This week in Hit the Mitts one of my agents said:
"Everyone's favorite radio station is WIIFM - What's In It For Me."
After I cackled in complete delight for a solid 20 seconds, I realized how clever this little nugget is for all of us to remember when interacting with our prospects. The truth is ALL people do things to either gain a benefit or avoid a loss. Prospective clients need to clearly understand above all else WHAT'S IN IT FOR THEM when they are deciding whether or not to hire you.
Listen, you have more marketing materials, acronyms, talk tracks, whirlygigs, abracadabras up your sleeve and at your fingertips than you can imagine being a 72 SOLD agent - you have an ENTIRE SALES ARSENAL! But none of it will work for you if you aren't able to succinctly articulate how each of these tools translates into the two things every seller wants - MORE MONEY IN LESS TIME - this is the key WIIFM they need to absolutely know and believe you can deliver.
So I challenge you to ask yourself, do you know why each aspect of the 72 SOLD strategy results in more money in less time? Take a moment right now and practice out loud on these few.
What's in it for them to have:
Few better photos?
Curiosity creating ad copy?
Opportunity Showings or Launches?
7 Step Showing Process?
Counter offer intelligence?
No signs in yards?
No Open Houses?
Your focus should be getting so damn good at making it crystal clear how each of the above translates into MORE MONEY IN LESS TIME that they can't wait to sign with you. Each point you make should circle back to WIIFM - more money in less time. And you can even ask them to affirm: "do you see how doing it this way will make you more money in less time than the traditional way?"
Isn't it gorgeous how simple that is?
This too applies to getting the appointment. When a referral is ghosting, is refusing the walkthrough, thinks you're an iBuyer all your thoughts should focus on dangling the WIIFM carrot - money and less time - and you giving just enough of a picture of that to get yourself face to face with that person.
Bottomline when you feel yourself getting overwhelmed or lost in the sea of talk tracks and terminology or a seller throws an objection at you that you weren't expecting, I want you to take a deep breath and then remember to tune into the seller's favorite radio station - WIIFM - and Moonwalk/Electric Slide/Tootsie Roll your way into that deal.
PS: If you guys don't update your HUB statuses so help me...