Throw away the cue cards
Letter to the Editor
By Inman News, Friday, August 7, 2009.Re: 'Lights, camera ... scripting' (Aug. 5)
Dear Editor:
Kris Berg hits the apple clearly on the point of how we refer to ourselves within the real estate industry, and thus how our collective mindset translates to the image our clients and prospects perceive. I recently told my broker-in-charge that the No. 1 problem with the real estate profession is that we are all referred to as "salespeople."
Industry training still revolves too much around scripts, handling objections, listening for closing signals, etc. This industry will never be considered truly professional as long as that remains the case.
I have always maintained that real estate agents are consultants, in that the goal of an agent should be to achieve the best outcome for the client. That is exactly the goal of a consultant, no matter what the expertise is that the consultant brings to the client.
In any sort of training, there are always kernels of truth -- pieces of insight that can help the trainee do something better that is important to their business. I always tell agents to listen for the kernels of truth and then make them their own.
I never try to use a script. When presented with a script, I ask, "What is the purpose of this script?" If it is merely a way to manipulate the customer, I ignore it.
However, if there is something in it that can help me give clearer explanations to my clients, or help me respond better to a given situation while still keeping my clients' interests paramount, I take the key point and make it my own.
Rather than hearing canned speeches from me, my clients know that I am focusing on their best interests and providing my knowledge and experience so they can make the best decisions.
If many more agents truly understood and performed their fiduciary duties as a professional, rather than someone who has been juiced up to win the next sales competition, we would be able to actually begin getting paid for our time and expertise, rather than having to get a deal closed. We will never be true professionals in the eyes of the public as long as we get paid by commission.
Kerry Beach
Consultant, broker
Helen Adams Realty
Charlotte, N.C.
***
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Submitted by Brock Fankhauser on August 7, 2009 - 3:30pm.
Being called a salesperson should carry a badge of honor. While I agree that building relationships are a component to sales, a true understanding of sales theory is the best way to achieve success. And part of sales theory is anticipating the common obections and coordinating responses to those common customer objections (script).
Nothing happens without a sale.
Those with a talent for building relationships AND mastering persuasion (getting people to do what they otherwise wouldn't do on their own) can earn more than their fair share in the real estate business.
Submitted by Robert A. Hulme on August 10, 2009 - 3:45am.
Scripts or Cue cards as you describe them here are very important to guide you through a conversation with a potential client. Most important is the ability to listen and have the ability to redirect the conversation to cover the points that are important to your client. Every conversation should have one goal in mind and that is a face to face and building rapport so that an eventual long term relationship will come out of the conversation.
www.UtahCountyHomes.ws
www.UtahCountyRealEstate.us
Submitted by Barry Noble on August 10, 2009 - 12:55pm.
Cue cards? Tele-promting? I-Phone prompting app? They should only be for news readers, but then news readers shouldn't then be offering personal opinion and advice. They should read, then shut up. They are also good for students and, of late, for polititicans and the President.
Cue cards should NOT be used for interactive conversations among buyers, sellers and their respective agents or brokers.
Cue cards in phone conversations make it impossible to hold a two sided conversation - (hence the frustration with tele-marketers). Sitting face to face with clients (buyers or sellers) and shuffling your note page or swiping the screen of your I-phone in front of you as you go through the "cued" items to speak about - is a little like conversing with a five year old telling you about what he or she learned at school that day. Well, at least that's what it SOUNDS like.
Learn your profession. Go out with true professionals for the first few times when meeting prospective clients and learn. Then COMMUNICATE eye to eye, person to person with confidence and knowledge. Leave the cue cards (paper or electronic I-Phone app) to the students and............ politicians.
Barry Noble
Certified Residential Appraiser and
Independent Broker/Realtor
http://www.MyPropertyIsWorth.com
Palm Springs & Desert Resort Cities, CA
Submitted by Angelina Nobles on August 11, 2009 - 12:20am.
Good Post related to cue cards. Good for the maintainence of client relationship.
Quick Sale
Submitted by Danny C. Flucke Jr. on August 11, 2009 - 2:04pm.
Most high performing professionals have polished presentation with specific questions designed to narrow in on the client's wants/needs/requirements.
YOU are the expert. You need to ask the correct questions to find the best options for your client.
How would you feel if you were having chest pains and went to the doctor. When you get there - They listen to your symptoms and finally tell you the answer is probably in one of the 300 books on the second shelves behind you. They will be back in a few hours to check up on you....
I think I'd leave and find a real doctor who can ask questions - Diagnose my problem - And recommend action.
I'm not advocating "robot" scripts - Where if the clients say this / You say that. But I also do not advocate not using any sort of prepared presentaion.
You can choose to "shoot from the hip" - And by doing so you risk sounding like our president without a teleprompter....
Thanx, Danny
Danny C. Flucke Jr.
Senior Partner
Nationwide Mortgage Experts, LLC
Direct: (714)624-9479
DCFJ@NationwideMortgageExperts.com
www.NationwideMortgageExperts.com / www.NaMoEx.com