by David Chapman
Staff Writer
Most Realtors consider themselves skillful in the art of persuasion and sales but even some of the best need a refresher course once in a while. That’s why Washington Mutual’s recent skills seminar aimed to help area Realtors sharpen their tools to maintain a competitive edge.
Titled “Telephone Skills Seminar: Maximizing your opportunities,” the event was attended by dozens at Washington Mutual’s Baymeadows office in Jacksonville.
“It’s important to capture clients at each and every opportunity,” said Suzanne Childress, one of the speakers. “If you’re not consistent with your approach, you’ll never improve.”
Childress handled the essentials that Realtors should know when receiving and making a call, as well as the do’s and don’ts of a voice mail.
When receiving an incoming call, she said, it is imperative to answer within three rings with a professional greeting and to immediately become an active listener. Doing so, she said, will leave a positive impression on the caller.
When making a call, she said, it pays to do a little research on the client before even picking up the phone. Voice inflection teeming with enthusiasm is always a plus, as is preparing the opening statement ahead of time.
“The first eight seconds of a phone call are the most important,” said Childress. “It’s all about first impressions and making a solid one is huge.”
You can’t always talk to the person right away, though, so always be prepared for an answering machine or voice mail service, too, she said.
“Always speak slowly and clearly,” said Childress, “Be prompt, be prepped, do your homework and give them what they need to call you back. Plant the seed.”
Childress also offered advice on the “Top Five Questions to Ask”, which she said could turn every phone call into a successful opportunity for sales, listings of referrals.
Childress’ advice:
First, in some form, get the name and number of the person who is calling to follow up later and potentially ask for referrals.
Second, qualify the property which the caller is calling about. Does it fit their need? Their price? Their area? Finding out such vitals can identify if the caller is a serious buyer or simply wasting your valuable time, said Childress.
Third, with the first two met, it’s time to ask the right questions to see if the buyer is qualified. Inquiring if the potential buyer has already seen a mortgage lender or knows what they are qualified to borrow are important, she said. If they haven’t yet, offer them help on where to go to find out.
Fourth, Realtors should ask if they have a home to sell first. Find out where and compliment the area, as well as inquire if it is yet on the market yet. If it isn’t, it could be another business opportunity, she said.
Last, close them and set an appointment to meet. In the process, said Childress, you should make a connection with a buyer in order to not only close but to also receive future referrals.
After Realtors heard from Childress, Bryan Donnelly stepped in to tell how to speak persuasively to clients.
“Features tell, benefits sell,” said Donnelly. “Tell customers how it will benefit them.
Realtors shouldn’t be afraid to ask for referrals on the first phone call, either, said Donnelly. It never hurts to ask.
“It’s all about the 3 S’s,” said Donnelly. “Some will, some won’t, so what?”
Mike Cordova was the final speaker and touched on how Realtors can overcome potential client’s objections.
“Always be truthful with them,” said Cordova. “Make your expectations clear and try to find out how to turn that negative into a positive.”
When dealing with objections, said Cordova, it’s important to take a clearcut step-by-step approach in order to resolve conflicts.
“Pause for a moment after they are done explaining, empathize with their situation, probe and find out what is causing their problem, confront the conflict with them and solve it,” said Cordova.
By doing such steps, he said, you can often be up front and give the best assistance to customers and lead them in the right direction.