Death of the hard sell

Can you tell people what you do, in one or two sentences? This is commonly known as an elevator speech. In a time where self-promotion has become tarnished as a business strategy, how can you create "promotional moments" for your business?

Alexandra Seigel of NapaConsultants.com coined the phrase "promotional moments" to describe that moment of opportunity when someone has a problem for which you have a solution. When someone indicates he or she is thinking about buying or selling a home, many agents would pounce on the opportunity to explain why he or she is the right person to get the job done.

To convince the person that this is true, they may say, "I'm the No. 1 agent in this area," or "I work for the No. 1 real estate company in our area." Today, these strategies actually push potential clients away rather than motivating them to do business with you.

What's the best way to handle a promotional moment? First, dump the hard sell. Instead, focus on how you can provide great service rather than bragging about how great you are. The following examples illustrate the difference between the old hard-sell approach and today's more service-based approach.

1. Bob: "My sister is facing foreclosure. I wish there was something I could do to help her."

Old approach: "If you will give me her name and number, I'll be happy to call her and see if we can get her property sold on a short sale before the foreclosure happens."

Better approach: "There are several ways your sister may be able to avoid foreclosure. Would you like me to send you some information about the options? I would also be happy to contact her directly if you believe she would be interested."

The agent using the first approach concludes that doing a short sale is the best solution without even having the facts. There is no attempt to determine if the homeowner may be able to keep her home through a loan modification, the "ask for the note strategy," or by checking out assistance programs at MakingHomeAffordable.gov or HUD.gov, as examples.

In contrast, the second response directly addresses Bob's desire to help his sister while suggesting there are multiple solutions for the issue. It also uses an alternative-choice close.

This allows Bob to review the information on his sister's behalf or for the agent to go directly to the sister. The net result is that Bob feels completely in charge rather than being hard-closed by a pushy agent.

2. Susan: "I can't believe how high my property taxes are!"

Old approach: "You should file an appeal. Give me your e-mail address and I will send you a comparative market analysis (CMA)." ...CONTINUED

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