Spring has almost officially arrived which means that in addition to flowers blooming in gardens everywhere, there will also be a burst of “For Sale” signs across the yards of America. Your ability to gain appointments with potential Sellers is critical to having your best year ever, however, just getting face to face with Sellers is not the goal.
It’s time to sharpen up your listing presentation as well as your objection handling dialogues. A well presented marketing plan, delivered with skill and confidence, will eliminate many of the objections and requests for you to lower your fee. If you cannot leave your appointments with a listing that has the right initial price position, the best terms for all parties and a full commission, you might not be as efficent and effective as you could be.
Below is one of my favorite “essays” on value. I encourage you to read it, internalize it and then read it again. This needs to be what your clients hear in both your words and your actions.
By John Ruskin
It’s unwise to pay too much.
But it’s worse to pay too little.
When you pay too much, you lose a little money,
that is all.
When you pay too little you sometimes lose everything,
because the thing you bought was incapable of doing
the thing it was bought to do.
The common law of business balances prohibits paying a little and getting a lot. It can’t be done.
If you deal with the lowest bidder it is well to add something for the risk you run.
And if you do that, you will have enough to pay for something better.
There is hardly anything in the world that someone can’t make a little worse and sell a little cheaper –
and people who consider price alone are this man’s lawful prey.
Keep building relationships, solving problems and having fun.