Not the same as yesteryearThe buying decision today, is made very differently than it was years ago.
The modern client wants to make the buying decision on his or her own after
weighing all the facts. Pushing a client to make a buying decision with the
hard sell tactics or clich�d closing questions will only alienate you from
your prospect. Abandon such strategies immediately. Understand that your future clients will make the decision to buy, sell,
borrow or invest, on their own, after they have considered all the facts.
After your prospects have gathered the necessary information to their
satisfaction and processed it in a logical manner, they will arrive at the
only logical conclusion: They must take action to buy, sell or borrow and
most importantly, they must use your services. In order to allow your prospect to draw the appropriate conclusion, you must
control the facts. That�s right; YOU must be the primary source of information for your
prospect. Controlling the facts is a responsibility that you must take very
seriously. It is your obligation to provide accurate information in a manner
that is consistent with your client�s goals and one that leads to a sale.
Focus on the facts that make your point, but don�t make the point. When you control the facts and present your prospect with options and
choices in a way that the only logical conclusion to be drawn is to buy from
you, they will buy from you! Establish Yourself as a Leader Your prospect must come to accept that you are an excellent source of
information. To do this you must establish yourself as a trusted authority
on your subject by calling attention to your achievements and standing in
the community. Your prospect must see you as a professional on par with
their doctor, CPA or attorney and put as much weight on your opinions as
they would on the information they receive from these other advisors. You
must change from a run of the mill realtor or loan agent to an industry
leader. Examine your past accomplishments, your current affiliations and
various roles. What can you say about all of these achievements that will
shine the brightest light on you? Modesty or inadvertent disregard of their own accomplishments keeps many
agents from taking their rightful place as a respected professional. Stop
being so modest and begin to toot your own horn. Control the Facts When your prospect accepts your authority in the industry, they will be
happy to rely on your opinions and your advice. Dispense your advice and
facts as undisputed information � but nothing more than information. Let the
prospect draw the obvious conclusion. Many agents try to too hard to convince prospects to choose this or that,
let the prospects make up their own mind. Trust that an intelligent prospect
will make an intelligent choice based on right the information. Your job is
to supply that information. Know your facts thoroughly. Present only the
relevant facts. If the all the facts are not in your favor, present the
negative or contrary facts first, get it out in the open and then provide
the facts that will offset it. Don�t try to ignore or whitewash information
that will not support your case, present it. By sharing all the information
you further establish your creditability as a leader. Close the Deal Assume the sale, make plans to list, take the application, etc. Assume that
the prospect drew the same, obvious, conclusion as you did, until they tell
you otherwise. Be prepared to walk. The less you sell, the more your
prospect will want to buy. For example, (this is an over simplification, but you will get the idea) if
your prospective buyer/borrower wanted to buy a home below market value with
good appreciation, you may provide data regarding the advantages of buying a
short sale, the risks of poorly executing a short sale, selected strong
neighborhoods, and the advantage of buying a short sale today, the mistakes
that are made by novices and the huge ramifications of those mistakes.
Explain how to avoid the mistakes and share details of what you have done
and what qualifies you to help have assisted your past clients to make the
wise choices. Establish your authority. After your authority has been fully
established, your client will conclude that he should buy a short sale,
right now in one of the select neighborhoods and you, as the short sale
expert should orchestrate this transaction. As luck would have it, you or
your associate have a short sale listing available right now in the right
neighborhood and you are able to begin the loan pre-qualification right now. People want to work with industry leaders. People want to receive the best
available advice and information; people want to make up their own minds.
All you need to do is help the process along. How have you changed your marketing strategy from a few years ago? Email me
your story so I may include your success story in a future article. David K. Lal is a licensed broker, a frequent trainer on real estate
matters and a consultant to top producing mortgage and real estate
professionals. Lal currently serves as the president of the non-profit,
National Real Estate Council. Join other top agents in a twice a month free
Power Conference Calls to learn new strategies, marketing and legal updates
at www.nrecweb.org/training. Lal can be reached at david@nrecweb.org or by
calling 888-97-4-NREC Promote your business and
services online and offline, find out when our next mixer is.Connect with other successful
womenReal Estate Investing Education,
take advantage of today's real estate marketBuild Your Business-Drive Your Dream Promo
Code: legendwww.TotalSolutionsAlliance.com Connect with me on Facebook
Twitter LinkedIn
The modern client wants to make the buying decision on his or her own after
weighing all the facts. Pushing a client to make a buying decision with the
hard sell tactics or clich�d closing questions will only alienate you from
your prospect. Abandon such strategies immediately. Understand that your future clients will make the decision to buy, sell,
borrow or invest, on their own, after they have considered all the facts.
After your prospects have gathered the necessary information to their
satisfaction and processed it in a logical manner, they will arrive at the
only logical conclusion: They must take action to buy, sell or borrow and
most importantly, they must use your services. In order to allow your prospect to draw the appropriate conclusion, you must
control the facts. That�s right; YOU must be the primary source of information for your
prospect. Controlling the facts is a responsibility that you must take very
seriously. It is your obligation to provide accurate information in a manner
that is consistent with your client�s goals and one that leads to a sale.
Focus on the facts that make your point, but don�t make the point. When you control the facts and present your prospect with options and
choices in a way that the only logical conclusion to be drawn is to buy from
you, they will buy from you! Establish Yourself as a Leader Your prospect must come to accept that you are an excellent source of
information. To do this you must establish yourself as a trusted authority
on your subject by calling attention to your achievements and standing in
the community. Your prospect must see you as a professional on par with
their doctor, CPA or attorney and put as much weight on your opinions as
they would on the information they receive from these other advisors. You
must change from a run of the mill realtor or loan agent to an industry
leader. Examine your past accomplishments, your current affiliations and
various roles. What can you say about all of these achievements that will
shine the brightest light on you? Modesty or inadvertent disregard of their own accomplishments keeps many
agents from taking their rightful place as a respected professional. Stop
being so modest and begin to toot your own horn. Control the Facts When your prospect accepts your authority in the industry, they will be
happy to rely on your opinions and your advice. Dispense your advice and
facts as undisputed information � but nothing more than information. Let the
prospect draw the obvious conclusion. Many agents try to too hard to convince prospects to choose this or that,
let the prospects make up their own mind. Trust that an intelligent prospect
will make an intelligent choice based on right the information. Your job is
to supply that information. Know your facts thoroughly. Present only the
relevant facts. If the all the facts are not in your favor, present the
negative or contrary facts first, get it out in the open and then provide
the facts that will offset it. Don�t try to ignore or whitewash information
that will not support your case, present it. By sharing all the information
you further establish your creditability as a leader. Close the Deal Assume the sale, make plans to list, take the application, etc. Assume that
the prospect drew the same, obvious, conclusion as you did, until they tell
you otherwise. Be prepared to walk. The less you sell, the more your
prospect will want to buy. For example, (this is an over simplification, but you will get the idea) if
your prospective buyer/borrower wanted to buy a home below market value with
good appreciation, you may provide data regarding the advantages of buying a
short sale, the risks of poorly executing a short sale, selected strong
neighborhoods, and the advantage of buying a short sale today, the mistakes
that are made by novices and the huge ramifications of those mistakes.
Explain how to avoid the mistakes and share details of what you have done
and what qualifies you to help have assisted your past clients to make the
wise choices. Establish your authority. After your authority has been fully
established, your client will conclude that he should buy a short sale,
right now in one of the select neighborhoods and you, as the short sale
expert should orchestrate this transaction. As luck would have it, you or
your associate have a short sale listing available right now in the right
neighborhood and you are able to begin the loan pre-qualification right now. People want to work with industry leaders. People want to receive the best
available advice and information; people want to make up their own minds.
All you need to do is help the process along. How have you changed your marketing strategy from a few years ago? Email me
your story so I may include your success story in a future article. David K. Lal is a licensed broker, a frequent trainer on real estate
matters and a consultant to top producing mortgage and real estate
professionals. Lal currently serves as the president of the non-profit,
National Real Estate Council. Join other top agents in a twice a month free
Power Conference Calls to learn new strategies, marketing and legal updates
at www.nrecweb.org/training. Lal can be reached at david@nrecweb.org or by
calling 888-97-4-NREC Promote your business and
services online and offline, find out when our next mixer is.Connect with other successful
womenReal Estate Investing Education,
take advantage of today's real estate marketBuild Your Business-Drive Your Dream Promo
Code: legendwww.TotalSolutionsAlliance.com Connect with me on Facebook
Twitter LinkedIn
via Ping.fm
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