Key Benefits of Online Sales Counselor (OSC)
There are four key benefits to implementing a dedicated person, the Online Sales Counselor (OSC), to handle your leads:
- Immediate response will increase your conversion rate
- Unbiased qualification speeds up home search
- Continual follow-up builds trust before initial appointment
- A focus on setting appointments accelerates the sales process
This is the number one factor that will increase the number of conversions from a lead to a sale. Online shoppers expect immediate follow-up. It is the OSC’s responsibility to meet or exceed these expectations and, consequently, will do a better job at this than the traditional agent whose activities are focused on the buyer.
An OSC is only concerned about qualifying customers and setting appointments at the community that best fits their needs. This style of informational selling puts the customer at ease and is seen as a true benefit. One thing that slows down the buying process is when leads inevitably go to a neighborhood that does not meet their needs. An OSC can be sure to set qualified appointments at the perfect community based on each customer’s unique criteria.
By responding quickly, sending customized e-mails, and establishing a line of communication based on permission, customers become familiar with the builder and the builder’s main selling features. By the time they do visit the sales agent at the community, they feel like old friends. This buildup of trust increases the likelihood of a sale, with a higher tendency to write on the first visit.
Focus on Setting Appointments
One of the biggest challenges when working with online shoppers is to get them out from behind the safety of their computer and into your model home. By starting a one-to-one communication and using well-crafted e-mails and scripts, an OSC will motivate them to visit the onsite agent in the model. They can sell without selling, meanwhile weaving a message of uniqueness, urgency, and value into their communications.
As renowned new home sales consultant Myers Barnes (www.myersbarnes.com) states, "New home sales is all about the acceleration business. An intense focus on setting the appointment speeds up the sales process and will take the buyer "out of the market.""
Note: Please refer to new home sales coach and consultant Mike Lyon's website at www.doyouconvert.com for more information.