It is essential for a Champion Agent to operate on a solid platform from which to train their Buyer's Agents. My belief has always been that a Champion Agent works predominantly with Sellers. However, they must acquire the skills to work with Buyer leads first, so they can select only the cream of the crop of prospects. That enables them to create a high profit, even from a Buyer. Many Champion Agents, as they transition their business to have Buyer's Agents, don't have a system to ensure conversion and commitment of those leads.

A Champion Agent has the ability to communicate their professional services and value to prospects in a manner that creates a strategic advantage over their competition. They clearly know why someone should use their representation services. They are able to concisely articulate the specific services their clients will receive. Moreover, a Champion Agent knows the services that are specific to them that their competitors don't provide and know how to use those competitive points of difference to their decisive advantage.

There are nine specific ways to build your value to a Buyer and separate your services from the competition. If you employ them effectively, they provide you with a tremendous advantage over your competition. Non-champion performers attempt to sell based on access to information and rapport. A Champion Agent sells their services based on skill, knowledge, benefits to the clients, and statistical proof or empirical evidence of success. They don't leave their income to chance.

The nine categories of professional service and value are:

1. Identifying and defining your specific services

2. Identifying and defining your points of difference

3. Illustration of specific client benefits

4. Identifying and defining the value of your service and benefits

5. Educating the client on the sequence of the buying process and events in chronological order

6. Demonstrating value through specific examples and stories of success

7. Sharing your performance record, including testimonials

8. Pledging your loyalty and performance

9. Guaranteeing your activities and their results

Using these nine categories enables you to convey to the Buyer your value to them as their exclusive representative.

Published: July 9, 2010

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.