Are Your Agents Change Makers?
Depending on the industry, sales agents have many types of sales presentations they can use. If they are cold calling, an agent can present their information in writing via a proposal, letter, email, etc. Or an agent can make a telephone call. There are challenges to both types of cold call presentations as either option needs to run the gauntlet of the gate keeper(s). And many times an agent can’t even get to a gate keeper. If a sales agent is in front of the decision maker(s), then they have options as how to present their product or service. They have a short window of time to be clear, concise, informative, and to promote what they are selling as beneficial to that buyer.
For the housing industry, most prospects are driven to sales centers through an effective and expensive marketing campaign. There are no gate keepers to deal with other than an agent’s lack of a desire to understand that most of the prospects are there because they want to purchase a home, lease an apartment, or find a quality senior living community. Nothing like being your own gate keeper. Once the agent engages with a prospect, all they need to do is create a product and community match along with a reason to purchase what they are selling. This is simplified of course, but this basic understanding seems to be missing in so many agents who are used to a demand market.
For the housing industry, there are many styles of sales platforms that can be utilized to develop an effective sales presentation. There is no need to address them here but what everyone does need to address is the need for some sort of structured sales platform to achieve the desired goal of meeting and exceeding pro-forma goals. You just can’t wing it in sales.
Most prospects that come to your community either want or need to make a change. True sales professionals, once they have laid the proper foundation, are not afraid to ask a prospect to make that change.
The beginning question for any agent, after determining they have a serious and motivated buyer, should be do I want to make that change happen at my community? The second question should be what action do I need to take to make that change happen?
For the true sales professional, the answer to the first question needs to be an unequivocal YES. If you don’t start with yes, then why are you in sales? Additionally a true sales professional has internalized this question to a point where it no longer needs to be asked. Back in the day this was referred to as ‘assuming the sale’.
From the years of conducting performance evaluations through both audio and video shops, I have observed two basic approaches to the second question of what action needs to happen.
1. The tour guide approach: Too many agents operate like the GPS in a car. A GPS agent provides facts and information (directional updates) that usually ends up as a lecture or information dumping experience for the buyer. The GPS in your car usually, but not always, gets you to your destination. It never asks you why you want to go to there; it just tells you where to go. The GPS sales agent sometimes gets their prospect to their ultimate goal, but if they don’t know the why factor, an agent can easily take that prospect on a long and meandering journey. So much time is spent on non-essential information that prospects tend to lose interest, they get mentally lost and move on to another destination.
2. The change maker approach: The true sales professional knows what they need to do to get their prospects from interested parties to committed buyers. They know what steps to take to understand the why factor to find the right home so that prospect can make the change from a maybe buyer to a yes buyer. These steps come from a structured sales platform that has been learned, practiced and used to the point where the agent doesn’t even think about it. The true sales professional conveys only relevant information so their buyers can make an informed decision. The true sales professional knows that they are not selling just a house but a home.
Are you ready to confirm if you have change makers or GPS guides in your sales centers? If so, then LeBlanc & Associates is ready to be your partner to help you identify what changes need to happen to make sure prospects don’t get lost and move on to another community. Our Video Profiles give you the visual effectiveness of the who, what, when and how. Our reports give you that added dimension of the why.
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Top 10 Ancient Highways
|1.||Old North Trail, North America
Originally used by Blackfeet Indians, took 4 years to travel the nearly 2,000 mile route.
|2.||Nakasendo Highway, Japan
Made in the 17th century for pedestrians and horses this 310 mile trail formerly linked Kyoto and Tokyo.
|3.||Yuen Tsuen Ancient Trail, Hong Kong
Used for centuries now this trail includes urban areas as well as some peaceful spaces.
|4.||Khmer Highway, Cambodia to Thailand
Formerly used by Cambodian kings to visit temples and perform ceremonies, now much of it is being reclaimed by jungle.
|5.||Old Great North Road, Australia
This infamous trail is also known for its excellent engineering, some sections follow ancient Aboriginal tracks.
|6.||Persian Royal Road, Turkey to Iran
Connecting the Mediterranean and the Persian Gulf some of history’s well known names such as King Midas and Alexander the Great have traveled it
|7.||King’s Highway, Egypt to Syria
One of the great trade routes of the Middle East during biblical times.
|8.||Via Egnatia, Albania to Turkey
Built in the first century B.C. this road links the Adriatic with the Aegean Sea and the Bosporus.
|9.||Amber Road, Russia to Italy
Formerly used to trade, you guessed it, amber. Follow this trail from St. Petersburg to Venice.
|10.||Via Augusta, Spain
This route takes you across Spain and from there you can connect with another route to Rome.