Up to this point, other than our business card, we have not given the listing prospect any materials, nor made a presentation. What we have done is to find out what we need to show them and what we need to talk about first. Unlike the competition, we aren’t going to take off on a “show and tell” of all the things we do for our listing clients. Because we asked, we know what their concerns are, and we know which of our services are likely to be of most interest to them. So what do we do next?
Begin with their concerns and show how you can solve each problem. Try to address the most important or most troublesome issues first. When pricing is involved, defer it to last. Show them how you do the marketing they valued. Show them other marketing you do that they didn’t mention in the interview. Before the CMA and pricing, ask if they have questions. Present the CMA and discuss pricing and commission. Ask if you’ve addressed all their concerns and answered all questions. If not, do it. If so, ask for the listing. You will find that people are quite forthcoming with information when asked. You will also find that they are appreciative when you address their specific concerns and questions instead of pushing services at them. Your conduct through the entire listing meeting has been quite different from the competition. You will get more listings using this consulting expert approach.
