"Smooth-talker, How To Write A Business Script" is a book about how to write a sales script & how to write a real estate prospecting script.
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The business sales person & real estate agent who is good at telephone prospecting has will always have an edge over the salesperson who is merely good a selling ... ie: convincing & persuading a person to buy the product or service.
The question of what causes success is whether a real estate agent & business sales person is a result of being good at prospecting .. or being good at selling.
• The real reason that salespeople don't like prospecting is .... they can't remember what to say.
• The business sales person's behavior is always in anticipation of not having an appropriate
response when a prospect has an objection.
• Business-to-business sales people and real estate agents have always been reluctant to make
telephone prospecting calls. In fact they say they hate to make prospecting calls.
___________ Quite simply they need a script _________________
• Sales person selling products and services and the Real Estate agent that can
"produce" prospects can rise to the occasion, .... but not the other way around.
• Even though the salesperson have good intentions to make contacts to new potential prospects,
other things always get in the way.
• If making a telephone prospecting call were just another mundane activity, it would surely get done.
Real Estate agents and business-to-business salespeople are all a product of human nature. The business-to-business sales person and the real estate agents who are bright, smart, and talented ... suddenly finds out that they have to perform telephone prospecting activities in order to become successful.
______ In Business-to-business sales and real estate sales, prospecting avoidance is universal. ____
After three or four years of telephone prospecting calling and real estate prospecting, the real estate agent comes in contact with many angry people.
Prospecting by telephone then becomes a fear based situation. Telephone prospecting seems to be a negative reaction that produces fear. It's just human nature at work.
When you were learning how to become a real estate agent, you were not told that you would be dealing with with human nature. They glossed over those things when you signed up for how to become a real estate agent.
1. Can a real estate agent with average communications skills succeed in today’s business world?
2. The answer depends on if they’re willing to settle for just being average.
3. Willingness and the desire to develop communications skills is the key to rising above average
in business-to-business prospecting.
In business sales and real estate sales, it is assumed that the prospect has a higher education level thus they have the ability of write a prospecting script and write a business script. It is easy in business-to-business sales and real estate sales to talk above the prospects reading and comprehension level when telephone prospecting.
The average American reads at the eighth grade level and they comprehend what is said to them at a similar level. Prospects simply won’t understand the words that are being used in business-to-business prospecting and real estate prospecting if they are too complicated when you write a prospecting script or write a business script.
In real estate sales and business sales, successful telephone prospecting is very difficult because the propects get called quite often on a typical day.
_____ Some of us just are too sensitive to fearlessly take on a hard-core verbal assault without feeling bad. The rejection involved with real estate prospecting and business prospecting is very hard on us. _____
• We react emotionally to any form of rejection, harsh tone of voice, and conflict.
• Any critical response by the other party is taken personally, whether we like it or not.
• Communications skills are more important then selling ability when making the first contact
with a potential business prospect.
No one has been able to pin down the central issue let alone come up with a simple fix.
_______ An intriguing question is; “Has modern methods and technology changed anything to make telephone prospecting calls less stressful?” ______
The answer is of course “no” because human nature never changes. If anything, technology and modern media has complicated interactive communication between people.
To get prospecting leads one must learn the intricacies of human nature. Only then can one turn it into a sales script or business script.
• Real estate trainers and business to business sales trainers often think that call reluctance is a
weakness on the part of the salesperson when they don't relish making telephone prospecting
calls to get prospecting leads.
• Sales managers and business trainers point to a variety of weaknesses instead of main one;
"fear of rejection."
_________ Fear is a weakness in everyone; it’s just a matter of degree. _______
Business-to-business training and Real estate training has taught us that everyone can overcome a weakness. Human nature is not a weakness, ... "it just is."
______________ Young or old, people seek approval for everything they do. _____________
It's only human nature for a salesman to seek approval. That's the first thing they teach in sales managment and business-to-business training and real estate sales training.
When it comes to prospecting for new business, those who seek approval are going to be disappointed. They may tend to refrain from making telephone prospecting calls because there is little or no "approval" in doing so.