Listening to prospective buyers’ wishes and needs will help new-home salespeople develop a stronger rapport and potentially shorten the selling process, according to a new book available at BuilderBooks.com.

“ValueMatch Selling for Home Builders” by William Nowell, CAASH, presents a selling process that focuses on selling feelings rather than product in today’s market.

“People buy products to get something else they want,” said Nowell. “No one wants a home just for the maintenance and monthly mortgages. They want the feelings associated with homeownership.”

Many homes on the market have all the popular upgrades, but to exceed the average sales rate, Nowell said salespeople have to get away from selling granite countertops and understand what the buyer truly wants.

“ValueMatch Selling” can teach salespeople how to:

• Establish trust and gain control in the first few seconds of the sales process
  
• Uncover prospects’ true urgencies
  
• Discover what prospects value
  
• Present the strengths of the home and community that resonate with prospects’ values
  
• Help prospects identify the feelings that they associate with a home — security and pride of ownership
  
• Help prospects find and fall in love with homes
  
• Overcome problems that arise during the selling process
  
• Keep the sales process on track
  
• Extract the value from zingers that may arise during the sales process
  
• Ask for the sale

“You need to know the prospect’s objections so you can understand and start to alleviate the prospect’s concerns and fears,” Nowell writes in “ValueMatch Selling.” “If you don’t ask for a check, you won’t get the opportunity to convince the prospect to buy.”

To view or purchase “ValueMatch Selling” online, click here, or call 800-223-2665.