In
this article, I want you to consider exactly what it is you're selling
when you talk to prospects - or rather exactly what it is she or he is buying!!
Clients of Sales
Champions are often driven mad by Narelle and I asking "What makes
you different from everybody else?" Because it can be
hard to identify that point of difference. Most of the answers
we get are along the lines of "Well, they buy ME" or
"They like ME" and "I'm passionate about real
estate". Every real estate agent says these very same
words. The problem is, how to set yourself apart from everyone else
out there, so you get the call.
Have you heard of
this phrase before: Unique Selling Proposition (or USP)? If
you haven't, a quick definition is "The prospective Client sees
some benefit, feature or result of yours, that will benefit him or
her, more than your Competitor's Offer." I prefer to call it
the "Unique Buying Proposition or UBP because it's the reason the
Client buys from you.
When you have
identified your UBP, your marketing can be structured around what is
special about you,
so that your message to your prospects is strong and clear. Imagine how confident and comfortable you
will feel going into a Listing presentation when you know that your UBP,
that is, your benefit to the client, your features that you offer, or your
results you achieve, is better and more compelling than that of your
competitors!! You'd
feel fantastic wouldn't you?
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What is it that
your prospective clients are buying? When your prospect
calls and asks for you to come around and do an appraisal, (if they are
serious vendors), what do you think they want an appraisal for? To
have a document that they can show their work colleagues and friends? No -
they want to know the value of their home, because they intend to do something with the money they
will get from selling. Perhaps buy another house,
go on a holiday, or do something important to them.
So in essence, they are buying
the result of the sale - and through you it's possible for them to get that
result. Your Professional services are what will get them the result
they want - if they believe that your service will deliver results.
So in reality,
Prospective clients want to be convinced that:
-
You know what
they want to achieve (You Understand Them)
-
You can achieve
that result for them (or more!) (Their Gain)
-
You will treat
them properly and make the process as stress free as possible (Fear
of loss and pain)
Not many real
estate agents are able to differentiate themselves from others in the
field. When you do, you will stand out like a diamond in the mud!!
There are a couple
of simple ways to start the process.
-
Identify
everything you do for your Clients when they list with you.
-
Ask your
Clients why they listed with you and what they liked or preferred
about your service over other Agents. This will tell you
something about your UBP, which you can emphasise in your marketing.
-
Ask those
prospects who didn't list with you, why they chose the other Agent.
This will give you
a couple of great assets. You'll know what aspects of your service
your Clients liked, so you can raise the profile of those areas during
your Listing Presentations. You'll also reinforce with your Clients
what they liked about you and your service (great for the next request -
referrals, please!) And finally, you'll know more about your
competition and what you need to focus on to stay ahead!
Like a hand? Send
an email for your Value Your Service Report: usp@saleschampions.com.au?subject=USP
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