Title: How to Demonstrate Your Value Using the Weichert Listing Presentation
1How to Demonstrate Your Value Using the Weichert
Listing Presentation
Why Should I List with You?
2The Objectives of Todays Workshop
- Review key sales techniques that will help you
tell your value story and present an effective
marketing plan. - Explore how using the key sales techniques and
the new marketing plan will help you secure more
business. - Practice delivering the Weichert Listing
Presentation and applying the key sales
techniques.
3- What are the objectives of the Weichert Listing
Process?
- Get to know the client.
- Get to know the home.
- Explain the customized marketing plan for the
home. - Share the value of you and Weichert!
- Discuss and agree on price.
- Secure the listing.
4Examining our Full Sales Process
- Why do we do Getting to Know You versus getting
to the Listing agreement? - Why do we do a customized Listing Presentation
versus a canned proposal? - Why do we do a Price Trend Analysis versus
pulling comps or doing a CMA?
5The Weichert Sales Process
- The value story for working with YOU and Weichert
is embedded within our sales process. - It allows you to
- Personally, emotionally connect with your client
- Build trust
- Demonstrate your value
- Show how youre DIFFERENT
- Show why youre worth it
6Demonstrate Your Value FIRST
- Proving your worth is as easy as 1, 2, 3
- Step 1 Get to Know Your Sellers and their Home
- Step 2 Share the Weichert Value Story(use the
customized marketing plan) - Step 3 Present the Price Trend Analysis
7First Things First
- Which is typically perceived as a better service
model?
A. Standard and Generic
B. Personalized and Customized
The correct answer is B
8Step 1 Getting to Know You and Your Home
- Sellers Think Do I like you? Do I trust you?
- Youre using the Getting to Know You tool to
- Build rapport
- Demonstrate your professionalism
- Show sincere interest in the sellers
- Learn about the sellers and their home
- Separate yourself from the competition
9 First Visit Getting to Know You and Your Home
- Establish rapport
- Take the lead and set the agenda
- Uncover needs and priorities
- Get to know the home
- Close and confirm 2nd appointment
- Distribute and review the Getting Know You
Checklist - Play video segment 1
10Getting to Know You and Your Home
- What did you see Ann do well?
- What would you do differently?
- Which steps did she follow?
- How is the first step critical to the Weichert
Listing Process?
11Second Visit Share the Weichert Value Story
- Sellers Think Are you competent? Can you
represent me? Can you bring me buyers? Will
you work hard for me?
- Youre using the Weichert Listing Presentation
to - Demonstrate value
- Show you have a plan
- Express your commitment
- Gain their confidence
12The Weichert Difference . . . Six Distinct
Advantages
13 Second Visit The Listing Presentation
- Continue to build the relationship
- Open and preparation
- Uncover needs and engage the client
- Provide value and service
- Close
- Distribute and review the Weichert Listing
Presentation Checklist - Show video segment 2
14The Weichert Listing Presentation
- What did you see Ann do well?
- What would you do differently?
- Which steps did she follow?
- Did Ann demonstrate the value of working with her
and Weichert?
15Refresher of Key Sales Techniques
- Value Statements
- Differentiate Yourself
- Engage the Seller
- Defer Technique
- Closing and Getting to Yes
These skills are critical to presenting an
effective marketing plan and securing the
business.
16Mr. and Mrs. Seller, did you know that
Weichert.com receives over 100,000 hits per day?
Mr. and Mrs. Seller are probably thinking So
what.
17Refresher Create Value Statements
- Statements that contain a feature or fact
- Statements that contain a benefit or meaning to
the client - Use bridges to connect the two
- This means that . . .
- What this means for you is . . .
- With this you get . . .
- Because of this, you will be able to . . .
Do you remember any value statements that Ann
used?
18Example Value Statement
Feature
Benefit
When buyers search online, we have the ability to
directly connect them to a sales associate like
me.
This means . . .
Our response time to interested buyers is minutes
compared to days, getting more buyers previewing
your property sooner.
19Mr. and Mrs. Seller, you should list your home
with me.
Mr. and Mrs. Seller are probably thinking Why
should I?
20How Can You Differentiate Yourself?
When your clients view YOU as being
- Unique
- Knowledgeable
- Thoughtful
- Organized
- Professional
You gain their trust and build rapport.
21Sales Technique Differentiate Yourself
- How you position the information changes
everything - Ive prepared a customized Marketing Plan for
you. - Weichert Lead Network is an exclusive system
weve developed . . . - Our Price trend Analysis is unique in the
industry. Let me show you . . . - At Weichert we do things differently. Heres
something you may find of interest . . .
22Who here has ever been the recipient of a canned
presentation or scripted telephone call?
How did that feel?
23Sales Technique Engage!
- Ask the sellers questions to engage and involve
them in the selling process. They will often
sell themselves. - Bring the sellers wants and needs into the value
story find ways to personalize the story to
reflect what theyre looking for. - Ask. Listen. Summarize.
24Examples of the Engage Technique
- You told me that ___ was important to you,
right? Heres where we address this. - Whats most important to you in this move youre
making? - Does it surprise you to know that the NY Times
online subscriptions outnumber the print
subscriptions?
25So if I told you that following the process
covered in class today would guarantee your
ability to secure every listing at full
commission, would you be interested?
26Sales Technique Getting to Yes!
- Is this a service you would want?
- Would you find this of value?
- Does this work for you?
- Is this helpful?
Do you remember any examples that Ann used?
27What do you do/say when
- The seller keeps asking about price and
commission?
28Sales Technique Defer
- Seller Before you come over, I just want you
to know that Brand X will do it for 5 so if
youre higher, dont bother. - You I understand. We can discuss that when we
meet on Thursday. Were set for 4 oclock,
right?
29Why is the Value Story so Critical?
- You distinguish yourself from the competition.
- (The competition WANTS to be the same so the
only difference becomes commission.) - Helps you overcome the brokerage fee issue.
- Seller knows what to expect because you share
EVERYTHING youll do to sell their home. - Sell Value FIRST. Defer the commission
conversation so you can share the full Value
Story.
30Listing Presentation Skills Practice
- Each will take a turn to role-play the part of
the Sales Associate, Seller, and Observer - Sales Associate will deliver the Listing
Presentation applying the 5 step process and the
key sales techniques to share the Weichert Value
Story - Observer should take specific notes on the
Weichert Listing Presentation Checklist
- Distribute and review the Weichert Listing
Presentation Checklist
See next slide for more instructions
31Skills Practice Breakout Instructions
- Break into groups of three and assign each person
a number between 1-3 - You will have 20 minutes per round, including 5
minutes to give feedback using the checklist
Assigned Number Round 1 Round 2 Round 3
1 Sales Associate Seller Observer
2 Observer Sales Associate Seller
3 Seller Observer Sales Associate
See next slide for more instructions
32Skills Practice Feedback Session
- Observer conducts a feedback discussion
- Have the Sales Associate state
- What they did well
- What they would change next time
- Have the Seller give feedback next
- What they think the Sales Associate did well
- What they would recommend they change next time
- Observer gives feedback based on their notes from
the feedback form - Be very specific
- Observer gives the feedback form to the Sales
Associate
33Skills Practice Debrief
- What worked well?
- What would you focus on for next time?
- What specific steps in the process did you find
particularly helpful? - What specific sales techniques did you find
particularly helpful? - What specific pages did you find particularly
helpful? - How are you feeling about being able to
demonstrate value first by using the new Listing
Presentation?
34Additional Resources
- Related online courses
- Weichert Listing Presentation Dialogue Tips
- Weichert Listing Presentation Effective Closing
Techniques - Effective Presentations How They Can Make or
Break Your Transaction - Overcoming Common Seller Objections
- Overcoming the Commission Objection
- WeichertOne.com
- Sales Associate Resources - Working with Sellers