Apr
22
The key to being successful is sweating the small stuff. That comes down to the very words that you use. That’s why I’ll always encourage you to paint persuasive word pictures for your clients.
But don’t stop there.
Avoid those words that raise flags for buyers and sellers. Words that paint ugly, bad pictures–albeit, stereotypes–of salespeople.
Following is a list of Tom Hopkin’s “Thou shalt not say” words. Words that generate pictures of sleazy car salesmen, images of big city political hustlers. Words that put prospects on the defensive, out of the buying mood.
“Cost” or “Price.”
Here’s what your client sees when you say these words: Money leaving their wallet. Instead, say “total investment,” which creates a picture of putting your money to work.
“Monthly Payment”
Picture of bills. And they already have too many of those.
Instead, say “monthly investment.” Again, a picture of putting your hard-earned dollars to work, which everyone enjoys hearing.
“Sell” or “Sold”
Picture of being pushed or pressured. Think telemarketers and resort sellers.
Instead, say “get involved with” or “helped you acquire.” Pictures of participation and benevolence. Big difference here.
“This Will Be a Good Deal.”
(Personal pet peeve of mine.) Picture of back office, city politics. The pool hall deal. Used car lot negotiations. It’s got corruption written all over it.
Instead, say “opportunity.” “This will be a good opportunity.” Ah. Need I say more?
“Just Sign Here.”
You’re client or prospect sees you holding them hostage to an agreement–forever. Will spook even the most seasoned home buy, I bet.
Instead, say “endorse,” “authorize” or “approve the paperwork.” Pictures of you in the driver’s seat, you with the power.
Conclusion
Remember: a successful sale is made up of dozens–if not hundreds–of smaller parts. Success comes together like a deliberate, systematic arrangement of jigsaw puzzle pieces.
That means the words you use are just some of those parts. A tiny part, yes, but could be the very hinge that closes the door on your “opportunity.” Let me know what you think.
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Apr
14
Recently during a conversation someone turned up their noses when I mentioned Cialdini’s book, Influence. It took me off guard. To make sure I read them correctly, I asked them if they read it.
“No” was their response.
Interesting. I asked why not. Their answer in a nutshell: Persuasion is for crooks.
Now, some people use influence or persuasion to take advantage of people. Yes, that’s true. So it puts the idea of selling, marketing and persuasion as evil into people’s mind. Puts a bad taste in their mouth.
And yes, of course, persuasion has been abused throughout history. And will continue to be abused.
But there are plenty of legitimate persuasion techniques. In fact, I think when you are chasing down the right things for people and working for their good and you have their best intentions in mind…you owe it to your client to be persuasive.
So building upon a previous post, I’d like to to share 5 essential persuasion tricks with you.
1. Authority Head Nod
Often all you really need to get somebody off the fence is to give them a suggestion from an authority figure. In your case, this could be the house inspector. A lawyer.
As Hogan and James say in their book Covert Persuasion, “A suggestion from an authority figure can often override a person’s visual memory to create a new and different memory.” In other words, people think differently, depending on who’s talking. Magic happens when you quote someone in power.
2. Agree with Their Point of View
People instantly resist what they don’t believe, so the moment you sense someone pulling back, affirm their point of view. You may have to find out first what it is that’s causing them to withdraw. So discover their belief and let them know you agree with them. They’ll be in a more flexible state of mind.
3. Avoid Verbal Commitments
Let me qualify this.
When I say “avoid verbal commitments” I mean commitments that you will want your client to change later. For example, avoid having your client state which home they want. If you do that, then you’re going to run into the problem of consistency, which basically says that people, aware that they’ve made a public stand, will hold tight to that stand so as to appear consistent.
Consistency in behavioris good, especially in difficult or tense times…and is the biggest part to influencing people. But don’t over do it. You may end up with a stubborn client when you don’t want them that way.
Granted, this may have happened to you before. It might happen in the future. The key is to learn from it. Keep your eyes open.
4. Limit Choices
This is an oldie, but goody, especially if you want to hear more “yes.”
Copy writing legend John Caples was one of the first advertisers of catalogs to point this out when he discovered that ads that limited choices massively out sold ads that offered too many choices.
The problem with too many choices is that the mind can go into overload. People get confused with too many choices and when they get confused–like me–they walk away. Not good.
So, define a very narrow number of choices. But don’t withhold relevant, important or urgent information. Stay way above the table on this. Your goal is to help your client buy a home. The smart thing for them is too limit their choices.
5. Justify Your Requests
According to popular research, the word because can get your copies made faster, get you through airport security without waiting in line, and get your children to behave.
Why is that? Human Factors suggests that we are patterned to accept requests when they are followed by a reason. But sometimes all we really hear because. We tune out after that.
My point is this: When asking your client do something, tell them why. I bet more than 93% more people will agree with you. How do I know? Because Human Factors said so. ;-)
Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.
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Apr
6
Follow Up: Why Targeted Repetition Works So Well
Filed Under Real Estate Prospecting Ideas, Uncategorized | Leave a Comment
As every great agent knows, it’s your consistency that will make the difference in making any follow-up program work. Even if you borderline on obnoxious.
Understand, I don’t mean you have to be a jerk…but you may have to be that agent who refuses to ”take a hint”.
If someone calls you–whether via your 800 hotline call capture line or simply your office phone–they are indicating that they are interested. And if they are interested, its your duty to follow up with them to see whether they need more information.
Here are a couple ways of doing that.
1. Create a policy with yourself or your team to make hotline follow-up calls in less than thirty minutes.
2. Write, rehearse and memorize follow-up scripts. This alone will help you lower your call reluctance.
3. Capture every prospects’ home address over the phone. Even if they have all the information they need, ask them if it’s okay to get their home address so you can mail them a report or article.
4. Plug all prospects who are farther out in the buying or selling cycle into a monthly service newsletter like Service For Life.
5. Flat out just keep calling to get an appointment.
6. If you get their voice mail, leave a provocative message: “Hi Cal. Listen, I have a copy of your home listing from the MLS and have a question for you. Could you call me back at…” But be careful: your question better be honest. The last thing people want to be bothered with is a bait-and-switch question.
Without argument, the agent who is the most consistent with follow-up calls will be the winner. I don’t think anyone would disputte that.
And the best way to build consistent, targeted repetition into your individual program is to schedule it. Do this work the same time each day, everyday and you will find that the consistency becomes a habit and eventually that habit will reap massive rewards. You can bet the farm on that.
Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.
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Apr
2
Make Sure You Know the Answer to This Question Before Your Next Presentation
Filed Under Leadership, Persuasion | Leave a Comment
I don’t know about you, but I think this market sucks. I know people who are flailing. I know people are are failing.
You probably know some people, too. Maybe you’re flailing. Or even on the point of bust.
Whatever your situation, good technology and talent can help you endure a tough market. But that alone won’t do it.
You also need a good attitude. No…you need a super attitude. A superstar attitude. Let me show you what I mean.
Superstars don’t think like everyone else.
“The average person has 2,000 to 3,000 thoughts a day,” says Jim Fannin, performance coach for big name ball players like Alex Rodriquez. “And 60 percent of the average person’s thoughts are in chaos.”
How many thoughts do you think the superstar has? The superstar, says Fannin, has 1,100 to 1,300 thoughts a day. How do they do that? They eliminate worry, envy, jealousy, embarrassment and anger.
The superstar thinks a lot less. But holds a thought longer.
Here’s my point: Most of your thoughts don’t matter. Most of your thoughts are of the “Air conditioner just started” and “Breeze is cool this morning” breed.
And because of the randomness of some of your thoughts, you probably don’t focus on any of your thoughts. And that’s a problem. Let me explain.
If you ignored all your thoughts, you could miss out on great ideas when you have them. Like taking that much-needed vacation or placing an ad in that new homes magazine.
Worse, however, is when you focus only on your negative thoughts. This can literally cripple you at the negotiating table, the listing appointment or even at the cocktail bar.
My question for you when approaching any situation is this: where are your thoughts pointing? Are they surplus or scarcity?
Scaricity thoughts look like this:
“I don’t deserve this listing when I’m going up against that agent.”
“I bombed my last presentation. I’ll probably bomb this one.”
“If I don’t get this seller, I’m sure to foreclose on my own house.”
On the other hand, surplus thoughts look like this:
“I deserve this listing.”
“I can’t wait to deliver a killer presentation!”
“I love real estate and the thousands of opportunities to make thousands of dollars!”
As a rule, never believe your negative thinking…especially if it limits what you think is possible.
If you tend to be a scarcity thinker, stop right now and admit that your habit of thinking needs to be changed. You’ll need to do this because just being aware of limiting beliefs and thoughts is a major step in the right direction. And awareness alone can be curative.
Then begin to work on affirmations like the ones above in the surplus category. Also simply doing something different that counters limiting thoughts can work wonders.
For instance, if you typically avoid or neglect selling situations, hunt them down. And throw yourself at them. You’ll be amazed at the level of confidence you gain from simply doing something you’ve always dreaded. Even if your initial results are less than you expected. Practice makes perfect.
Only when we weed the limiting beliefs from our subconciousness is it possible to plant the seeds of new beliefs.
And new beliefs are the pathway to prosperity. Abundance. Surplus.
To help you on your new journey, we recommend you pick up two classics: Awaken the Giant Within by Anthony Robbins and Think and Grow Rich by Napolean Hill.
Both can be read in a weekend. And both will have you climbing the walls…hungry to make big money.
Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.
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