How to avoid being a ‘one script wonder’

So based on the same premise, when it comes to selling a client’s home, for those who follow the same formula each and every time, it’s easy to see why we might have a trust problem with consumers. 

The simple truth is this – we teach our salespeople to do things a certain way in order to turn them into money-making assets as quickly as possible. Unfortunately, what happens is that agents are taught just one way to sell, resulting in them becoming very one-dimensional as “professionals”.

The way we roll agents out is to basically prescribe the same remedy irrespective of said conditions, which sounds a bit daft, right?! That’s because IT IS!! So, I’ve got five statements for you to focus on so that you don’t end up falling into this trap and becoming a “one-script wonder”.

1) You are NOT an ‘expert’ until you are comfortable with ALL your tools

WAY too many agents label themselves as “experts” but then have a cookie-cutter approach towards each vendor, irrespective of the vendor’s situation.

A true expert is one who can take their knowledge and adapt it to benefit the vendor’s particular situation, and in order to do that, you need to be completely confident and comfortable in your skill set and knowledge base.

Ask yourself these questions:

1. Do any of the selling methods make me nervous?
2. Do I use the same marketing schedule for EVERY client?
3. Do I stumble when challenged with anything outside of my “norm”?

If you’re honest with yourself, chances are you answered “yes” to at least one of those questions, and that’s ok because you’re not alone.

Have a think and find out what makes you nervous within the various ways that a property can be sold, then put in the time to at least learn more about how each element of marketing and each method of sale is used, and more importantly, understand why you would potentially use them.

2) Most agents use real vendors as ‘practise’ because they don’t like role plays

About nine out of 10 agents would fit into this category, and that is SCARY, particularly if you are a business owner. Yet, instead of working on their craft, agents will keep looking for some magic formula or script to bring success.

Like any skill, it takes a lot of practice to get it right, and the more time that you put into practice, the quicker your rate of improvement will be.

Role plays don’t have to be complete run-throughs of a listing presentation. Pick certain parts of the listing process and work on them with a colleague or mentor. This way, you can have two to three goes within 20-30 minutes, gain feedback and make small adjustments.

3) Most salespeople are taught to deal in monologues, NOT dialogues!

Scripts are a really important tool when it comes to giving agents a general guide as to how they can create preferred outcomes; however, if we become too reliant on them, then we sometimes become too transfixed on getting them right as opposed to why we’re using them.

One of my all-time favourite phrases is from my good friend Rik Rushton who said that we must always “tune in before you broadcast.”

By constantly checking in to see if everyone is on the same wavelength, you are giving the customer more chances to be a part of the conversation. As you conclude each element of whatever it is you’re doing, ask a couple of open questions to create more of a dialogue, giving you a chance to react and interact more authentically.

4) Most qualifying processes are one-dimensional

We all (should) know the basic questions that we need to be asking when qualifying a potential vendor. In order to personalise the experience for the vendor, the qualification needs to give them an opportunity to provide information that is unique to them.

By doing that, you are already taking yourself away from the one-dimensional processes that your competitors will be travelling with and giving yourself information beyond the norm. Even if that one extra question is, “what are you hoping to achieve by selling your property?”

You are at least attempting to tune in to their situation as opposed to merely sniffing for a commission.

5) Agents sometimes don’t realise how much value they bring!

Outside of health-threatening operations, we are charged with the safe handling of the most impactful transaction that humans make in their lives.

We need to take ourselves more seriously and, as a result, pay more attention to the gravity of the situation for our customers. It’s easy to lose sight of that when you’re doing a few deals and chasing the money, but maintaining a healthy perspective around the gravity of the situation for the vendor not only helps us to remain empathetic but it also creates more importance around each suggestion that you make on both sides of the interaction.

Andy Reid is an auctioneer and the head of training for Combined Franchise Services (Century 21 Australasia and Better Homes and Gardens),