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What to Say to Turn Internet Leads into Appointments

Internet leads?One dilemma that trainer Floyd Wickman is frequently asked about by sales associates is how they can turn Internet leads into face-to-face appointments. He offers these suggestions.

“First, you have to tease people to talk to you,” says Wickman, founder of the Floyd Wickman Team LLC in Easton, Mass. “If ever you don’t want people to talk to you, keep sending them information. But if you hold back some information they’re inquiring about, the odds are better that they’ll want to talk with you.

Second, you’ve got to get people to admit that they’re looking for a good deal. If you ask 100 prospective buyers if they’re looking for a good deal, 100 percent will say yes.”

To achieve both those goals, Wickman recommends responding to e-mail requests for information like this: “I didn’t know exactly what information you wanted. Here are some details. Give me a buzz, and I can tell you more. Are you looking for a good deal? If so, I have an idea, so give me a call.”

Assuming that response allows you to get “voice to voice,” Wickman then recommends using his “tip of the iceberg dialogue” to show buyers why they should come into your office to meet with you: “If you’re looking for a good deal, you may never find it the way you’re shopping. Only a small part of the good deals ever make it to the Internet, to a yard sign or to the MLS. You have to quit looking at the tip of the iceberg. Here’s how people find good deals: Come into my office, show me what you like and don’t like, and then I can shop for you, because I can find properties that never make it to the Internet, to a yard sign or the MLS.”