Communicate Your Unique Service Proposition
How are you different? Why should I work with you rather than any of those 10 other agents? Before a first meeting, give clients an idea of what they should expect.
NEW YORK – Your unique service proposition answer a customer’s most basic question: Why should I choose to work with you?
Tom Toole, founder and team leader at Tom Toole Sales Group, says prior to meeting with clients, he sends them a video and pre-appointment email. It’s a reminder of the upcoming consultation and it gives them an idea of what to expect. It also gives him a chance to discover more about the situation of both prospective buyers and sellers and possibly solve potential problems.
Toole says every agent should have at least five elevator pitches that can be referenced during consultations. The pitch topics may include:
- Why clients should meet with you and your team
- What makes your team’s services different?
- What is the name of a reliable inspector or lender?
- How the team can facilitate the buying or selling process
To communicate their unique service proposition, agents should have a story they can tell that highlights a problem faced by someone else, ideally one that includes facts and data. Next, the agent should discuss a solution and share a call to action.
Agents also must offer exemplary service. Rather than referring a lender via email, for example they could host a phone call for all three parties.
The leading reason clients leave an agent? They’re not aware that the agent can help solve their problem.
Source: Inman (05/26/22) Toole, Tom
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