They all sound like this:
- I can save you a lot of money
- I can save you a lot of time
- I've got the perfect deal for you
- You can expect 24-hour service from me
And the prospect is thinking:
- Can I trust this person?
- Does this person have a good reputation?
- How can I check this person out to be sure they're real?
- How much experience do they have?
- They all say the same thing; how can I be sure?
Marketing budgets are continually increased as companies try to capture more leads. Unfortunately, most of these leads are burned by poorly trained salespeople trying to make a sale rather than start a relationship. Many companies and most salespeople miss the first critical step in the sales cycle, building credibility.
When a prospect reaches out for information from a company website or goes directly to a sales office, they do so with caution. They will retreat if they sense a lack of credibility or don't feel comfortable.
Therefore, when a prospect first meets a salesperson, the agent has to be credible. The salesperson is being judged. They have at most two minutes to make a first impression. Seldom is there a second chance.
The prospective buyer is about to make one of the largest investments of their lives, and they take this investment seriously. They are looking for a go-to real estate professional who they can trust.
Meanwhile, exit interviews and follow-up calls by management show that most salespeople don't build credibility. They move too fast and don't create a relationship. Most salespeople are looking for the "low-hanging fruit."
Why does Salesperson A close 1 out of every 10 prospects, while Salesperson B closes 1 out of every 20 prospects? Salesperson A builds trust immediately with the prospect, while Salesperson B lacks the skill and tools that allow the prospect to continue on the sales journey with confidence.
Unless referred to you by someone, the average prospect doesn't trust you. Studies show that building trust takes anywhere from six months to two years. You don't have that much time to develop that kind of relationship with each buyer. Accordingly, you have to establish credibility as quickly as possible.
But most salespeople "wing it" or fumble with unpracticed introductions. Being a pro takes thought, time, and practice. You may be the most sincerest, most likable person in the world, but the buyer wants to deal with a professional.
How you introduce yourself, your company, and the neighborhood or community they are interested in will significantly determine whether a prospect will end up buying from you. Some prospects may listen to your pitch or maybe even tour some of your properties, but if you don't give them confidence upfront, they will always be suspicious of you. Worse, they may take what you share with them to another real estate agent in whom they have more confidence.
Be prepared and spend time crafting all three of the following parts for building your credibility, and you will see an immediate increase in sales.
The three parts of building credibility are:
- Why they should listen to you
- Why your company is number one
- Why this is a smart investment
Most people who go into sales are likable. However, when you meet someone new in a selling situation, there is a much greater need to be or at least appear competent. You only get one shot at making a first impression.
