Attitude may only be skin deep

Attitude may only be skin deep

It is funny how we tend to remember the bad more than the good.  I can’t tell you how many times I have heard salespeople tell me how they were disgusted by the negative attitude of their customer.

However, what the sales staff tends to forget is the amount of thought and effort made by that customer to just walk through the door.  Understanding that effort is, unfortunately, what often gets lost in the sales process.  It is critical for the sales team to remember it is not how you are treated by the customer, but how the customer is treated by you.

There are times when the customer may appear not to care and, in fact, it may seem that they want to be anywhere other than visiting the sales office and models.  However, let’s recognize the effort made by the customer to come visit you.  They needed to do some research on you as a builder and community.  They needed to plan a visit.  That alone takes time.  Then, by making the actual visit, you have become a major part of their day.  Just as you will remember their poor attitude and perceived indifference, they will remember how you treated them and responded to them long after they leave.

This leads to long term impact.  They may not have lived up to your expectations of etiquette, but what impression did you make on them.  Did they find you professional, knowledgeable and caring?   It is critical to remember that the best customers are referral customers.  Will they recommend you to others?  More often than not, their visit was more meaningful than they will want you to believe.  They may even still buy a home from you.  The impression that you make on them will have ramifications for future opportunities. 

Remember the saying not to judge a book by its cover.  No matter how tattered and worn that cover may be, you may be surprised to find a compelling story underneath.

Until next time…

Keep kicking the dirt!

Jeff Gersh is President of Gersh Consulting Services, a real estate advisory firm, headquartered in Orlando, FL.  He may be reached at jsgersh@gmail.com or 407-468-9328