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How to Demonstrate Your Value Using the Weichert Listing Presentation

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Title: How to Demonstrate Your Value Using the Weichert Listing Presentation


1
How to Demonstrate Your Value Using the Weichert
Listing Presentation
Why Should I List with You?
2
The 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.

4
Examining 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?

5
The 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

6
Demonstrate 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

7
First Things First
  • Which is typically perceived as a better service
    model?

A. Standard and Generic
B. Personalized and Customized
The correct answer is B
8
Step 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

10
Getting 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?

11
Second 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

12
The 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

14
The 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?

15
Refresher 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.
16
Mr. 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.
17
Refresher 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?
18
Example 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.
19
Mr. and Mrs. Seller, you should list your home
with me.
Mr. and Mrs. Seller are probably thinking Why
should I?
20
How Can You Differentiate Yourself?
When your clients view YOU as being
  • Unique
  • Knowledgeable
  • Thoughtful
  • Organized
  • Professional

You gain their trust and build rapport.
21
Sales 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 . . .

22
Who here has ever been the recipient of a canned
presentation or scripted telephone call?
How did that feel?
23
Sales 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.

24
Examples 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?

25
So 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?
26
Sales 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?
27
What do you do/say when
  • The seller keeps asking about price and
    commission?

28
Sales 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?

29
Why 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.

30
Listing 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
31
Skills 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
32
Skills 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

33
Skills 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?

34
Additional 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
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