How to Deliver the Ultimate Customer Experience:
Knowledge is Power but Trust is a Must
By Gloria Schmitt
Keller Williams Realty Landmark
Earlier this month, I had the privilege of attending Keller Williams Real Estate’s Annual Family Reunion (convention) in New Orleans. The event attracted more than 16,000 agents gathered to train, share systems, models and success stories and to network with likeminded professionals throughout the world. From the onset, while listening to Gary Keller’s Vision Speech, for me a continual theme emerged – our actions and focus determine our success. These are such simple words but with a very powerful message. That same theme carried throughout the amazing break-out training sessions and events hosted.
My personal take away was that trust equates to certainty. The key to the ultimate customer experience is to clearly illustrate your value proposition, build trust by listening to their needs, wants and concerns and be the expert who can guide them through the process. Knowledge is Power and Trust is a must! Never losing sight that everything you do and say must first and foremost come from a place of contribution. For many seasoned agents, going on a listing appointment means gathering facts about the community, pricing and such and being prepared to address why you are the right agent to list the property. While I agree, you must possess a strong knowledge of your local market and know your numbers; the majority of the appointment should focus on listening to your customer. Take the time to not only listen to their unmet needs but write them down. Answering their objections without fully understanding their concerns can appear pre-planned and ingenuous.
Dr. Bruce Lipton, author of The Biology of Belief: Unleashing the Power of Consciousness, Matter & Miracles, teaches us about our conscious and unconscious mind. His studies have determined that 95-99% of what we do comes from unconscious thinking. It is that 1-5% that allows us to think outside the box. If we change our unconscious thoughts through the power of positive thinking, we change the results and build a better mind.
As experts in our field, we should want to focus on the emotional connection, present our value proposition, listen to our customers and pursue agreement. Over fifty percent of a customer’s experience is based on emotions (Diane Berenbaum, Four Key Strategies for Building Emotional Connections with your Customers). Our emotions drive our decision making process and our loyalty. A recent Mori study that was discussed during the Keller Williams break-out session pertaining to delivering customer experiences found that emotionally engaged customers were:
- At least three times more likely to recommend
- Three times more likely to re-purchase
- Less likely to shop around
- Less likely to be price sensitive
Remember in the end, every customer wants one main thing – peace of mind. As real estate associates, you are there to 1) serve, educate, guide and 2) anticipate their needs. Deliver an elevated level of professionalism and level of service, listen to what they have to say and exceed their expectations and you will undoubtedly deliver the ultimate customer experience.
32-55 Francis Lewis Boulevard
Bayside, New York 11358
Telephone: (718) 475-2700 Website: www.KWNYHomes.com
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