Today

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Buyer Consultation Workshop
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SoWhat Kind of Driver Are You Going to Be?
Or this kind?
This kind?
Official Pace Car
Taxi Cab
Are you going to be ledor are you going to be
the one who leads?
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Dont be a Taxi Driver

• There is no prize for showing the most properties
  to a potential buyer.
• When you have taken the time to build the
  relationship, learn about the Buyers needs and
  wants, get the mental exclusive . . .
• Your success will soon follow!

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To be most effective . . .

• To gain the buyers loyalty
• To differentiate yourself
• You have to get in their heads before you get
  them in your car.

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How do you know . . .

• When you have a SERIOUS buyer?
• The buyer who agrees to meet you in the office is
  a serious buyer.

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What do you say when a buyer says. . .

• Id like to see the house on 123 Main Street.
  Can you meet me there now?

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To Get Buyers into the Office
The owner requires a courtesy call and some
notice. Let me give you the directions to my
office, and you can head over here while I track
them down. (Dont forget to get their name,
phone number, etc. in case the call gets dropped.)
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Agenda

• What the top associates do
• New Process and Buyer Consultation tool demo
• Rehearsals
• Action Plan

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Lets start with a Question . . .

• What challenges have you had working with buyers?

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Our Research

• We asked the top associates in our company who
  have demonstrated success in working effectively
  with buyers, what theyre doing.
• Heres what they told us

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Weichert Sales Associate Focus Group

• Best Buyer Conversion
• (Essential Unanimous Steps in Process)
• Use Buyer Presentation (to control buyer through
  process)
• Hand off to GSM (to qualify buyers financial
  capability)
• Know Listing Inventory (to streamline volume of
  showings)
• Share factual data (to support opportunity in
  market)
• Present offer face-to-face
• ALL SHARE PERSONAL BELIEF THAT NOW IS A GOOD TIME
  TO BUY!

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Standard Buyer Consultation

• Based on these Associate best practices, weve
  created a Buyer Consultation process and tools.
• What are the advantages of having a standard
  Buyer Consultation process?

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Advantages of Buyer Consultation

• Increases Buyer loyalty
• Differentiates Weichert associates and reinforces
  our value
• Educates or re-educates Buyers about current
  market
• Motivates Buyers to buy now, rather than wait
• Allows us to control the Buyer rather than
  letting Buyer control us
• Gives us the opportunity to cross-sell our
  one-stop shopping services

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Who has tried this process?

• How has the buyer consultation process and tool
  helped you
• Build buyers loyalty?
• Motivate buyers to buy now, rather than wait?
• Take control and be in the drivers seat?
• (If no one has, thats okay. Were going to be
  trying it out next.)

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The Buyer Consultation

• Establish Rapport Build the Relationship
• Preparation Leads to Success
• Conduct the Meeting
• Introduce the Buyer to the Gold Services Manager
• Close the Meeting

• Establish Rapport
• Uncover Needs
• Share Gold Services Value Story
• Validate Now is the Time to Buy
• Pre-Approval Process
• Next Steps and Close

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Buyer Consultation - Associate

• How many people have seen the Buyer Consultation
  video? Would it help to see it again?
• Heres a checklist to use and follow while you
  observe the video.
• Use this to take notes and check when you see the
  Associate complete the actions under each step.

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Buyer Consultation Feedback

• Lets review your notes and checklist . . .
• What did the Associate do that was most
  effective?
• What do you think the Associate could do
  differently to be even more effective?

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Buyer Consultation - GSM

• Lets look at the GSMs portion of the meeting
• Heres a checklist to use and follow while you
  observe the demo.
• Use this to take notes and check when you see the
  GSM complete the actions under each step.

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Buyer Consultation Feedback

• Lets review your notes and checklist . . .
• What did the GSM do that was most effective?
• What do you think the GSM could do differently to
  be even more effective?

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Lets Review the Flow Props

• First, establish rapport
• Next, show the Buyer Consultation
• When you see the Getting to Know You and Your
  Next Home, pull out the questionnaire and use it
• Props for the Home Buying Process segment
• Weichert Brochure
• Guide to the Buying Process
• Pledge of Service
• Agency documents
• On the page, Houses priced right are selling
  fast show MLS property sheets with houses that
  have sold quickly (in green marker).
• On the last page, along with the properties
  theyre going to preview, give them a blank
  Contract of Sale so they can review at their
  leisure.

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Before we begin to practice . . .

• Lets discuss the trio training concept.
• Its a skills practice approach that helps us
  rehearse the Buyer Consultation together.
• This will help us feel more comfortable when we
  try it out with buyers.
• We will help each other with feedback.

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How does Trio Training work?

• We will practice in small groups of three
• When we practice, we will take turns in different
  roles
• Sales Associate
• Buyer
• Observer

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Lets take 2 Minutes to Prepare

• Decide who will play the Observer. Youll be
  using the same checklist we used before.
• Decide who will play the Buyer. Heres a set of
  Buyer Profiles stapled together. Use the Buyer
  Profile 1 and review your role so you can play
  the Buyer.
• Sales Associate Review the Buyer Consultation
  the Getting to Know You and Your Next Home. I
  have all your props on the table Weichert
  Brochure, agency disclosure, etc.

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Practice Round 1 Your Roles

• The Observer will watch the practice and take
  notes. Use the checklist.
• The Buyer will give the Sales Associate a
  realistic skill practice. Use the Buyer Profile
  1.
• Sales Associate Build rapport first, then
  proceed to the actual consultation by using the
  Buyer Consultation Presentation and the Getting
  To Know You and Your Next Home form. Use all the
  props.

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Practice Round 1 Buyer Situation

• The Buyer Profile 1 has more details for those
  who are playing Buyers, but here is what we know
  so far
• Jane or John Erikson
• Associate met them at Open House
• Currently Renting in the city
• Wants to move to the suburbs
• Practice Time 20 Minutes
• Any questions?

Go!
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Feedback Discussion

• Start with the Associate who practiced What do
  you think you did well? What would you consider
  for next time?
• Then ask the Buyer What worked well for you?
  What would you suggest for next time?
• Observer What did the Associate do well? What
  should s/he consider for next time?
• Observer Please hand the Associate the
  completed checklist and your notes.

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Imagine that you have already.

• Built rapport with the Buyers
• Uncovered their wants and needs
• Discussed whats happening in the market
• Educated them on the home buying process and how
  you will work with them
• Mentioned about additional helpful Weichert
  services that your Gold Services Manager will
  cover
• Now youre ready to hand them over to the GSM..

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Lets practice the handoff

• Sales Associate brief the GSM on key points,
  give them the Getting To Know You and Your Next
  Home form and introduce the GSM to the Buyer.
• Observer please play the GSM for the purposes
  of this 2-minute practice.

Go!
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Practice - Again

• Lets give the others a chance to practice.
• Please switch roles so everyone has a different
  role to play in this round.
• Were going to practice the same skills and
  steps.
• Buyer Please use the Buyer Profile 2 so you
  can give the Associate a realistic skills
  practice.

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Practice Round 2 Your Roles

• The Observer will watch the practice and take
  notes. Use the checklist.
• The Buyer will give the Sales Associate a
  realistic skill practice. Use the Buyer Profile
  2.
• Sales Associate Build rapport first, then
  proceed to the actual consultation by using the
  Buyer Consultation Presentation and the Getting
  To Know You and Your Next Home form. Use all the
  props.

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Practice Round 2 Buyer Situation

• The Buyer Profile 2 has more details for those
  who are playing Buyers, but here is what we know
  so far . . .
• Sandy Smith
• Referral from previous client
• Currently owns condo
• Hoping to buy house in same town
• Practice Time 20 Minutes
• Any questions?

Go!
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Feedback Discussion

• Start with the Associate who practiced What do
  you think you did well? What would you consider
  for next time?
• Then ask the Buyer What worked well for you?
  What would you suggest for next time?
• Observer What did the Associate do well? What
  should s/he consider for next time?
• Observer Please hand the Associate the
  completed checklist and your notes.

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Imagine that you have already.

• Built rapport with the Buyers
• Uncovered their wants and needs
• Discussed whats happening in the market
• Educated them on the home buying process and how
  you will work with them
• Mentioned about additional helpful Weichert
  services that your Gold Services Manager will
  cover
• Now youre ready to hand them over to the GSM..

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Lets practice the handoff

• Sales Associate brief the GSM on key points,
  give them the Getting To Know You and Your Next
  Home form and introduce the GSM to the Buyer.
• Observer please play the GSM for the purposes
  of this 2-minute practice.

Go!
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Practice Round 3 Last Round!

• Switch roles for the last time.
• Were going to practice the same skills and
  steps.
• Buyer Please use the Buyer Profile 3 so you
  can give the Associate a realistic skills
  practice.

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Practice Round 3 Your Roles

• The Observer will watch the practice and take
  notes. Use the checklist.
• The Buyer will give the Sales Associate a
  realistic skill practice. Use the Buyer Profile
  3.
• Sales Associate Build rapport first, then
  proceed to the actual consultation by using the
  Buyer Consultation Presentation and the GTKY
  form. Use all the props.

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Practice Round 3 Buyer Situation

• The Buyer Profile 3 has more details for those
  who are playing Buyers, but here is what we know
  so far . . .
• Chris Moyer
• Called in during Op Time
• Wants to sell his/her home and buy another
• His/her house has been on market for 3 months
• Practice Time 20 Minutes
• Any questions?

Go!
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Feedback Discussion

• Start with the Associate who practiced What do
  you think you did well? What would you consider
  for next time?
• Then ask the Buyer What worked well for you?
  What would you suggest for next time?
• Observer What did the Associate do well? What
  should s/he consider for next time?
• Observer Please hand the Associate the
  completed checklist and your notes.

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Imagine that you have already.

• Built rapport with the Buyers
• Uncovered their wants and needs
• Discussed whats happening in the market
• Educated them on the home buying process and how
  you will work with them
• Mentioned about additional helpful Weichert
  services that your Gold Services Manager will
  cover
• Now youre ready to hand them over to the GSM..

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Lets practice the handoff

• Sales Associate brief the GSM on key points,
  give them the Getting To Know You and Your Next
  Home form and introduce the GSM to the Buyer.
• Observer please play the GSM for the purposes
  of this 2-minute practice.

Go!
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Debrief

• Do you feel comfortable with the new process and
  tools?
• Do you feel comfortable with the Buyer handoff
  from you to the GSM?
• Does this tool help build buyer loyalty and get
  them to pull the trigger?
• What insights do you have from this process?

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Key Tips and Techniques

• Its a conversation, not a presentation. Ask the
  Buyer questions along the way.
• Slow down . . . It takes time to emotionally
  connect with the buyers. Take control by slowing
  yourself down to slow them down.
• Use the Defer Technique to stay on track.Well
  get to that . . .Were going to cover that in
  just a few minutes . . . First, I need to show
  you
• Working as an Associate/GSM team is most
  effective.

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Additional Resources

• Go to WeichertOne, Sales Associate Resources,
  Working with Buyers and check out the Buyer
  Consultation page.
• Theres helpful dialogue, tips, and ideas there!
• The Buyer Consultation presentation is there,
  too.
• Take the online Buyer Consultation course on
  Weichert University to learn even more and review
  this tool.

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Call to Action

• Conduct a minimum of two Buyer Consultations.
• Use the Buyer Consultation Process and
  Presentation
• Share your experience in our next sales meeting
• Good luck and have fun!

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Thank you for your active participation and focus
today!