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Article
Closing a Client
Too often I see Agents become
uncertain as to how to get a client to sign an agreement. It is that
moment of uncertainty that causes Agents to lose sales and listings.
Here are a few thoughts that can take you over the threshold to more
listings and sales.
First, you have to assume success. Champion Agents who assume that they
are going to get a contract signed have much greater success. In doing
so, they don’t go in asking for the business first. Assume you will get
it, and then ask.
Once you assume you will be successful, you must decide to get it done.
Don’t let anyone take you off the track in achieving your goal. I had a
coaching session recently with a Champion Agent who was working with a
problem buyer. The buyer was getting on her nerves. She had an
appointment later that day to show the buyer a house that really fit her
needs. I asked her a series of questions about the buyer. She concluded
that she needed to sell her this house tonight or cut her loose. I
counseled her to assume and decide that she was going to get this lady
sold. That evening she did exactly that. Her mental decision to take
action with this client made the sale.
The next step is to keep asking. Don’t be stopped by the first “no”. If
you ever watch a four-year-old, “no” doesn’t bother them. They will
continue to ask until they get a “yes”. Did you know that the average
sale is made after five “no’s”? Do you stop before or after the fifth
“no”?
The statistics are quite compelling:
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47% of salespeople stop after the first “no” they receive from a
prospect.
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21% of salespeople stop after they hear “no” a second time.
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14% of salespeople quit asking after they receive a third “no”.
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12% of salespeople fail to continue after the fourth rejection.
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94% of salespeople fall short of the fifth time asking for the order.
Studies have also indicated that over 60% of consumers say “no” four
times before they make a purchase. All we have to do to control over 60%
of the market opportunities is ask more than five times with any
prospect we meet. We can easily move into the top 6% of all Agents in
income by simply asking for the business.
Make sure, however, to get a few “yes’s” through trial closes along the
way. Trial closes are the little “yes’s” of agreement to the little
things.
For a seller it could be: Do you have a key ready tonight? Where in the
yard would you like the sign to be put: closer to the driveway or on the
edge of the property? Is this Tuesday all right for the Broker’s open,
or would next week be better for you?
For a buyer it could be: I noticed you both like the swing set; should
we ask for it in the offer? Do you want possession the end of this
month, or would next month be better? What is a convenient day for a
home inspection for you both?
Trial closes build momentum. Momentum is crucial in any sales process.
While buyers and sellers would not jump in front of a train, that is
what you are accomplishing when you build momentum through trial closes.
You’re building up speed and momentum down the track to the sale. They
may try to slow you down with a little objection. Just handle it and
throw a little more coal in the furnace to get the train up to speed
again. The coal is another trial close once the objection is handled.
The last is to keep writing and filling out the purchase or listing
agreement. If they don’t stop you, keep going. They have every
opportunity to stop you or slow you down. If they don’t jump on this
opportunity, keep writing. In my experience, almost all prospects signed
with me once I had finished the paperwork, and they will sign with you
too.
When on a listing presentation, the earlier you can move the contract
out of your briefcase to the table the better. I would pull it out early
in the discussions with a client and take notes on it. This allowed the
client to get comfortable with it being out on the table. I would also
take notes on the listing contract as we were discussing the price they
wanted to list the home for. When we agreed on the value of the home and
the list price, I would write that price right on the form for everyone
to see. Keep writing and creating momentum, as I stated earlier.
Closing a client is a step-by-step process. Practice these steps, and
your sales volume will increase dramatically. You won’t have to resort
to phrases of manipulation. It’s like the life insurance salesperson who
told the prospect, “Now, don’t let me pressure you. Sleep on it tonight,
and if you wake up in the morning, you can give me a call.”
Dirk
Zeller is recognized as the premier coach for the real estate industry.
He is one of the most sought after speakers and authors for high volume
production while attaining life balance in the real estate industry.
Dirk is the President of Real Estate Champions. Real Estate Champions
provides exceptional business and developmental training to real estate
agents and managers through cutting edge coaching programs and seminars
including the “Four Day Work Week System Program™.” You can contact
Real Estate Champions at 1-877-732-4676 or e-mail them at
info@realestatechampions.com or visit their
web site at
http://www.realestatechampions.com.
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