Trends in Top Producers - part 2

TRENDS IN TOP PRODUCING REAL ESTATE AGENTS
Part 2 of 2

So, what will drive Top Producers to select your company over the competition? The key herein lies in developing a business partnership that will help them to amplify their success. Remember, it is all about them. Based on our countless interviews, I recommend implementing the following sales approach when working with any prospect, but most importantly with Top Producing Agents:

• Target – Build and evolve your detailed target list of prospective top producing clients, including extensive business-related information. This allows us to be more prepared for each call.
• Conduct a Sales Interview – Be prepared to answer the following question “What’s in it for me?” spoken from the target’s perspective. The salesperson will then conduct a sales interview aimed at uncovering specific needs and opportunities.
• Provide Solutions – The salesperson should create tailored solutions based upon expressed clients needs and wants. Review this with the prospect.
• Obtain a Business Commitment – The salesperson obtains a specific business commitment from the client.
• Follow Up for Orders – The salesperson should create meaningful, consistent contact with the prospect, by solving transactional challenges, further building the business relationship and to insure receipt of multiple orders
• Ask for Referrals – The salesperson continuously adds to their target list by soliciting referrals from their new client.

The effective execution of this sales approach is far more important than any programmatic tools, resources or services we can provide. Top Producers want to feel like we are providing customized solutions. Recalling from our last discussion, since top agents have stated in their interviews they clearly aren’t interested in ‘stock’ solutions or services, I’d like to share a few specific ideas you can implement, or might already be implementing, on their behalf. Most agents and lenders have also said that the following issues are very important to them:

We should truly function as their partner. They want their clients to feel as if we are a part of their team, including the way we speak as well as the way we operate. How often do we hear folks say “My attorney says…” or “My doctor says….” “My CPA says…” This should be the same for you. “My business partner says…..” It is all about owning half of a business partnership.

We should be an extension of their sales machine. They want us to actively see ourselves as an extension of their business, asking for referrals and reminding their clients of the great services they received as a result of choosing their agent.

They want a high level, action-driven problem solver. The agents don’t want to have to “do our job for us,” meaning they expect us to help uncover, resolve, and communicate challenges in a way that keeps the transaction running smoothly.

Conclusions:

The most successful agents view their vendor partners as an extension of their team, not as a separate entity. As a business consultant, look for ways to make a direct impact with the very information we know they want to learn. This information will challenge them, and will offer solutions to their priorities for the next 12 months. This can only happen by asking them individually what their wants and needs are for their own unique business. The Bottom Line: Ask More Questions, and don’t provide “stock” solutions.