There's a wonderful article on RISMedia today called "5 Tips To Make Cold Calling Easier," with some great suggestions for those of you with CCA (Cold Call Aversion). The third tip in particular caught my attention: Use a permission-based approach
This is great advice, although the last statement in that particular tip really ruffled my feathers: "The latest trend in marketing is permission based marketing."
Ladies and gentlemen, this is NOT a trend. Look at the facts...today's consumer has total control of communication in the sales process. They don't have to answer your emails. They don't have to answer the phone when you call. They don't have to respond to you in any way until they're damn good and ready.
So here we have our dilemma...what is the best way to handle today's consumer? If you take offense to leads/prospects not responding to your emails, etc. and strike them off your list as "no good," congratulations. You've just saved the consumer a lot of time, and someone with more patience than you is likely to earn rapport and, ultimately, the deal.
You see, today's consumer is looking for someone they can trust...someone who really will help them, rather than an agent who is only on their own agenda trying to meet their "quota." Part of the process of earning their business is patience...if they're not ready now, make sure you put them in the appropriate long-term follow-up plan so YOU are the agent they want to work with when the time is right for them.
Gone are the days of tossing a lead to the side if they're not ready now. Persistance and consistency have never been more important, as today's consumers are making first contact with real estate agents earlier and earlier in the decision-making process. If your follow-up goes beyond 90 days, you've already set yourself apart from half your competition.
If you're going to earn their business, you can't pressure. You can't use the so-called "tactics" we've been taught for so many years. Yeah, there are exceptions, but overall you're losing business if you take the over-aggressive route today.
And don't look for this to change. The internet is not going away and from this point forward the consumer will always be in control in the sales process. The solution is simple...treat them the way you would want to be treated, and many of them will come to you when the time is right.
If you're finding that you're not getting very far with today's consumer (especially responding to leads through various lead generation services), look at HOW you're following up with them. Look at what you can do to reach out and earn their trust and gain rapport.
I'm reminded of one of my favorite Zen sayings: Fundamentally, the marksman aims at himself.
Comments(0)