Coaches Corner Newsletter - Issue #970
February 20th, 2020
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Words of a Champion...

We all have dreams, wishes and desires for how our life and business will be in the future. Some of us might even have the view broken down in terms of time frames; maybe one-year, five-year, and even ten-year benchmarks. For most of us the clarity of these are pretty fuzzy or foggy.

In order to accomplish more in less time, to create a sense of urgency and forced efficiency, we must have clarity of goals and clarity of purpose. I am amazed at how unclear most people are on their objectives and goals in life. Most people, even highly productive people, have never formalized their goals to paper and allowed that powerful action to increase their urgency and productivity.

Read this week’s Coaches Corner to learn the benefits of having clear goals and some advice on how to get there!

To Your Success,

Dirk Zeller

Six Steps of a Champion Objection Handler

After working with thousands of agents, it is obvious to me that most agents have memorized a few objection handling scripts but haven’t created a pattern to respond to objections.  When you watch a great golfer prepare for a shot, they have a pattern or pre-shot routine they follow before they make a swing.  There is a six step pattern that will create your success if you us it repeatedly.

This is the pattern of a Champion

  1. Pause

    Take the time to take a breath before you answer.  It ensures that you have listened properly; that the client had completed his thought.  It keeps you from interrupting.

    In the pause, you could also re-state the objection to buy yourself additional time.  Buying yourself a little time to think is good.  It also gives the buyer time to think.  I have had situations where, during the pause, the client answered the objection themselves, or the spouse answered it for them.  I am not too proud to accept help from a spouse or significant other to sell to someone.  They know the person’s objections and know how to overcome them better than I do!

    If I re-stated the objection incorrectly, the prospect will correct me, as well.  It ensures that I am really addressing the right objection.

  2. Acknowledge

    This means recognizing there is an issue or concern here.  I did not say that you agree.  That is completely different than thanking them for bringing it up or thanking them for the question or acknowledging their concern.   To say to them, “I see what you mean, or I understand what you are saying,” only acknowledges it.  It’s a great technique.  We are not there to say they are right, unless they are right.  You might also praise the prospect by saying, “That’s a really good question.”

    Acknowledgement is a great technique to use when the timing of the objection is wrong.  For example, if they ask you about commission before you have gotten to that place in your presentation where you discuss your fees, you could say, “That’s a great question; may I answer that later in my presentation after we discuss my services please?” or “I understand what you are saying; I have a flow to my presentation that works well for my clients.  Would it be okay if I answer your concern when I talk about marketing?  My clients have really felt that discussion links in well with your question.”  The truth is once you acknowledge and delay the discussion it rarely comes back up again.  You have, in effect, hurdled the objection that was asked too early through acknowledgement, delaying it, and ignoring it.

  3. Explore

    We need to explore their frame of mind.  Why are they feeling or thinking the way they are?  What is causing their concern?

    We need to probe.  “Tell me more about it” or “Why do you feel that way?” are two excellent phrases to use in exploring your prospect’s views.

  4. Isolate

    This is the one technique that separates the good agents from the Champion Agents.  Most of us jump right into our verbal Judo we have been taught by some broker, trainer, etc.  Isolation is the skill that separates Champion Sales Performers from everyone else.  It is the access point to get to the bottom-line objection.  It creates access to the real reason, concern, or hesitation of the prospect

    Some prospects don’t want to release the real objection because they know it’s their last defense mechanism.  Isolation helps you avoid the “I want to think it over” objection that some people use as a last resort.  Since an objection is a request for more information, isolation defines the information they need.  If we don’t isolate, the prospect will drudge up more and more objections once you answered the first one well.  You will put yourself in a cycle that will lead to “I want to think it over”. 

    Most agents are afraid to probe in the isolation stage because they are scared of losing the sale.  The truth is we don’t have the sale, so we can’t lose it.  When we are scared to isolate, it’s because we can’t afford to lose this potential sale.  That’s because we don’t have enough appointments because we don’t have enough leads.  We don’t have enough leads because we don’t prospect enough.  It’s a vicious cycle we can get ourselves into.  Probing to determine the extent of their hesitation to proceed forward will not cause the client to be offended, as many agents believe.  Is asking the prospect the only reason holding you back, or is there any other reason you can think of that causes you a concern?  Non-champion agents often feel this will cause more objections, which is not true.  It just brings out the ones that are already there right now, so you can respond to them.

  5. Answer

    Once you have isolated the objection or objections and there are no other concerns, you have something to work with.  You have an end in sight.  If you have the proper answers, you will be able to close and get a contract signed.  Your answers need to be delivered with power and conviction and be focused on the benefits for your clients.

    There are lots of good scripts out there for the major objections.  If you need some, I would suggest our Objection Handling CD series with flash cards and printable workbook to help you master this area.  There is even a CD in this series that you can play on your way to your appointments that prepares you for the most common objections and prepares you mentally for the appointment.  For whatever source you desire, you need to have professionally crafted responses to objections.

  6. Close

    A closing is really the final culmination of a great presentation.  That is also true when you are objection handling with a prospect.  You want to close them through your conviction and belief in your solution; that, because of your experience, this is the right path that will ensure their complete satisfaction.  You can also do a simple summation close.  Simply sum up the benefits of doing business with you and ask them to take action now.

The two reasons I was really effective in objection handling were, first, my ability to close, based on my belief in myself.  That belief was there even in the early stages of my career when the numbers and track record weren’t there.  Second was my preparation.  I asked the right questions before the presentation and prepared and practiced before I got to the selling moment with a prospect.  Objection handling is about mental toughness, preparation, and practice.  A Champion Agent acknowledges objections as part of selling.  Without objections, there would be no sale.

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The Benefits of Clear Goals

We all have dreams, wishes and desires for how our life and business will be in the future. Some of us might even have the view broken down in terms of time frames; maybe one year, five year, and even ten year bench marks. For most of us the clarity of these are pretty fuzzy or foggy.

In order to accomplish more in less time, to create a sense of urgency and forced efficiency, we must have clarity of goals and clarity of purpose. I am amazed at how unclear most people are on their objectives and goals in life. Most people, even highly productive people, have never formalized their goals to paper and allowed that powerful action to increase their urgency and productivity.

Numerous studies have been conducted about written goals and the results of individuals who possess them. The net result is people who have written goals and well defined goals accomplish them. They accomplish their goals in shorter amounts of time and in a more direct and productive fashion. The studies further indicate that people without written goals accomplish less and what they do accomplish is more aimless with a greater volume of time invested.

Most studies have pegged the number of people who define their goals in writing at about three percent. Whether I find you today in the three percent or outside of the three percent, I encourage you to join the three percent group. The three percent group has most of the money, influence, power, prestige, freedom, and free time to enjoy than the rest of the ninety seven percent. The amount of money they earn per hour of their labor is ten, twenty, and even one hundred times more than other people deemed successful. So when an hour is invested in work production the corresponding pay is extremely high. The higher your hourly rate, the greater the freedom you enjoy in life.

For most of us if we want to accomplish anything of significance we need to invest hours of our time to cross the finish line of success. The greater our clarity of goals, the more direct the route we can take to accomplish our desired results. If we are clear on the direct route or series of steps, the lesser amount of time we invest in trial and error. We will also be less inclined to distractions because we are clear in what we want, how to get it, and can more easily gauge whether our investment in time is bringing us closer to or further away from the goals we have set.

We also can reduce the amount of time that we are working or investing in things we don't desire. Too many people invest large amounts of time in tasks, pursuits, and actions that are taking them in the opposite direction of their dreams, desires and goals in life. The only reason why they invest their time in contrary pursuits is because they have not taken the time to clearly define their pursuits. To achieve almost any goal requires some investment of time. To think otherwise is to be naïve. If one of your primary goals in life is to be an outstanding father, the requirement at even a basic level is time. Attending games, taking a walk, throwing a ball, playing dress up, going to the park, writing a note; all these take our investment of time. By having a clear and concise set of goals, we can increase the return on our investment of time whether the return is in our family account or business account of life.

Motivation is simply an ever increasing desire level for high performance. This desire for high performance or motivation can grow over time with a greater level of accomplishment of our goals.

By writing down your goals you can heat up your motivation because your mind knows what to work on. Your mind will also know what you will receive through action and accomplishment. Being motivated reduces the time you invest to reach accomplishment. It also induces you to perform at a high level so you increase the feelings of success at a faster rate of speed.

A great technique to keep your motivation high is to link inducement, incentive, or reward to your goals. Time rewards can work exceptionally well for many people. If you complete certain tasks or responsibilities that connect with your goals you then reward yourself with Friday afternoon off.

A way to take that motivation to another level is to include others in the reward. If you set a goal to complete all your high priority tasks before Friday at noon and the reward was an afternoon at the park with your kids, tell them. Tell them at the beginning of the week that you will take them to the park provided you get all your high priority work done by noon Friday. I guarantee you will have the most productive week ever because you set a standard for yourself coupled with a reward. You just engaged in super-charging your motivation.

Momentum is the key to success and increased productivity. Solid time management habits linked with great goals, applied consistently over time, creates powerful momentum.

The continual process of goal achievement and the resetting or creating of new goals builds momentum. The momentum leads to confidence in yourself as an elite person and elite time manager. The momentum and confidence leads you to set more daring, bolder, and longer goals and objectives. In addition, the setbacks, challenges, or even failures seem smaller and less time consuming when we have achieved a high level of momentum and confidence.

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The Champions Power Source

Too many people get caught up in the how of reaching their goal.  They spend little time focusing on the clarity of the why.  Why we want something is clearly the power source.  If the why is large enough, the how becomes easy.  We often focus on the wrong end of the equation.  Why do you want to be financially independent?  Why do you want to build a real estate sales business to a large scale?

I don’t think there are hundreds of whys is our life.  I think we have a handful of whys that interconnect our goals and dreams.  This small handful of whys creates the power source in our life to become a Champion Agent, Champion Parent, Champion Spouse and creates a Champion Legacy for our life.

I have become known worldwide from my sales career – being able to sell 150 plus homes a year while only working Monday through Thursday and taking Friday through Sunday off.  That outcome of success in sales and quality of life was born out of a big why in my life.  It was the why of creating an environment for myself and my family that I grew up in.  My father, as a dentist, only worked those days.  He was always around on Fridays when I came home from school.  The biggest benefit to this was in the summer when we left Portland every Thursday afternoon to spend three days at a second home on a lake that was a quarter of a mile from the Oregon Coast.  Some of my fondest memories as a child and youth were swimming, sailing, water skiing, walking the beach, and playing at our family lake house.  I wanted to replicate that life exactly.  It was a huge why as I built my real estate business.  It drove my production, business skills, and time management skills.  It caused me to build a vacation home in Bend, Oregon where Joan and I spent three days a week for over five years.

A why can come from a past experience; positive or negative.  There are thousands of stories of successful people who grew up in abject poverty, and that fuelled their why.  There are stories like my own where I grew up more privileged, and that also fueled the why.  There is really no difference between the two pathways to the result.  Each person tapped into their unique why to power themselves to the Champion level in life.  The why can come from a desire to achieve the highest level of personal performance.  Some people are motivated to excel, but the question is always why.  Why do some have a passion for improvement and others don’t? 

No one else can give you your why; you must discover it for yourself.  As a coach, I can ask questions and guide a client to their unique set of whys.  I can’t give them their why, though.  That is one big value to having a coach in the early stages of your career; they have the ability to help you draw out the whys buried inside of you.  Your why can come from your envisioned future of your life and business.  Your why can come from your love of another and the devotion and commitment you have for them in areas of your life. 

I knew that my father’s why was born out of his love for my mother.  The reason for his financial success was the challenge of Multiple Sclerosis that they faced together.  My mother was diagnosed with MS when I was three years old.  By the time I was in the second grade, she never took another step.  The last years of her life were spent without the use of her arms, legs, hands or feet.  My father’s big why for wealth was to provide her with the most extraordinary life possible during each stage of her disease; to be able to travel with three sons and a wheelchair bound wife to Mexico, Asia, Hawaii, and many other locations.  But mostly, he wanted to be able to care for her in her aged years in their home with the use of full-time caregivers, so she could live in the home she raised her children in; to have the best quality of life imaginable for someone in her condition.  That was his why.  What’s yours?

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