“What” a Difference
The story of a top producer
By Michelle Glover
This week I visited an agent who was just awarded the National 2010 Top Agent for one of the largest builders in the nation. It isn’t the first time I’ve seen him in action because we had worked together for years. But I never tire of seeing genius in action. I wanted to see for myself why he had his best year ever when others were struggling.
The first difference I noticed was the number of repeat visitors walking through the door. It was literally 3:1, repeat vs. new visitors. Why? A good initial visit and GREAT follow-up was my guess. Turns out follow-up was one criteria for the award. As for the initial visit, the atmosphere was electric with excitement and urgency. Repeat visitors milling around and discussing the buying decision fed the new prospects. Every person knew the agent by name and looked comfortable and happy. The price tag (over $700k), the product (3 story infill), and the location (major road with run down stores) did nothing to dampen the crowd’s spirits. What was the difference?
It was the word “What”.
I’ve seen a variety of greetings and his approach was definitely the differentiator. Instead of disingenuous small talk, he lets his relaxed body language and listening skills build trust. Here is an example of a first time visitor:
(Smile) Hi,I’m … And you are? Names given
What brings you in today? Looking to move from LA
What do you know about the community? My Dad lives close and we checked out the website
What did you think about the info on website? My wife liked it
What was your favorite plan? Either of the big ones work.
So, you saw the pricing on line, it works for you? Yes
Great, what is your timeframe for moving? As soon as we find something
Here are two homes we just finished. Let’s go look.
He never gave them a chance to play games or be evasive; he controlled the entire interaction. Both he and the Buyer got what they wanted. No price sheet or brochure and no memorized presentations. This simple exchange made me start thinking about other top producers I know. All are “straight shooters” who struggle with small talk. Could this be the difference?
Two dynamics may be at work. The first is that the Buyers’ perspective has shifted in this new economy. They were “sold” in the past so they are weary of salespeople who may cozy up to them and sell them more house than they need. Today’s Buyers do homework and want the process to be about their needs – not the House of the Week or a similar gimmick. This sales reluctance may be the reason so many visitors throw diversions like “Just looking”. The key, as I have witnessed with the great agents, is to keep the Prospect talking. Any active questions like “What” or “Why” can completely turn these interactions around. In a nutshell, the new Buyer wants a professional confident enough to ask the right questions.
The other shift is in the sales office itself. In general, agents are anxious to make customers happy. To do that they sometimes skirt tough questions and make every effort to keep it light. How ironic that the very effort to befriend potential buyers is the very thing that may be driving them away. If you watch agents who are still selling well, they have a planned process and assume there is plenty of time for friendship after the sale. Look back at the previous conversation. He uses “What” five times in less than five minutes; it’s an open-ended question that leads to a mutually beneficial place. In other words, he knew exactly how to move the process along without wasting time or resources. Not once during my visit did the subject of incentives come up.
So “What” is YOUR process? Is it working? The market is changing – have you? This is a tough conversation but like this agent, I believe tough questions lead us to a much better outcome.
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