Consultative Sales Mode Analysis Of Zheng Xin Real Estate

With the more intensive macro control of the real estate industry:declined the customer willingness of purchase, high housing vacancy rate, funding chain crisis of the developer in the real estate market, which results in the volume contraction, real estate sales encountered a great challenge. Currently, real estate sales are mostly product oriented rather than customer needs oriented, for the product design and marketing. Thus, consultative sales emerged which can seize the mind of the buyers and fulfill the housing requirement, as well as answering questions. In this paper, a case study of Tianjin Zhengxin Real Estate company which already involves the consultative sales will be presented, including the definition, essence and characteristics which illustrates the fact that, in the real estate industry, the sales model of product oriented strategy shall be changed to customer requirement oriented. The design of the product shall be based on the detailed customer requirement. The sales process shall be designed based on the sensitivity of different cities, gender, family structure. The selling point of the product and the requirement of the customer shall be effectively combined to stimulate the experience of the customer of having the house via providing the value to customer.In this paper, a detailed analysis of Tianjin Zhengxin Group using the consultative sales model, which comprehensively illustrates the critical effect and impact of the customer need oriented consultative sales, meanwhile, by analyzing the problems during the execution of the consultative sales strategy, a substantial solution is figured out, including the establishment of a real-time updated customer requirement database, improvement of the sales team operation and the training which further improves the execution and implementation of the consultative sales model. By reading this paper, it will be helpful to assist the other real estate company in the field of setting up sales strategy, sales model selection, branding, sales based on the customer requirements, the approaches of implementing the consultative sales and improve the sales performance.