In one of my recent posts, http://activerain.com/blogsview/986692/What-it-will-cost-you-if-you-dont-focus-on-this-1-key-aspect-of-your-business I shared the quote from Mary Kate Ash
"Pretend that every single person you meet has a sign around his or her neck that says, "Make Me Feel Important." Not only will you succeed in sales, you will succeed in life." Mary Kate Ash
What are you doing to make your clients and prospects feel important?
I don't know about you, but I love that feeling I have when someone does something to make me feel that I'm special and important to them. I also get that feeling when I have done something for someone to let them know they are important to me. I thought back to my previous position in which I was selling temporary staffing services, out on the road all day, visiting clients and prospects and how I was able to truly connect with them. Many of my prospects were currently working with my competition and while that thought alone can be defeating I didn't let it get to me.
Every time I visited a prospect and client I had that thought in my head "Make this prospect/client feel important." How did I do that?
1. I asked great questions. Not just any questions about the weather, what they ate for dinner, etc. (yes, small talk is important) but questions that showed them I was interested in their business, what they did and I often found and uncovered areas that I could assist them and share some expertise with them. This is not to say that I talked my competition down, actually quite the opposite, I simply focused on services that we provided that they might not be and it often uncovered an area for this prospect that they hadn't thought about. It was an opportunity to show my expertise and consult this prospect on how they could further their production and meet their business goals.
This can be applied very easily to your clients and prospects - ask them questions about what's important to them - neighborhood, type of home, features, school district, etc - you get the picture. Know these things as you focus on taking them on appointments and clarify with them if you find that things have changed as far as their interests and needs.
2. Focus on listening to learn. Remember a recent post that I talked about listening? This is not the time to interrupt and be thinking about what you're going to say next. It's time to ask the great questions, sit back, relax and truly listen to the answers. You will learn something! Think of this rule 70/30 - that's 70% of your time should be listening and 30% should be you talking and asking questions. In doing this, we are putting the focus on our prospects and clients and "showing" them that we truly consider them and what they are saying is important.
3. Take good notes. They will become important to you later on as you follow-up and reach out to your prospect over time. Jot down things they've said and visit those notes before you reach out to them. Be on the look out for articles or information you may come across that they mentioned in your conversation. I actually had a client mention something about their daughter looking at colleges that summer and while this had nothing to do with my services that I could offer this prospect, a few months later I came across this article and sent the link to the client. He was so appreciative and loved that I thought of him beyond what I did or could do for his company. Truly listen to your clients - perhaps they mentioned something about refinancing or remodeling their home - share information with them when you come across it - they will continue to see you as a valuable resource and not just as the agent that found them their home. Your service to clients should not end at the closing table.
4. 
Identify their needs. In my sales experience it was important to know the industry so that I could truly identify what was important to them as a corporation. This can be applied to your clients in that you want to find ways to get to know them and what's important to them. Remember, real estate is not just a business, it's something very personal to our clients. Think about it, when you first start your relationship with this prospect or client - you're out driving around with them, looking at homes, or you're in their home, walking around with them as they take you on tour of their special place. These are your opportunities to truly listen (and makes notes) so that you know how to build a trust and relationship with them. Think about each time you meet and speak with your prospects and clients as an opportunity to learn something new about them. Get to know your prospects and clients so that you are truly able to meet their needs.
5. Follow-up. Another area that gives a prospect that "I'm important feeling" is by following up with them. Perhaps they asked for more information - send it to them as soon as you get back to the office. Keep your word about following up with your prospect and do so in a timely manner. This also includes sending them a note to thank them for their time or to simply let them know your next steps.
For another great example of why these steps are important - visit Clint Millers post, http://activerain.com/blogsview/950352/Death-of-a-Salesman in which he identified in a very funny, yet painfully truthful scenario of the ways you can destroy your relationships with prospects and clients. Not only did he identify the things we should not be doing but he turned our focus on the things we should be focused on instead.
Some Other important things to remember:
- Smile (whether on the phone or in person)
- Be patient (this is often a very emotional time for your prospects and clients)
- Keep the focus on them
The next time you go on a listing appointment or reach out to a prospect or client, instead of telling them you're an agent who cares, show them.
"Prospects don't care about you and what you can do for them until they know how much you care about them."
What are you doing to make your clients and prospects feel important?
Has this mindset made a difference in your business?
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