There are plenty of "e's that have appeared in the new world of electronic communication, and there are many new tools and systems that empower us to serve our clients and customers faster, easier and in real time.
There is one "e", however, that any business person today’s needs to evaluate on a regular basis to "win" the prospect’s business…and that "e" stands for "enthusiasm."
Dr. Norman Vincent Peale in his books and tapes refers to enthusiasm as one of the most important aspects of a person in any sales position. This prompted a recent personal survey of clients and customers in a prominent office to ascertain open feedback about their experience with the agents that worked for the company on recent transactions.
The most interesting feedback was directed to the "personal" side of the equation, rather than the areas the management felt might be challenged in the ever-changing technical areas. Fewer than expected of the clients surveyed were concerned about the new technical toys, products and systems for marketing their property. They were, however, keenly aware of the level of enthusiasm or lack thereof the agent displayed when working with their particular property.
This might be a good time to check your "e" quotient and be aware of how we can lose the customer because we are too focused on doing the "job" and not enjoying the process of developing the working relationship. The survey indicated that there were several areas that the agent could have demonstrated a stronger vitality, spirit and interest in the clients business than they did. In order to build long lasting relationships and create a real "client for life", you might want to check out the list of observations and complaints the property owners revealed through the questionnaire:
- Accentuate the positive first
One seller was nearly insulted as the agent made negative comments during the walk through inspection of their property. The seller was keenly aware that the decorating was a few years old, and it was the manner in which the agent related the comments that offended the owner. Be careful to be "impersonal" about your comments and state the positive first. By pointing out the receptiveness to the general market, you remove yourself from the judgment of the present decorating and offering valuable insight as to the probability of the market appeal. For more information about what works and what takes longer, contact the National Association of Realtors and ask for Member Information Services. This department is loaded with information and statistics that can help you educate your client or customer…and all you need to do is ask for it!
- Take notes
When walking through the property for the first time with the property owner, make extensive notes about upgrades and improvements in each area. Ask specifically about improvements that are not easily visible, like extra insulation, upgraded faucets, hardware, carpeting and window treatments. The homeowner will be pleased that you noticed.
- Ask questions
As you do the inspection in each room about what is included in the sale of the property and what is specifically excluded, ask plenty of questions. There are many times a homeowner is not aware that certain items need to be identified as being included, as in the case of ceiling fans, blinds, upgraded or personalized switch plates on bedrooms. This attention to detail gives the impression you are interested and working on behalf of your property owner.
- Watch your tone
When communicating with the property owner, be conscious of your voice tone when using the phone. If the feedback on the property is not positive, ask to have them call you instead of leaving a negative message on a voice mail. Be sure your voice and manner is upbeat and in the spirit of communicating a "team" effort to make the property more appealing or to work on improving the issue that the prospective buyer felt was an objection. It’s all in how you say it that can make the difference.
- Be careful with e-mail
When using e-mail to communicate, remember to choose your words with care. Electronic transmissions are a flat medium, that show no emotion and can often times have slightly different meanings. Use emoticons and punctuation that offer feeling and emotion. A good example would be to close an e-mail with a positive note like: "We’ll work together and get this property sold soon! …And you can ease up on your exceptional housekeeping :-)!
- Have a can-do attitude
Many times the property owner asks for additions or corrections to their brochure or ad copy. Be sure you communicate a "can do" attitude along with whatever it takes to make them happy. Many of the sellers surveyed said that when they asked their agent to make changes, they got the distinct impression the agent was "bothered" by having to make the changes.
Strive to be the consummate professional in all phases of the marketing process. People like to work with winners and winning only works with great attitudes and positivity!
Published: April 2, 2002
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