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The New Sales Funnel

By
Education & Training with MarQeteer

Does this look familiar?  Yes, that's a loaded question.

This is a very familiar illustration in the realm of sales, it still holds true and probably always will.

How you work your prospects through the sales funnel has changed and continues to evolve into what I'm calling the Consumer Sales Funnel.

While you're filtering through your prospects to find the best opportunities, keep in mind consumers are doing the same thing.   I've been writing about this a lot lately...the softer sell approach for today's consumer.   This post is simply to illustrate that today's consumer has their own sales funnel for determining who they work with.  There are no fancy Powerpoint presentations for it or diagrams like the one above because it's intuitive.

It goes like this:

Ask:  Ask the consumer questions...NOT just leading questions.

Listen:  Honestly listen to their answers and try to understand THEIR world.  Believe me, today's consumer KNOWS when you're only listening for those opportunities to forward your own agenda.

Service:  Give them what they're asking for.  If they want a "free CMA" there are many efficient means by which to provide this...it should only take you 10 minutes or so to do.  Don't worry that it's not totally accurate, as you're providing a price range.  Your prospect (in the majority of cases) KNOWS that you can't be accurate without seeing their house.  They just want some indication that you're willing to put out a little effort for them.  In their eyes, this tells them that when you look at them you see a person rather than a paycheck.

Follow Up:  Be prepared for initial rejection.  Today's consumer tends to make first contact with a real estate professional much earlier in the decision-making process.  Make sure you have long-term follow-up systems in place.

Respect:  This goes back to a question I've asked frequently in my blog - Which do you like better, people or money?  If you like money better, it will show in the way you treat your prospects when they don't do what you want.  I'm not talking about the typical bumps in the road we always encounter when dealing with other people.  I'm talking about being so caught up in your own agenda that you forget that it's a person you're dealing with.  Don't be hasty to bombard them with emails every week or every few days.  You'll get a lot of "unsubscribe" requests for sure.  Once a month is a sensible long-term email strategy...as long as the emails are helpful and not salesy:)

These things are all that today's consumer is looking for.   They just want someone they can trust, and these criteria are what will work you through their funnel.   The results usually aren't immediate, but if you're willing to try it, you will find your database growing with people who will want to work with you and will happily refer people to you.

Comments (2)

Lauren Krady Lancaster
Keller Williams Realty - Lancaster, PA
PA Realtor

"Believe me, today's consumer KNOWS when you're only listening for those opportunities to forward your own agenda."  I agree!  As a consumer I am offended when salespeople act like I dont know they are trying to do this so I would never treat a client that way. Great post.

Nov 30, 2008 01:12 AM
Chris Ann Cleland
Long and Foster Real Estate - Gainesville, VA
Associate Broker, Bristow, VA

Mark:  I love the question about whether you love people or money more.  IT is too true that the love of the latter is evident in the way some blow off a luke warm prospect to get to the next hot one...instead of taking the time to develop a relationship and take luke warm to hot.

Nov 30, 2008 02:56 AM