2016 Salesmanship

That’s Exactly Why

 

How often have you lost control of a conversation when a perspective buyer or seller asks a question that allows them to get the information they’re looking for and subsequently has no need for your services?

For example, you’ve jumped through hoops in an effort to get the phone number of the homeowner who’s listing recently expired.  You finally get them on the phone and you’re making every effort to schedule an appointment to meet them, when the former seller puts you off by asking, “can you mail me your information?”  If you mail them the information, you know you’ll never hear from them again.  What do you do?  The answer is simple.  Create a reason why mailing the information won’t work.  When your stumped, always begin your response with the phrase, “that’s exactly why…”  Continue with your reason for the face-to-face appointment.  Even when the logic is weak, the affirmative, forceful introduction will get the job done.  In the above example, when someone asks, “can you mail it to me” here’s how to use this strategy:

“Mr. and Mrs. Expired Seller, that’s exactly why I would like to come by and show you the information.  I have facts, figures, and documented information that won’t make much sense unless I review it with you (close with an alternate of choices).  Would you be available on Thursday, just before dinner, or would this weekend be better for you?”

That’s exactly why’, can also be used in face-to-face discussions.  For example, you would like to find out a little bit more about the buyer before you meet with him.  You ask the buyer when it would be convenient to meet with you and he puts you off by saying he would prefer to have the information emailed to him.  Here’s how to use the “that’s exactly why” strategy in this situation:

“Mr. Buyer, that’s exactly why it’s important for us to spend a couple minutes identifying what information will help you the most.  I would like to ask you a couple of quick questions to find out what you’re looking for.  That way I can be very specific with what I send to you.”

In the future, anytime you find yourself stumped by a buyer who is avoiding answering your question, or who answer’s your question with a question, immediately respond using the “that’s exactly why” strategy followed by any statement that sounds logical.