When you read ‘communicating value’ and begin to relate that with the sales and leasing process of the apartment industry, you probably presume that you are already communicating said value to your customers and in multiple ways: advising them on how to arrange their oversized sectional, the perks of living at a XYZ community, and an exceptional maintenance team. But the questions remains: what does your current customer value and how does that set you apart from your competitors?
The first step is to become hyper-focused – focusing on your audience of one – the customer that you are speaking to right now. Ask them relevant questions that match their communication style. Customers don’t buy a laundry list of facts and features; they buy solutions to their problems that create value for them. People make purchasing decisions emotionally, and then later justify it logically.
The next step is to listen, which is easier said than done. Taking the time to get to know your current audience of one won’t only help you identify their needs in the short term, but it will also create value for them in the long run. Sales teams must illustrate why their value proposition is the best solution for the customer’s requirements, one that is uniquely suited to meeting their needs. Be prepared. Know the facts and how to communicate the advantage.
Most people buy what they perceive is best for themselves. If the customer needs it, wants it, and feels there’s a fit, then they will compare perceived value with price. And before you put your guard up to the price conversation, remember this… A price objection is just a customer’s way of telling you that the value is lacking or not evident.
It takes confidence, personal rapport, and doing your homework to sell value, opposed to price. Continue to provide good service throughout the lifespan of your prospect, and you will create a value that both parties will benefit from.