It’s common knowledge that handing out business cards can be a great source of prospecting for business, but there is actually an even more valuable use for your card that most agents completely overlook. Two of the most important elements of success in sales are;
- KISS – Which stands for “Keep It Simple Salesman”
- If it isn’t in writing it doesn’t exist.
So what do these critical elements have in common with business cards? It has to do with the biggest mistake many successful agents make in closing the sale. These are agents that know their clients, their markets and the inventory. They’re also sharp agents very capable of crafting compelling reasons for their buyers and sellers to go to contract. And surprisingly, they all make the same critical error. They don’t put the key points they’re making with their clients in writing. They will “tell” their clients, or in some cases even, “show” them how logical it is to put a deal together. Unfortunately, as compelling as the points are, once the agent’s buyer or seller has left, they immediately default to “rationalizing” their old beliefs. The beliefs that don’t make sense and that are usually harmful to the client.
This is why it’s so important to document the strongest points in a format that your buyer or seller will take with them. Let’s use an example. Let’s say a buyer is refusing to increase the price of their offer by $10,000.00 for a home that they can easily afford and that is perfect for them. Financing the additional $10,000 only costs an additional $10 per month. Yet, the buyer is so ingrained in the desire to spend no more than say $250,000, so they refuse to entertain the idea of accepting a counter of $260,000. The truth of the matter is that the $250,000 is just an arbitrary number that they have “anchored” in their mind. It is now, “make it, or break it” time for the agent. If the buyer can’t wrap his head around the new price of $260,000, they are likely to end up with a less desirable home, that they will enjoy less, and make you crazy during the selection process. What’s the most powerful way for you to get the buyer to be realistic? Use your business card.
The great benefit to a business card is that there is so little room to write on the back of it that you have to “Keep it Simple (KISS)” by identifying only the most crucial points. Here is what you could write on the back of the card:
Dream Home= $10,000 or $10/month or $.33 cents/day
Once you’ve written the key points of your argument on your card, hand it to your buyer. The psychological impact of your buyer accepting the card, looking at it and putting it in their pocket can be monumental. Consciously and even subconsciously, your buyer won’t be able to get the points out of their mind. They are also likely to review the card multiple times, leading to a desirable outcome for everyone. How do you apply this strategy to every client? The next time you have a compelling point, don’t just “show” or “tell” your client about it. Put it on the back of your card and hand it to them. Then, sit back and watch the magic happen!