How the Zero Moment of Truth Requires Us to June 15-18, 2016 Moscone Convention Center ... ·...

#NAAEduConf

June 15-18 ☻ Moscone Convention Center ☻ San Francisco

#NAAEduConf

June 15-18, 2016

Moscone Convention Center

San Francisco

How the Zero Moment of Truth Requires Us to Change Sales

Donald Davidoff, President, D2 Demand Solutions

Jason Whittington, VP Business Solutions, Gene B. Glick Company

Joanne Chapman-Reps, Owner, Effective Leadership Solutions, LLC

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• Late 1990s Saferent changed credit screening

• Early 2000s LRO changed pricing

• Mid 2000s Web-based PMS changed property management

• Mid-late 2000s Prospect/Resident portals changed marketing

A Brief History of Multi-family Demand Management

One thing has stayed the same…

Leasing (aka sales)

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SECOND

MOMENT OF

TRUTH

(Experience)

STIMULUS

FIRST

MOMENT OF

TRUTH

(Purchase)

Buying: In the Past

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FIRST

MOMENT

OF TRUTH

(Purchase)

SECOND

MOMENT

OF TRUTH

(Experience)

STIMULUS

ZERO MOMENT

OF TRUTH

(Before Ready

to Purchase)

Buying: Today

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“To Sell Is Human” DANIEL H. PINK

Authenticity

The ‘Old’ ABCs of selling were “Always be Closing”.. the ‘New ABCs’ are Attunement, Buoyancy, Clarity

“Anytime you're tempted to upsellsomeone else, stop what you're doing and upserve instead.”

“To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.”

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“Relationship Selling” Doesn’t Work

Source: CEB, CEB Sales Leadership Council, 2011 as reported in The Challenger Sale by Matthew Dixon and Brent Adamson

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Shopping Styles

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The Prospect Journey

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Sales Approaches: Before and After

TRADITIONAL

PROCESS CENTERED APPROACH

MANAGEMENT

COMPANY

FIRST

CONTACT

TOUR

QUOTE

SIGN

INITIAL LEAD

MOVE-IN

PROSPECT CENTERED APPROACH

PROSPECT

DISCOVERY

IMPLEMENT-

ATION

ADVOCACY

INQUIRY

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A Behavioral Ecosystem

Flexible and

customizable

delivery models for

blended learning

Learn by doing

Pre and post

activities for

stickiness

Integrated

with other key

processes (e.g. recruiting,

onboarding,

rewards…)

High Impact

Behavioral Change

Equip leaders

to model

and coach

Measurement and

follow up

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Results“I feel like I can finally be myself!”

- Leasing Associate

“Not only will I be able to deliver a better experience for prospects by truly listening and identifying their needs, but I will also be able to be more successful personally because they are going to rent more apartments from me!”

- Leasing Associate

We are fortunate to have a sales program centered around truly serving the prospect which complements our company and focuses oncustomer service for our residents, vendors and employees.”

- Regional Manager

“With [our new sales program], our team is building the relationship with the guest, learning about their situation, what they are wanting, what they don’t want and really what’s important to them in how they live their everyday lives. We are able to have more meaningful conversations that ultimately are impactful in the decisions we make to improve our communities and how they are experienced by those who will live here/there.”

- Regional Manager

“The combination of how the community looks, the amenities, the spacious apartments, and the way the leasing agent really listened to what my family and I needed and then showed us the perfect apartment.”

- Prospect survey response

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Results

Source: Glick data from internal Yardi; Market data from www.census.gov

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June 15-18, 2016

Moscone Convention Center

San Francisco

Thank You

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[email protected]

[email protected]

[email protected]

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