Making your Listing Presentation more effective
are continually asked in this market to assist in the training
of sales teams to improve the office listings supply. Whilst
that in itself is a nice challenge, and we know much depends
on the prospecting and contact programme to create the opportunities,
there is much to be gained from understanding the situation
you inherit when invited to pitch for the business.
The very good listers and marketers have no problem in competing and convincing as they have a firm conviction that the professional agent’s way is the best for their vendors. Their conviction allows them to proceed with a confidence and energy that convinces their vendor of the wisdom of what they propose.
They will of course have case studies and true-life stories that are presented to support their proposal. Make sure your presentation is equipped with true success stories that will help your vendors see that what your propose is both sensible and rewarding.
This difference can be quite a bridge to cross as it’s not a point for negotiation – no, this is an education process to alert your vendor to the risks and costs that their agenda can bring. Once you know that these are the possible objections or obstacles it is a simple matter to prepare your listing presentation to cope and win. As soon as you start to negotiate eon these points you are probably not worth your fee!
So the first place to start is to make sure your approach is both confident and provides your vendors with an opening that offers a proposition that is to their benefit.
“Well thank you for making the time available to discuss how we might help in managing the sale of your property. If tonight I could show you a strategy that will bring the whole market to your property so we could together identify the buyers who would pay the most, you would be interested?
What I have here is a very comprehensive presentation that covers every aspect of marketing, managing and negotiating the sale of a property just like yours – so if at any time you feel ready to make decision, just stop me.”
During any earlier discussions with your client you will have determined their past experiences and even discovered their expectations and possible preferences for how this sale will proceed. Marrying these existing items in the vendor’s agenda to your is the crucial step in securing the listing so always look to find out their agenda then use that information to lead them to the best solution for them.
Then having on the listing against the competition, don’t be tempted to sell it to the existing buyers. Do what you know is best for your vendor and market the property to the total market before allowing a sale to take place.
You never know but you just might meet you next vendor and in this market that would have to be a win-win.
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Posted: Sunday 22 April 2018