This important aspect of selling is vital and requires a high level of thought and consideration of the client’s requirements and their needs as the buyer.

Serious thought has to be given to the buyer’s needs and how the presentation will address those requirements and guide the interview towards closing the sale.

The true sales professional knows that any presentation of their product or service without well delivered quality point of sale material will not gain the interest and persuade the client to buy.

All sales professionals need to consider how they will be perceived when they sit down with the prospect. 

• How effective will they communicate?
• How well will they demonstrate what they can do for them?
• Is the presentation well structured?
• Is the point of sale material of a high standard?
• Is the process logical, objectively thought out and easily understood by the prospect? 

The time taken to prepare for the presentation is in direct proportion to the level of success the salesperson will have in their selling career.

By not taking the necessary care in the preparation of the presentation the results will be disappointing and fall short of the goals set.

To some extent the temptation to just cruise along and keep using the same presentation is short sighted and can lead to the salesperson becoming frustrated and disappointed with the selling profession.

Poor quality, out of date point of sale material will be noticed and reflect on the salesperson, their product or service and their company.

Sales can not be made without being face to face with the prospect and to not be fully prepared is a waste of time and effort as this is one of the most important parts of the sales process,

One good way for salespeople to perfect their presentation is to role play with someone who is not associated with their business as this will give an objective view and highlight if the points above are satisfied.

You see the salesperson has to be first understood by the client if they are going to progress and control the interview and achieve a sale.

Quite often by taking the step back and reviewing how the presentation will be received is a good way to see if “ You Would Buy From You”.

The sales professional understands these dynamics and treats their colleagues with the same respect as their clients because it is only through working as a team that the buyer will receive the level of service promised by the salesperson. The support of others to deliver the services and products sold ensures customer satisfaction and future business and referrals. Confidence and trust can be destroyed by the most simple of mistakes or oversights such as lack of attention to detail and failure to deliver. 

Even the most successful salesperson will have complaints from unsatisfied, unhappy and disgruntled clients. The professional understands these things can happen and has learnt to respond and get the situation resolved. The simplest task not done properly can soon develop into a major issue and destroy all the good work done in first getting the business, then building relationships for the future. It’s common for salespeople to over-promise and under-deliver, not communicate effectively, avoid problems, put off unpleasant jobs, and not return calls (emails & text) and so on. 

The experienced salesperson appreciates the importance of customer satisfaction, building good relationships with clients, creating repeat and referral business. This is far more cost effective than to be continually looking for new customers. A professional approach by the salesperson to all those involved in delivering goods or services to the client will ensure satisfaction from the buyer and create the opportunity for future sales. 

Selling is not a solo activity and will always require the involvement of others. It is for this reason all salespeople have to be sure they conduct themselves professionally at all times and earn the support they need to deliver on the commitments they have made. Without team work all will suffer as it is only through continued sales will a business have the cash flow needed to survive. 

Many of the overheads of a business are set and future increases can be to some extent anticipated and factored into the budget calculations. The same can be said for the sales budget however it is in sales that the boundaries can be pushed out provided the sales team has the potential to increase the level of sales by going that extra mile. New sales targets will be greeted by salespeople in many ways and their response will to a large extent depend on how the individual as performed in the previous twelve months.

In most cases from the companies view point the level of sales needed is not up for negotiation and it is left to the salespeople and their Manager to deliver. This leaves us with the question of how to get all the sales team to respond positively to the new targets and feel they can reach them and meet the goals set. Quite often sales incentives and rewards are seen as the best way to achieve the result but these can become counter productive if they are seen to be out of reach to the individual salesperson. Most salespeople are competitive and that drive needs to be nurtured if their best is to be achieved. 

All those in sales come from differing backgrounds and their situations vary considerably, for example a single person will not have the restrictions on their time as some one with a family so it is counterproductive to expect they will perform the same. It is therefore critical to have rewards that reflect this difference and it is due to these differences that a plan to use their personal best as a benchmark to encourage performance. This approach, with a minimum level of sales required takes more time and management but in the end will lead to a more stable team with less staff turnover and the associated costs of training. 

The days are gone of the Sales Manager thumping the table at the sales meeting, under pressure from management, to get the targets set and putting the fear of the sack into the sales staff. Results are everything and a company or organisation will only survive if the sales targets are met but it is the astute Sales Manager who takes the time to understand the dynamics of getting the best from all the sales staff.

There is a saying “a star team operates better than a team of stars”. 

As mentioned in my first article on effective prospecting the goal of continuing success and income in real estate will only come from a well planned approach to your marketing. Remember, how effective you carry out your prospecting will be in direct proportion to your prosperity and your long term viability in selling real estate. 

Once you have decided on the important aspects of prospecting e.g. where you are going to operate and why you will target a particular area, the next step is to plan how you will obtain the business. 

Marketing by real estate agents over the years has been consistent in its style and type and although it seems bland at times all marketing can be effective. The major goal for your prospecting is to be contacted by anyone in your market area who is thinking of selling or seeking real estate information. Quite often agents operate with the blinkers on and seem only interested in prospects that are looking to sell immediately and fail to recognise that all contacts made can one day become clients. All contacts are good contacts if handled and recorded properly. 

This can only be achieved if your prospecting is one that builds relationships with all the property owners in your area. You should make sure that every one you come into contact with is entered into a database. Today agents should understand and use a database as it will make the job of contact and follow up so much more effective. It is essential however your database does not just become a mailing list, there is a big difference. Through a database all past appraisals, anniversaries, market updates, and call schedules for example can be programmed so no one is forgotten. You spend a lot of time getting leads and contacts to just let them pass by if they don’t want to sell at the time of contact is a waste of your time and effort. A database will not in itself guarantee success; other forms of activity will be required to maintain your presence in the area to ensure you are top of mind when owners decide to call an agent. 

Naturally one consideration that needs to be made is how much you should spend on your marketing. Whatever you decide make sure it is programmed for at least twelve months in advance and is done regularly regardless of market conditions. One can always tell when the market is slow as flyers and the like will appear in the letterbox and our inbox from agents you have never heard of or only from them when the market goes quiet. As I mentioned, promotions vary in style and quality so it is important that you develop your brand and stick to it. Only by being consistent in your contacts with prospects will you be remembered. 

The monitoring of your marketing efforts will ensure that what you are doing is effective. The question should always be asked of the contact to where they heard about you, and this needs to be recorded. From this information a pattern will develop to help you assess the effectiveness or otherwise of your investment. You need to see yourself as a business and future planning has to be based on all the information you can gather.

 In your day to day operation as an agent you need to ensure the funds you invest in your promotion are delivering the returns you want. Being on the look out for new ideas and ways of marketing is a good way to develop your brand and if done effectively will differentiate you from your competition. Social media and other forms of technology available today (and in the future) can also improve your marketing effort. They should also be considered as a means of your promotion and communicating with clients and prospects.

It is important to make the time available in developing your prospecting plans and if required seek outside assistance, ask others, attend seminars, buy a book or CD on marketing. Ideas are every where both inside and outside the real estate industry if you take the time to look. Effective, planned prospecting is not difficult, what is difficult is taking the steps to apply the time and recourses to develop your brand and the commitment to looking at your future in the long term. 

Finally remember the important steps to consider when you plan your prospecting;

Where are you going to operate?

Why you are going to operate there?

How are you going to operate there?

Prospecting is your lifeblood in selling Real Estate and by not giving it the full attention it deserves you will be held you back from earning the income you deserve.

The positive response to the comment, “The market has died” is to say “what again?” You see we are in an economy that by its very nature will go through cycles and what one day seems to be all good, onward and upward, can the next be in decline. The informed professional salesperson understands these dynamics and has allowed for them in their plans so they are expected. Their prospecting and systems are in place and this approach will provide for them the confidence to be prepared for the events that will always be happening outside their control. In saying, what again, is to understand the events have happened in the past and nothing is new, there is no point for waiting for things to get back to normal, there is no normal?

You have to expect that the economy and the world in which we live is always changing and it is how you handle this environment will be the measure of your success. There is no point in having the attitude that things will get back to normal and that you will return to your “comfort zone” for the rest of your working life in sales. If you are waiting for things to get back to normal your wait will be in vain, you can’t live in a bubble insulated from world events. If in your market and the economy in general you have not kept up to date with what is happening you will not be in position to understand the causes and effects of why things are the way they are, knowledge is everything.

Just think for a moment about your competitors and how are they taking the changing market, are they responding or reacting. Based on the eighty twenty rule you could expect that eighty percent of them are in survival mode and have taken their eyes of the ball. In this type of economic environment opportunities will arise, the positive salesperson with an attitude that problems are normal will present themselves as the sales professional and win the business. They know that negativity is contagious and make the conscious decision to separate themselves from the pity parties and all those that seem to enjoy the spreading of bad or negative news.

The survival of any sales team or endeavour will only be successful if it can achieve this goal of separation and take away all the, sky falling in, negative opinions and views that seem to get more attention than they deserve.

 In researching my book I learned that the Chinese character for change is the same as opportunity. Therefore Change = Opportunity should be in your mind at all times.

The strength of your career in selling will come from your planned investment of time and money in developing your attitude, knowledge, programs, systems and methods to protect you from any adverse events that will and are going to happen, problems are normal. Be prepared for change it has a habit of happening without warning.

It is through adapting and coping with change that we evolve, grow and achieve the feeling of accomplishment.

The sky is NOT falling in!

For more on Attitude follow the link to read the extract on chapter four in my book “4 Qualities of the Successful Sales Professional”.

 http://sales-selling.com/the-book/book-extracts

This is an interesting question and the answer will always give an indication if the salesperson responding is operating like a business, that is, with an eye on profit. Do they have a vision, goals and a prospecting plan how to get there or are they just treading water, treating every day as it comes using the luck and hope theory for one of the most important aspects of their business life.

 Too many salespeople today are unfortunately not getting the full enjoyment from a profession that can deliver so much due to the fact they are frustrated with the hours worked, costs involved and the feeling of being a POW (prisoner of work). By taking the time to understand what is involved in prospecting a business area, with the goal of sales today and in the future, they will soon dispel negative feelings and build an attitude of confidence through taking control. 

To answer the question of why you operate where you do needs to be seen in commercial terms as it is only from this stand point will you assess the financial viability of your reward for effort. Where ever you operate or the model you work under the market you are in needs to have the potential to deliver an income you are satisfied with and meet your sales and income goals.

 Do the annual sales of the area and the price of the properties deliver enough dollar value to give the opportunity, through effective prospecting, of increased market share and a growing income? 

Are you prepared to give up those areas that after careful analysis don’t offer the return you need to justify the time, effort and cost of maintaining a presence?

In the area you operate can you build the relationships needed through the effective prospecting that is required for long term repeat business and future resales in five, ten, fifteen or even twenty years?

 Will the expense of marketing in your area be cost effective, fit your budget and deliver the results you desire?

 What level of market share in your area do you need to generate the income required based on the average sale price and the level of commission you can charge in that price range?

 The common mistake made is to focus purely on turnover and gross sales, but it is the costs of obtaining the business in the end that will determine if the profit margin is at or above the industry standard.  Activity for activities sake results in a feeling over time that is similar to the mouse on the running wheel, after great effort, the long hours, time away from family and the expense the result at the end seems to be just not worth it.

 This will result with the salesperson, who, was once satisfied with all the activity and gross sales looking back and seeing that the money in the bank is less than expected, overheads have diluted the profits. It can be seen time and again where an agent will dominate an area by being extremely active, but after a time they disappear, they failed to do the basics of prospecting and building their business for the future. Burnout in selling is real and many good salespeople leave the industry but with some careful thought and planning in where and how they operated they could have stayed the course and reaped the rewards.

When answering the question “Why do you operate where you do” your response has to be one that can spell out a clear plan based on sound market analysis and show a satisfactory financial return from your prospecting activity. 

“Your future is in you hands, prospecting is the lifeblood of the salesperson”.

This is to be expected and it is the enlightened owner or manager that understands the need to put the marketing effort onto a more commercial level with objectives and plans that will carry through to achieve the result required. This approach will be no different to that required by the Bank Manager who will be looking for a business plan setting out the information the bank needs to make the decision to continue supporting the business. The need for results based planning is vital if a company is to compete and succeed in the market in which they operate. More and more companies today are recognising that outside help can contribute to achieving the desired outcomes.

Someone taking the helicopter view of your business will be able through their experience discover where attention is needed and will be able to help set your marketing plans in the correct direction to where you want to go. The other benefit of this overview is that it will determine those things you are currently doing well and at the same time establish where the business needs to make the changes to ensure the operation re focuses to increase sales. In all businesses there already exists data that can be used to good effect in improving the marketing effort and this needs to be documented to capitalise on the information gained from the day to day operation of the business.

Just as it is required when setting a GPS device you always have to first set where you are before you can get to the destination, the same needs to be done with your business marketing. However having the time to carry out this exercise can be time consuming and for those involved running the business this important duty is not given the full attention it deserves. This results in the realisation that the competition has gained an edge. It also needs to be remembered that once you have set the plans for your marketing effort continued review and corrections will be necessary if you are to stay on course. 

The benefit of seeing where you currently are and what things you currently are doing well will ensure that any future expenditure will be targeted thus saving time and money as you will be focusing on those areas requiring the most attention first. If you are serious about your marketing pro active steps need to be taken to ensure that it is approached in the same way as a financial business plan. Future sales and income need to be projected to enable sound financial planning and to make sure the enterprise remains viable and grows into the future for the benefit of all stake holders. 

The selling of products or services by an organisation will be the measure of their success and in today’s business environment careful thought, planning and effectiveness of their marketing will result in a healthy cash flow and a sound future for the business. The essential first step to cement your business in your market is to make the decision today to do something about it, tomorrow may be too late. 

Take time to talk to me on 0411 885 824 or keith@sales-selling.com

Dynamic Sales Mentoring. (Dynamic – continuous activity or change)

 The mention of (old school) selling reminds me of a time not to long ago when the world was possessed with the terms “Old Economy” and “New Economy”. When the tech revolution was at its height the worlds most famous and successful investor Warren Buffett was ridiculed by those on Wall Street and many others for his refusal to invest in the “New Economy”.  History proved him correct, the bubble burst and all those, with a few exceptions, who followed the crowd filed for bankruptcy or went broke. Warren Buffett continued with his (old school) investment strategy that had proved itself since the 1950’s and which he still uses today with exceptional success for himself and his shareholders.

In all business the markets we operate in will differ and it will be the astute salesperson that recognises what tools are available and the best to use for their selling success. Understanding the well established selling processes, effective listening, personal presentation and good point of sale material are some of the skills essential to succeed in sales.

“Technology will get you TO the door; salesmanship will get you IN the door and the business.” 

The prosperity of any economy depends on the trade of goods and services and as a result all our lives revolve around the profession of selling and the effectiveness of salespeople to do their job, satisfying the needs of the consumer.

However it is a fact of life that the demand for goods and services is tied to the confidence of the consumer and one of the easiest things to do when considering a purchase is to make no decision at all and forgo the buying decision.

Unfortunately salespeople are not immune from the headlines and general sentiment of the community, colleagues, family and friends and if they are not prepared will also fall into the prevailing negative environment.

The need to stay positive in these situations is paramount and those who are responsible for the management of sales teams are required to lead by example and continually monitor the sentiment of those they are responsible for and the sales effort of the business.

As not all salespeople are the same and it is therefore important that training and assistance be tailored to meet the needs of the individual to have the most effect in combating any negative attitude.

If sales are slow and economic times are tough an organisations need for cash flow is paramount for its survival and cash flow comes from sales.

No matter how adverse the market may seem for a company to survive any downturn it needs to;

1. Continue talking to customers.
2. Obtain new customers and sales.
3. Maintain marketing.
4. Improve marketing strategies.
5. Capitalise on increased market share opportunities.

The market will always need good salespeople and the need to maintain sales at all times is vital for a company’s survival.

Retrenchments can be made in all other areas of the business but a company that reduces its sales activity will have no way out as it is cash flow from sales that will determine the difference between whether it survives or goes under.

Quite often agents spend their days looking for business in a manner that has evolved over time from their first days in the industry. While they have been concentrating on the day to day need to generate listings and sales little thought has gone into where they are operating. By failing to appreciate that for a long term career they need to look at this important aspect of their business.

There are many different business models in selling real estate and in any office these will be on show and it can be seen which one is the most effective. For example is it the agent who concentrates on an area, the one who goes anywhere, the specialist who only sells one style of property or a certain price range?

The most important factor in deciding where you operate is, will it give you the income you want and have the potential for growth. Without these two essentials all your time and effort will be wasted and the usual result will be the all too common approach to start chasing business where ever you can and spreading yourself too thin. This approach is ineffective for the longer term will cost more to service both in time and travelling from one area to another and more importantly become frustrating and drain your enthusiasm.

In deciding where you operate to a large extent will depend on which model you chose and what will suite your long term goals. You may decide to concentrate on the suburb where you live and have local knowledge, friends, contacts, and are well known in you community. You may find that from your data base, contacts, club memberships etc you know people over a wider area and this model will be more effective. Many agents are successful because they have particular knowledge or contacts in the building, development or subdivisions and develop their business in that area.

No matter where you decide to operate it needs to be understood that it must deliver the income you want and have good potential for future growth. Your prospecting will only be effective if it is consistent, promotes your brand, builds relationships and is targeted to the area you want to conduct your business.

Prospecting for business in the different models mentioned will require varied levels of investment e.g. a single banner press advertisement will be less expensive in your suburb compared to several publications if you are covering a larger area. This extra cost needs to be measured against sales results. The balance of reward for effort has to always be considered and what ever model of operating you choose a well thought out marketing plan, costed and programmed for at least twelve months ahead will put you on the path to success.

The reliance of the next sale coming from anywhere will only perpetuate the frustration in your work and the uncertainty of income we all want to ovoid. Once you have decided where you want to operate, based on sound consideration of the potential, you can develop your business. Your prospecting will be more effective as it will not be the shot gun approach we see so many agents using today and will set you apart from the competition.

“Choice not chance determines destiny”.