It was a nice bright spring day when we decided that we would go out today and look at some projects to buy a home for ourselves. The whole family was excited and got dressed in the best clothes that they could. The car was filled up with happy faces and we started our journey towards a site office of one of the projects that we had heard good things about through a friend.

As we approached the project site, we were amazed to see a celebratory guard open a massive gate for us and give us the widest smile that he could. It was like we were entering a royal estate. Everyone loved it. We parked ourselves comfortably in one of the nicely marked parking bay and were greeted by another guard who guided towards a golf cart. It felt like that moment of joy which you always miss when the lovely golf cart at the airport says no to give you a ride. They say it is only for senior citizens. This beautifully designed golf cart was for us. It felt special.

The cart drove past beautiful landscape and stopped in front of an elegant glass clad structure which was marked as Sales Pavilion. The automatic doors opened wide to give us a grand welcome, trickling water feature on both sides created a magical effect at the entrance. As we came in, there was a huge reception with two beautiful, professionally dressed girls who smiled and greeted the people walking past them. It was all just surreal. We were almost sold even without seeing the actual project!

After the initial welcome, form filling on iPad, gourmet snacks and tea, suddenly the downfall started. We were introduced to our Sales Manager. He was well dressed in what seemed like a Louis Phillipe dark grey suit and sported that typical beard that all sales boys seem to have these days.

He introduced himself but did not somehow ask our names. We thought it must be by mistake. Post an awkward handshake, he took us to a dark, huge and empty room and made us sit on these leather recliners. There was no one there besides us. He started a five-minute film with a remote and left us there to watch the film on our own. The film was too loud, looked like a series of stock lifestyle videos and had bright eye hitting visuals with a weird accent voiceover. If we wanted to pause or ask a question about what we saw, there was no one to answer. It was not a good experience, anyway we finished that show and found our way outside.

He then took us to a physical model of the project, which had fancy lights and tiny cars put on it. It was really made well. Looking at it, we could visualize what the project will look like once it is made. The sales manager started a pre meditated, obviously scripted presentation of the project. He told us about the floors, the international architects and some of the clubhouse amenities. We were bit overwhelmed to see the scale of the project and were confused about a lot of things hence asked questions:

-How many parking slots do you have in all in the project and at what levels? The answer we got was that you will get 2 parkings with your apartment. Irrelevant answer.  

-What is going to be the maintenance; given there seem to be so many amenities which are nice; but we might not be using all of them? The answer we got was the society will decide that. We cannot give you an estimate. Dissatisfying answer.

-Since it is a redevelopment project, how are you gentrifying the project? Can the tenants use or see our amenities? He said No. No further explanation. Unassuring answer.

-What is planned in the future phases and will the amenities be built in first phase or later? He had no clue. All he knew was there will be swimming pool, banquet halls, spa but when will they be made and delivered he was not sure. Unsure answer.

-We would like to do our own interior; flooring, kitchen, rooms, bathroom tiling etc; what is the provision if we want an unfinished flat? That is not possible he answered. Unexplained answer. 

And there were numerous such questions where we got either wrong answers, no answers or even an ‘ignore’ for a couple of them. It really broke my heart.

The company had done immense effort and had definitely put in truckloads of money to make such a beautiful sales pavilion. Give the visitors a warm, grand and welcomed feeling. It was totally on point. But, a lack of knowledge about the product had destroyed all of it for us.

As real estate professionals, what we need to understand is that, even after having the best sales office, putting the best butlers to serve the guests, hiring the most beautiful and efficient guest relations staff …. if the sales person is not well presented, not warm enough and lacks complete product knowledge; it is all a waste.

Marketing teams spend huge budgets in getting those direct Walkins through creative campaigns, Sourcing teams do hundreds of meetings to get the channel partner Walkins and the Architecture/Design team invests endless man hours in putting together that beautiful customer experience at site; and just because of an unprepared sales person, the whole effort can go in vain. There is too much on stake here. 

There is NO shortcut, There is NO escape. The ONLY mantra is 100% preparation. Sales persons should always have full knowledge of the product, project and proposition. Before a person is put up for client interaction, intense training is essential for best conversions.

• Project orientation training by sales leads to understand typology, sizes, location, payment plans, competition product and offerings, project history and their current offerings.
• Product training by design team to understand the masterplan, density, FSI, parking plan, common areas, amenities- why and where are they, project construction cycle and timelines, internal specs, construction technology and materials, architect concept and design elements, partners, consultants, their earlier landmark projects and why they were chosen.
• Marketing training on why the name, the positioning, USPs, surrounding areas, current and upcoming infrastructure, sources of leads and the money/effort being spent on getting them.
• CRM training by the CRM lead on payment plans and schemes, loan process, post-sale relationship management, loyalty sales incentives, important clauses related to cancellations, allotment, delays and possession.
• Soft and hard skills training by internal or external resource on greeting etiquette and protocol, dressing and grooming, words and vocabulary, relationship building, body language training and persuasion/negotiation/closure skills.

In conclusion, any Walkin that comes through that door comes after enormous effort from all departments. The genuine ones even have a keen desire to buy your product and the ability to do so. DON’T break their heart like someone broke mine. Make them feel comfortable, avoid using jargons, create a warm rapport, don’t abandon them at any point of their buying journey, listen more and respond to their queries…no matter how stupid they may seem to you, it is important to them. Be prepared, byheart your facts and know your competition inside out.

Most times, besides the product and location, the most important reason someone will or will not buy an apartment is the Salesperson. He/She is the one who helps them make one of the most important decisions of their life. Realize that importance and be their guiding light!