2A — November 13 - 26, 2015 — M id A tlantic
Real Estate Journal
www.marejournal.com
MAREJ A dvertising D irectory Alpha Funding Solutions................................. 20A Appraisal Associates, Inc................................. 10B ARD Appraisal Co.. .......................................... 17A Asset Preservation.............................................. 4A Atlas Commercial Capital................................ 12A Barry Isett & Associates.............................. IBC-C Beneficial Bank................................................. 10A Berkadia..........................................................BC-A Bussel Realty Corp............................................. 7B CBRE................................................................... 8C CIRC DE. ............................................................ 8A Cooper-Horowitz............................................... 19A CREW Lehigh Valley PA Chapter.......... 16-IBC-C CREW NJ.......................................................... 15B Cushman & Wakefield. ...................................IC-B Deerwood Real Estate Capital......................... 13A DesignPoint................................................... IBC-C Earth Engineering, Inc.. .................................... 2C EDANJ.............................................................. 16B Electronic Office Systems................................... 3B Fowler Companies............................................ 29A Gebroe-Hammer Associates............................... 2B Harvey Hanna. ................................................... 7A Heller Industrial Parks...................................... 8B Hillcrest Paving & Excavating........................ 29A Hinerfeld.................................................... 29A; 1C Integrity Graphics.............................................. 4A Investors Real Estate Agency......................... 29A Kaplin | Stewart ............................................... 3A Kearny Bank..................................................... 14A Keast & Hood...................................................... 2C Marcus & Millichap............................................ 3A Mericle.............................................................BC-C Meridian Capital Group.................................BC-B Moonstone Environmental........................... IBC-C NAI Dileo-Bram & Co.. ...................................... 9B NAI James E. Hanson...................................... 13B NAI Keystone...................................................... 7C NAI Summit........................................................ 4C PennCap Properties. .................................... IBC-C Poskanzer Skott Architects................................ 4B Progress Capital Advisors................................ 18A Provident Bank................................................. 15A Real Property Capital....................................... 16A Rittenhouse Capital Advisors............................ 3C SEBCO Laundry Systems.................................. 2B Singer Financial Corp...................................... 21A Sitar Auctions..................................................... 9C SNJ Appraisal Institute..............................22-23A Subway.............................................................. 29A The Berger Organization. .................................. 1B The Frederick Group.......................................... 5C The Henley Group, Inc..................................... 11A The Kislak Company, Inc................................... 6B WCRE.................................................................. 3B
Mid Atlantic R eal E state J ournal Publisher ............................................................................ Linda Christman Publisher ............................................................................... Joe Christman Section Publisher .................................................................... Steve Kelley Associate Publisher .............................................................Alissa Aronson Associate Publisher ..........................................................Barbara Holyoke Senior Editor/Graphic Artist .................................................Karen Vachon Production Assistant ....................................................................Julie King Office Manager .................................................................... Joanne Gavaza Guest Columnist ..................... ............................................... Patricia Fripp Mid Atlantic R eal E state J ournal — Published Semi-Monthly Periodicals postage paid at Rockland, Massachusetts and additional mailing offices Postmaster send address change to: Mid Atlantic Real Estate Journal, 312 Market St. Rockland, MA 02370 USPS #22-358 | Vol. 27 Issue 21 Subscription rates: $99 - one year, $148 - two years, $4 - single copy REPORT AN ERROR IMMEDIATELY MARE Journal will not be responsible for more than one incorrect insertion Toll-Free: (800) 584-1062 | MA: (781) 871-5298 | Fax: (781) 871-5299 www.marejournal.com The views expressed by contributing columnists are not necessarily representative of the Mid Atlantic Real Estate Journal
Mid Atlantic Real Estate Journal
8 Steps to Outstanding Sales Structure Patricia Fripp Y ou have great prod- ucts and services, of- ten complicated and technical, which require trust in order to sell them. Even if you’ve made a compelling presentation, it often takes weeks before you get a re- sponse. Therefore, you must burn vivid examples and key ideas into the prospect’s mind so they cannot forget how you’re different from your competition. The structure of your pre- sentation is the skeleton under the flesh of your words. You must design and deliver your presentation to be remem- bered and repeated. What is the typical structure? “Hi, I’m Fred Smith. Let me introduce my team: Tom, Dick, and Harriett. Thanks for your time. We’re from . . . This is what we do . . . This is how long we’ve been in business . . . This is what we’re known for . . . These are our clients . . . We would like to work with you . . .” That is a dreary presenta- tion at its worst. What’s an ef- fective structure? This simple, 8-step process frees you to make a seamless argument. 1. Sincere compliment . Start with something they’re proud of; that shows you’ve done your homework: •“Congratulations on your recent product launch.” •“Your latest advertising campaign is spectacular.” 2. Introduction to their challenge or problem . Do not mention your product or solution now. Instead, talk about their current responsi- bility, challenge, or opportu- nity. Then, follow up: •“This is the time to make a bold move and . . .” •“Your board of directors has challenged you with . . .” •“Your competition is in- creasing in . . .” 3. Differentiate fromyour competition. Everyone else thanks prospects for their time. Don’t. Instead, say, “Thanks for the opportunity to discuss how our company (be specific with your service or product) can . . . •“help you accomplish your goals.”
•“minimize your risk in . . . ” •“expand your markets in . . . ” •“demonstrate how our tech- nology will be able to . . . ” 4. Make heroes of your contacts. If you have a cham- pion or if individuals have helped prepare you for the meeting or have taken you through the discovery process, thank them now. •“Thank you, Mike and The- resa, for your time and knowl- edge to help us understand the ABC Company’s goals, com- mitments, and challenges.” •“Mike tells us that your vision is to . . .” or “that your priorities are . . .” •“In the next 30 minutes (60 minutes, three hours), you will hear (learn, discover, see demonstrated) how our solution (company, technology, unique methodology) can help you achieve that goal.” •Never say, “I’m going to talk about . . .” or “What I would like to do . . .” 5. Provide examples, ex- perience, and social proof. Knowing your product or ser- vice isn’t enough. Your prospect must understand how it could improve their business and that you are not just a salesperson but also a trusted advisor. Tell stories and case histories about satisfied clients. 6. Review key ideas. Do this with a rhetorical question or a simple statement based on your premise: •“How is ABC Company better off by doing business with us?” •“As you heard, we would help you accomplish your goals by . . .” •“Our technology would increase your efficiency by . . .” •“Our training would im- prove your . . .” 7. Head into the close with confidence, not a question. Many of your com- petitors close on questions. No. No. No. Close on a high, and let your last words linger. Make sure they’re yours. The
warm-up to that is a ques- tion: “Based on what you have heard, what are your specific questions?” After you answer questions (and possibly objec- tions), drive the sale forward. Depending on the complexity of your offering or how many people are involved, you may want to say, •“At this point, our most logical step is . . .” •“At this point, may I recom- mend we . . .” •“At this point, our best clients elect to . . .” 8. Reinforce your key idea. Your last words are the most important you’ll say, so never introduce a new idea that you have no time to de- velop. Good copywriters often write the P.S. of a sales letter first, because it confirms the key idea in the letter. Your ap- proach might sound like this: “Again, thank you for the op- portunity to demonstrate how our approach could be what you’ve been searching for. We look forward to our next meeting. In your discussions, remember the results of [other successful clients]. Be secure in knowing we pioneered this industry.” Most professionals are fairly smooth in the body of their presentation. Very few, how- ever, open and close effectively and memorably. Take these eight steps, and apply or adapt what is appropriate to your situation. Script your opening and closing for specificity and brevity. You won’t read it, but work from an outline. In the middle of the night, if your spouse asked, “How will you open and close next week’s presentation,” your automatic response should be exactly what you will say. For 25 years Patricia Fripp, CSP, CPAE, has taught indi- vidual salespeople and sales teams how to speak more powerfully and boost their sales beyond expectations. For more information, go to www. FrippVT.com. n
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