Assuming you have read my previous post about Quality vs. Quantity, the production of quality leads represent only the first step in a process that should convert these leads into productive customers. You must now be in a position to meet the needs of these prospective customers and persuade them to take action. In sales, this is sometimes referred to as 'asking for the business'. You can make the phone ring a thousand times, but if you do not ask for the business all the money and time you have invested will be wasted.
The process of asking is a bit more complex than simply asking someone such as - 'would you like to list your house with me?'
Asking itself is a process that links marketing to sales:
- First, you must evaluate the response that your marketing has produced. What is the profile of the person on the other end of the line? Are they a renter homeowner, previous customer, or a strong personal referral?
- What are the needs of the prospect? What are they trying to accomplish and how can you help them?
- Based upon the answers to these questions, what specifically would you like this prospect to do?
In other words, the key to asking is discovering who is responding, learning their needs by listening and then deciding what specific activity you would like to take place. Perhaps you would like to set up a meeting. Perhaps you would like the prospect to see a certain house. Perhaps you would like the prospect to visit with a mortgage lender.
You need to design your marketing with these activities in mind.
For example, if your goal is to get your purchase prospects pre-qualified by a lender, then you need set expectations in the marketing message. Do not advertise the message: "buy a home in 24 hours or less" if you want them to take additional steps first.
The asking process must help you design your marketing message. Make sure you know what you want, what your customers need, and what value you are delivering to make sure these needs are met.
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John Cannata p# 214.545.5604
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