REAL ESTATE AGENT NEWS

Please Sell Me Something!
By: Paul Pastore

This morning I received a call from a salesperson about an online internet marketing program called Z57. The caller began by asking, "Are you still in the real estate business". Wow, what a great opening line if you want to upset a prospective buyer!

You never get a second chance to make a first impression, but I allowed the caller to proceed. They asked how long I had been in the real estate business. That was a good question. I replied 31 years. But, the sales rep proceeded to ask, "Do you like it as much today as you did your first day in the business?" I was absolutely stunned that anyone could ask such a foolish question. Our conversation abruptly ended.

Sometimes I forget that not all salespeople are aware of the AIDA formula. It suggests gaining attention, building interest, probing for desire, and calling for action. It also helps to do a little homework before you make a sales call in order to avoid insipid questions.

My Z57 caller asked, "Do you have a website?" Isn't that something you could easily check before you make a sales call? I was tempted to say I hoped to receive a computer for the holidays, or that I believe that the internet was a passing fad. One of my New Year's resolutions is avoiding excessive sarcasm, so I did.

At times I attempt to help salespeople by asking what they are selling. Many times they reply they are not selling anything! Before hanging up I express my regrets by stating that I really enjoy buying things. But, I absolutely abhor long scripts that are obviously read from a piece of paper. The scripts themselves are great. The canned presentation is boring after the first sentence.

Selling is simple, but it isn't easy. Ask a one sentence question to gain attention. Two qualifying questions are enough to determine if interest is present. A money back guarantee can test the level of desire. Now ask a closing question. Before we part company, please try to sell me something.


About the Author: Paul Pastore, ABR,CRS,CRB,G.R.I.,MRE,e-pro,RECS, is with ReMax Elite in Chandler Arizona. He has been serving the East Valley area of Phoenix since 1977.