The sale isn’t made at the “close”; it begins with the first “hello.”
Closing too soon is a BIG MISTAKE and can often kill a sale as you watch all of your hard work go down the drain. Even if you do get a sale, attempting to close a prospect before they are mentally ready can destroy a relationship. You will not earn the right to be this client’s go-to real estate broker in the future.
All prospects have fears and questions as they approach a major decision. Some verbalize their fears, and some don’t. You must satisfy each one of these concerns before you proceed to the close. The majority of your prospects will need you to help them cross over the bridge of indecision.
Some may allow you to move them quickly toward the close, but be on notice. All the bases must be touched before you close. Like baseball, when you hit the ball over the fence, you must tag each base to get a home run. Skip a base, and you’ve lost the opportunity to score.
Remember, few people are experienced decision-makers. In fact, 95 percent of the population has problems making decisions! On the brink of saying yes, most prospects will stall and want to think about it. Be prepared and expect this behavior.
Some prospects may freeze up or raise false objections to slow down the decision-making process. They may even lie to avoid the pressure they are feeling. It is important you understand that they are trying to release some of their stress and the pressure they are feeling. This is normal behavior.
In time, you will welcome the words “I want to think about it.” They are delaying a decision because they are under stress. Your job is to lower their tension and relieve their stress.
And here is how you do it:
TOM stands for “Take Off Market.” This is a script used by top producers to close sales, make big money, and create relationships that bring multiple referrals from every sale they make! With no pressure, they allow their prospect to take the property they have expressed an interest in off the market for 48 hours. This protects the prospect from someone else purchasing the property while they "think about it."
Not only does this script ease the stress of a decision, but it also gives them an exclusive right to that property. When you asked clarifying questions earlier in the sales process, you allowed them to agree that, yes, this property has everything they want. Now it is simply a matter of feeling good about their decision. They will appreciate that you didn't push them into the sale with old, high-pressure tactics.
You can continue to maintain a relationship with them because you have earned the right to be their go-to real estate professional. Based on your goal of building a long-term relationship, you automatically handle your prospects differently and build a strong, trusting bond. As you master this new psychological approach to selling you will see your income double and more.
