What Makes People Do and Buy? by Alejandro Mañalac, Operating Pricipal, KellerWilliams Manila Bay
~ No body wants to be sold - but everybody wants to buy
~ Is it because it's good? Is it because good for them? or is it because advertised as good? Is it because it's cheap? Is it because it's practical? is it because it's safe? Is it because it's right? Is it because if they need it? - NO!
~ So why do they do or buy things? - BECAUSE IT MAKES THEM FEEL GOOD - AT THAT MOMENT. People will pay a price for that flipping moment. Emotion beyond logic where they can get crazy - DESIRE. When they are at that point and they feel good, you can stop selling already. If they feel it NOW, they'll do it NOW! Hindi na makakatulog yun. Kapag pinalipas mo pa on the other day, wala na yun.
~ Luxury project is beyond reason - which doesn't make sense.
~ As salesperson, how do you make your client feel good at the moment of closing? MAKE THE CLIENT FEEL IMPORTANT
1. Be Punctual - 15 mins or 30 mins ahead means you're late! If you're late, first sign of professionalism
2. Professional Appearance - even if you're at home, when you do zoom, when you go to a meeting, you're still meeting people. Make yourself look professional.
3. Prepared - You're not only going there to view and do tripping - you're setting your mind with just that. When you're meeting clients, set your mind you're closing. Nakakahiya kapag biglang ndi na close? you're setting your mind for failure. "Try is a word for excuse for future failure" - PREPARE THE CLOSING PARAPHERNALIA. When you're presenting, the mind of the client is in critical mode kasi gusto nya makita you can justify what you're presenting. You need to develop a skill on how to tell stories. We're pre-programed to listen to stories. Make it as casual as possible
4. Pitch should be catchy - not too long kasi nagiging defensive
5. Presentation should be exciting - when you're presenting, the objective is not to inform but to excite and how it will make them feel good - how can they enjoy.
6. FEEL GOOD!!! If you've done all these 5, you'll feel good yourself. When you have it, you transfer it to the clients. Selling is a transfer of Feeling. If I'm forceful, I also communicate that.
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1. PRODUCT MASTERY (not just knowledge) - Product Orientation --- Immersion --- How can you speak with conviction if you haven't seen the project? --- With product mastery you will be telling stories with conviction. Speaking that way, client will feel confident with you. The only way to feel confident and answer confidently, is being able to have it mastered at heart - Don't use "I'll get back to you"
2. POTENTIAL FOR PROFIT - what is the potential for profit? For resale or for rental (positive cash flow)?
3. PROTECTION FROM PROBLEMS - paano ko maso solve ung mga problems in the future?
4. PROOF OF PAST POSITIVE PERFORMANCE - To prove that there's a potential for profit and have protection from problems, you need proves. Eyes is the new ears. Ear is used to protect yourself from dangers. Eyes confirms everything.
5. PROMISE OF PRESENCE IN THE FUTURE - Real estate is always the biggest investment a person can make so it must be long term relations. Wag mong ikahiya na ahente ka. How will you trust someone na part time part time lang? You need to establish that you're doing this seriously - doing it for the long term
BIGGEST: LANGUAGE OF SELLING - FEEL GOOD & TRUST!!!
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With 5Ps of Real Estate Closing - YOU CAN NOW BUILD YOUR IMAGE
What they see in their minds when they think of your name. What do people have in their minds when they hear your name? What do they see when they google you? when they search for you? when they ask other people about you?
BRANDING is not just a logo - but it's about IMAGE.
Repetition is how you do things.
WHAT INVESTORS LOOK FOR? - YOUR IMAGE
Specialist who are
Honest, with
Authority in their field,
Responsive to their needs and
Knowledgeable within what they are offering.
Best way to build brand is to give value to other people. Sharing knowledge, sharing expertise and opportunities.
Why should they buy from you?
Solution to their problem
Have the need (which you have created)
Availabilit is limited (scarcity)
Reassured with your reputation & credibility (You're the most important person)
Keen Interest
~ Buy thinks of money out of their pockets
~ Invest thinks of money going out but also going in their pockets need to justify
USE: OWN! - trigger for greed.
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What if you offer something all those good, good for them, adverised as good, of great value, practice, safe and right and you make them feel good and trust you - YOU CAN MAKE THEM BUY NOW. - Communicate this with them.