Yeah, yeah. I can just hear the ROAR of protests going up across the Internet. “No way I’m going in with a memorized presentation”. “Too stiff, too mechanical”. “I don’t like canned sales pitches!”
So, what do you do? Wing it? Let me get this straight. Thousands of dollars on the line (for a lot of folks, the next house payment, the kids’ tuition… dinner!) and you just wing it? How’s that working out for you?
I’ll be it’s not working out for you very well at all.
Ben Feldman was a legendary insurance salesman who made 40 times what the average agent made every year for most of his career. He said, “Everything you say to a prospect should be memorized before you make the call.”
What about the complaint that memorization comes off as being “canned”?
“A musician memorizes a thousand songs. Each one is ‘canned’, but the musician randomly selects from the thousand songs to create an evening’s performance of 60 songs. That sequence of songs is not canned.” So, you memorize bits and pieces of dialogue and put them together in response to what the buyer or seller says. The entire presentation is memorized, but not canned.
Besides, the way that you say a sentence and I say a sentence would not be the same at all. To return to the musical metaphor, the Beatles recorded “Yesterday” in 1965 and it became one of the best known and most copied songs in history. In the last 45 years, it has been recorded more than 3000 times. Everyone from Willie Nelson to Ray Charles, from Elvis Presley to Boyz II Men, from Lawrence Welk to LeAnn Rimes has made their version. There’s even been a Reggae and a Techno version. Same words, same music, same song. But nothing alike.
We all know that every sale, every buyer, every seller is different. But we also know that they all have the same concerns, same questions, same objections. Wouldn’t it be better to have an answer – a good, repeatable, correct answer – ready for them? They may not ask in the same order or object in the same way, but the answers are all going to be pretty much the same. The questions don’t change, neither should the answers.
If you know in advance exactly what you are going to say, you will be more confident, more exact, and more successful. You’ll also appear more knowledgeable than if you are stumbling over your words or looking for an answer.
How would you like to go to a play where the actors were “winging it”? Or a movie where the lines were pretty much made up as the actors went along? You’d probably hate it. I would. What are your buyers and sellers thinking about YOUR performance.
Actors memorize their lines according to a pre-set script. Great speakers don’t talk off the cuff, they know precisely what they are going to say. Even Lincoln read the Gettysburg Address from prepared notes. Singers rehearse each and every note over and over and over. And great real estate agents know exactly what they are going to say before they talk to clients.
Canned sales pitch? No way! But a well-prepared, well-thought through interpretation of the Greatest Hits of the Real Estate Transaction will put you at the top of the charts every time.
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