√
PLAN Formula
√ √ √
The WAY you deliver (information, a gift, paperwork, etc.) to your client tells the story of how you want them to feel when they receive it and how they perceive the interaction. You can simply drop off a document/gift etc at their home and leave a message for them. Or, you can show up at their work place excitedly and say, “You know how we were worried about the sellers getting everything done in time? Well, I spoke with them and let them know they were at risk of delaying our sale for another month if they didn’t get everything done by the end of this week.” “I just reached out to the agent again. They completed all the requirements needed to move forward! I wanted to make the point of telling you in person because I am so excited for you and I know how you had your heart set on moving by the first of the month.” he difference between the two scenarios above is not T about how hard you worked or your level of service. The
Position Land Acknowledge Now ASK
difference is simply how you presented the information and how you made the customer feel, and how your work benefited them. Every day you can perform heroics for your clients. Do they know it? Do they know how much work you put in behind the scenes? Do they know what you do on their behalf and how you are always thinking of their best interests? Probably not. How would they, unless you let them know! By drawing attention to the high level of quality service you are providing and giving the client an opportunity to appreciate you, this in turn will create a referral moment – a moment in time when a client is most receptive and eager to return the favor and help. Why? Here is an example to illustrate: If you received a present from a friend, wouldn’t you be more inclined to return the favor? The approach is just the same!
Orchestrating Referral Moments Using the PLAN Formula √
1. Loan Approval
POSITION: Consultant: Do you remember when we first met regarding the loan application and we spoke about how your current credit score, your FICO, might play an important part in qualifying you for a jumbo loan? When we talked, I told you nothing is a sure thing, until it’s really closed and funded. Do you remember that? Client: Yes. LAND: Consultant: I spoke with a few different underwriters this week, and because of my long-term relationship with them I was able to find one that will fund your loan up to $725,000 at a lower interest rate than we expected with no closing cost! ACKNOWLEDGE: Consultant: I knew this was very important to you because you are needing to move out of your old home by the end of the month. So I did everything I could to make it happen! NOW ASK: PLANT A REFERRAL SEED OR ASK FOR A REFERRAL
2. Contingency Removed POSITION: Consultant: I have an update for you. Is now a good time to talk? Client: Yes. When we signed the contract, part of the transaction was contingent on the septic system operating at full capacity – do you recall that? Client: Yes. Consultant: Yesterday, the septic company was out to inspect the pump. They gave me the report about three hours ago, and I’ve been communicating with them about their findings. What they requested was that the entire system be replaced and gave me an estimate of about $12,000. I was floored! I told them that my client is not going to come up with $12,000 to replace the system. LAND: Consultant: Because I know a little bit about these situations, I asked a ton of questions and I got them to agree to simply replace the valve. The cost of that is $340. ACKNOWLEDGE: Consultant: I knew you would appreciate saving $11,660! NOW ASK: ASK FOR A REFERRAL
Orchestrating Referral Moments Using the PLAN Formula 3. Offer Accepted – Call to Buyer POSITION: Consultant: We spoke about how this could go either way – they could accept our offer \ or they could counter offer. I paused and said to myself, “I really want the Johnson family to get this house and for no more than $500,000.” LAND: Consultant: So, I spoke to the seller’s agent and said, “Bob, as soon as your sellers change this contract, they are buying the home back for $610,000. In this market, are you sure they want to do that? Their agent paused. He then said, give me a few hours to get this handled. So, they just accepted your offer! Congratulations! ACKNOWLEDGE: Consultant: I am ecstatic for you! NOW ASK: PLANT A REFERRAL SEED OR ASK FOR A REFERRAL
Create Your Own PLAN Script
P
POSITION
L
LAND
A
ACKNOWLEDGE
N
NOW ASK