By Brooke Wolford
You may wondering what science has to do with sales…really what I am referring to is the chemical reaction that happens in your clients brains that ultimately leads them to begin a relationship with you. What mental perception does your client get that triggers a spark?
You can look at the beginning process of a client contacting you for the first time. What initiated their contact with you? There are several levels a client could be at in the process, all stemming from how they initially contacted you.
- They randomly came across your name somewhere, but they really don’t know much about you.
- They came across your name and have done a lot of research on you and are ready to sign a contract with you.
- They were referred by a friend or business partner and may or may not be sold on you yet.
Realistically, you can look into these three things to “get inside their mind.”
The person in #1, it’s still up to you to sell them your services. What you should be doing is researching your competition and finding out what led them to you. You can really figure someone out by their impulse decisions. You can think of it like when someone is standing at a cash register and they end up grabbing something close by the register. Was it just because it was there or was it because they needed it?
With person #2. They probably know everything about you. With people like this, I think one of the most valuable things to pay attention to is their search habits. What keywords did they use to find you? For instance, if they googled “top real estate agent,” or “home sales,” ect. This could allow you to see what your client’s expectations will be. Someone who googled “top real estate agent” would most likely have different expectations than someone who simply googled “home sales.”
With #3, they have probably heard all about you. However, you still should look at the client who referred them to you. How did you handle this past client? What issues arose and how did you handle them? Keep these things in mind.
In all cases there is always the emotional factor. You need to strike an emotional cord with you clients and associate them with your services. Give a strong, emotional, and compelling presentation. Make a good reaction happen for them. Be very visual. Use words and visual pieces together to trigger a good reaction. Stimulate their senses.
Ultimately, when you get inside your clients mind, you will be able to adapt your services to suit every person. I heard this quote in a documentary I recently watched and I think the idea behind it applies to many things, including your sales: “The meeting of two personalities is like the contact of two chemical substances; if there is any reaction, both are transformed.” – Carl Gustuv Jung
Brooke Wolford is a real estate practitioner with Coldwell Banker Burnet in Woodbury, Minn. Follow her blog at adventuresinrookierealestate.com.