Reading the Sales Table

In my line of work (Luxury Real Estate) it is important to be able to read people very quickly. I would imagine if you are selling cars or dealing with purchasing agents in a company, it would also be important. But the car dealer and the real estate salesmen are dealing with “walk-in” traffic that just show up. Waiter’s in restaurants deal with the same kind of thing. They call it “reading the table”. Waiter’s walk up to tables of people they have never seen before and they are looking for a nice tip so they have to "read the table". What about reading the table in a poker match? I would say those guys are paying very close attention on who is sitting around the table!

Who Are You Dealing With?

In the world I live in, clients who walk in unannounced literally have a talk in the car before entering the building. They swear to each other, “no way we are buying anything”. In a way, they are dreading having to deal with “another” bad salesmen who will high pressure them into something they don’t want. My friend, Johnny Ussery who is a sales legend in these parts always says “these people take a BLOOD OATH in the car before coming in”. I’m sure they say the same thing before walking into a car dealership.

Of course, you must be friendly and upbeat when you first meet people. You only get one chance at a first impression. They are sizing you up also! In my experience, it is best to be very cordial and friendly. Remember, you are in sales. It makes me laugh when I see salespeople acting depressed when they meet customers! After an introduction try to get them in a comfortable place. Does a Doctor stand there and try and figure out your symptoms? I think not! Try and create a client by asking them what their dreams are. Digg deep!

I am looking for eye contact, clothes, jewelry, and SHOES. You are not judging, you are selling! In a vacation environment, it is tough to see what kind of clothes they wear if they come in with flip-flops and shorts. Still, are they nice flip flops? Are they Peter Millar shorts? Do they have a golf club logo shirt on? Is it a Pine Valley or Augusta National logo? Selling high-end luxury real estate, you get the point.

I’ve always said the buyers of luxury real estate or luxury cars just look different. They are more bright-eyed. More alert. They are more worldly. Obviously, this is not true in the world of selling. Selling to people cover’s the full gambit. All kinds of people buy all kinds of products. But the basics stay the same. You must read the people, see what you are dealing with and act accordingly.

Are They Buying You?

At the end of the day, it gets down to this. Are they buying you? 70% of all sales say they buy because they like and trust you. So, with that said, are they listening to you? Are they paying attention? I hate it when you are talking and you just know they aren’t paying attention. You can feel it. I have lost them. What do I do? I get up and get them moving. Change the scene, put them in the car. Start talking about something else. Only 7% of all communication is verbal. The rest is non-verbal!

While I am changing the scene I am still paying very close attention to what they say, how do they answer my questions? Do they ask questions? Is there an interest level?

Two things that have stayed the same for me when checking out the so-called “luxury buyer”. What are their shoes like and do they have a nice watch on? Especially men. What watch do they have on? If I have a guy asking me about million dollar homes and he has scuffed up shoes on and a cheap watch on—RED FLAG! It just doesn’t pass the snuff test.

The Famous Rolex Submariner-Be on the look out!

I should say—PEOPLE WILL FOOL YOU! We have the general rules but you cannot pre-judge people. Sam Walton drove around in a cheap pick-up truck. I have had people tell me they take off their Rolex watch when they go buy a car. BEWARE!

Reading the Sales Table