How Do You Engage and Entice Buyer Interest?
Navigating your way through initial phone discussions with a prospect you could say is like trying to walk on a trampoline covered in eggs. As long as you don’t make any sudden moves, you will avoid making an omelette.
Experienced sales consultants will tell you it takes years to master all the tricks of the trade to get people talking first and then convert them to clients. And they’re probably right – but there is an easier way. You can use the tried and tested tips we have mastered at Lead Farmers promising to dramatically improve your chances of “warming” a discussion, making a connection and building trust. Remember, these tips don’t come off the internet – they are the result of tens of thousands of cold calls and discussions made by our expert staff. They are current, relevant to your marketplace, and they work!
Before we delve into these golden tips, let’s start by putting you in the prospect’s shoes so you can gain some much-needed perspective.
Meet John Doe. He’s one of your typical prospects. He’s been seeking an investment property for some time. He has registered with numerous websites, enquired with a large number of real estate agents, researched dozens of articles and viewed realestate.com several times. John has gotten himself out of more property agent stalking situations than you could imagine – after all we are talking real estate here. He is now educated, armed with stealth conversation exit moves and has the nose of a bloodhound for sales capers. Most agents would not stand a chance. He’ll buy when he’s ready and only what he wants, on his own. That is, until he meets you.
Who are you?
You are a good listener. You do not pick up the phone without a well-practised script that has the correct pace and emphasis of words embedded in your brain, plus a tone that would put a 1900 number night worker to shame!
You ask questions and offer free, relevant information. You reveal no agenda other than to serve. Your desire to switch to a transactional discussion is neatly tucked away until the prospect starts asking buyer interest questions. You never interrupt, you are comfortable with small silences, and you allow them to decide when to stop talking. You know that by gaining their trust and avoiding interruptions, a prospect will voluntarily share more than otherwise expected.
You are the resource of all information. You are knowledgeable about your market and you have a range of supportive connections in finance and property management. You can counter any of his arguments or objections with skillfully crafted responses and relevant facts – after all you have made 100’s of these prospecting calls. You have an endless supply of interesting articles offering great tips on investment. And if by chance you are asked a question you don’t know the answer to, you immediately admit to it and commit to following up with the correct information.
You dodge colloquialisms, common phrases and complex industry jargon. Phrases like “no worries”, “no problem” and “yeah, ok”. You are aware of what you say and how you say it because you use a great script that you have tweaked after every failed or successful prospect call. You earn respect and trust of the prospect because you sound educated, not slovenly (sloppy) and knowledgeable, and you speak cleary and concisely so they can understand and relate to you.
You do not state as fact how you got their contact details. At worst, you might be completely wrong (it may have been a partner or friend or daughter who registered the contact), at best you risk confronting or challenging the prospect. Instead of saying “YOU registered your interest in our product through our website”, you are far more careful with your language choices; “I understand you may have enquired about (state address or service)”. In this way, you do not upset the otherwise pleasant tone of your conversation, and you can move forward with the discussion.
You avoid exuberance and enthusiasm, at least during initial discussions and introductions. You are aware that expressive language use or an over-enthusiastic tone can convey a strong agenda and send them heading for the hills. You take a warm (rather than a friendly) approach, with warm being similar to an open smile and friendly being nervous laughter or a know-it-all tone. You know that familiarity breeds contempt, so you stick to the concept of the conversational smile (less familiar and more professional).
Engaging and enticing the interest of your enquirer is a skill. It takes practice, subtle word use and a pleasant voice tone. By applying these techniques, you will substantially increase the chances of having a real discussion, resulting in greater sales outcomes.