IDENTIFYING THE GAPS IN YOUR BUSINESS
Adaped from the article “Resurgence Of The Sales Professional” by Rene Rodriquez, the CEO of Volentum Management Systems
In his recent article, Resurgence Of The Sales Professional, Rene Rodriquez wrote on his “7 Pillars Of A Sales Professional.” In the article he also spoke of the importance of addressing GAPS in a sales professionals business. While the pillars are very important, I believe, from a foundational point of view, the importance for a sales professional to IDENTIFY GAPS IN THEIR BUSINESS, is far more important and vital in addressing, before even considering his “pillars.” So I have chosen to look closer at the GAPS before considering placing the cart (the Pillars) before the horse (Gaps).
He approaches the “GAPS” in a seven point structure.
GAP #1: Using Marketing As a Cop-Out To Selling
In its simplest form, MARKETING and SELLING are two very distinct and separate tools to a sales professional…..but most sales people don’t separate the two at all.
Look at it this way; MARKETING attracts people to call us. SELLING is the act after the customer
arrives. Simple, right? For example, today I worked with one of my EXIT Realty Bend Real Estate consultants in creating a MARKETING piece to help him schedule the appointment to make the sale.
GAP #2: The Lack of a Defined JOB DESCRIPTION
Rodriquez points out that this problem is worst in some industries more than others…..but it is widespread…..and it is especially a problem that I see in the business of real estate.
Take time right now to WRITE DOWN your JOB DESCRIPTION. Don’t have one? That isn’t unusual…just write something down now. Whatever comes to mind…just…write it down!
I am betting, as did Rodruquez, that most real estate agents wrote something like, “My job is to sell homes!” Or it might be “My job is to help my clients!” But….think about it for a minute. Really, think about it. It took me several times before it sunk in for me….and I am still digesting it a bit. But think about this:
The Challenge With Seeing The Job As, “SELLING HOMES,” As Simply Getting A Client Into Or Out Of A Home, Is Realizing That This Is A RESULT of What Your Job Description Should Be!
Deep? I had to read this four times before it sunk in to my hard head.
I made my first stab at my job description as this:
“I own and operate EXIT REALTY BEND, which is a proven business model that supplies multiple opportunities and additional sources of income for my associates. For Exit agents it is about providing the opportunity for security, stability and direction. For our clients, EXIT Realty Bend offers a professional approach to assisting our clients’ needs with reliable, competent and extraordinary service.
I’m not sure if this is my final draft.
But I like it.
I believe it fit’s my vision for EXIT Realty Bend.
Gap #3: Confusing ACTIVITY with PRODUCTIVITY
This could actually be a part of GAP #2 because if people don’t know what their JOB TRULY IS, than any ACTIVITY can seem like a good way to spend time.
A professional sales person must know the difference between ACTIVITY, PRODUCTIVITY and OPPORTUNITY.
Most ACTIVITY only sets the table for you to enjoy the meal.
You know that is easy to look busy while being broke. I have been there. Done that.
Gap #4: Having No Structured & Sequenced Sales System
I agree with Rodriquez that this is a HUGE factor in the business of real estate. How many active real estate agents, INLUDING YOURSELF (Ouch!) actually have a DEFINED, step by step process (structured & sequenced sales system) to take prospects to clients and clients to close?
Most agents eat up a lot of their time and a lot of their clients’ time.
Let’s look, as a perfect example of this, to BILL NASBY. Our EXIT Realty Bend office was fortunate enough to learn directly from Bill Nasby when he presented to agents for 16 consecutive weeks.
Bill is regarded as the premier DOOR trainer in the business. He has knocked more doors than most of us have ever seen. With his STRUCTURED and SEQUENCED system, Nasby consistently closed over $500,000 in gross commission sales each year back in the 70’s, 80’s and 90’s. Imagine.
Here is how Nasby created a SIMPLE, structured and sequenced system for his business:
- He knocked doors. Anywhere and everywhere. He said, “You can drop me in any community or any city in North America and I can EFFECTIVELY and METHODICLY sell homes immediately!” Ask yourself what you would do should this be you. Yikes!
B. His SIMPLE system required him (and those he trains) to knock the door and ask 5 questions.
Nothing More. Nothing Less.
1.) Hello, Exit Realty Here. When Are You Planning on Moving?
2.) How Long Have You Live Here?
3.) Where Did You Move From?
4.) If You Could Move Anywhere, Where Would That Be?
5.) When Would That Be?
C He paid attention to the QUALIFYING ANSWERS to his QUALIFYING QUESTIONS and then
used his systems to follow up based on the answers he heard.
1.) Having A System For Those That Planned On Moving Now.
2.) Having A System For Those Moving In The Future.
3.) Knowing Where They Moved From To Identify a Home Sale Referral Opportunity.
4.) If He Could Identify Where They Would Move To Perhaps There Was An
Opportunity To Find Out WHY They Wanted To Move There and….WHY!
5.) If He Could Identify WHEN They Were Moving He Could Implement A System
To Help Them SELL Their Home And Purchase Another Or At The Very Least
Secure A Referral.
Genius! This shows YOU how one person uses just ONE….yes…JUST ONE system, to have earned more than ½ Million Dollars A Year! Consistently. Effectively!
Want to see more?
At my EXIT office I have adopted the JOHNNY LOEWY training systems. All EXIT REALTY BEND agents need to do is look to the JOHNNY LOEWY REACT ONLINE TRAINING systems.
Pointed Step-By-Step Training = Proven Business Producing Systems = Scheduled And Planned Activity Based Prospecting = Sales
Research by <TheSalesBoard.com> shows those sales people who have a CLEAR BUSINESS COMMITMENT OBJECTIVE can cut the sales cycle (the time to secure a sale with a client) by as much as 25%. So, you can see how having this commitment could FREE up more time, allowing you to work smart, not hard!
GAP #5: No Canned Presentation Of Value
Do you have presentations that say something different each time you present to a prospect?
Facts show that EVERY SUCCESSFUL salesperson has PERFECTED their scripting and presentation.
Is yours on a NAPKIN or as an effective POWERPOINT?
Is your presentation clear, concise and effective?
If someone presented YOUR presentation to you, would you buy?
When was the last time you presented YOUR PRESENTATION to a colleague? Think it might be a good idea?
GAP #6: No Training In The Fundamentals Of Selling
At EXIT REALTY BEND we learn fundamentals of selling especially from our JOHNNY LOEWY REACT ONLINE TRAINING. He builds his training from the ground up….one brick at a time.
A few years ago, in just about every industry, there was little need for real sales SKILLS. Agents did (and some try to continue) simply fly by the seat of their pants.
I know……because I sold hundreds of properties being an order taker in the biggest real estate boom market in Bend, Oregon history.
Business was abundant.
Business was easy.
But now, after perhaps the second biggest real estate depression in our history, you MUST LEARN SKILLS.
GAP #7: Are You Ashamed To Be Known As A Salesperson?
Rodriquez believes this is the CORE of the problem. Maybe I agree. He says, “people who are ashamed to be salespeople don’t engage in the habits of successful salespeople.”
Well, our real estate profession, as a whole, is often looked at with distain. Truth is, I look it at that way more often than I would like to admit. Fact is, a recent Harris Poll identified REAL ESTATE AGENTS as one of the least respected professions of “prestigious professions.”
Harris Poll Chart by Jonathan J. Miller -Friday, August 7, 2009
So, that is why I believe we must all, as he states, “have a driving commitment” to bring forth a resurgence of the sales professional. I personally believe we must lead the resurgence, in our own profession by separating “traditional” real estate salespeople to “Professional Real Estate Consultants.” To do so I don’t believe we must wear the “brand” with pride alone, but instead clearly define our differences and create our own brand separate of preconceived stereotypes or opinions.
Now that you have addressed the 7 Gaps you are in a position to build your war chest and adopt the habits of a Sales Professional.
Jim Mazziotti is the Principal Managing Broker and Franchise Owner of EXIT Realty Bend in Bend, Oregon. He is a 17 year veteran in the business and can be contacted at www.facebook.com/exitrealtybend.
354 NE Greenwood Avenue
Bend, Oregon 97701
The article “Resurgence of The Sales Professional” by Rene Rodriquez appeared
in The Niche Report Magazine, Issue 004/April 2012
Johnny Loewy React Online Training is a copyrighted product published by Johnny Loewy Sales Training
5116 N Suwanee Avenue, Tampa, Florida, USA 33603