The Value of Using Scripts

A script is a road map that allows you to direct the conversation, be confident with the goal of setting an appointment or closing a sale.  Know your end goal, then script the questions that would get you there.  You must know your information in order to sound confident.  If you start wavering when you are asked a question, you will lose the sale.  Straight Line persuasion scripts dictate that the best way to get from A to B is a straight line.  When on a call with a lead, they may go on tangents, but you should direct them back to the “straight line” that achieves the end goal.  The only way to improve is to practice

Gear Everything Toward “Solving Their Problem” Not Selling Them Something

  • Make solution-oriented statements
  • Ask questions that help solve their problems
  • Show your added value over every other person
  • Build a rapport
  • Speak with authority and confidence
  • Direct the conversation
  • Being loud establishes authority

Use Role Play to Improve Your Skills

Have your team members act out likely scenarios so they will be comfortable with any possible situation.  For simplicity, we will call the actor “Nick.”

Scenario 1:  A Real Estate Agent trying to list the house is meeting with the client who wants to meet a few other agents first.

Acting as the agent, Nick expressed that he understood her desire to meet with the other agents, asking if there was anything he had not provided that the other agents/investor stated that they could deliver. He asked who the other agents/investors were then stated: “Once you meet with them, let’s do an apples to apples comparison.  Did you notice that I asked for your business no less than 7 times during this meeting?  When you meet with the other agents, if they don’t do the same, why would they ask a potential buyer to buy your house multiple time?”

Scenario 2:  A seller has let their listing expire and they are now ready to relist the house, but they do not want to pay 6% commission.  They start by asking “Do you discount your commission?”

Acting as the agent, Nick says tell me more about where you want to move.  This is not only allowing the seller to talk about themselves, but help you gather more information about their needs and motivations.  Ask the seller why did the home not sell when it was first listed?  Instead of trying to solve their problems over the phone, make an appointment by suggesting “I can only determine if I can help you if I can see the home, are you available on Saturday at 10am or 3pm?”  You are directing the seller’s behavior by giving them specific times rather that asking what time is convenient for them.  If the client responds, “Why should I meet with you, you are dodging my question, do you discount your commissions?”  Be honest by stating, “Our commission can vary, let me show you our proven sales metric when I am at the home and we can determine the rate at that time.”

Key Takeaways

The phone call was not to handle the client’s objectives over the phone, the call was to gather information and data, so that you can handle the objections at the appointment.  When you are face to face, you are much more likely to close the deal

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