Salespeople spend a lot of time trying to convince sellers how good they are. They talk about the advertising they do, the awards they’ve won, the results they’ve had. The trouble is, too many salespeople make the presentation all about themselves.
Whether your clients are buyers, sellers, landlords or tenants, they are all out to look after themselves. Most are fair, but in their minds, their own interests are paramount.
Buyers may have little choice of the agents from whom they purchase, but salespeople who fail to look after them have no chance of ever being invited back to discuss the sale of those properties when the buyers decide to sell. Salespeople who disclose one buyer’s offer to another, who treat buyers badly, or who resort to other questionable tactics will only ever take advantage of those clients once.
Sellers and landlords have more choice. They can choose the agent they like the best and are in a better position to negotiate terms that are favourable to them. Salespeople who give client-centric presentations, who take the time to ask good questions and find out what’s important to their clients, give themselves a huge advantage over their competition.
Once you know what is important to your clients, you can tailor your presentations toward showing them why they should use you. You position yourself to answer the question: “Why you?”
Read the Play
Too few salespeople actually listen to what is going on around them. They fail to ‘read the play’. They encounter the same objections again and again, but never stop to think if there is a better way to handle those objections, or even smarter, avoid them altogether.
So slow down a little when you’re with clients. Ask good questions and find out what is important to them. Tailor your presentation toward proving that you are different from your competitors, that you are a better choice because you deliver solutions to clients. Make the presentation all about them.
Why you? Because they got to know, like and trust you. The promises you make are what your clients want and need. And you deliver on your promises.