Many times it feels as if “permission” marketing has been thrown to the wind, but occasionally, we experience the better side of sales. The side where someone is presenting us with a valuable service in a helpful way. Successful agents know how to do this in their businesses. They deliver effective messages that persuade prospects and elevate their offering. The way an agent delivers their messages and converses with prospects can have a dramatic effect on the outcome of a conversation. Using the wrong phrase or tactic might cast a negative shadow on your pitch, while tweaking your approach can build rapport and incite action. The underlying message is certainly critical, but the way you deliver it is equally so. Few people in real estate understand this better than Anna Krueger, with The Haro Group of Keller William Realty. A self-professed “terrible” salesperson, she studied the pattern of sales language, implemented her findings into her calls and follow-ups, and became the #1 producer on the team for the next 10 years. Anna is now a full time MAPS coach and consultant, and she shared some of her strategies in her session, “The Secret Language of Selling: How to Master Language Patterns” during BoomTown’s annual user conference, Unite. Here are some of the takeaways for better follow-up, heightened engagement, and creating effective conversations that still feel personal. The dreaded intro. Cold calls aren’t enjoyable for most people, but Anna knows some tactics that drastically reduce the dreaded “click” and tee up much more productive conversations. Here’s the pattern she recommends: Introduce yourself quickly If you don’t know their name, simply say: “I’m hoping you can help me. Don’t ask “how are you?” this is vague and just invites them to tell you that they are too busy. Instead, show you appreciate their time and say “Thank you for taking my call.” Reference your source and explain why you’re reaching out Ask an open question about their motivation Number 5. The game-changer. Instead of the usual sales process, railing through qualifying questions and logistics, asking an open-ended question about their “why” throws them back to the impetus of what they’re doing. The emotions behind their actions. This question can be something as simple as “I’m curious what has you thinking about moving?,” but it’s even more important than the logical, yet interrogative LPMAMA rigmarole (there is space for this later). Logic makes people think, but emotion makes them act. We’re all familiar with common objections and the best practices around overcoming them, but there is a difference between “stalls” and their harsher objection counterparts. Stalls tend to start at the beginning of the conversation and are typically one of three things: Objections on the other hand are more prohibitive to action. They revolve around things like financial issues, working with other agents, etc. Following this approach will build better relationships, garner more important information about a prospect’s search or situation, and help you determine clear next steps for action. These language patterns will reduce your follow up efforts for sure, but remember, most leads needs frequent and consistent follow-up! 70% of all appointments come from following up 6 or 7 times! Just try to gain a little “yardage” with each call and contact, and follow the basic order for a productive conversation: Want to get more info? Learn more about Anna Krueger and her proven strategies for successful follow-up in our Driven podcast! Sales Call Openers that Combat Hang-ups
Stalls Vs. Objections (and How to Handle Them)
So How Do You Work with a Stall?
Timeline of a Lead: Playing the Long Game to Win