Most customers are no different from you and me. They want:
- High-quality service at the lowest possible price.
- Ready access to information on their terms and in their time.
- Representation that puts their interest first, whether selling or buying.
As a rainmaker, your 'Job One' is to probe deeper into customers' minds to find out what they need. The secret to success is to stay focused on the customer. What does the customer need? What worries keep the customer up at night? What prompts a consumer to become an active customer?
Your customers' needs depend on whether they are first-time buyers or first-time sellers; whether they are move-up consumers or downsizing consumers; whether the owners will occupy the house or are absentee investors, second-home buyers, estate heirs; or whether the customers are bilingual or foreign-born. All of these target-customer segments help you define and focus your marketing on the customers needs.
Appeal to the self-interest of your customer, help solve your customer's problems, help save your customer time or money and avoid costly mistakes. Be focused on the customer. Remember, the transaction begins and ends with them. Once you have a customer on your side, it is always easier to generate high-profit word-of-mouth referrals than to find an entirely new customer from the marketplace of strangers.
The rainmaker's ultimate challenge is to generate customers by specializing in people, not property, because only the customer is truly valuable.