So you don’t have a Value Proposition?
A value proposition, although important, by not having one is not the worse thing that could happen. You can still build confidence with a prospect and they won’t even know the difference.
A little while ago I ran into a colleague at a conference about selling real estate. This person, although she is trained in real estate, is not trained in the art of selling. She told me that she didn’t know what to write in a value proposition and she didn’t want to memorize a script.
She didn’t know how to write great things about herself – that she is a great negotiator and honest; or, that she knows how to market a property, etc.
Now considering that “selling” is really about the client, I suggested that instead of putting a value proposition together or memorizing a script that she should consider making her presentation about the client. And instead of memorizing a script just have a sales conversation.
I also suggested by her asking the right questions she will build a relationship and the client will assume that you know what you are doing.
Make It About The Client!
When I meet someone, I don’t say I’m a great negotiator, although I know I’m great. I don’t say that I’m honest or know how to market myself. Although, I am.
When I meet potential clients I find out what is important to them.
I take an interest in them. For example, let’s say they want to sell there house, I may ask: How many kids? How long have you lived in the house? Why are you moving? etc.
Two things I want to learn from my prospect. Information pertaining to the house they want to buy or sell, and secondly about what I have to do as their agent to make their experience the best ever.
Find Out What’s Important
If communication is important to them, I’ll ask, “so how often do you want me to communicate with you?”. I write it down and say my pleasure.
Now did you notice I didn’t say I’m a great communicator? I just found out what was important to them, and said I will do it.
If selling a home, I will ask them what is the most important issue about that. The usual answer I get these days is: “Sell it for the most money”. I will then ask them what else is important and I usually hear, “to sell it as quick as possible or sell it within a specific time frame”.
I will keep asking them what else. Sometimes they may say that they want feedback or communication or that they want me to be honest. If they say the most money possible, I will say then “so it’s my job to get you the most money, possible”.
Did you hear me say that I’m a great negotiator? I will ask them “what do I have to do or what expectations do you have for me to make you 100% satisfied”. This will elicit information about how to treat them.
I may ask them about other experiences that they may have had with other agents. This will bring out any bad experience’s they may have had to the surface, which will give me the information I need to give them the best experience ever. I get as much information as possible.
You Don’t Know What You Don’t Know
I also believe the statement “you don’t know what you don’t know”. By this, I mean that if a person never experienced the process of selling or buying a home before, how are they going to know what is important to them, so how are they going to ask or tell you?
So, if I don’t hear certain things, I may just point out possible situations that may arise, then ask how they would want to deal with them. Usually, I get, “wow, I never thought of that before, I’m so glad you told me”.
Do you now see the importance of getting information and how it helps builds credibility? Make it about them. I welcome your comments, so please do.