The HOW TO Guide of Listing Presentations
Instructor: John Henderson
Module 2 Lesson 5 – The Close
The goal of The Close is allowing your client to choose you.
You’ve invested the last hour pitching yourself to your client. Now what?
Sales resistance is just a normal part of our culture. We’re bombarded all day long with advertising, marketing and sales pitches. Everyone wants to sell you something. So, it’s natural to build response mechanisms to politely discourage salespeople. “No thanks, I’m just looking” or “I’ll need time to think about it” are examples of these automatic responses. Smart agents completely bypass that process.
Never use presentation-killing questions to close with.
Don’t do this…
When directing the conversation towards closing, don’t ask questions that can be answered with yes, no or maybe. And, don’t ask open-ended questions that can be used to escape making a commitment. Too many agents have great listing appointments and then end with presentation–killing questions like, “Well, what do you think?” or worse, “So, are you ready to list with me?”
Do this instead…
Clear all objections during each segment of your presentation. Make sure you’ve achieved the goal of each segment before going onto the next.
Before closing, review the process and clear all objections again with the client. Try, “I think I’ve answered every question I can think of about selling your house. We’ve covered it’s value, the list of repairs and improvements. We’ve discussed what I will do to sell it. Can you think of any other questions or concern that we didn’t cover?”
If they offer anything other than unequivocal agreement of your assessment, circle back around and address those issues. Don’t try to close your presentation until you believe your client has satisfied their concerns and their questions are answered.
Assume the listing. Let your confidence kick into high gear. You know you’re willing to give 100% to serve your client - so its OK to assume you are the best choice of agents.
Close with a time-line question. Try, “Before I leave, I have one question for you: If this were a perfect world, by what date would you like to be settled and living in your next home?”
The “before I leave” portion of the question helps reduce sales resistance. It sets the tone that you are preparing to go without pressing them into a decision. The rest of the question places the responsibility of setting a date on the client’s shoulders. Now, it’s their goal we’re discussing, not your selling effort. Usually, the answer to that question is very specific.
At that moment, take out a fresh sheet of blank paper and create a timeline. Starting with today and ending with their goal date, educate your seller about the selling process. Explain possession time and back track 30 days on their timeline. Explain the time it takes to close a transaction and backtrack another 30 days. Explain marketing time and DOM - average days on the market (from your CMA) and add back those days. If possible, use the idea “if this were a perfect world” to help extend the best listing date back to today. Often, sellers are surprised how much time it will take to complete the sale of their home. Try, “I don’t want you to feel pressure, but to accomplish your goal of being in your next home by (date), this house will need to be on the market by (date). This method establishes the best timeframe to list their home.
If it’s not in their best interest to list their home right now, tell them so and pull out your calendar to set an appointment to meet again. If it’s the right timing, pull out your listing forms. “We’ll need around 15 more minutes to complete to marketing agreement to make that goal work out for you.” And start writing.