 |  | SALES MEETING TOOL KIT: BETTER LISTING PRESENTATIONS | |
|  Component 1: Facilitator Talking Points Component 2: Agenda Component 3: Activity 1, Selling the Benefits of You Component 4: Activity 1, Selling the Benefits of You Idea Sheet Component 5: Activity 2, Constructing a Listing Presentation Component 6: Handout 1, Listing Presentation Tips Component 7: Activity 3, Thinking on Your Feet Component 8: Activity 3, Thinking on Your Feet Idea Sheet Component 9: Handout 2, Pricing Pointers Component 10: Handout 3, Sellers’ Homework Checklist Component 11: More Resources | Component 1: Facilitator Talking Points These notes will guide you and your salespeople through a discussion and activities on making better listing presentations. Pre-meeting preparation:
Print the following: 1. Print materials (check materials as they are printed): 2. These facilitator talking points (Component 1) 3. Better Listing Presentations Agenda (Component 2) 4. Activity 1: Selling the Benefits of You (Component 3) 5. Activity 1: Selling the Benefits of You Idea Sheet (Component 4) 6. Activity 2: Constructing a Listing Presentation (Component 5) 7. Handout 1: Listing Presentation Tips (Component 6) 8. Activity 3: Thinking on Your Feet (Component 7) 9. Activity 3: Thinking on Your Feet Idea Sheet (Component 8) 10. Handout 2: Pricing Pointers (Component 9) 11. Handout 3: Sellers’ Homework Checklist (Component 10) Welcome (1 min.) Ask two or three participants to share a war story about their best or worst listing presentation and what they learned from the experience. Background and objectives (2 min.) Explain that unless your principal focus is buyer’s representation, good listings are the backbone of a successful real estate business. In this meeting, we will:
Activity 1: Selling the Benefits of You (5 min.) Use this exercise to demonstrate the difference between characteristics and benefits. Remind participants that characteristics are focused on you, while benefits are focused on the clients and what you can do for them. Ask the participants to list two characteristics about themselves under each of the six topic areas on Component 3. When they have completed the task, call on one participant to share a characteristic and the resulting benefit. Use the Selling the Benefits Ideas Sheet (Component 4) to suggest some benefits if participants are stumped. Activity 2: Constructing A Listing Presentation (12 min.) Although components of a listing presentation may vary, there are certain standard components that appear frequently. Use the Constructing a Listing Presentation handout (Component 5) to determine which listing package components your company provides, which components are generally supplied by sales associates, and which components could be added. Next, use your company’s standard listing package to discuss the purpose of each piece in the package. Ask participants to share pieces of their own listing presentations that they have found to be particularly effective. Brainstorm other components that could be added to the company presentation and write them on the flip chart. Handout 1: Listing Presentation Tips ( 5 min.) Distribute the Listing Presentation Tips handout (Component 6). Ask participants to suggest other tips that they have found useful. Activity 3: Thinking on Your Feet (10 min.) Use the situations on the Thinking on Your Feet handout (Component 7) to help participants understand the value of adapting listing presentations to the personalities and needs of the prospective sellers. Ask one participant to suggest a strategy for each situation. Then, ask the group for other suggestions. Use the Thinking on Your Feet Idea Sheet (Component 8) to prompt your group for answers. If time permits, ask participants to describe other situations they have encountered that required a quick change of strategy and what actions they took. Handout 2: Pricing Pointers (5 min.) Distribute the Pricing Pointers Handout (Component 9) and use it as a basis for a discussion of how participants should work with sellers to arrive at a realistic sales price for the home. Ask one participant to read each pricing pointer aloud and then give an example of a situation where the tips would be useful. Ask participants to share other pricing tips. Handout 3: Sellers’ Homework Checklist (5 min.) Give participants the Sellers’ Homework Checklist (Component 10) of items they should ask sellers to complete once the listing is signed. Ask participants if there are other documents or activities that they find useful to obtain soon after listing. Adjourn. Thank participants for their time. Stress the importance of being prepared as well as being able to adapt your presentation to meet the need of the prospect. Running Time: 45 minutes Component 2: Agenda > |