Transcription
Today, we're gonna add five scripts. They're gonna make you even more money. For over 20 years, I've dedicated my life to bringing you the very best-selling marketing and business-building strategies to keep your business thriving. Get ready to experience the success you've been searching for. Welcome to the Tom Ferry show.
Hey, welcome to the Tom Ferry show. Today, I want to talk to you about five scripts that can build some confidence and ultimately help you win more business. You know, many years ago, I learned that sales is the ability to ask a series of questions that naturally and automatically lead you and the prospect to a mutually desired end result: a yes or a no—no maybes involved. So again, sales is the ability to ask a series of questions that naturally and automatically lead you and the prospect to a mutually desired end result: a yes or a no.
So my question for you is: Do you have enough sales confidence? Enough sales scripts and dialogues so in the moment of truth, you know what to say? You've heard me say before that knowledge equals confidence, and ignorance equals fear. When I know what to say, I'm more likely to take action, more likely to ask for the order, more likely to ask for the appointment, more likely to go engage with the prospect. But when I don't know what to say, suddenly doing paperwork or going to the bathroom or finding something to eat is a far better use of my time. Knowledge equals confidence; ignorance equals fear.
Today, I want to give you five sales dialogues, five scripts—not in any order of importance. And some of them go together, and some of them don't. But the point is to simply have them in your sales toolbox so the next time you're out with a prospect, you know what to say and you get one step closer to that yes. So let's take a look at five that you can add in right away.
Number one is: "What's important to you in the agent you choose to represent you?" What's important to you in the agent you choose to represent you? Now, I love that question because it's a value elicitation. I'm trying to discover what are their values as it relates to choosing an agent to represent them in a purchase or in selling their home. Would it be great if you just ask the client, "Hey, how would you like me to sell and influence you?" You can't ask that, but you can. Look, you've met lots of agents; you've been online. Now that you know what's important to you in the agent you choose to represent you—well, gosh, time, we're looking for someone's gonna do a lot of marketing, have lots of communication, get us the highest possible net proceeds at the lowest possible cost, and the shortest amount of time. If they tell me all that, now I can custom-make my presentation to feed into their criteria, giving them exactly what they want and ultimately, when they say yes. So that's a very powerful question. I hope you add it in.
Looks like at number two: "If there was an advantage in time, money, and marketing exposure, would it be worth just 15 minutes of your time for us to get together and learn more about that?" If there was an advantage, if there was an advantage in time, money, and marketing exposure—or better yet, any one of the criteria they shared above, you can use that criteria and alter this—"If there was an advantage in time, money, marketing, would it be worth just 15 minutes of your time for us to get together?" Very, very simple yet effective script that the vast majority of people just simply aren't thinking about. I'm thinking about what's important to the client, and if I can deliver that to you in 15 minutes, would it be worth it? Now, where does that work? What if I've already found out that they're meeting with another agent, and I say, "Well, if there was an advantage to get a second opinion that could cause you to save time, make more money, and get greater marketing exposure, would it be worth 15 minutes of your time?" They're gonna say yes; they're gonna be open to that possibility. So that's a very important script that should be in your sales toolbox.
Look at number three: "You've heard me talk about this before: If the home's not selling, it means it's not compelling to the buyers in today's market." If the home's not selling, it means it's not compelling to the buyers in today's market. And if you remember that presentation I did on the Tom Ferry show, we talked about, you know, you articulating in your marketplace what are the three to four types of properties that are compelling. Is it just price? Remember, if you leave with just price, you know that seller potentially is gonna be a little bit nervous, right? Oh, you just want to lower the price. So I would say, you know, finish with price at the end or make that the bow that wraps them all together. The properties that are compelling: your opportunity properties zoned R2 with a single, old house on it—that's an opportunity for a builder, as an example. It could be prime location near a school, near the freeways, whatever it may be, near the subways—prime location. You know your market; you know it makes a property compelling. And then, of course, you can wrap price at the end. So that's another great script you should be using all the time.
Number four: "Have you had any thoughts of selling? And do you know anyone who's had any thoughts of selling?" This great script—our wonderful client, Tim Smith, and now you know tens of thousands of clients all over the world—they're using these questions as a simple way as you're out in your day-to-day activities: in line at Starbucks, go into the grocery store, at the dry cleaner, meeting with a friend, like talking to anybody, always being listing-focused by saying, "Him, just curious, have you guys had any thoughts of selling? Have you guys had any thought—if you guys had any thoughts of selling it?" Because at any thoughts of selling, it's such an easy no-brainer question, then you shut up. "If you guys had any thoughts of selling?" Well, that's a yes. If they give you a definitive no—"Now, we love our house; we're totally great"—you and I both know, like you, you just ask the next question: "Well, do you know anybody who's had any thoughts of selling?" Well, funny you asked, my brother-in-law's been thinking about it, or they just got pregnant, or they just got divorced, or something just happened. So yeah, there's that opportunity for Earl as well. Those two questions added into your sales toolbox are gonna make you more confident and win you more business.
Look, look at the last one: Number five: "In the moment of truth, when we're talking pricing on a listing appointment, most agents have one pricing strategy. We believe that there's actually three, and what we have to do is decide tonight which is the better option for you. So, Mr./Mrs. Alert number one: We can price the property above the comps. We refer to this as the 'trying to find the needle in the haystack,' you know, pricing the property really aggressively above fair market value, above the comps, looking for that one buyer who may buy your home. Number two: We price it right at fair market value, which is what the vast majority of people do. And then, for my most savvy clients, we actually create a bidding war by pricing it just below fair market value. We then do all of our marketing and unveil the property to as many agents and buyers as possible, creating a bidding war opportunity for your home. Of those three pricing strategies, which is better for you?" Very, very powerful.
Now, I know as we're going through this, and this is a shorter Tom Ferry show, what I'd love for you to do is a couple of things. Number one: If you're getting value from this, have you subscribed to my channel? If you're watching this on Tom Ferry—yes, I'm actually gonna ask me to go back to YouTube and subscribe to the channel—I would certainly appreciate you doing that. Would you give me some comments on if you've used some of these scripts before? I put it down in the comment section. Let me know. You know, is your sales confidence going up? Are you getting value from these conversations? I hope you are; that's why I'm doing it. So I'd love for you to do that. And then, if it really makes sense to you, share this with a friend, share it with a few of your office mates. You know, there's nothing better. I think back to the early days of my selling career, and myself and Rachael Golly and my brother Matthew and all of us—Richard Kendrick—we all got together, and we practiced, and we role-played, and we were constantly using these lines on each other. Even when we were single guys going out and having fun, we would be selling each other all the time. You want to know why? Does knowledge equals confidence, and ignorance equals fear? When you know what to say and you're comfortable doing it over and over and over in the moment of truth, wow, you're ready. And that's what it's all about. So I can't wait to read your comments. Thank you in advance for subscribing to the channel, and remember, always your strategy matters, and now more than ever your ability to sell and ask questions—that's what rules, Kate. Thanks so much for watching. We have a number of events coming up; we'd love to have you there. Visit tomferry.com/events and reserve your spot today. [Music]