Impressing clients every step of the way

Showcase your unique value

Knowing your strengths is a major part of impressing your clients. It sounds simple, but so many salespeople focus on the mechanics of what they do and then forget about what makes them special.

I’m a firm believer in building up your sales skills and having professional materials to back them up. It’s what I teach and I know from experience that learning a script and standardizing a personal sales process are incredibly helpful. When you use these techniques, instead of worrying about what comes next, your mind is free to address what your clients want from you.

There is plenty of information out there about what you should be doing on the phone, in your marketing materials and at your presentations. But never lose sight of what you bring to the table personally. Take listing presentations, for example. A Royal LePage broker recently contacted my office asking for a list of the “Top 10 Questions Sellers Should Ask Their REALTOR®” to send as part of a standard pre-listing presentation package. This is something Leader’s Edge Training teaches because when sellers are interviewing several REALTORS® it’s better if they ask everyone the same questions.

Sending material to sellers before the listing presentation is a fantastic way to make an impact before you meet them in person. It helps to shape the conversation and gives you a leg up on your competition.

There are plenty of questions sellers may not think to ask before committing to a REALTOR®. Here are basic ones we suggest:

1. On average, how long does it take to sell a house in this real estate board? 2. What are your average days to sell a house? 3. On average, what’s the difference between the listing and selling prices in this board? (Also known as the list-to-sell ratio.) 4. What is your average list-to-sell ratio? 5. How will choosing your company/brand help sell my house? 6. What market share does your company have? 7. How long have you been in the business? 8. How many homes like mine have you sold? 9. What techniques will you use to sell my house? 10. What ongoing education do you participate in to stay current?

Any seller should want to know this information because asking about board averages and the agent’s own sales stats and techniques is a great way for the seller to tell who knows their stuff – and who doesn’t.

But these questions don’t say much about you and what you personally have to offer. Take some time to think about your unique value and prepare stellar answers that will help you stand head and shoulders above your competition.

For instance, the question, “how many homes have you sold?” If you sold 200 homes last year then that’s a fantastic number to share, but if the seller wants your personal attention then you have to talk about more than just the numbers. You might want to show the enthusiasm you bring and your laser-focused dedication to selling their property.

That’s why I always encourage salespeople to think about their own strengths when developing “Questions to Ask Your REALTOR®.” For example, if you have close relationships with lawyers, mortgage lenders and home inspectors, then encourage your sellers to ask about the extra services and relationships that you bring. If there’s an amazing team around you who confidently handle the details, then prompt sellers to ask the “what if you’re away?” question. If you include free home-staging as part of your package then suggest sellers ask about value-added services.

The questions are endless, just ensure that you choose ones that highlight what’s best about you. Sellers will appreciate having questions given to them that they may not have thought of and you’ll benefit from the chance to shine.

Chris Leader is President of Leader’s Edge Training, one of North America’s premier real estate and mortgage sale training companies. He can be reached at chris@leadersedgetraining.com.