Archive for the ‘Real Estate/Coaching/Training/Agents/Sales’ Category

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I have been in some form of sales since I was 10 years old working in my mom’s craft store selling yarn and bobbins to her quilting and knitting friends. And, since that time, I have always tried to establish myself as a leader in any sales position that I have held…and I also have noticed that there are some really good sales people out there.

The kicker is…a good portion of those people aren’t good at sales. What they are good at is avoiding the things that cause sales people to falter.

Now, before we get into this…lets establish a quick and simple truth: Knowing what NOT to do is just as important when talking about sales as knowing what TO do. Make sense?

Knowing that, here is a quick “Top 10” of mistakes I have seen sales people make that are guaranteed to derail the very efforts that are being put forth by a salesperson.

1. They refuse to learn. — I have seen more than one ‘newb’ burst onto the scene and run huge numbers in a very short period of time…and then just disappear into obscurity. Why is that? It is because they refused to continue to learn. It is vital to be a student of your game. Make sure you are continually learning about your product/service/industry. Read the new books that come out. Go to the seminars that are being held about your industry. Listen to audio, watch video, read blogs (like mine! hint hint) about sales and how to be better at what you do for a living. Reinvigorate yourself.

Did you know that Tiger Woods spends $1 million a year for a swing coach? He is constantly looking to be better at what he does…

2. They stay generalized. — “Narrowcasting” is the specialization into a specific segment or part of the market. Staying generalized eliminates the ability to be considered an expert in any one specific area. Think about that for a second….Medical specialists get paid more than medical generalists. A specialist has narrowed his/her field of vision to ensure success in mastering that specific part of the market or product. They become known as specialists and people recognize that and come to them when they need that expertise.

3. They dont position themselves properly. — The way people position themselves is the primary determining factor in how they are seen by prospects and clients. People pay attention to people they THINK are in a position of importance. Blogging, engagement and interaction with prospects and others via social media are all ways to help position yourself accordingly. The best way to sell is not to position yourself as a salesperson…but to position yourself as an expert in your field. And, one of the best ways to do that is to offer up information and assistance to those that are in need. (A Realtor might do a class on being a first time home buyer, for example. A guy that sells referrals to Realtors might write a bunch of blogs that help the agents do their jobs better…) The goal of these sessions isn’t to sell anything, but to establish yourself as an expert in the field so that, as the need arises, those seeking your service automatically think of asking you.

4. They dont prospect. — This is HUGE! The largest cause of failure in a sales position is having a lack of potential customers. You should always have multiple streams of inbound leads to work. You should never be out of people to pitch to even if that means you spend more money to get them. Take advantage of the technology that exists and use it to your advantage. Don’t have anyone to pitch? Start thinking about a new career.

5. They pitch the wrong people. — You cant get rich selling to the wrong people. You had better be in front of people that can make a decision, have a need for your services, and are willing to listen to you. If anyone you are pitching your services to doesn’t meet that criteria, you are spinning your wheels. Remember, not everyone is a good prospect. Spend the time required to find good prospects and work with them rather than trying to peddle your wares to those that don’t need them, can’t decide if the need is there, or are not willing to listen to you.

6. They listen to their peers. — Listening to your peers usually means you get an earful of negative input. “This isn’t the way that you sell houses.” “Blogging doesn’t bring any clients.” “Social media is a huge waste of time.” Yeah…You’ve heard that before, right? And, it goes on and on and on and on…ad infinitum.

Instead, listen to positive, upbeat stuff that makes you feel good and allows you to think clearly. For me, thats music. Some use motivational speech, etc. And remember…most of your peers suck at their job.

7. They don’t understand economics. — Would you sell something you bought for $1.50 for $1?? Painfully obvious, right? Yet, that is what a good portion of sales people do because they don’t understand the ‘back-end’ costs that should be added into the equation. For example, if you spend $750 marketing a home, $300 in gas showing a home, $200 in food wining and dining clients, and then only make $1000 on the sale of a home…what have you gained?? Here is a quick lesson in Economics 101 — If you are losing money on your deals, you can NEVER make that up regardless of how many deals you complete.

8. They spend money before they make it. — I had a sales manager who said to me, “Clint…a sale is never done until you are eating the steak that you paid for with the money you got when your commission check cleared the bank.” Why think this way??? Look at all the things that can happen that can derail a sale in today’s market…if you are out buying a new TV on credit because you have a closing happening on Tuesday, you are going to lose your butt in this business. Just because you have a signed contract doesn’t mean you are going to get paid anytime soon.

9. The fail to ask questions. — More importantly, they fail to ask the RIGHT questions. And, when they do ask them, they fail to actually listen to the answers given. A prospect will always tell you what it is that they need to hear come out of your mouth. Asking the right questions based on their feedback will, more often than not, lead to a sale for you. You have two ears and only one mouth. Use them accordingly.

10. They are hindered digitally. — “Hindered”, in this instance, means they are either digitally compulsive or digitally impaired. Both are a hindrance. You can be so addicted to the technology available (Internet, sales force automation, blackberries, iphones, etc) that they are completely paralyzed when it is not available. Or, the mere thought of being surrounded by that much technology has them so scared, they refuse to adapt to any of it. Both are career-killing impairments. In truth, it is those that have the ability to take on the technology without losing the human aspect of their jobs that will be the ultimate winners. Find your happy medium.

Sales people are a curious breed. “Experts” rarely have the open-mindedness required to accept criticism and adapt to make themselves more successful. Yet, it is exactly that which will set you up for a stellar sales career. Pay attention to the pitfalls that you can fall into that will slow your momentum and focus on those things that will increase it. Do this, and you will be just fine regardless of the market.

Fan us on Facebook! And, follow Clint on Twitter! And, if you would like more information on how Real Estate Client Referrals can help you increase your bottom line, please contact Clint at 800-977-7058.

Let’s take a quick quiz…

Name the companies that use the following tag-lines.

1. The Real Thing

2. The King of Beers

3. Mmm mmm mmm mmm good

4. Good to the last drop

Pretty simple stuff, right?

Coke is the “real” thing. (After all, Coke was first on the scene in the cola world. So, you can either have the real cola, or an imitation, right?) Let’s look at Budweiser. Long has it been known that Budweiser is the “king” of beers. (It doesn’t get any better than being the king. The king is the top of the heap, the head honcho, the alpha dog. Why would you associate with something that isn’t the best??) Campbell’s soup is “mmmm mmmm” good. Maxwell House coffee really is “good to the last drop“.

Recognize the pattern yet? Did you catch what was being said?

All of these tag lines have been used by these very successful companies for years. Not because they are excellent brand references that people have literally heard for years…although that is certainly true…but because they SELL! Not only do the help sell the product, they sell the brand.

How much more effective could your advertising be if you treated your tag line — your branding slogan, if you will — as a sales opportunity rather than a contest to see who can come up with the cutest catch-phrase??

You can immediately improve your own tag line and achieve better results from your advertising by simply changing the words you use to words that actually mean something.  For example, what’s the more effective tag line….

1. Your (honest, hard-working, professional, friendly…feel free to insert any other adjectives here) real estate expert for life.

Or…

2. Working to deliver the best results for you. Always.

I can tell you from personal experience, if I had a dollar for every time I have seen the first one on a website, business card, flyer, postcard, etc, I could retire. It is probably one of the most over-used and, forgive me for saying so, weakest tag line an agent could use.(Hey, someone has to be honest with those of you that use some form of this line…)

There are a group of words that are used in real estate advertising that just simply don’t deliver the punch that the agents thinks they deliver. Here is a list of words you should avoid:

FRIENDLY — Of course your friendly. You work in a position that requires it. I have never met a single agent ever anywhere that doesn’t possess the ability to at least fake his/her way through an appointment appearing to be friendly. Go to an appoint and be an ass and see how far that gets ya…

PROFESSIONAL — Ummm…duh. I would hope so. Why would you waste valuable advertising space promoting something that the client is already expecting to exist merely by the fact that you hold the position that you do. McDonald’s food is safe to eat. Fords will help you get from point A to point B. My service is professional. See the problem??

HONEST — (See friendly and professional)

HARD-WORKING — I have met very few agents in this industry that are not working hard. I have met a bunch that don’t work very smart, but I think all of them work hard. Do you really want to be measured by how many more hours you will spend working for them versus how many hours your competition will put in? Or, would you rather be measured by how much more effective you are at selling homes?

Pretty much any word that you can use as an adjective about yourself falls into this category including knowledgeable, reliable, trustworthy (dear Lord, please don’t use this one!!) etc…

Now, by the same token, there is a group of powerful words that can be used to deliver a better message about your ability and maintain the aspects of your ability that the client is already assuming exist within you. Those are:

RESULTS — People are buying results when they hire you. It only makes sense to promote that fact in your tag line. You are hired to sell a home. That is a result that your client wanted. Bring that to the forefront so that other clients know you can deliver those results.

DELIVER — Delivering something is hugely important. You are bringing them something they want. I order a pizza…I don’t want to go get it. I want it brought to me. Bring me something I value and I will pay you for it. Do it well, and I will tell other people.

BEST — Being the best at anything positive will bring you results. Be the best blogger in your area, you will get clients from it. Being the best at any aspect of your job gives the ability for you to leverage this aspect and you will get new clients coming to you because of it.

YOU — If your advertising is a message to a potential new client, why talk about yourself?? Why not talk about what they want? Using the word ‘you’ implies that a specific focus on the individual client and will create a connection between you as the agent and them as your customer.

GUARANTEED — The value of a guarantee is implied by the client, not you. Offering something that is guaranteed implies that you are true to your word; you can produce a desired result and are willing to back it up. Guarantees provide that same feeling of confidence in your clients by removing doubt and potential risk.

LARGEST — It has long been thought that there is strength in numbers. The size of an organization has typically been thought as being the ’safest’ choice merely based on the size. Remember, nothing draws a crowd like a crowd. So, whatever you can say about being the largest in your market space will help you. It doesn’t have to be the largest brokerage. It could be the largest internet presence, the largest service network, etc.

There are certainly more words that fall into this group, but I think you get the hint. Your tag line isn’t about a catchy slogan or a cutesy jingle. It is your very first attempt at selling your client that you are the best choice for them. In order for this to work effectively, you should be talking about what THEY want from you rather than what you want to be seen as in their eyes. Talk about what the client wants…not about patting yourself on the back for possessing those same qualities they automatically assume exist merely based on the fact that you hold the position that you hold. Therefore, choose your words carefully.

Need more clients?? Real Estate Client Referrals can help you!! Fan us on Facebook; Follow Clint on Twitter; Call 800-977-7058 for more information on how we can help you make more money!

I was recently playing around with services that allow you to post presentations online…companies like SlideShare and Scribd.

I posted this to Scribd a few days ago…and in that time, it has climbed to about #7 on Google for some of our primary search terms!!!

In my mind, that is AMAZING!!

Feel free to check it out…

Real Estate Client Referrals Presentation

If you would like more information on Real Estate Client Referrals, contact me at 800-977-7058 or follow me on Twitter.

Like many people, I suffer from seasonal hay fever.  And, like many people, I start stocking up on drugs, Kleenex, and eye drops in about March so I have enough on hand by May that I can survive until September.  The medicine cabinet in my house looks like the allergy aisle in Walgreens.

Allergies, as a whole, are a pain in the butt.  I have had them my entire life.  I had them so bad that, from the time I was 5 until I was 17, I had to have shots weekly to help build up my immune system enough to where walking past a horse in a field didn’t throw me into a an asthmatic fit or cause my eyes swell shut from the histamine reaction.

On a side note…I once got a horse hair in my eye.  I nearly died.  I had to be given adrenalyn to stop the reaction before my airway shut off completely.  I am still deathly allergic to horses.  Not a good combination for a kid growing up in rural western Montana!

“Sanity” and “Happiness” can be difficult to achieve when you are coughing, sneezing, sniffing, wheezing.  So, because of my severe allergies, I have had to learn all kinds of short-cuts and inexpensive changes to help eliminate my risk of having an allergy attack throughout the year, not just in summer.

Here is a short list of things that I did in my bedroom to help me become less likely to have an allergy attack at night (which is usually when I got hit because I didn’t take medicine before bed).

When planning your bedroom, or re-designing it to make it as allergy-proof as possible, you need to:

• Use low VOC paint (VOC is short for volatile organic compound)
• Get an allergen-free mattress, box spring, and bedding
• Use pillows and comforters that are filled with fiberfill, not down or feathers.
• If you want carpet, use something with a very dense weave to it.  Better yet, skip the carpet and get hardwood floors!
• Avoid ‘stuffies’ like the plague!
• Add new weather stripping to all doors and windows.  If you can afford it, replace your old, inefficient windows with new windows.

All of these steps will help eliminate your allergy risk by measured amounts.  But, without proper maintenance, you will only be safe for a short period of time.

So, on a regular schedule, you should:

• Wash bed linens at least once a week to help reduce dust mites and skin particles (the number one cause of dust in your home)
• Use a micro-fiber dust cloth.  Not a feather duster!!!
• When you dust, don’t forget your ceiling fans, walls, blinds, etc.
• Use natural cleaners to avoid chemical allergic risks
• Use a vacuum with a HEPA filter (HEPA is short for high-efficiency particulate air) and use it on all fabric surfaces including your mattress, curtains, and other fabric-covered furnishings.
• Keep a HEPA air filter running in your bedroom to remove dust and allergens from the air

A good night’s sleep is hard to achieve when you can’t breathe.  And, these simple steps will nearly eliminate your restless nights.

Clint Miller is the Internet Marketing Manager for Real Estate Client Referrals.  If you would like information about RECR, please do not hesitate to contact him at 800-977-7058