don't want to commit to a number."
How should I respond to #1 and why?
Respond with: "That's perfectly understandable. Most people don't have an exact figure until they see the value. To help me narrow down the options and provide the most relevant information, could you share a round number you're comfortable investing to achieve the outcomes we discussed?" This response validates their uncertainty and pivots to a more comfortable "round number" discussion, framing it as a collaborative effort.
Why use the word "share"?
Using "share" makes the conversation feel less like an interrogation and more like a collaborative discussion. It implies a mutual exchange of information rather than a demand for data, fostering trust and openness.
Why use the phrase "round numbers"?
Asking for "round numbers" reduces the pressure on the prospect to provide an exact figure they might not have or feel comfortable revealing. It signals that a precise commitment isn't immediately required, making them more likely to offer a general range.
How should I respond to #2 and why?
Respond with: "Thank you for sharing that. To clarify, is that the total budget you've allocated, or is there some flexibility if we can demonstrate a return that justifies a higher investment?" This approach acknowledges their stated budget while gently probing for potential flexibility based on value, rather than immediately dismissing their number as too low.
How should I respond to #3 and why?
Respond with: "I appreciate your transparency. Many of our clients start by exploring various solutions. To ensure I'm only showing you options that are a true fit, could you help me understand what a reasonable investment for this type of solution might look like for your business?" This response respects their exploratory phase while still attempting to qualify their financial expectations.
What is "bracketing"?
"Bracketing" is a sales technique where you offer a prospect a range of prices (e.g., "$50,000 to $70,000") rather than a single number. This helps manage expectations, anchors their thinking, and avoids sticker shock, while still guiding them towards an acceptable investment level.
When "bracketing," why should I pick the lower range?
You should pick the lower range because it sets an initial anchor that feels more approachable. If the prospect agrees to the lower end, you can then build value to justify moving towards the middle or higher end of the bracket. Starting high can prematurely disqualify prospects who might have been open to a slightly higher investment once value is proven.
"There is never enough in the budget." Why?
This often stems from a lack of perceived value, not an actual lack of funds. If a prospect doesn't fully grasp the return on investment or the cost of inaction, the budget will always feel insufficient. It can also be a stall tactic or a way to avoid making a decision, especially if there's no clear champion or urgent pain.
What is a Monkey's Paw?
The "Monkey's Paw" is a negotiating tactic where you grant a prospect's request (often for a discount or concession) but attach a condition or trade-off that benefits you or maintains your value. It's named after the classic short story where wishes come true with unforeseen, negative consequences.
What is the purpose of a Monkey's Paw?
The purpose is to avoid giving away concessions without receiving something in return, thereby protecting your margins, maintaining the perceived value of your offering, and preventing the prospect from continually asking for more discounts. It turns a concession into a negotiation.
How can I use the Monkey's Paw technique?
When a prospect asks for a discount, respond with something like: "I understand your need to manage costs, and I can explore a slight adjustment on the price, provided we can finalize the agreement by the end of the week." or "We could offer that price if we scaled back on [specific feature/service]." The key is to link your concession directly to a condition that either closes the deal faster, simplifies the offering, or increases your volume.
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Decision
Before entering the Decision Step, I must first:
- Confirm the prospect fully understands the value proposition and benefits.
- Address all remaining questions, objections, and concerns to their satisfaction.
- Ensure all key decision-makers are present or have been thoroughly engaged throughout the process.
- Reiterate how our solution uniquely meets their specific needs and desired outcomes.
Budget issues are kept off the table because of effective pre-qualification and thorough upfront budget discussions in earlier stages, ensuring financial alignment and preventing surprises at the decision point. This proactive approach allows us to focus solely on fit and value during the decision phase.
Decision issues are kept off the table because of a well-executed discovery process, continuous consensus-building with all stakeholders, and clearly defined next steps established throughout the sales cycle. The aim is for the decision to be a natural progression rather than a sudden, high-pressure event.
Why should I leave the word "Decision" out of the conversation?
Using the explicit word "Decision" can inadvertently create pressure, evoke a sense of finality, or make prospects defensive. It can sound confrontational rather than collaborative. Instead, framing it as "moving forward," "taking the next step," "finalizing the plan," or "reaching a mutual agreement" maintains a positive, collaborative tone and reduces perceived risk for the prospect, making the progression feel more natural and less like a high-stakes moment.
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Fulfillment
Before entering the Fulfillment Step, I must first:
- Confirm the prospect's stated needs and desires match the proposed solution.
- Verify budget alignment and decision-making authority of the prospect.
- Ensure all prospect concerns and questions have been addressed.
- Reiterate the unique value proposition tailored to the prospect's specific situation.
- Obtain explicit verbal commitment from the prospect to move forward with the next step.
"Sell today, educate tomorrow. Only use what you know in relation to taking care of your prospect's pain." Means?
Focus on solving the prospect's immediate problems and meeting their core needs during the initial sales interaction. Avoid overwhelming them with excessive product features or technical details that aren't directly relevant to their stated pain points.
Prioritize understanding and alleviating their current challenges, positioning your solution as the direct answer. Deeper education can follow once trust is established and the initial value has been clearly demonstrated and accepted.
"No Ball Bearings." Here are examples of my Ball Bearings.
Ball Bearings are preconceived notions or assumptions about a prospect that can prevent a truly responsive and adaptive sales approach. They create friction and limit our ability to genuinely listen and respond to the prospect's unique situation.
1. Assuming a prospect's budget based on their appearance or initial statements without direct qualification.
2. Presuming a prospect's timeline for purchase without asking about their urgency or decision factors.
3. Believing a prospect "isn't serious" because they didn't react with immediate enthusiasm, rather than exploring underlying hesitations.
"The prospect has to pay for a presentation." Means?
The "payment" is not monetary, but an investment of the prospect's time, attention, and commitment. Before delivering a full presentation, the prospect must demonstrate genuine interest and qualify themselves by engaging in meaningful dialogue, sharing information, and agreeing to specific next steps.
It emphasizes that our time and expertise are valuable, and a presentation should only be given to a truly qualified and engaged prospect who has shown they are willing to invest their attention in finding a solution.
"You don't have to finish!"
This means you are not obligated to complete a full presentation or continue a sales conversation if it becomes clear the prospect is not a good fit, is disengaged, or if their needs do not align with our offerings. It's about efficient time management and focusing efforts on qualified prospects.
Knowing when to gracefully disengage can save both the salesperson and the prospect valuable time, allowing you to reallocate resources to more promising opportunities. It requires confidence and an objective assessment of the situation.
"Work off the prospect's responses. Don't be creative."
This principle stresses the importance of active listening and tailoring your sales approach directly to the prospect's verbal and non-verbal cues. Your conversation should be a dynamic response to their input, not a pre-scripted monologue or an attempt to impress with cleverness.
Instead of trying to be "creative" with unique pitches or dazzling rhetoric, focus on being genuinely responsive, addressing their specific concerns, and speaking directly to their stated needs and priorities. Relevance trumps novelty in effective sales.
"Don't be afraid to abort!"
This reinforces the idea that it's acceptable, and often necessary, to end a sales process if it's not progressing or if critical qualification criteria are not met. Aborting means recognizing a dead-end early to prevent wasted time and resources for both parties.
It's a strategic decision to disengage from an unproductive path, allowing you to pivot to other prospects who are more likely to become valued clients. This requires discipline and the ability to separate emotion from business reality.
What is the "1 to 10 Thermometer Technique?"
The "1 to 10 Thermometer Technique" is a closing or commitment-seeking strategy where you ask a prospect to rate their level of interest or readiness to proceed on a scale of 1 to 10, with 1 being "no interest" and 10 being "ready to buy now."
If they give a low number (e.g., 5 or below), you ask, "What would it take to get you to a higher number, say an 8 or 9?" This helps uncover objections or missing information. If they give a high number (e.g., 7 or above), you ask, "What makes it a [their number] and not a 10?" This helps solidify their commitment and address any lingering doubts before asking for the close.
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Post Sell
For an effective Post-Sell step, I must deal with these three critical issues:
- Mitigating Buyer's Remorse immediately after commitment
- Reinforcing the value proposition and benefits of their decision
- Addressing any lingering doubts or external influences that could jeopardize the sale
How do I feel once I've made a major buying decision?
Excited, relieved, but often a surge of anxiety or second thoughts immediately follows.
A few days later?
Doubts can increase, I might seek validation for my decision, or wonder if I made the right choice, especially if I haven't been adequately "post-sold."
"Never give up control of the sale. Deal with 'Buyer's Remorse' while you're still in front of your prospect."Proactively address potential doubts and reinforce the positive aspects of the decision before the client leaves, cementing their commitment and preventing post-purchase anxiety.
"Give the Buyer the opportunity to 'back out' now."By openly addressing any remaining hesitations or "what ifs" with the client before the sale is finalized, you can resolve them and strengthen their conviction, making the commitment more robust.
"You can't lose anything you don't have!"Maintain a detached perspective on each sale; your value is not tied to any single transaction. This empowers you to walk away if necessary and avoid desperation, which prospects can sense.
"The sale is actually closed when you get the signed contract, take it to the title company, it funds, and it closes!"
"Don't buy back tomorrow the product/service you sold today!"Avoid any actions or concessions after the sale that undermine the value or terms agreed upon, ensuring the client remains confident and committed to their purchase.
"On the way to the bank, keep one eye over your shoulder."Remain vigilant and proactive in the post-sell process, ensuring all contingencies are met and potential issues (like buyer's remorse) are addressed until the transaction is fully completed and secured.
My Number One Customer is: The current client who has just committed, ensuring their satisfaction and loyalty.
My Number One Customer is Horace's: The client who is buying a home from me, focusing on their satisfaction and experience throughout the entire process.
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Tour Debriefing
Prospect/Client: ____________________________________ Date: ______________ Location: ______________
Lessons Learned:
Reflect on key observations, strengths, and areas for improvement during the tour and sales interaction.
Reflect on key observations, strengths, and areas for improvement during the tour and sales interaction.
What is mutually agreed to happen next?
Clearly document the next steps, responsibilities, and timelines agreed upon by both parties to advance the sales process.
Clearly document the next steps, responsibilities, and timelines agreed upon by both parties to advance the sales process.
1
Bonding & Rapport
- What did we talk about?
- Communication Style: V.A.K.
- Did we struggle on purpose (OK/not-OK)?
2
Up Front Agreement (UFA)
- Was the invite clear?
- Did we confirm their agenda?
- Did we establish Yes-No-TIO?
3
Pain
- Was the core problem uncovered?
- How long has the pain lasted?
- What's the personal impact?
- What's the cost (per month/year)?
4
Budget
- Reviewed UFA & Pain points?
- Do they have the amount (where, amount, who)?
- Amount willing to spend?
- What's the cost without our solution?
5
Decision
- Reviewed UFA, Pain & Budget?
- What's their decision process?
- When (1, 2, 3) will they decide?
6
Fulfillment
- Was the contract clearly established/reviewed?
- Were all "Decision Makers" present?
- Reviewed UFA (Yes-No-TIO)?
- Did we only address the uncovered pains?
7
Post Sell
- How did I prevent buyer’s remorse?
- How did I handle competition?
- Did I ask for introductions?
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Closing Notes
What is the most important thing I learned at this conference?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
How will I adapt my current process to introduce these learnings?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
What can I commit to right now that I will hold myself accountable to staying with?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
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Things to Remember
Always lead with a customer-centric approach, focusing on understanding and fulfilling their unique dreams and lifestyle aspirations within Trilogy by Shea Homes.
Master your product knowledge: deeply understand the features, benefits, and unique selling propositions of each Trilogy home and community.
Build genuine rapport and trust with every prospect; remember, buying a home is an emotional journey, and you are their trusted guide.
Effectively communicate the unparalleled value of the Trilogy lifestyle, not just the physical home, emphasizing community, amenities, and future enjoyment.
Anticipate and gracefully handle objections by listening actively, empathizing, and providing clear, confident solutions that reaffirm value.
Implement a consistent and personalized follow-up strategy, nurturing leads and maintaining engagement throughout their decision-making process.
Cultivate a resilient and positive mindset, viewing every interaction as an opportunity and learning from both successes and challenges.
Commit to continuous learning and professional development, staying updated on market trends, sales techniques, and community offerings.
Leverage the power of teamwork and collaboration within your sales center; shared knowledge and support strengthen overall success.
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Things to Remember
Active Listening & Discovery
Truly understand your prospective buyer's needs, aspirations, and lifestyle by asking open-ended questions and actively listening to their responses. This is key to tailoring your presentation effectively.
Showcase Value, Not Just Features
Translate the features of a Trilogy home or community into tangible benefits for the buyer. How will the floor plan, amenities, or location enhance their daily life and future?
Build Genuine Rapport & Trust
Buyers are looking for a trusted advisor. Establish a personal connection, demonstrate empathy, and be transparent. Trust is the foundation of every successful sale.
Master Objection Handling
Anticipate common objections and prepare thoughtful, value-based responses. View objections as opportunities to further clarify and reinforce the unique value proposition of a Trilogy home.
Strategic Follow-Up
Implement a consistent and value-driven follow-up strategy. Provide useful information, address any remaining questions, and gently guide the buyer towards their decision, respecting their timeline.
Continuous Product & Market Knowledge
Be an expert on Trilogy's offerings, community details, and local market trends. Your knowledge instills confidence and positions you as an invaluable resource to the buyer.
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Things to Remember
- Master Your Product Knowledge: Deeply understand the unique selling propositions of each Trilogy by Shea Homes community, floor plan, and upgrade option. Be prepared to articulate the value and benefits that resonate with the discerning buyer.
- Embrace Active Listening: Truly listen to your prospective buyers to uncover their unspoken needs, desires, and concerns. Tailor your presentation to address these specific points, rather than delivering a generic pitch.
- Build Genuine Rapport: Focus on creating authentic connections. Buyers often remember how you made them feel. A trusting relationship is foundational to a successful sale, especially for a significant purchase like a home.
- Anticipate and Address Objections: View objections as opportunities to clarify and reinforce value. Prepare common objections related to price, timeline, or competition, and have well-thought-out, empathetic responses ready.
- Guide Through the Journey: Be an expert guide through the entire home-buying process. From initial inquiry to closing and beyond, clearly communicate each step, manage expectations, and provide reassurance.
- Leverage Digital Tools Effectively: Utilize our CRM, virtual tour platforms, and online resources to enhance the buyer experience and streamline your workflow. Personalize digital communications to maintain engagement.
- Prioritize Consistent Follow-Up: Develop a strategic follow-up plan that adds value with every interaction. This demonstrates commitment and keeps Trilogy by Shea Homes top-of-mind for potential buyers.
- Showcase the Trilogy Lifestyle: Sell the experience, not just the house. Highlight the vibrant community, amenities, and social opportunities that make living in a Trilogy by Shea Home truly exceptional.
- Commit to Continuous Improvement: Regularly seek feedback, participate in training, and analyze your performance. The sales landscape is always evolving, and so should your skills and strategies.
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Things to Remember
Deeply understand each prospect's unique lifestyle needs and aspirations: Focus on their "why" for moving, not just the "what."
Master Trilogy's unique value proposition and community features: Be able to articulate how our amenities and home designs specifically benefit the 55+ active adult lifestyle.
Practice active listening to uncover unspoken needs and concerns: Ask open-ended questions and truly hear their responses to build genuine rapport.
Proactively address potential objections by demonstrating value: Turn concerns into opportunities to highlight Trilogy's benefits and solutions.
Clearly define the next steps in the sales process: Always guide prospects towards a logical, comfortable progression, whether it's another visit, a design studio appointment, or writing an offer.
Implement a consistent and personalized follow-up strategy: Stay top-of-mind by providing relevant information and maintaining a supportive, non-pressuring presence.
Maintain a positive, resilient, and growth-oriented mindset: Every interaction is a learning opportunity; embrace challenges and celebrate successes.
Stay informed on local market trends, competitive offerings, and community updates: Position yourself as a knowledgeable expert and trusted advisor.
Create an unforgettable and personalized experience for every homeowner journey: From initial contact to move-in, ensure every touchpoint reinforces the Trilogy promise.
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Things to Remember
Understand the Trilogy Lifestyle
Go beyond floor plans; articulate the vibrant active adult community experience, highlighting social opportunities, wellness programs, and amenities that cater to their aspirations.
Master Product & Community Knowledge
Be the expert. Know every home design, upgrade option, and community feature inside and out. Connect these details directly to the buyer's needs and desires.
Build Authentic Relationships
Focus on genuine connection and understanding. Buyers are making a significant life decision; rapport and trust are crucial for a successful and satisfying purchase.
Provide Tailored Solutions & Personalization
Guide buyers through the journey of making their home uniquely theirs. Showcase customization options that align with their vision, demonstrating how their dream home can become a reality.
Leverage the Shea Homes Reputation
Communicate the value of buying from Shea Homes. Emphasize our legacy of quality, award-winning design, and unwavering commitment to customer satisfaction and service excellence.
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Things to Remember
- Customer-Centric Approach: Always prioritize understanding and addressing the unique needs and aspirations of each homebuyer.
- Build Authentic Relationships: Cultivate trust and rapport by listening actively and showing genuine empathy.
- Master Product Knowledge: Be an expert on Trilogy by Shea Homes communities, features, and the lifestyle they offer to confidently guide prospects.
- Effective Objection Handling: Anticipate concerns and prepare thoughtful responses that reframe objections into opportunities.
- Consistent Follow-Up: Maintain timely and personalized communication to nurture leads and move them through the sales journey.
- Positive Mindset & Resilience: Embrace challenges as learning opportunities and maintain a confident, optimistic outlook.
- Continuous Improvement: Dedicate time to learning new sales techniques, market trends, and personal development.
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Trusted Advisor Exercise
Principle: Active Listening and Empathy
Definition: The practice of fully concentrating on what is being said, both verbally and non-verbally, to understand the client's perspective, feelings, and underlying needs, without judgment or interruption. This builds rapport and mutual respect, forming the foundation of a trusted relationship.
The Situation
A prospective buyer expresses general interest in a Trilogy home but seems hesitant or mentions a past negative experience with another home purchase. They might state a surface-level need without revealing deeper concerns or unspoken desires for their ideal lifestyle.
The Risk if Trust is Lacking
If we don't actively listen and empathize, we might jump to solutions that don't address their real concerns. This can lead to the client feeling misunderstood, disengaging, or choosing a competitor who appears to listen better, ultimately losing the sale or fostering dissatisfaction after the purchase.
The Trusted Advisor Move
Pause and create space for the client to elaborate. Ask open-ended, probing questions to uncover their deeper motivations, fears, or aspirations related to homeownership and community living. Validate their feelings and reflect their statements to show you've heard and understood them. Focus on understanding their "why" behind their "what."
Language You Might Use
- "It sounds like you've had a challenging experience before. Could you tell me a bit more about what happened and what you're hoping to avoid this time?"
- "Beyond the features, what does a new home at Trilogy truly mean for your lifestyle and future plans?"
- "I hear you saying [rephrase client's words]. What makes that particularly important to you?"
- "How do you envision your life unfolding in a community like Trilogy, and what concerns might you have about making such a significant change?"
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NSPD: Personal Commitment
What's one way you'll apply Tactical Empathy?
Take a moment to write down:
- My upcoming meeting with the prospective buyers, the Millers, who are hesitant about committing due to current interest rate fluctuations.
- I will focus on actively practicing 'mirroring' their key phrases and 'labeling' their underlying concerns. For example, if they say, "We just don't want to rush into anything," I will mirror, "Rush into anything?" or label, "It sounds like there's some apprehension about making a big decision right now."
- I will measure success by the Millers feeling genuinely heard and understood, leading them to articulate their deepest fears or desires regarding homeownership. My goal is to uncover their true motivations, not just overcome surface-level objections, and to build a stronger foundation of trust.
Like building Trusted Advisor skills, becoming a master negotiator through tactical empathy requires consistent practice in real-world situations.
Remember: Small, consistent applications of these techniques will transform your professional relationships over time.
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Reference Materials
Here you will find a curated collection of essential documents and resources that complement the topics covered in this sales conference. These materials are designed to provide deeper insights, practical tools, and further reading to support your ongoing development as a sales professional.
- Master Deck (https://gamma.app/docs/c7wivkicymkb6ep)
- Workbook (Handout) (https://gamma.app/docs/8z2yufe13c3js69)
- Workbook (Deck) (https://gamma.app/docs/xjl46pehhm5otbr)
- Jack Images & Illustrations (https://gamma.app/docs/lfhrtna20poasp4)
- Storysharing (https://gamma.app/docs/6e28tdhnplrof68)
- Cialdini (https://gamma.app/docs/8t4sokttk9qws5s)
- Trusted Advisor (https://gamma.app/docs/l08tpk0x4m6xxpl)
- Never Split the Difference (https://gamma.app/docs/kim7jc8yu5rskda)
- Sandler Success Principles (https://gamma.app/docs/sandler-success-principles)
Recommended Reading
The Trusted Advisor: 20th Anniversary Edition
David H. Maister, Charles H. Green, Robert M. Galford
Never Split the Difference: Negotiating As If Your Life Depended On It
Chris Voss with Tahl Raz
Influence: The Psychology of Persuasion (Revised Edition)
Robert Cialdini
Pre-Suasion: A Revolutionary Way to Influence and Persuade
Robert Cialdini
How to Win Friends and Influence People (Updated Edition)
Dale Carnegie
Unreasonable Hospitality: The Remarkable Power of Giving People More Than You Expect
Will Guidara
Grit: The Power of Passion and Perseverance
Angela Duckworth
Start with Why
Simon Sinek
We encourage you to explore these resources at your leisure to reinforce your learning and apply new strategies in your day-to-day interactions.
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Success is a choice • Every no gets you closer to yes • Attitude determines altitude • Be the solution • Excellence is a habit • Make it happen • Your potential is unlimited • Persistence pays off • Believe in yourself • Champions never quit • Dream big work hard • Focus on results • Lead by example • Growth mindset wins • Hustle beats talent • Impact over income • Just do it • Keep pushing forward • Master your craft • Never settle • Opportunity awaits • Progress not perfection • Quality over quantity • Rise above • Stay hungry • Trust the process • Unleash your power • Victory through effort • Win the day • Exceed expectations • Yes you can • Zero excuses • Action creates results • Build relationships • Close with confidence • Deliver value • Embrace challenges • Find solutions • Go the extra mile • Handle concerns with confidence • Inspire others • Journey to success • Knowledge is power • Listen actively • Motivate yourself • Network effectively • Own your results • Practice daily • Question everything • Respect your clients • Serve with purpose • Take initiative • Understand needs • Value relationships • Work with passion • Excel always • Yield to nothing • Zone in on goals • Be Your Best You