In this Real Geeks training with Dirk Zeller included a lively discussion of the topic, “Taking Command of Your Prospects and Success.” Zeller challenged listeners to use performance metrics to help clients reimagine their image of a salesperson and book more appointments. “We need to remove that in a dynamic way to get to an appointment,” he said.
Part of the challenge is that agents need to value the appointment more by recognizing it’s worth. Zeller explained that attitude and mindset shifts when we see the appointment valued at $2500. “If you got that cash at end of appt would it change the way you act and behave?” he asked listeners. Zeller encouraged agents to track the number of interactions they have on a daily or weekly basis to drive their goals.
Using his Pyramid of Persuasion found in the workbook that accompanied this session, Zeller shared that the most effective persuasion tools were listed at the top and that its important to use those to convert more leads.
“We have to persuade more than ever before,” said Zeller as he explained that historical bias, too high of price, and a defeatist mentality cause clients to turn away from buying and selling homes in this market. He explained that historical bias is when “we feel that something is going to happen based on our previous history” and that the history of the housing crash of 2008 is shading buyer and seller thinking. “The only way to deal with it is getting face to face,” he said.
At the same time Zeller cautioned against using the wrong approach. “When you say, ‘how are you today?,’ you think you are creating rapport. You think you are creating dialogue,” Zeller said. “What they are really thinking is ‘ugh, a sales person’.”
“What is the choke point for you?” Zeller asked, pondering why agents are afraid to engage clients.He then went on to present the importance of practicing the art of conversation by listing four must haves to client conversion.
1. Have the right sales process.
2. Create or purchase the right system (Real Geeks).
3. Learn the right skills.
4. Use the right scripts.
Recognizing that “you're going practice one way or the other,” Zeller suggested role playing with friends, co-workers, family instead of real prospects. “I wouldn’t be practicing on prospects,” he said. “Taking command right now is really about being an authority.” As an agent, Zeller believes in educating clients and making sure to “give them steps and access that they don't have.”
Citing that a six month inventory pattern is a balanced market and that the current market needs 3-4x more inventory to balance the market, Zeller also reminded that historically real estate tends to appreciate at or above the inflation rate. These are the statistics Zeller uses to educate his clients and reduce fear of the unknown and potential inaccuracies.