Sales skills in real estate apply to far more than selling properties. In fact, it is far more valuable that you learn how to sell yourself – acquiring listings for both sales and management based on the expertise of you and your team.
I have recently spent several days attending and presenting Sales Coaching events. There have been loads of great frameworks, tips and scripting points raised by the presenters and participants in those events. Here are three I found particularly valuable.
1. Close in the first sentence
It is possible to close a listing in the very first sentence. The key is combining process and benefit, and having a strong referral who has both positioned you and also shared with you the larger outcomes for which the potential client is searching. When these align, try opening your listing meeting like this:
“So my understanding is that we are here today to discuss how my agency will help you sell your home for the best combination of time and price. Is that correct?”
When your potential client agrees with that agenda … they have just agreed that this meeting is now about HOW you will help, not WHETHER you will help. Spend the rest of the meeting creating the relationship, confirming the process and not talking yourself out of the sale.
2. “I’m looking at other options”
Ever have this – a potential client that makes it clear they are shopping around? I don’t mind this myself as often the client is being open and polite with you, which is nice. (Of course, if they’re saying this to be a passive-aggressive jerk just to negotiate your commission, you’ll be able to pick up that energy and walk away if need be.)
“Great. Are you clear about the criteria you are using to make your decision, or can I help you with that as well?”
This has the effect of immediately disarming any confrontation – you’re looking to help. If they do have clear decision-making criteria (price, process, whether they like you) then this is the chance to find out what they are. How much easier is your sales meeting now?
And if they don’t have clear criteria, you can certainly help them with that. After all, who knows more about what separates the good and bad players in your industry than you? And I’d be surprised if you don’t firmly meet all of the criteria you come up with.
On a related note, are you clear about the 4 Characteristics of a Great Business Coach?
3. “Let me think about it”
Ignore your temptation to reply, “No you don’t.” (Though that may be valid in some situations.)
Instead, say, “Fantastic. And what would you like to do then?”
This simple question, often towards the end of your meeting after you have concluded your listing presentation, has the desired benefit of acknowledging the client’s need (to think about it), while simultaneously moving the conversation past that process. If you have successfully connected with the client’s “Knowing” space during the sales meeting, they may have already made a decision – this question moves you straight into agreeing dates and signing paperwork.
Alternatively, it will reveal whether they really are considering it. (“Then we will choose an auction date based on this information.”) Or whether they are just not that into you. (“Then we will let you know.”) I find it liberating to know as soon as possible if he’s just not that into me – it saves me a lot of follow-up time and energy.
These are just 3 simple tips to help you win more listings. I’d love to hear of others you’ve learnt over the years!