By Danielis Fermin
El Inmobiliario
SANTO DOMINGO.- To close a successful sale, more than persuasion skills are needed: empathy, well-defined strategies, and the use of technological tools that allow tracking the process are required.
According to Patricia Sugilio, founder of Hands On Sale, a purchase is the natural outcome of a well-designed method. “It’s essential to connect with the customer from the beginning, understand their needs, and visualize together the benefits they will obtain.”.
“Create stories that connect. Don’t just sell properties, sell experiences.” Patricia Sugilio. (EXTERNAL SOURCE).
For his part, Pedro Guzmán, a specialist in sales, leadership, and personal development, emphasizes that empathy and authority are essential. “Buyers seek advisors who understand their emotions and act as allies in the decision-making process. Exploratory questions allow us to identify their real needs and offer solutions tailored to them.”.
Guzmán points out that there are “many fears and uncertainties involved in the process of acquiring a specific good or service.” Therefore, “it is our job to present solutions in advance to facilitate the purchase.”.
He adds that “empathy plays a crucial role, since, together with trust, it sustains the collaborative bond between the prospect and the advisor, allowing the latter to positively influence the buyer.”.
When discussing persuasion techniques, Guzmán, who has more than 15 years of experience in the commercial field, emphasized that authority and social proof are the most effective when interacting with interested parties.
“People tend to repeat what generates results. There are industries built around ratings or reviews, so anyone involved in business and sales should take advantage of customer testimonials to achieve high levels of persuasion,” he explained.
“Buyers can tell when an 'advisor' is only motivated by money or the commission they can generate.” Pedro Guzmán. (EXTERNAL SOURCE).
Catchment
“Closing a sale is the logical consequence of a well-executed process,” says Sugilio, who points out that “it doesn’t matter if you’re marketing a $100,000 or $1,000,000 property; a structured approach makes all the difference.”.
To achieve this, she shares six essential steps to follow. The first is to build a connection. “Before going into details, focus on building a human connection. Ask simple questions like, ‘Where are you located?’ or ‘What caught your attention about this property?’ If they mention something personal, like a favorite place or interest, delve deeper into that to establish trust.”.
The next step is to understand the "why," as this will reveal whether they are in an exploratory phase or in the process of making a decision. Then, you must identify what they want to achieve and the obstacles they face; understanding their concerns is crucial to demonstrating that you understand their needs and can offer a definitive solution.
Furthermore, it's important to help them imagine what their life will be like once they achieve their goal. “Ask: 'If this property became your home, how do you think it would improve your life compared to your current home?' This visualization exercise fosters a sense of urgency.”.
“Ask directly: What do you need to know or have to feel completely confident about moving forward with this property? Help the user understand why this choice is the right one,” she suggests.
Technology
Digital tools are becoming indispensable companions for managing and tracking. According to Sugilio, “today, technology is your best resource for selling more and better.”.
For contact management, he recommends using a CRM like Kommo, Leadsales, or Whaticket, which allow you to centralize and organize interactions. “If you don’t have a CRM, use tags in WhatsApp to classify customers according to their stage in the buying process or level of interest.”.
For virtual meetings, platforms like Zoom or Google Meet facilitate personalized encounters with those who cannot attend in person. “Instagram, WhatsApp, and TikTok are excellent for sharing content, staying up-to-date, and fostering interaction.”.
Despite the variety of platforms, both Guzmán and Sugilio agree that the key to connecting and selling more lies in believing in oneself and relying on stories that inspire confidence.
Tips
“Starting with an engaging resource that includes statistical data to support the information presented and that is also tailored to the client's needs” is a strategy Pedro Guzmán suggests for structuring an effective introduction and capturing a potential buyer's attention. He also recommends focusing on what the prospect requires. “The client isn't interested in what you do, but in what they can achieve thanks to the service you offer.” While it depends on the personality, he emphasizes that expressions like “everything we do must fit your budget,” “we are here to support you in this process,” “we seek to establish long-term business relationships,” or “I fully understand your situation…” have a greater impact in sales pitches.
Originally published in the magazine Mujer de Concreto.
Photos: External source.
