SALES CLINIC
Ralph Roberts diagnoses your selling maladies

Roberts, a nationally recognized expert on real estate sales and marketing, is the author of Walk Like a Giant, Sell Like a Madman and 52 Weeks of Sales Success (New York: Harper Business). He's also the owner of Ralph R. Roberts Realty Llc, Mich.

Trainer, trainer thyself

Get the Agreement Signed First

Even when you train hundreds of salespeople a year, you still need to find time for the person in the next office. This month, Ralph Roberts shares recent questions from his own staff.

BY RALPH R. ROBERTS

Q. I'm a buyer's agent who recently sent clients to an open house alone. They ended up buying the house from the listing salesperson, who refused to split the commission with me. How can you keep buyers loyal?
Don Houser, Sales Manager

You should always meet face-to-face with your buyers and get them to sign an exclusive buyer agency agreement before sending them to look at homes. Carefully explain to them that when they sign this agreement with you, they're obligated to pay you a commission.

If your prospective clients are reluctant to sign an agreement during your initial meeting, explain the advantages of having a representative who works solely in their interest. Most buyers don't realize that a listing salesperson always represents the seller, not the buyer. Point out that as their agent, you can assist the buyers in negotiating strategies to secure a better price and help them through the maze of documents and reports needed to purchase a home.

Try to go with your clients to open houses, so that you can take them around personally and avoid the problem that you described. If you can't go with them, remind your clients again of your agreement when you send them out to look at houses.

If you don't go to open houses with your clients, consider developing a "home evaluation" checklist based on their needs. This form will help clients view each house more effectively. For example, if clients want a fenced yard and eat-in kitchen, being able to keep track at every stop avoids the need to return. Just as importantly, the checklist will demonstrate your value to them even when you aren't around.

You might also want to advise your clients to immediately tell the listing agent at an open house that they have representation.

Q. How do you manage clients who want you to "jump through hoops" for them? I recently had a buyer who looked at 25 houses-some several times-and still couldn't make up her mind to buy?
Paul Corona, Listing Manager

You should always put forth your best efforts to satisfy clients' wants and needs. However, they should respect your time and efforts. If clients sign a listing or buyer's agreement with you, make sure you explain how you work and what they should expect from you.

You can also let them know what you expect from them. For example, let clients know that you don't work on Sundays or after 8:00 p.m., but that they may e-mail you at any time and expect a response in less than 24 hours. I also suggest putting these expectations in writing and giving a copy to your clients. Not clarifying your and their expectations leaves room for disappointments later.

When customers start to become "high maintenance," review the established guidelines with them and point out the extra services you have already provided. Some of my salespeople charge an up-front fee as part of an exclusive buyers' agency agreement with clients.

If a client continues to make extra demands, you must decide if the client and sale are worth working for. Consider the potential sale price of the house, the other listings, buyers and clients you're currently working with, and the overall strength of your market before you make your decision. If you have a buyers' agreement, review the terms of the contract and the cancellation options it provides. If you decide to end the relationship because of time constraints or personality conflicts, consider referring the client to another salesperson and collect a referral fee.

Q. How do you make your offer stand out when there are multiple competitive bids on the table?
Jocelyn Santiago, Salesperson

First, make your offer as enticing as possible. Your buyers may not always be able to make the highest offer, but factors such as large earnest money deposits, quick closings, and strong pre-approvals are all factors in a good offer. Explain the value of these factors to your buyers, get their agreement, and then feature these benefits prominently in your offer.

Next, make sure your paperwork is accurate, neat, and complete. Dot your "Is" and cross your "Ts." Fill in all the blanks, and don't forget the witnessing signatures. Use computer-generated form that you have created or purchased, or at least type your offers and addendums so they are easy to read and understand. This suggestion may sound simplistic, but a confusing presentation or incomplete information is an easy excuse for discarding an offer.

Consider adding a personal letter from the buyer to the seller telling the sellers why they love the house and why they want to buy it. Most people have a sentimental attachment to their homes; so selling to someone who will love it as much as they do can give your offer that extra edge.

Once your offer is letter perfect, try and set up an appointment to present your offer directly to the seller. Face-to-face contact is the best way to get a sale.

If you have made the best offer possible, prepared it professional, and are able to present it directly to the seller, your bid will certainly be the most noticeable, and probably the one that gets accepted.