"I'll Take Great Care of Your Business" versus "I Need Your Business!"

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Education & Training with Sell with Soul

Yesterday I promised to follow up on my blog "You Gotta Ask for What You Want, Right? Eh, not always."

I ended the blog with the assignment to read thru some of the more popular Referral-Begging scripts, and then say them out loud. To refresh your memory, here they are:

  • "Do you know anyone who needs to buy or sell real estate?"
  • "Do you know anyone moving to my area who could use my services?"
  • "I build my business by referral; will you please keep me in mind if you hear of anyone buying or selling?"
  • "I'm never too busy for your referrals."
  • "I'm always looking for referrals, so would you mind taking a few of my business cards?"

When you say these words out loud, what message are you sending to your audience?

Several commenters nailed it. When you beg for business you sound desperate, hungry and unsuccessful. Definitely not emotions you want to inspire in your audience. People don't hire and refer out of pity; they hire and refer out of respect.

But it goes deeper than that.

Did you notice how all these scripts are all about YOU (as in, the person saying the scripts)? All about what YOU need and want?

There's nothing in these scripts that leads your audience to believe you have anything of value for them; you aren't assuring them of your competence, of your expertise, of your work ethic. You aren't telling them with your words or tone or even your body language that you are capable of Taking Great Care of Them and Their Referrals. No, you're simply telling them with your words, your tone and your body language that you Need Their Business and Referrals.

So, how could you let the people you know and the people you meet know that you'll "take great care of their business" as opposed to you just "need their business?"

And, no, the answer probably isn't telling them "I'll take great care of your business, I promise!"

Thoughts?

 

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Introverts are (Sales) People, Too!
More Referrals: Strategies & Tips on Getting More Referrals
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Rainer
71,840
Bill Saunders
Hot Springs Arkansas homes for sale (Diamondhead Realty) - Hot Springs, AR
Honesty, integrity

Jennifer,

I wish I had something to add, but it is a perfect summary of logic and how one should approach home sales. Sadly those of us that use these pearls must defuse the aged rhetoric and preconceived notion that we are going to hammer the prospect, friend, whatever. I hope you will address some strategies for this as well in the workshop. I look forward to it!!!

all the best... 

Sep 09, 2010 09:55 AM #1
Ambassador
196,311
Tammy Pearce
Haute Realty 214-994-6474 - Dallas, TX
Tammy Pearce

I look forward to hearing some of the great answers to this question!

Sep 09, 2010 10:13 AM #2
Rainmaker
584,364
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

Wow them up front and the referrals will follow. 

How do you wow them?  Return their calls, be empathetic, and treat them the way you would want to be treated in a similar situation!

Sep 09, 2010 12:42 PM #3
Rainmaker
434,496
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

I think this is a record - just two comments all morning! Everyone must be busy out there selling real estate!

Tammy - I'd love to hear some thoughts, too... obviously I have plenty and will share them, though...

Bill - One of the goals of the Workshop is to help everyone shift their paradigm FROM marketing themselves from an "I need business" perspective to a "I'd be delighted to help you (and I'm perfectly capable to do so)" one. It's not a script or a dialogue... it's an internal conviction...

Sep 09, 2010 12:44 PM #4
Rainmaker
434,496
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Robert - Ooh, that reminds me of a blog I wrote last year on this subject... I'll dig it up. But yes, that's it exactly. Not exactly revolutionary, but oh, so often missed...

Sep 09, 2010 12:46 PM #5
Rainmaker
550,087
Susan Haughton
Long & Foster REALTORS (703) 470-4545 - Alexandria, VA
Cheerfully Helping You Buy or Sell in Alexandria

Wow, it is a little slow this morning...just so you know, I made a special effort to step into a cyber cafe here in Bocas del Toro, just so I could read your blog. 

I could not agree with you more...this business is about the client. Period.  I have never understood why agents felt the need to focus on the "me me me" aspect of this biz...what does a client get out of that approach? I have always believed if you do a great job, you don´t need to ask for business...it absolutely WILL follow! 

Need I say great blog and I agree 100%?  LOL

Sep 09, 2010 02:42 PM #6
Rainmaker
130,780
Shelley Rowton
Move To Realty - Austin, TX
ABR, RSPS - (512) 507-5779 MoveToRealty of Austin

I agree - so many agents base their marketing on "Help ME build MY business."  It should be, "How can my business serve YOU?  How can I help YOU?"  In the end, isn't that what truly speaks to a client?

Sep 09, 2010 03:33 PM #7
Rainmaker
327,334
Christine Pappas
RE/MAX Results - Willoughby, OH
Northeast Ohio Homes - Ohio RE/MAX REALTOR

Actions speak louder than words!

Sep 09, 2010 10:48 PM #8
Rainmaker
434,496
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Christine - Wow - Now that's a great summary of it all! Good job!

Shelley - Yes!!! When I go looking for someone to help me Solve a Problem, whatever that problem  may be, I'm hoping they're actually interested in ME!

Susan - I'm honored you took a moment from your vacation to comment. And yeah, I figured you'd agree...

Sep 10, 2010 08:31 AM #9
Rainmaker
210,154
Chris and Maria Jeantet
Coldwell Banker C&C Properties - Redding, CA
Redding CA Real Estate Couple

Well said Jennifer. People can smell "desperation", let's have more style than that!

Sep 10, 2010 11:26 AM #10
Rainmaker
173,421
Betsy Schuman Dodek
Washington Fine Properties - Washington DC Area Real Estate - Potomac, MD
SearchPotomacHomes.com

Your blog post certainly made me stop and think about the way I need to approach building my business and how I approach people.

Thanks, Betsy

Sep 10, 2010 12:12 PM #11
Rainer
14,028
Lois Kubota
Keller Williams, Walnut Creek, California, DRE#01865028 - Walnut Creek, CA
DRE#01865028

Ahhhhh perfect!

Sep 18, 2010 12:57 PM #12
Anonymous
Anonymous
Colleen Hearn-Gold

Hi Jennifer

re: Actions

I  stopped by a local deli that last week i hadnt been to for a long..long time. The cook made a point of coming over and greeting me with a BIG smile and said "when it comes time to sell his house he wants me for the job because i sold neighbors house so quickly.. and nothing sells in that neighborhood"

 Strikes me that the way we conduct our business  (good or  bad) stays in the minds of others. Others who may hire us or reccomend our services to a friend or to a neighbor.


Willl this cheerful man reccomend me to others? I don't know if that is in his comfort zone

any suggestions? I do think i need to get out of my own way and start eating at that deli 1ce a month?

thanks, colleen
Montreal, QC Canada

 

May 04, 2011 01:29 PM #13
Anonymous
Anonymous
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Apr 03, 2012 07:40 PM #14
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Rainmaker
434,496

Jennifer Allan-Hagedorn

Author of Sell with Soul
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