The END FACTOR by Michael Dumas
There are twelve factors that can make your listing presentation THE perfect presentation- one that will instill the utmost confidence in you to get the listing EVERY TIME. In Part 1 of this series, “Are you maintaining control during the appointment?”, the point was made that your goal, as the agent, was to get the sellers out of their pre-conceived idea of what a listing appointment should be, and move them in a totally different direction that is focused on their needs and wants. In Part 2, “Are you getting the customer involved in the sale?”, it was discussed how you as the sales agent needs to get the customer, as the buyer, to take a “hands-on” approach and get them involved- that way they have some “skin in the game” and will feel compelled to take action. Part 3, ” Take it and break it” was a discussion on taking your sales presentation, breaking it into smaller pieces that can be analyzed, and then rebuilding it to ensure each section, each piece used, each collateral piece, is there to serve a purpose and for you to understand what that purpose is..
Let’s start with some doses of truth:
Truth #1- YOU CONTROL THE STAGES AND FLOW OF THE APPOINTMENT. Period.
Truth #2- THE PERSON WHO TALKS LEAST ABOUT THEMSELVES AND MORE ABOUT THE OTHER PERSON WILL LEAVE WITH THE LISTING AGREEMENT. Always.
Truth #3- WHEN YOU UNDERSTAND WHY EACH PIECE OF YOUR PRESENTATION IS THERE, YOU WILL BETTER UNDERSTAND HOW TO USE THAT PIECE. Knowledge.
Truth #4- WHEN YOU KNOW WHERE YOU WANT TO GO, IT WILL BE EASIER TO STAY ON THE PATH TO GET THERE. Experience.
Begin with the end in mind. A simple statement. But do you know where the end is? When you go into an appointment, do you know what your goals are? Your mission? Your end-game? Do you know what you want to achieve? Do you know the measurements to know when you have achieved it? Is your mind focused on that goal? This is a lot of questions to ask, but is necessary for understanding that gravity of that one statement. The end. In Mind.
During your sale “pitch”, is everything that you are doing, saying, sharing, showing, and asking being done, said, shared, shown, or asked to help you achieve your end game goal? A football team prepares hours upon hours for one simple goal- to get into the end zone. And they prepare weekly for that goal. and to repeat it. Over and over, knowing if the goal is accomplished several times in a game, they just might win. It’s the same with your end goal.
Tell the customer- many times in fact- what you goal is. Tell them that by using your expertise and knowledge about the market and your product, you can help them. That you both have the same goal. A successful closing. Or increasing revenue. Or decreasing costs by improving efficiency. Whatever the goal, explain it, tell it, bring it out in the open for all to see and share.
Getting to an end point, or closing point, is a problem that most sales people face. Why? Because the customer winds up controlling the flow of the presentation. How? With objections. With excuses. With concerns about price or costs. The average sales person usually leaves the presentation frustrated, confused, and upset when these things occur. If the customer controls the presentation, and does not know WHY you are there, and what YOUR goal is, you will never get a chance to get a closing point. No close. No agreement. No Sale. No Money.
What is your job as a sales professional. To sell. Period. You might have other jobs, like preparing. Reporting. Processing. Prospecting. But your number one job is to sell. And if you don’t know what you are trying to accomplish when you present, you will not sell. Period.
Before you go into your next presentation, make sure you know what you are selling. Make sure you are prepared with your presentation and your sales collaterals. Ensure you have your contracts ready. But most of all, be ready with your end game. Know why you are there. And work towards that goal. Keep your eyes on that goal. The prize is there for you to take. Are you ready?
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