Here are a few thoughts that can take you over the threshold to
more listings and sales.
First, you have to assume success. Champion
agents who assume that they are going to get a contract signed
have much greater success. In doing so, they don't go in asking
for the business first. Assume you will get it, and then ask.
Once you assume you will be successful, you
must decide to get it done. Don't let anyone take you off the
track in achieving your goal. I had a coaching session recently
with a Champion Agent who was working with a problem buyer. The
buyer was getting on her nerves. She had an appointment later
that day to show the buyer a house that really fit her needs.
I asked her a series of questions about the buyer. She concluded
that she needed to sell her this house tonight or cut her loose.
I counseled her to assume and decide that she was going to get
this lady sold. That evening she did exactly that. Her mental
decision to take action with this client made the sale.
The next step is to keep asking. Don't be stopped
by the first "no." If you ever watch a four-year-old,
"no" doesn't bother them. They will continue to ask
until they get a "yes." Did you know that the average
sale is made after five "no's"? Do you stop before or
after the fifth "no"?
The statistics are quite compelling:
* 47 percent of salespeople stop after the
first "no" they receive from a prospect.
* 21 percent of salespeople stop after they
hear "no" a second time.
* 14 percent of salespeople quit asking after
they receive a third "no".
* 12 percent of salespeople fail to continue
after the fourth rejection.
* 94 percent of salespeople fall short of
the fifth time asking for the order.
Studies have also indicated that over 60 percent
of consumers say "no" four times before they make a
purchase. All we have to do to control over 60 percent of the
market opportunities is ask more than five times with any prospect
we meet. We can easily move into the top 6 percent of all agents
in income by simply asking for the business.
Make sure, however, to get a few "yes's"
through trial closes along the way. Trial closes are the little
"yes's" of agreement to the little things.
For a seller it could be: Do you have a key
ready tonight? Where in the yard would you like the sign to be
put: closer to the driveway or on the edge of the property? Is
this Tuesday all right for the Broker's open, or would next week
be better for you?
For a buyer it could be: I noticed you both
like the swing set; should we ask for it in the offer? Do you
want possession the end of this month, or would next month be
better? What is a convenient day for a home inspection for you
both?
Trial closes build momentum. Momentum is crucial
in any sales process. While buyers and sellers would not jump
in front of a train, that is what you are accomplishing when you
build momentum through trial closes. You're building up speed
and momentum down the track to the sale. They may try to slow
you down with a little objection. Just handle it and throw a little
more coal in the furnace to get the train up to speed again. The
coal is another trial close once the objection is handled.
The last is to keep writing and filling out
the purchase or listing agreement. If they don't stop you, keep
going. They have every opportunity to stop you or slow you down.
If they don't jump on this opportunity, keep writing. In my experience,
almost all prospects signed with me once I had finished the paperwork,
and they will sign with you too.
When on a listing presentation, the earlier
you can move the contract out of your briefcase to the table the
better. I would pull it out early in the discussions with a client
and take notes on it. This allowed the client to get comfortable
with it being out on the table. I would also take notes on the
listing contract as we were discussing the price they wanted to
list the home for. When we agreed on the value of the home and
the list price, I would write that price right on the form for
everyone to see. Keep writing and creating momentum, as I stated
earlier.
Closing a client is a step-by-step process.
Practice these steps, and your sales volume will increase dramatically.
You won't have to resort to phrases of manipulation. It's like
the life insurance salesperson who told the prospect, "Now,
don't let me pressure you. Sleep on it tonight, and if you wake
up in the morning, you can give me a call."