Let's talk about scripts. I think they have a place in the human experience -- we all use scripts every day, in both our personal and business lives. "Hi, how are you?" is a script, as is "Hi, this is Jennifer Allan with RE/MAX City Horizons; I'd like to set a showing… ." I use essentially the same script every time I go through a purchase contract with a buyer or a listing agreement with a seller. When I finish up a day of showing, I always say "So, that's our show for today - how did we do?"
If we didn't use the same words over and over again when performing essentially the same task or activity, our brains might fill up and explode from overwork!
But here's where I don't like scripts -- during the prospecting process. Effectively prospecting to someone is a delicate balancing act between subjecting someone to an unwanted sales pitch and inspiring them to actually care about whatever it is you're selling. And I think we can all agree that most salespeople err toward the side of the aggressive pitch (not you or me, of course, but everyone else).
There are probably a gazillion sales scripts out there for your consideration. Most are pretty awful, especially in the hands of an amateur, but occasionally I'll run into one that almost sounds sincere.
Almost.
Lately I've been prospected to by some pretty slick operators. I almost missed the fact that the sales pitches were well-rehearsed scripts.
Almost.
But once I realized I'd been scripted to, I was annoyed and even a little bit hurt. I thought I was special. I thought that my appointment with this sales dude or dudette was the highlight of his or her day. I thought that this person really cared whether or not he or she earned my trust and my business. But no, I was just another prospect, just another sales call … on the road to the next prospect. I was a number.
I don't like being a number. And that's how being scripted to makes me feel.
Wanna sell me something? Leave the scripts and the sales pitch at home. Make me care about you because you care about me. Open up. Be YOU. Make me feel special. There might be a sale in it for ya!
Published: November 18, 2008
Use of this article without permission is a violation of federal copyright laws.
 Jennifer Allan is a former top producing real estate broker, a published author, a speaker and a trainer. She has written five books a
bout the business of selling real estate, including her flagship book: Sell with Soul: Creating an Extraordinary Career in Real Estate without Losing Your Friends, Your Principles or Your Self-Respect. Her new book entitled "If You’re Not Having Fun Selling Real Estate, You're Not Doing it Right!" will be released in early 2010.
Jennifer believes that the secret of success for real estate agents is not in aggressive marketing techniques or hard-core sales pitches, but rather in being competent in one's craft. Competence begets Confidence. And in today's world of increasingly suspicious and ad-weary consumers, having an air of self-assurance and enthusiasm will be far more effective than a slick sales campaign.
Jennifer writes and speaks with this philosophy in mind. She preaches that salespeople should follow the Golden Rule in their day-to-day practice of business - treating clients and prospects respectfully, as the salesperson him or herself would like to be treated. Being competent, reliable and fair, and motivated by a true desire to earn a paycheck, not just show up at closing with hand outstretched.
She is a regular contributor to several real estate newsletters and magazines, a member of the RE/MAX Hall of Fame and one of the industry's most popular bloggers. You can learn more about Jennifer's "soulful" philosophies at www.SellWithSoul.com.
|
