Carolyn Behrens
the Realtor's Loan Specialist
The Value of Benefits
Statements
Sales trainers in every industry emphasize the importance of staying on the
same wavelength as prospects. To do so, Tony Alessandra, author of
Non-Manipulative Selling, recommends the use of benefits summaries in every
phase of the sales process.
The benefits summary puts into capsule form the highlights of the home you
have just shown. It is an opportunity to 1) ask for feedback and 2) help
prospects remember the most important points.
Always focus your benefits summaries on the positive aspects to which your
prospects have given the highest priority. Of course, this requires you to
do a great job of information-gathering.
Remember the primary-latency effect. The benefits that are most important
should be mentioned first and last. They will be remembered the most.
The language of a benefits summary is simple: "Mr. Rush, we've talked about
many wonderful aspects of this home. Let me summarize what I see as the key
benefits for you."
At the end of your summary, give your prospect the opportunity to agree,
disagree, or ask questions. Once agreement has been expressed, buying signals
should turn green.
Follow up with a question with direction: "Mr. Rush, this home has everything
you are looking for. Do you see any reason not to make an offer today?
I am confident that you will find benefit summaries enhance the sales process
tremendously.
To Your Success, |
