Can You Programme Your Success?

by Narelle Stratford & Dennis McMahon

One of the ideas that we had early on with our Clients was to help them create a "Programme" from their Real Estate services.

The reason we feel so strongly about this issue is that people (i.e. your prospective Clients) love Programmes. 

They will often buy a demonstrated "Programme" over a "service" where they have to take the word of the service provider (in your case, a Real Estate Agent), because the word Programme indicates that there is a proven system behind the Programme. The thinking goes "Oh, they must know what they are doing, because they have a system" and "Well, if they have a system, then it must work".

When you think about the word Programme, what does it mean to you?

The definition of Programme is: "An ordered list of events to take place or procedures to be followed; a schedule".

Now if somebody offered you a Programme that demonstrated how things were going to work, as compared to someone who wasn't able to show you how they would help you, (and you had to take them on trust) which one would you choose?

So how do you go about it?

Well, let's look at a recent personal example.  

I joined a gym recently because I'd been to a Seminar where a 12 week Programme called the Fast Track Programme was promoted.

 Now having been involved with gyms myself (I used to own one in Victoria), I knew what I wanted and had generally been dissatisfied with the service I received as a Client.

No specifics, and only vague generalities about What Was in It For Me! - you know what I mean.

Well, this one sounded different - it had a timeframe, it was specific, had a money back guarantee, dedicated support systems. In short, it sounded great. Now because it was put to me as a Programme - I didn't really question too deeply. I just assumed they knew what they were doing!

Note of importance: 

You must always be UNDER-PROMISING and OVER-DELIVERING - not the other way around. 

Why do I say this? Well, the first thing that happened when I got to my first appointment was that my trainer wasn't there - and nobody knew what was meant to happen! I was not happy!! 

It has taken a fair bit of work by the Gym owner to get me to stay, and that involved changing trainers and personally making sure I got what I wanted.

The point is - I was expecting something special, and I was let down. So the Gym owner had to satisfy me all over again that he could deliver on his promises.

You don't want to have to do that for every Client, so get your systems right before you start promoting your new Programme!

Your Programme should:

1. Be Branded

2. Be Systemised

3. Be Easy to explain

4. Be Easy to demonstrate

5. Save the Client time

6. Save the Client money (or get a better result for them)

7. Increase your credibility

Would you like to have a Programme that achieved all of that in your business?

Well, you can. It will take a bit of work, and a bit of time - but trust me, it's worth it! Your alternative is to keep on doing what you're doing now - and if that's not working for you now, why should it work any better in the future?

You know the definition of Insanity? "To continue to do what you have done before and to expect different results"

Where do you start?

The first thing you need to do is to understand what your market wants from you.  Is it:

• The best price (naturally)?

• The quickest sale time?

• Minimum inconvenience?

• Security?

• Privacy?

• To be told everything at all times?

• Something else?

Only you can know what makes your market tick - and if you don't know, now's a great time to start finding out!

Now, once you know what your market wants from you, have a look at the services you offer and how you offer them  Do they line up with what your market wants?  If not, you'd better change your offering!  

If they do line up, how can you make them an even better fit?  And how, or what, can you do to make your services look, sound and BE different from your competitors?

When you're happy with your answers to these questions, it'll be time to:

1. Do a flowchart of your services

2. Highlight the major beneficial service you provide

3. Put a big circle around your major point of difference

4. and pick a Brand or Programme Name!

Use the Web for ideas.  Words to include may be: Super, Selling, Quick, More, Cash, Deal, Save, Saving, etc. The final decision depends on your major benefit to your Clients, and what you system actually does.

If this article has been useful, and you'd like to see how you can improve your business with this type of thinking, go to the Sales Champions website www.saleschampions.com.au and check out the Champions Sprint Programme.

Then click on Coach Directory and find your nearest Coach. Or email Narelle at narelle@saleschampions.com.au

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A word for the Girls in Real Estate

OK, girls, listen up.  Narelle's got a quick survey for you to complete.  It's about the issues that women (as Sales Agents, Principals & PA's) face in Real Estate and will give us more of a feel for what you experience in what is, (let's be honest) pretty much a male dominated industry.  

So Click Here or go to 

http://www.saleschampions.

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to go to the Survey Form. (The link is broken, so copy and paste the link [and leave no spaces], into your browser.)