Buyer OR seller is complaining that “it’s too much” or “it’s over our budget”:
“I know in my life, I’ve bought things or paid for services that I paid too little and regretted, big time. When it comes to a home, the greatest investment of my life, I’d rather pay a little more and get exactly what I want and deserve, than pay too little and regret it. I know you feel the same way. Let’s do this. Sign right there.”
They continue to hesitate or not move forward:
During you presentation with a consumer, you’re going to discuss a few things. They are exactly the following:
1. Their Needs
2. Your Company
3. You
4. The Price
5. The Commission
6. The Decisions
7. The Agreement
Now during numbers 2 & 3 – you MUST ask two simple questions:
Addressing company – “Before I get into what my company has to offer, tell me NAME(s), what’s most important to you in hiring a company to market and sell your home?
Addressing you – “Before I get into what I offer as an agent, tell me, what’s the most important aspect of a real estate agent for you in selling your home?
Now they may struggle with this question so you can give them some examples:
“Well in my experience, I’ve had homeowners who didn’t like open houses and some that felt that was really important. I’ve also had people tell me that honesty is the most important characteristic of the agent. I’ve also had people tell me – got buyers??? – likes do you or your company have buyers right now looking for houses in this area.”
This is just something you could say. Word it however it feels comfortable to you.
The reason you want to ask these questions is – without really knowing what they’re looking for – you will just be covering everything you THINK is important to them. And you might cover so much and still miss what is most important to them.
I like to say the following if they struggle with these questions:
“In my experience in sales, I always focus on what the consumer wants. Like with the buyers who come to see this home, I want to make sure we address what it is their looking for so I can highlight it to them and help them get a feel for the house and the features that best speak to them. So I’m asking you, what’s most important to you?
They may say, “I don’t know. I’ve never done this before.”
You can then say, “Well neither have I…(LOL)” HUMOR – is huge. Then just say:
“Well, let me focus on the three key areas of selling a home….”
And take it from there.
Always remember to keep things succinct. Don’t overload them. Focus on the key areas that highlight your company strengths and yours.
This document is a questionnaire that you will use to ask BEFORE you go on the CMA appointment.
bangthephones-pre-cma-questionaire
The reasons you want to ask these questions is because I can tell you from experience, that I’ve gone on appointments where I didn’t have this information and the appointments were long and many of them ended with me walking out the door without a listing agreement.
Ask these questions in a polite manner and always remember the first rule of selling – AGREE.
If the person feels you are asking questions that are too personal, you can lean into your training and remember to agree with the person:
“I can totally understand how you feel. I’ve had past clients feel the same way when I asked them this question, but I can tell you what they found was, I was more prepared to assist them and they are clients with me for life. So let me ask again,…..”
This video features a technique for creating momentum. How many times have you been at a listing presentation and you get to a point where you’ve presented your yourself, your company, the price, commission….and you say something like, “Okay so what do you folks want to do?”.
Watch this video:
They are:
1. Money
2. Time
3. Stall
4. Product/Service
Consumer’s use these either with legitimate reasons (and money is never legitimate) or they are not SOLD on something you’re presenting.
Take OWNERSHIP of your failure to convince someone to buy from you.
The advantage of knowing what objection a potential client/customer is using, puts you in a position to know how to handle that objection. This is very important.
Listen, you either want to sell or you will be sold!
1. Denial – Deal with this at initial appointment! Fight through it best you can. Do not leave an appointment with listing with a client who is in this stage – or try like hell to make a dent in it by going over their motivation, and follow up/through on communication, documentation of listing activity.
2. Anger/Frustration – They express their “disappointment” in your services/results.
3. Bargaining – Seller begins giving you advice. I.E. “Let’s do an open house.” “Why don’t we do more flyers.” “Have you tried this or that…”
4. Disappointment/Depression – Very important not to stay here. Constant feedback and INFORMATION is key to combatting this and moving the client right through this stage quickly.
5. Acceptance – Get here fast!
Master these in moderation. Extreme “Grief” is like a death. Moderate “Grief” is home not selling. Sellers go through these stages.
It’s best to get them to number 5 fast!
SHORT QUICK & FREQUENT CONVERSATIONS ARE KEY. A OUTGOING CALL LASTS 2-5 MINUTES. AN INCOMING CALL LASTS 20.
“I’d rather disappoint you tonight than let you down 6 months from now.”