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rlpNetwork DESIGNED FOR YOU
Ride the MOMENTUM
A growing office can provide indirect benefits that help you to reach your full potential.
The great football coach, Lou Holtz said, “In this world you’re either growing or you’re dying, so get in motion and grow.” Growth and momentum are the lifeblood of any business.
One of the things I often encounter when speaking to audiences across North America is an apprehension about change. We tend not to like it, but the truth is, change, and growth in particular, are good for business. When your office is growing, so are you.
Forward-looking companies create plans for how they can continue to thrive and prosper. By adding great, like-minded professionals to their organizations, the benefits of growth spill over to all involved. Benefits of a growing office: • Raises the level of production • Increases market share • Shores up the office culture • Increases brand awareness • Fosters growth and development
With an increase in office size comes a greater emphasis on training and development. You also have more opportunities to connect with other top producers. One of the things we’ve seen with our Peak Producers training program is a strengthening of the bonds among agents. Going through the same training, agents share ideas, encouragement and accountability. Spending time with people who want to get better makes you better. Royal LePage is one of the most time-tested organizations in Canada. They have a solid culture of community and production. And they’re all about growth—and finding the right way for expansion. It matters with whom we surround ourselves and recruiting is how your broker ups the ante in your office.
If you want your business to increase, help your office grow. It’s as simple as that. Help them hire other great people…and if you work by referral, then you already know the benefits of working with people you like. It makes this business more enjoyable, it makes you more productive and it makes your brand in the marketplace even stronger.
BRIAN BUFFINI Founder and CEO of Buffini & Company™ buffiniandcompany.com
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You’re the
BRAND
INSIGHTS GLEANED FROM “UNSELLING” AUTHOR SCOTT STRATTEN.
©iStock.com/Dragon Images Ltd, ©iStock.com/Squaredpixel Productions Attendees of the 2014 Royal LePage National Sales Conference, held in Toronto, were a rapt audience for keynote speaker Scott Stratten.
His entertaining presentation challenged many long-standing sales concepts. Stratten provided new insight into how selling should be undone, and how branding is all about your actions.
Key to his latest book UnSelling, which he has co-written with Alison Kramer, is the notion to throw out the traditional sales funnel and focus instead on our actions. “UnSelling is about removing this “funnel vision,” reaching out to clients in a meaningful way, and becoming the go-to brand. The sales figures will follow,” he says.
To illustrate the point, Stratten tells the story of Joshie, a stuffed giraffe, who was left behind at the Ritz-Carlton Amelia Island hotel. The hotel staff’s amusing and extraordinary customer service was promoted widely after they took photos of the beloved missing toy, pictured enjoying a vacation at the hotel. Joshie was shown lounging by the pool; taking a ride on a golf cart, being issued a Ritz-Carlton ID badge as an honorary member of the Loss Prevention Team, and; taking a shift in front of the security monitors—all in an effort to ease the little boy’s woes in being without his special Joshie before the toy arrived safely back home. The story illustrates that attention to our actions each day is the true power of any brand. Gaining clients and achieving success is not the result of the company logo, or the bus bench ad, or the number of homes we’ve sold. Stratten crystallizes branding as the impression we leave on people every day, in every one of our daily interactions.
Clients hire us for more than the task we are hired to do. To differentiate yourself, you need to become the brand. Our brand, the real, true and powerful brand, is the personal connections we make and the good and important things we do to show customers, and people everywhere, that we care.
“What matters in branding is what you do. Your brand isn’t what you say it is; it’s what your customers experience and tell others,” says Stratten.
It’s a powerful thought. You’re the brand.
FOLLOW SCOTT STRATTEN ON TWITTER AT @unMarketing UnSelling is available at bookstores everywhere: ISBN: 978-1-118-94300-7 (cloth) ISBN: 978-1-118-94301-4 (ebk) ISBN: 978-1-118-94302-1 (ebk)
