When Closing Opens Opportunity
CLOSE THE VALUE GAP, CLOSE MORE DEALS!
by Robert Syfert, Founder of InvestorPO
N o. Nope. Not interested. Click… Rejection isn’t easy, but it’s a big part of the real estate investment business. After all, only one out of every forty-five leads turns into a deal. From polite to downright hurt- ful, most of us can fill a book with the many verbally creative ways that prospective sellers can tell us “no.” Consistent rejection has a cunning way of weeding out the real estate investors who are simply “dabbling” in this business, from those of us who are motivated and hungry enough to carve our way out of what I like to call “the forest of rejection,” to become the CEOs of future multi-million-dol- lar real estate investment empires. Hopefully, you want to be the multi-millionaire, which means you simply need a guide to help you navigate “the forest of rejection.” DITCH THE PITCH! CLOSE YOUR PROSPECTIVE SELLER WITH A “VALUE STORY” Customers these days don’t care as much about who you are, how long you’ve been buying and selling real estate, or the number of home- buyers you’ve helped this year. They care more about how you can help them solve their problems.
If you want to close more deals, you need to learn to be a Value Storyteller . It’s the art of telling your seller’s story by featuring them as the main hero, and the value of your solution as the way the hero saves the day and solves all their problems. By weaving the prospective seller into the story, you’re keeping them ac- tively engaged in learning about the valuable solutions you have to offer. And if they’re engaged, this means they’re not hanging up on you! If you’re not familiar with this selling technique, don’t worry, more than 90 percent of investors haven’t heard of it before. That’s why I’m going to teach you an easy trick to becoming the best real estate investor/value storyteller in your market… This framework helps you outline the story you’re weaving so you can adequately communicate your val- ue proposition and how it impacts each seller individually. Let’s look at five main elements of the CLOSE storytelling guide: • C HALLENGE — What challenge USE THE CLOSE CONVERSATION GUIDE
can you help your potential seller resolve? • L OSS — If not addressed, what can this challenge cost your potential seller? • O PPORTUNITY — What is the value that the seller gains from addressing this challenge? • S OLUTION — What solution do you have to offer, and how can they benefit from it? • E VIDENCE — Validate how your solution has been successful for other sellers who were facing the same challenges, so they can visualize themselves reaping similar rewards. THREE MINUTES AND COUNTING You have three minutes to provide a value solution before your prospec- tive customer disengages from the conversation. Get started on learning the CLOSE storytelling method so that it comes as natural as your old sales pitch did. And remember, the more you close the value gap, the more deals you will close! •
92 | think realty magazine :: january / february 2020
thinkrealty . com | 93
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