Many sales agents think they can rely on their good looks, glibness, quick mind, and personality to make sales. All these attributes are helpful but can also be detrimental when relied on too much.
Top earning real estate professionals know exactly what to say, when to say it, and how they'll say it.
YES, their words are scripted, rehearsed, and practiced just like a Broadway play or a movie. The same is true of the last play of a game for a championship with only 45 seconds on the clock; the team that wins has a pre-planned play for this situation.
Knowing what to say before saying it breeds confidence and enthusiasm. A salesperson is able to communicate directly with the listener's subconscious mind, thus persuading them to accept what's being said and moving them further along the sales journey.
Sadly, most salespeople wing it and wonder why they have minimal success. In fact, when surveyed, 80% of salespeople claim they don't need a planned presentation and report that they hate scripts. Yet, the 20% of sales agents that use scripts earn six-figure incomes. The 80% who don’t use scripts are typically out of the business within five years.
Some of the responses given in opposition to using the scripts are:
- I have my own style
- I rely on my years of experience
- I know how to read people
- I know what they want before they do
- People like me, so I wing it
- I try to be sincere and natural
- I let my personality show through
Studies show most of us assume we are pretty good communicators, so there is little desire to fix something that is perceived as unbroken. And yet, so many sales agents fail to become what they might have been.
With a planned presentation, a sales agent is poised to turn a cold presentation into a warm one, and a warm "looker" into a hot prospect.
Our scripts add the right amount of neuropsychology to current presentations to persuade while not intimidating. For instance, instead of saying, "You'll never be sorry," say, "You'll always be happy!" A subtle, but powerful difference.
But it isn't just about what you say; it's also about when you say it. The first rule is to ask a sequence of questions in the proper order and allow the prospect the time to respond. Use the 80/20 Rule and allow them to dominate the conversation. Get them talking 80% of the time and learn to be a GREAT LISTENER. People like the sound of their voice and feel like they are in control when doing most of the talking.
Pillar 4 of the 12 Pillars of Persuasion program is a composite of the scripts discussed in more detail throughout the remaining eight Pillars. These scripts are worth memorizing or using as a template to personalize your own scripts. Rest assured that each script comes from curating the actual words used by top performers who are all earning mid-six-figure incomes.
This Pillar should be reviewed and studied daily for a solid week, or until the scripts are automatic. This spaced repetition is important because 67% of the acceptance of a new idea comes after the sixth exposure. Without spaced repetition, the script won't become a natural flow of your conversation, and prospects will unconsciously procrastinate.
Let's assume agents are currently closing 1 sale out of every 20 people to whom a presentation is made. As the sales presentation is perfected, most agents begin to complete one more sale out of the 19 prospects that had been getting away! Simply closing one more sale from the ones who are currently walking away results in a doubling of sales. Many sales agents have even quadrupled sales with persuasive scripts.
Isn't it time your sales agents had scripts so they knew what to say, when to say it, and how to say it?
