Forget Us, It's About Them

There is a lot of buzz today about the importance of getting relevant to the consumer. How, exactly does one ensure your actions as a salesperson resonate with your clients?

It’s very simple. Before anything comes out of your mouth, ask yourself, “Is what I am going to say about me, or about them?’

Take, for example, follow through. Salespeople are told to follow up. They are told to customize their program, and that successful follow up should consist of at least five points of contact. Sometimes they are given scripts and templates to work from. Some are mandated to call the client within 24 hours. Others are required to respond to Internet requests within 2 hours. Of course, it is imperative to find out if not from us, who they bought from, so we know who we’re competing with.

In theory, these are all good practices and help to establish consistency and delivery throughout the portfolio. Here’s the paradox – we can run a tight ship as it pertains to a follow up program, and it will get done, but unless we make it about the consumer, and teach salespeople how to resonate, the energy spent is for naught.

Take the typical 24-hour follow up call. “Hi, this is Sandy at The Willows. You visited our community yesterday and I was wondering if you had any more questions and how your apartment search is going. I would to have you come back and take another look…”

What is that call really about – the consumer, or us? Would most consumers find the call valuable, or a hindrance? Now picture the consumer. After visiting 7 communities they have received 4 calls almost exactly like that one. Will they be thrilled when number 5 comes through? If your salespeople are uncomfortable with the 24-hour phone call, it is because they know in their hearts they are saying nothing of relevance to their client, and therefore know they are not providing value.

If, on the other hand, Sandy intentionally keeps something out of her presentation, and starts with, “Mr. Jones, during your visit I neglected to mention the bike/walking path that sits just one block from our community and runs all the way through town. I know you mentioned you like to walk and this may factor into your decision. Would you like me to send you a map?” she is providing additional information that, based on the presentation, the client would find relevant. It becomes about them, not us.

That’s being relevant.