Buyer Consultation Buyer Consultation WorkshopWorkshop

So…What Kind of Driver Are You Going to Be?

This kind? Or this kind?

Are you going to be led…or are you going to Are you going to be led…or are you going to be the one who leads?be the one who leads?

Official Pace CarTaxi Cab

Don’t be a Taxi DriverDon’t be a Taxi Driver There is no prize for showing the most

properties to a potential buyer.

When you have taken the time to build the relationship, learn about the Buyers needs and wants, get the “mental exclusive” . . .

Your success will soon follow!

To be most effective . . . To be most effective . . .

To gain the buyer’s loyalty…

To differentiate yourself…

You have to get in their heads before you get them in your car.

How do you know . . . How do you know . . .

When you have a SERIOUS buyer?

The buyer who agrees to meet you in the office is a serious buyer.

What do you say when a What do you say when a buyer says. . . buyer says. . .

“I’d like to see the house on 123 Main Street. Can you meet me there now?”

To Get Buyers into the OfficeTo Get Buyers into the Office

“The owner requires a courtesy call and some notice. Let me give you the directions to my office, and you can head over here while I track them down.”

(Don’t forget to get their name, phone number, etc. in case the call gets dropped.)

AgendaAgenda What the top associates do

New Process and Buyer Consultation tool demo

Rehearsals

Action Plan

Let’s start with a Question . . .

What challenges have you had working with buyers?

Our Research

We asked the top associates in our company who have demonstrated success in working effectively with buyers, what they’re doing.

Here’s what they told us…

Best Buyer ConversionBest Buyer Conversion(Essential Unanimous Steps in Process)

Use Buyer Presentation (to control buyer through process) Hand off to GSM (to qualify buyer’s financial capability) Know Listing Inventory (to streamline volume of showings) Share factual data (to support opportunity in market) Present offer face-to-face

ALL SHARE PERSONAL BELIEF THAT NOW IS A GOOD TIME TO BUY!

Weichert Sales Associate Focus Weichert Sales Associate Focus GroupGroup

Standard Buyer Standard Buyer ConsultationConsultation

Based on these Associate best practices, we’ve created a Buyer Consultation process and tools.

What are the advantages of having a standard Buyer Consultation process?

Advantages of Buyer Advantages of Buyer ConsultationConsultation

Increases Buyer loyalty Differentiates Weichert associates and reinforces our

value Educates or re-educates Buyers about current market Motivates Buyers to buy now, rather than wait Allows us to control the Buyer rather than letting

Buyer control us Gives us the opportunity to cross-sell our “one-stop

shopping” services

Who has tried this Who has tried this process?process?

How has the buyer consultation process and tool helped you:

Build buyers’ loyalty? Motivate buyers to buy now, rather than wait? Take control and be in the driver’s seat?(If no one has, that’s okay. We’re going to be

trying it out next.)

The Buyer ConsultationThe Buyer Consultation

1. Establish Rapport & Build the Relationship

2. Preparation Leads to Success 3. Conduct the Meeting4. Introduce the Buyer to the

Gold Services ManagerGold Services Manager5. Close the Meeting

1. Establish Rapport2. Uncover Needs3. Share Gold Services

Value Story4. Validate Now is the

Time to Buy5. Pre-Approval Process6. Next Steps and Close

The Sales AssociateThe Sales Associate

The Gold Services The Gold Services ManagerManager

Buyer Consultation - Buyer Consultation - AssociateAssociate How many people have seen the Buyer

Consultation video? Would it help to see it again?

Here’s a checklist to use and follow while you observe the video.

Use this to take notes and check when you see the Associate complete the actions under each step.

Buyer Consultation Buyer Consultation FeedbackFeedback

Let’s review your notes and checklist . . .

What did the Associate do that was most effective?

What do you think the Associate could do differently to be even more effective?

Buyer Consultation - Buyer Consultation - GSMGSM

Let’s look at the GSM’s portion of the meeting

Here’s a checklist to use and follow while you observe the demo.

Use this to take notes and check when you see the GSM complete the actions under each step.

Buyer Consultation Buyer Consultation FeedbackFeedback

Let’s review your notes and checklist . . .

What did the GSM do that was most effective?

What do you think the GSM could do differently to be even more effective?

Let’s Review the Flow & Let’s Review the Flow & PropsProps First, establish rapport

Next, show the Buyer Consultation When you see the “Getting to Know You and Your Next Home”,

pull out the questionnaire and use it Props for the “Home Buying Process” segment

– Weichert Brochure– Guide to the Buying Process– Pledge of Service– Agency documents

On the page, “Houses priced right are selling fast” show MLS property sheets with houses that have sold quickly (in green marker).

On the last page, along with the properties they’re going to preview, give them a blank Contract of Sale so they can review at their leisure.

Before we begin to Before we begin to practice . . .practice . . .

Let’s discuss the “trio training” concept.

It’s a skills practice approach that helps us “rehearse” the Buyer Consultation together.

This will help us feel more comfortable when we try it out with buyers.

We will help each other with feedback.

How does Trio Training How does Trio Training work?work?

We will practice in small groups of three

When we practice, we will take turns in different roles:

Sales Associate

Buyer

Observer

Let’s take 2 Minutes to Let’s take 2 Minutes to PreparePrepare

Decide who will play the Observer. You’ll be using the same checklist we used before.

Decide who will play the Buyer. Here’s a set of Buyer Profiles stapled together. Use the Buyer Profile #1 and review your role so you can play the Buyer.

Sales Associate: Review the Buyer Consultation & the “Getting to Know You and Your Next Home”. I have all your “props” on the table – Weichert Brochure, agency disclosure, etc.

Practice Round 1: Your Practice Round 1: Your RolesRoles The Observer will watch the practice and take

notes. Use the checklist.

The Buyer will give the Sales Associate a realistic skill practice. Use the Buyer Profile #1.

Sales Associate: Build rapport first, then proceed to the actual consultation by using the Buyer Consultation Presentation and the Getting To Know You and Your Next Home form. Use all the “props”.

Practice Round 1: Buyer Practice Round 1: Buyer SituationSituation

The Buyer Profile #1 has more details for those who are playing Buyers, but here is what we know so far…

Jane or John Erikson Associate met them at Open House Currently Renting in the city Wants to move to the suburbs Practice Time: 20 Minutes Any questions? Go!

Feedback DiscussionFeedback Discussion Start with the Associate who practiced:

What do you think you did well? What would you consider for next time?

Then ask the Buyer: What worked well for you? What would you suggest for next time?

Observer: What did the Associate do well? What should s/he consider for next time?

Observer: Please hand the Associate the completed checklist and your notes.

Imagine that you have Imagine that you have already….already….

Built rapport with the Buyers Uncovered their wants and needs Discussed what’s happening in the market Educated them on the home buying process and how

you will work with them Mentioned about additional helpful Weichert services

that your Gold Services Manager will cover

Now you’re ready to hand them over to the GSM…..

Let’s practice the Let’s practice the handoffhandoff

Sales Associate: brief the GSM on key points, give them the Getting To Know You and Your Next Home form and introduce the GSM to the Buyer.

Observer: please play the “GSM” for the purposes of this 2-minute practice.

Go!

Practice - AgainPractice - Again Let’s give the others a chance to practice.

Please switch roles so everyone has a different role to play in this round.

We’re going to practice the same skills and steps.

Buyer: Please use the Buyer Profile #2 so you can give the Associate a realistic skills practice.

Practice Round 2: Your Practice Round 2: Your RolesRoles The Observer will watch the practice and take

notes. Use the checklist.

The Buyer will give the Sales Associate a realistic skill practice. Use the Buyer Profile #2.

Sales Associate: Build rapport first, then proceed to the actual consultation by using the Buyer Consultation Presentation and the Getting To Know You and Your Next Home form. Use all the “props”.

Practice Round 2: Buyer Practice Round 2: Buyer SituationSituation

The Buyer Profile #2 has more details for those who are playing Buyers, but here is what we know so far . . .

Sandy Smith Referral from previous client Currently owns condo Hoping to buy house in same town Practice Time: 20 Minutes Any questions? Go!

Feedback DiscussionFeedback Discussion Start with the Associate who practiced:

What do you think you did well? What would you consider for next time?

Then ask the Buyer: What worked well for you? What would you suggest for next time?

Observer: What did the Associate do well? What should s/he consider for next time?

Observer: Please hand the Associate the completed checklist and your notes.

Imagine that you have Imagine that you have already….already….

Built rapport with the Buyers Uncovered their wants and needs Discussed what’s happening in the market Educated them on the home buying process and how

you will work with them Mentioned about additional helpful Weichert services

that your Gold Services Manager will cover

Now you’re ready to hand them over to the GSM…..

Let’s practice the Let’s practice the handoffhandoff

Sales Associate: brief the GSM on key points, give them the Getting To Know You and Your Next Home form and introduce the GSM to the Buyer.

Observer: please play the “GSM” for the purposes of this 2-minute practice.

Go!

Practice Round 3 – Last Practice Round 3 – Last Round!Round!

Switch roles for the last time.

We’re going to practice the same skills and steps.

Buyer: Please use the Buyer Profile #3 so you can give the Associate a realistic skills practice.

Practice Round 3: Your Practice Round 3: Your RolesRoles The Observer will watch the practice and take

notes. Use the checklist.

The Buyer will give the Sales Associate a realistic skill practice. Use the Buyer Profile #3.

Sales Associate: Build rapport first, then proceed to the actual consultation by using the Buyer Consultation Presentation and the GTKY form. Use all the “props”.

Practice Round 3: Buyer Practice Round 3: Buyer SituationSituation

The Buyer Profile #3 has more details for those who are playing Buyers, but here is what we know so far . . .

Chris Moyer Called in during Op Time Wants to sell his/her home and buy another His/her house has been on market for 3 months Practice Time: 20 Minutes Any questions? Go!

Feedback DiscussionFeedback Discussion Start with the Associate who practiced:

What do you think you did well? What would you consider for next time?

Then ask the Buyer: What worked well for you? What would you suggest for next time?

Observer: What did the Associate do well? What should s/he consider for next time?

Observer: Please hand the Associate the completed checklist and your notes.

Imagine that you have Imagine that you have already….already….

Built rapport with the Buyers Uncovered their wants and needs Discussed what’s happening in the market Educated them on the home buying process and how

you will work with them Mentioned about additional helpful Weichert services

that your Gold Services Manager will cover

Now you’re ready to hand them over to the GSM…..

Let’s practice the Let’s practice the handoffhandoff

Sales Associate: brief the GSM on key points, give them the Getting To Know You and Your Next Home form and introduce the GSM to the Buyer.

Observer: please play the “GSM” for the purposes of this 2-minute practice.

Go!

DebriefDebrief Do you feel comfortable with the new process

and tools?

Do you feel comfortable with the Buyer handoff from you to the GSM?

Does this tool help build buyer loyalty and get them to pull the trigger?

What insights do you have from this process?

Key Tips and TechniquesKey Tips and Techniques It’s a conversation, not a presentation. Ask the Buyer

questions along the way. Slow down . . . It takes time to emotionally connect

with the buyers. Take control by slowing yourself down to slow them down.

Use the Defer Technique to stay on track.“We’ll get to that . . .”“We’re going to cover that in just a few minutes . . . First, I need to show you…”

Working as an Associate/GSM team is most effective.

Additional ResourcesAdditional Resources Go to WeichertOne, Sales Associate Resources,

Working with Buyers and check out the Buyer Consultation page.

There’s helpful dialogue, tips, and ideas there! The Buyer Consultation presentation is there, too. Take the online Buyer Consultation course on

Weichert University to learn even more and review this tool.

Call to ActionCall to Action Conduct a minimum of two Buyer

Consultations.

Use the Buyer Consultation Process and Presentation

Share your experience in our next sales meeting

Good luck and have fun!

Thank you for your active Thank you for your active participation and focus today!participation and focus today!