Solicitation Selling - Interruption?
Terri Norvell

Solicitation selling can be tough for the rep and tough on you and me. It sure can feel like an interruption. Are you too getting more knocks on the door and phone calls soliciting you to buy? I am. And I've noticed a pattern in my responses and willingness to engage and purchase. It has a lot to do with the attitude and presentation of the caller along with my predetermined need. In our industry where prospective renters often come to you (how fortunate you are), you can learn much from successful outreach sales methods.

Interestingly, my neighborhood has a 'no solicitation' policy and yet I bought from one person and would have bought from another. Why? They were making my life easier and it didn't feel like 'selling'. It was more like an educational dialogue, a conversation.

Isn't that what we all want to have when either buying or selling? The old sales model of deluge them with information and ABC (Always Be Closing) is gone. Today it's about Opening… opening the relationship with pertinent conversation to create desire for your community.

Whether the potential resident comes to you or you do outreach, friendly conversations don't feel like interruptions! Consider my recent solicitation sales calls and see if you agree.

1. USAdvantage Cleaner: The young woman on the other end of the phone was absolutely upbeat and peppy. Her enthusiasm was contagious! I actually smiled and felt good being solicited (does this ever happen?). I previously purchased this product from a door to door sales rep. This spot remover is so amazing that I would have bought if I needed more. They were making it easy for me to purchase. This stuff takes red wine out of white carpet and rust spots off the driveway…and you can squirt it in your mouth (no I didn't do this). Get some at 800-822-5858. (Guess her selling me worked in a more powerful way.)

2. Comcast Cable: Jason knocked on my door on Friday afternoon and I was grateful. Here's what's interesting. I had already made the decision to switch to Comcast for my bundled tele/internet needs but had been procrastinating for 9 months! I actually wanted his product. So this low key, nice guy simply needed to educate me on the specifics. Telling me that I was getting a better rate from him than I could by calling on the phone was bonus benefit, too. (What bonus benefit are you using?)

3. Longmont Dairy: Calling herself the 'milk lady', Kathy was another knock. She could see by the milk box on the porch that I already take weekly delivery from her competitor. Her enthusiasm, information, engaging eye-contact and offer for samples along with a free half gallon of milk kept me attentive. Her passion made me realize that I don't feel valued by my current dairy. I would have switched had I met their weekly criteria.

And the list could go on with those I chose to not engage. The difference in their approaches makes so much difference. Especially in the multifamily industry we are each well served to:

• Be enthusiastic: Let your enthusiasm be contagious so that everyone gets excited about your apartments and service!
• Be friendly: People buy from people they connect with and like. Be likable!
• Be engaging: Genuinely connect with people. Be interested in them prior to being interesting.
• Be helpful: Give information that pertains to what the potential resident is interested in…that's what they care about.
• Be delightful: Delight your potential resident with a surprise bonus that has them say 'yes, this is the best choice for me'!

At this prime leasing season of the year your friendly approach and genuine conversations will make all the difference. Mitigating the feeling of selling and incite the feeling of 'I cannot wait to move in!' As my New Jersey clients recently shared in a seminar, make sure you and your team are 'rockin it'! Your new residents will feel the positive energy, too!

Terri Norvell is a national property management consultant, trainer, author and keynote presenter. Her expertise in the fields of professional leadership and team building for bottom-line results assists companies in growing their people and their profits.

Contact Terri Norvell - property management consultant

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