Conversion, Relationships, and Retention

Sales MeetingNovember 3, 2010

Video

How to Sell Like a ProFeaturing Andrew Patricio from BizLaunch

Provide Information

Build..• Rapport• Connections• Trust• Value

By Being…• Knowledgeable• Supportive• Non-pushy• Responsive/Available• Giving• Caring

Customer Focused Selling

• Get into their head!– Find out what they are thinking– Adapt your sales process to sync with their buying

process• Set Goals- realistic, measurable• Manage Expectations• Provide what you say you will• Don’t like to be sold, but love to buy

Add Value

• Remember: – You are a licensed professional!– You are trained to do something that not everyone

can!– You are an educator and an advisor!

• Stop trying to get them to love you, and instead get them to be interested in the value you offer

Value Story Campaign

• What attracted your current/previous clients should attract new clients– Innovations in your service /product– Important differences between you and competitors– Compelling reason to buy/use your service– Unique strengths: Downfalls of Competition– Customer Satisfaction– Expertise– Longevity & Experience

Effective Communication

• Be Responsive!• Clients expect quick replies to inquiries for

information• Reassuring, necessary• Communicate often, and well• Benefits you, or the property, offer the client

are not benefits until they are communicated to the client

Explain Benefits• Comps/CMA’s• MLS Sales Data• Obtain Copy of Historical

Documents• Suggest Targeted Pricing

Strategy• Review documents for

loopholes• Staging Guide• DOM Explanation

Conversion

• Prove that you are…– Invaluable– Relevant– Connected– Interested, and can– Handle Objections

• Display knowledge

Purple Cows

• What makes you better than the competition?

• Be able to communicate what makes you stand out

• Take time to name your purple cows!

Don’t Convince Them

• Educate them!• Provide enough information for them to – reach their own conclusions– make an informed decision

• Sales is a social and communicative art, not a procedural job

• If they value your perspective, they will find you persuasive

Ask the right questions!

• “Get to know you” Business

• Reveal core wants and needs

• Uncover Issues• Isolate preferences• Make decisions easy for

buyers• Motivate action

Questions that Sell

• Appeal to all of the buying motives, consistently appeal to the ones that evoke a response– Pride of Ownership– Security and Protection– Emotional Satisfaction– Desire for Gain, usually financial– Comfort & Convenience– Fear of Loss, usually financial

Ask for More

• Never guess or assume• If a client says, I need 3 bedrooms..– Ask how they will use it! – You can be creative when showing homes

• If they say, It is priced to high…– Ask in comparison to what?– You gain knowledge on what they have been

looking at, what they value, what they can afford, what areas of town they’re interested in

Listen

• Be present• Eye contact: connect• No Interruptions, Questions or information• Avoid Distractions- i.e. cell phone• Take notes! Note their body language as well

• Ask Questions with sincere interest, keep an open mind

Value vs Want

• Wants can lead you on the wrong path– Everyone wants everything for nothing

• Examples of Values:– Time– Fair price– Quality– Service– Peer Perception– Competitive Offers

Empathy

• Buying a home is an emotional purchase

• Ask them to tell you their story

• React to fear with sensitivity , try to determine its source

• Be interested in the client!

Discuss Expectations

• Provide guidance along the way

• Determine:– Must haves– Nice-to-haves– Relative importance of

each

• Weigh options and offer insight

Sell Your Solution

• Clients don’t want your product or service, they want what it can do for them– i.e. drill bit

• Deliver proposal focused on your buyer rather than on yourself, your company, etc.

• Remove any doubts about your ability to deliver results

• Take the idea in their head, convert it into a reality they can afford

Credibility

• Professional Approach• Knowledge• Service• Solutions that work• Adapting to the customer• Deal with complaints quickly and efficiently• Communicate often• Testimonials

Honesty & Integrity

• Give specific, honest answers• If you don’t have the answer, get it! Respond

quickly!• Building trust is the key to building the

relationship– and will get you referrals!• Work hard• Value the clients time

Customer Retention• Replace “have to” with “get to”• Become business partners with your clients– Work together for a common goal– Create win-win situations

• Anything less than outstanding fails…– To set you apart– To demonstrate your excellence– Give you an edge

• Leave client knowing that doing business with you is absolutely the best decision they could make

• Send Thank You Notes!

You’re the Expert

The better you are at positioning yourself as an expert on someone’s

concerns, the closer you are at being seen as having the expertise

to address them.

Bring the Energy!

• Selling should be fun! No ones likes a hard sell..– Moods are contagious– Focus on your state of mind– Not buying the house, buying the experience with you

• Bring out the best in yourself, and it will bring out the best in your customers!

• Process vs. Outcome- What are you focused on?– They know you’re paid on commission… don’t make

them feel like you’re focused on it

Questions??