The art of client communication
A small real estate broker was dismayed when a brand new corporate chain much like his own opened up next door and erected a huge sign which read ‘BEST AGENTS.'
He was horrified when another competitor opened up on his right, and announced its arrival with an even larger sign, reading ‘LOWEST COMMISSIONS.'
The small real estate broker panicked - until he got an idea! He put the biggest sign of all over his own brokerage-it read... ‘MAIN ENTRANCE.'
To stand out from the crowd and gain a competitive edge, we need to think differently.
Not only do we need to think differently, but we also need to learn how to communicate effectively with clients differently. They are not the same unguarded clients of twenty or even ten years ago who would blindly accept everything said at face value.
Clients of today do not like being sold to; they do not like feeling as if they are being manipulated or taken advantage of in some way, to serve a sales person's ulterior motives.
By the time many clients arrive on your doorstep, they have already carried out weeks of research into the various options out there, perhaps even right down to their chosen agent - you! They delve into the business' online presence and reputation. They look into company background and strategy, the face behind the curtain, the brand's story, and journey and review any negative feedback or complaints - and all before arriving at you!
So, how does client communication effect?
So, what do they want from you - the best agent at the lowest commission? Sure; people may initially be attracted by your flash offer, but at the core of client communication is someone to place their trust in, someone to follow. That person they want to entrust their dear equity to is you! Don't forget that, don't abuse it. You are given 'Custodianship' over their financial futures. That's not something to be taken lightly.
The question then shouldn't be how do you get them to do that, but instead, how do you give that to them! The answer is simple... you inspire them!
We'll break down the steps of client communication in the next sessions, but first and foremost, it is vital that you understand the why!
It's all about the client, full stop. You will not be able to inspire our clients to invest with us if you are self-serving. Or if you do manage to, it may later lead to feelings of betrayal, and they will not deal with you - or Custodian - again! This breach of faith may even have far-reaching consequences should they decide to take their experience public!
Again, clients do not want to do business with someone who is self-serving. They want someone to serve their best interests; someone with a laser-like focus on their concerns, their needs, and their desires.
You really do need to know and understand your client, so much so that you could pass as a colleague. You need to address the clients' hopes and fears without condescension, or just ‘going-through-the-motions,' and present empathetic solutions to real problems.
It is truly satisfying and rewarding once you've managed to accomplish that! How do you know? You'll know you've successfully reached a client when you see the change in them! You see them go from being slightly apprehensive and perhaps a bit skeptical to be totally open, receptive and excited by the information and opportunity you present before them!
That is what we want for our clients, and that is what we want for you!
>>> Coming Next: The Fox and the Hedgehog
Please note: This is an extract from the Signpost CD – it may not contain the exercises from the full version of the book/audio set, for full version please contact us or follow our blog for more.
Thank you,
The team@Custodian
