 Hello out there world if you are seeing me right now, please would you put something in the chat roll to say hello to everyone? Tell us your name and where you from This is the first time really exciting for me that we're doing a webinar on on Facebook live Okay, David. Hi David. So we are we're live. This is wonderful. So this is the first time we've done a webinar Directing the feed straight through Facebook. So really cool for me It's the first time so forgive us if we're kind of bouncing back and forth making sure things are working But if you if you're joining the webinar, why don't you just say hi in the chat roll a couple of people have already done that? Tell us where you from tell us where you sell and just say hi to everyone So for those of you who have never been on a webinar before The chat roll the way it kind of works is Obviously, I don't get to read all the comments that are coming through as people are chatting But I really want to encourage you guys to do that So during the the two hours or whatever it is we're gonna be together If you've got questions if you've got things that you're not clear on If you've just got comments if you want to comment on something that somebody else has said I really want to encourage you to do that part of the the magic of a webinar and actually it's it's more Interactive than if you were to drive to a hotel and be in the room live with me This is actually more interactive because you guys get to talk to each other during the webinar And I've got absolutely no problem with that. I want to encourage you to do it in fact and Because we're doing this webinar from private properties officers in Durban We've got a whole team of the private property guys here on the webinar with us And in fact what they will do is they will also respond if you've got questions Or you miss one of the links that I give you to one of the freebies or the giveaways No problem You can ask a question and we've got guys in the office here who are going to be responding to those questions so a huge welcome to all of you and And for those of you don't know me my name is Steve Johnston And we're gonna be talking about service excellence today But there's a couple of things I want to cover with you before we we get there and so I what I wanted to do was I just wanted to read a couple of your your feedback comments So on the thank you page after you registered for the webinar you There was this little this little survey and I just asked the question What is the single best service technique that you have used to create a great impression with your clients? Because that's what we're gonna be talking about today. So I just wanted to read a couple of these to you Dave Scott made a good comment. He said Frequent client contact during the sales process and Convancing at such a good comment. In fact, it's one of the six Little service secret techniques that I'm going to be sharing with you today is how and why we should maintain constant Communication with our clients to keep them feeling at ease. So great. Well done Dave. I think that's excellent Willam said by knowing the property that you're selling and then a similar Answer by TVR said displaying knowledge in the field as a way of leveraging trust And then to be presentable and listening to requirements is another one of the huge things We're gonna be talking about today is the your ability to listen your ability to find out what it is your clients and why they want it Rocco du Plessis said honesty And absolutely long-term if you want to make in this game You cannot be a charlatan You cannot be selling snake oil and you cannot be in it for your own profit You have to be in it for the benefit of other people. So I love that honesty And at least fix it gifts and that's great We're gonna be talking about the wise and intelligent use of gifting today. How do you do it in order to create long-term? Memorable and you know referrals, etc. So for you guys you filled in that little feedback form. Thank you so much I appreciate it a couple of other things before I introduce I'm gonna introduce Greg crowded to you From private property. Just say how's it and to greet you on behalf of private property? I just want to thank them before I do that for Hosting this event you guys are all private property clients And it's an amazing privilege for me to be working together with private private property They're such a great partner for my business and I'm hugely grateful. So all of you guys in the room Thank you and well done And then just before I ask Greg to come up and say, how's it to you? I just want to tell you about where we're going later today And then I want to give you those two freebies because I did promise those of you joined the webinar today That you were gonna get two free products from my online school. Okay, so first thing I want to share with you is This little successful real estate agent seminar at the end of today's webinar. I'm gonna be Talking a little bit more about this. So I want to just give you a heads up in advance where we're going later today There's gonna be huge value in today I'm gonna teach you six service excellence little secret techniques that are gonna make a dramatic impact in your business if you implement them And then at the end of today, I'm gonna tell you more about my flagship training course So how is it that we are profitable as a business as a training company? Well, our flagship training course is called the successful real estate agent. That is where I teach a Takes me seven and a half hours to do it But I teach a fully fledged referral generating system for estate agents So it is it's bespoke written for the real estate industry on how as an estate agent to generate referred leads So if you sit on the webinar until the end if you hang in there with me I am going to offer you a massive discount on the successful real estate agent course Plus I'm gonna throw in two free courses from my online school Okay, so there is a very very very good deal waiting for you if you stay on till the end of the webinar today Okay, the the freebies now what I'm gonna do is open up the chat roll here Okay, just give me a second. Just be patient with me just for a second while I do this I am going to put in the chat roll a link To the free value items and I promise this to you So what is this? This is a can I you should see it in the chat roll there under agent connect okay, this is a repository of Over five years worth of high quality newsletter items that we had professionally written by professional copywriters and then professionally designed by a graphic designer That you can send there in PDF form So what you'll do is when you click that link that I've just put in the chat roll It's going to take you to a checkout page on my school, but you'll see it's a 100% discounted link so you just go through the little process to register for that course and Normally cost five thousand Rand and I'm going to give it to you for free for joining us on the webinar today So I trust that that's a blessing to you then there's a second link I'm going to put in the in the chat roll there and that is For the wildfire service excellence e-book So there is a an e-book version and you should see that in there There's an e-book version of The little webinar that we're going to be doing today So if you don't catch it all today on the webinar, don't worry just download that e-book for free I think it's normally 150 Rand or whatever on my school But you're going to get that for free as well today and you've got that and you can read through it afterwards You know put it on your Kindle or on your computer or print it out or whatever Okay, so trust that those two things are a blessing to you and you can even if you don't get to do it now Just scroll down in the chat roll at the end of the webinar and go and download those things Right that was the freebies and then Yes, okay last point and then I'm going to ask Greg to come and say hi is I want to encourage you to be Kind to yourself today. What do I mean by that? About 25 years ago a guy called Michael Gerber wrote a book called the emith And then he re-released it a few years later called the emith revisited and one of the points he makes in that book is And one of the biggest errors Small business owners make is they spend all their time Working in their business and they never take time out to work on their business Now I don't I hope that makes sense to you but to work on your business Means you work on your systems you work on your procedures you you work on your strategies It's it's that whole thing where you stop chopping the tree for a second and you sharpen the axe now The temptation might be You know, wow you're gonna sit on this living webinar until 12 o'clock today with Steven and you know It's like two hours out of the office And you're gonna be tempted to be checking your phone during the webinar You're gonna be tempted to check your facebook because you're actually sitting on facebook as you watch this And my strong encouragement to you is just be kind to yourself Allow yourself the liberty to spend two hours with me because Just because you're not working in your business It does not mean you're not being productive because you are working on your business. You are sharpening your axe so give yourself the liberty to Switch the phone off don't go into your social media and just give me your attention for two hours I promise you it'll be worth it in the long run. Okay. Be kind to yourself Okay on that note. What I'm going to do is just shut my slide presentation down so that you can see greg And and greg wants to come and say hi How's it guys? Thanks very much for joining us for another webinar. It's a great having steve back again This is the second time he's done one on asian connect for for you guys We are probably also passionate about making sure that our industry keeps getting better keeps getting the right attention that it deserves And to try and help you guys service those end consumers as best as you possibly can We're so passionate and geared up on that and that's why I think it's absolutely fantastic That's so many of you have come here today and are watching right now Sharing the links. I see what you guys are doing sharing and liking and what have you with everyone else in the industry I'm so happy to see that half the battle is one that you have intention to even be here and taking time out of your day To come listen to steve because service excellence is what our industry is all about If we if we cut through all of it. This is what we live and breathe I know all of you out there in the field every single day just Using it and but every now and again you do have to take a step out and shop in you actually as steve said So enjoy the webinar We continue to put up more and more content for you guys I know steve's going to give you a fantastic go to day. I've heard This talk that he does before and you're in for a treat Thanks a lot and thanks to you. All right quick. Thanks so much Okay, awesome guys And if I could just ask you as a way to say thank you to private property because they do this at some expense Just just say a little thank you in the chat roll. I'm not actually looking at the chat roll So I'm going to just trust that you do that But please just give a big shout out To greg and sear in the office here who's worked so hard to put this together and just say thank you to them Okay, good. I'm going to open up my slide presentation again and we are going to get into our Presentation today. So just give me a second Okay, so Lots of testimonials, I'm not going to read these, you know, they say when you do webinars, you're supposed to read testimonials So that people know that you're not like a scam There's lots of testimonials. I could show you hundreds of these things that Emails that we've got through the years of what our system has done for agents. I've put some of them in The back of that manual. So hopefully you got an email from me yesterday saying how to download the little manual And I trust that you've gone and done that and at the at the back of that manual There's all sorts of testimonials that I've included go and read through them if you have any doubts whatsoever Okay, so hopefully you've printed out the manual. That's what it looked like if you haven't Okay, see what I'm going to I'm going to ask sear to keep an eye on the chat roll If lots of you don't have that manual we can put a link In it. I've got I've got a dropbox link that you can That you can use to go and get it. So in fact, let me do that I'm going to put a dropbox link to that in the in the in the chat roll. Just give me a second Okay, I've got the link and I just need to put it in the the chat roll here Okay, so that's a little dropbox link for the manual for today So if you didn't do your homework and go and print the manual you can click that download it and print it You might not want to print the front page because it's high color. But anyway, go ahead Then We're going to start on page one one of the things Okay, let's give a shot of private property. I've done that One of the things I'm going to ask you to do is if you've got that manual in front of you Get a pen because there's missing words that we're going to be filling in as we go through There's a number of reasons I do that. I'm not just being childish One of the things it does is it helps you remain focused during the hour and a half or so that I'm going to be teaching And one of the other things it does is it gives you something that you've put some personal investment into To take away with you after the webinar as you still continue to think through and your mind is mulling over some of the Things that we've spoken about Okay, so first question I want to answer is why should we do a webinar on service excellence, you know What it may seem like a silly question, but why should I do it in particular? Because as many of you probably know I specialise in teaching estate agents how to generate leads by referral I mean that's my area of speciality and we've got the successful real estate agent course seven hours on a referral generating system for estate agents Okay, but here's the point having a steady stream of leads is one thing which is what I teach you to do on my course But then once you've generated those leads Knowing how to service those clients once you've been introduced to them is equally as important And research from our organization and lots of experience working with tens of thousands of agents as we have over the years Has taught us that there are Six major service excellence strategies little secret keys. You might call them to providing the kind of service that your clients Will appreciate to the extent that they will become long term supporters of your business Now when I say long term supporters of your business, what do I mean? Two things long term supporters of your business will use you repeatedly themselves. So repeat business And then long term supporters of your business will refer you to their family and friends So we're talking about repeat business and referral business The experience that your clients have with you during the course of a transaction will have a huge impact on those two things long term Okay, that's why we are doing a webinar on service excellence And I think the first missing word in your workbook says this there is a huge difference between making a sale and creating an advocate There's a huge difference between creating a sale making a sale creating an advocate Right. What is an advocate? Well an advocate is someone who will be a champion for your business long term Now if you want to work exclusively by referral, which I strongly recommend to you as something you should be aiming to do You have to do more than successfully help someone buy or sell their home You have to Transition them at the same time while you're working with them in this transaction from knowing you To quite liking you to trusting you Now on the board behind me, I'm just going to get up out of my seat just for a second If you can't read the words on the board, don't don't stress too much about it. I'm going to close the presentation so that you can see Um, you be careful of all the wires that I'm connected up to here Okay, if you don't if you don't if you can't read these words don't worry too much about it I just want to show you generally what I'm talking about This is what I call the the kind of the influence scale on the left hand side We've got influence low influences when people only know you Then influence increases as people begin to like you they actually enjoy being around you And then the top level of influence you have the most influence over people is when people learn to trust you when they understand that They can trust you both from a A character point of view and a competence aspect for in real estate Now, how do you transition someone from knowing you to liking you to trusting you So that you can have increasing influence over them. How do you do that? Well Short answer is there's no short answer that you have to take time. So on the bottom here We have the passage of time Relationships grow over time. Correct trust is developed over time now I want us to divide this timeline into two separate categories. We've got We've got the one section of time here Which represents your mid Transaction in other words you meet someone. Let's call her mrs. Edwards. You list her property Ulysses Edwards's property You enter a transaction with her until that thing closes you are in a transaction with mrs. Edwards Let's say it takes four months six whatever There is a job to be done within this four to six month period while you were in the transaction with her Where you can if you do it badly By the end of that You've barely gone from her knowing you to liking you if you do it well However, during this transaction you can get the relationship way up here to trust already Now To stop for a second that is what we're going to be doing on this webinar How do you do that instead of that? In the course of a transaction Okay, but that's not where the job ends because The other huge question is after the transaction. So these words here say post transaction after the transaction How do you Maintain that relationship and and in fact keep keep it moving up keep the trust levels increasing rather than The relationship just drops to the floor when the transaction is complete I mean, can you see the huge difference between an agent who develops trust during the transaction? And then has now listen carefully a referral system A keep in touch system that runs in their business That continues to keep in touch with those clients long term after the transaction is complete now this here This whole keep in touch system is what I teach on The successful real estate agent course now That's the course I'm going to talk to you about at the end of my webinar And you're going to have a decision to take whether you invest in that course or not I think that is a helpful slide to get you To orientate yourself as to where we're going today We're we're focusing in this webinar here And then my paid course looks at the long-term keep in touch system. Okay Hope that made sense If that made sense, don't you want to just say something in the chat role and say that made sense to me? I'm going to just open up my slides again And we're going to continue through the manual together Okay, so yeah, do we have people talking in the chat role? Okay, excellent Right, so we're going to we're going to be not just making a sale. We're going to be creating an advocate How do you do that? You transition them from knowing you to liking you to trusting you There is a relational job to be done during the the course of a transaction And if you do that relational job, right You will not only make a sale, but you will create an advocate to a potentially refer you to many more clients in the future So here's the bottom line providing exceptional customer service Is good for your business Okay, I hope you believe that All right, there are six Little techniques or secret keys like Service imperatives we might call them that we're going to be doing together on this webinar And what I'm going to do is I'm going to give you the six now in advance And then we're going to spend the rest of our time together going through the six one by one. Okay So here they are and you can Fill these in in your manual. I think you've got. Yeah, I think you've got the missing words there. So the first one is You've got to communicate Understanding of your clients emotions Okay, that's number one communicate understanding of your clients emotions number two You've got to be Flexible during the course of that transaction. Okay, you got to show Number three you've got to wow your client little touches of service throughout the transaction Okay, you've got it and I'm going to teach you how to do that systematically in your business very very good discussion We have on that one Fourthly, you've got to give your clients your undivided attention Your undivided attention Number five you've got to keep the experience pleasant at all times And I know some of you thinking now that's difficult Well, you've got to do it got to work hard to keep it pleasant Even when things get difficult and tricky and difficult discussions have to be had And then number six is you've got to maintain constant communication Throughout the transaction, which is why I like Dave Scott. I think it was y'all Which is why I like Dave's comments so much on that feedback survey because he said exactly that maintaining constant communication is key To transitioning people from knowing you to liking you trusting you. Okay. So again, just orientate yourself. What are we doing? These are the six research proven ways in which you can during the course of a transaction Transition someone from knowing you to quite liking you to trusting you by the end of the transaction these six things So let's go through them one at a time technique number one Is communicating understanding of your clients emotions Now, do you know What the fatal difference between a good salesperson and a bad salesperson is Okay, so here's what I want to suggest to you and this is in your workbook bad salespeople try To coerce others to make decisions that they don't want to make While good salespeople Help people make decisions that they do want or need to make Okay, so bad salespeople never Listen And now are you hearing me? I hope so because bad salespeople never listen They think that the more Information that they give the more likely they are to make a sale Now just just think about that comment for a second a bad salesperson Has got their thing that they want you to buy And they're not interested in listening to you and finding out what you need or what you want They just want to sell you their thing And in order to sell you their thing That the approach that they take is is is not to listen, but it's to talk They just tell you as much as they can about their product hoping that sooner or later They're going to hit some hot button Of something that you do want and then you're going to buy this thing from Okay Well, if you think you're stressed You should see what things look like here Um, so guys Hopefully you can now log in good what we've done is just gone straight to facebook To facebook page and we've actually skipped the the webinar software which we were using So hopefully this resolves the problem But if I am back up and you can see me please for the love of all that is good Just put a comment in the chat roll and tell us that Okay, and tell us that you still love us and that you haven't lost patience Okay, great. I can see people are or in the or in the chat drop. Okay. Awesome guys. Thank you so much for your patience with us And I tell you I'm not quite sure where it dropped. So I'm going to just start From the beginning of point number one Technique number one, which is communicating understanding of your clients emotions. Um, so the one thing we're not going to have is Slides, which is fine. The slides are just augmenting. Anyway, you've got the little workbook which you Can download By the way, let me actually do this if you have not downloaded the webinar workbook um, I'm going to put A dropbox link for you in the chat roll. Okay, it's coming in right now from agent connect Okay, just click on that link and it'll take you to that the the manual on dropbox download it Even if you want to go, you know, follow with me on your computer Or if you want to print it out quickly and have it with you So in the absence of the slides, that'll just make a little bit of a difference if you've got the little manual Okay, all right People are people are apparently still connecting. So we're gonna just We're just gonna waffle a bit. I'll tell you what tell us in the in the chat roll I'm going to keep an eye on the chat roll here. Just tell us where you are Tell us where you where you work And why don't you make a comment on the state of the market at the moment? I've got some opinions on the state of the market Not not scientific but anecdotal. I've kind of been chatting to agents as I as I travel And uh, yeah, okay. I've got some I've got some technical help on my right hand side. Um, I've got Yeah, I've got some opinions on the state of the market. I well, let me not tell you I'd like to see in the chat roll what you guys think the market is doing at the moment And and how life as in the state agent is um, I'd also like to see a comment or two From agents who have um Okay, just do me a favor if you can if you can see me and you can hear me Just put a comment in the chat roll saying that the video and the sound feed are all good That'll just allay some of our fears that we are coming through loud and clear um I'd like to see how many of you guys have been in the industry for longer than 10 years So you managed to navigate 2008 and 2009 actually Looking back the huge hit to the real estate industry was mid 2007 when the national credit act was passed And that just started that whole cycle of things and then the global economic crisis in 2008 and interest rates it's something like I don't know 18 interest rate hikes in a row Uh, or seven in a row over 18 months or some I just remember there was a seven and 18 involved But uh, it was hugely traumatic at the time And I'll I'll just be interested to see how you guys would compare What we went through 10 years ago to kind of what we have been through as a country And I'll going through at the moment and what how how you think the market is reacting I'd love to see some comments on that So Sonia says, uh, the cheaper houses are selling like hot potatoes the expensive houses. I'm not selling um Working in properties from age 23 Now 52. So you've been in almost 30 years Sonia. Well done. Well done. Excellent So you've seen the ups and the downs and you're still in it um Okay, so guys just uh, I'm seeing a couple of uh comments saying sound is good video is good And do I have a green light to continue or people still joining? Can I hit it? Okay guys? Thank you so much for your patience um Technical heads, you know how it goes so What we're talking about is the six service excellence techniques to transition people from knowing you to liking you to trusting you And number one is communicating understanding of your clients Emotions and I was saying to you that a bad salesperson is someone who just doesn't listen they just want to give you information so that you'll buy from them, but Actually, that's not how you create advocates and I was telling a little story of how My wife's name is Danielle when Danielle and I were buying a new car many years ago when we just had small kids We went down to Renault and we were met there by Bernie the Rena salesman and Danielle had organized test drive with old Bernie And Bernie was very keen to get us into the car like no small talk whatsoever firm handshake and then come this way mr. Mrs. Johnson and he put us in the car and I'm not I don't think i'm exaggerating is from the time I met Bernie on the showroom floor Through our time on the test drive Through our time back at the showroom floor where we listened to Bernie some more Um, I don't think I am exaggerating when I say I didn't say one word not one word Bernie just talked and talked and talked and talked and um When he was finished talking just to be sure, you know that he got everything out there He talked some more and bless old Bernie's heart. He'd obviously recently been on the Renault scenic info course for the salesman and uh, he was keen to deliver via regurgitation Every possible fact about the Renault scenic that he could remember and boy, I mean he really gave it everything he had now If you've ever done any kind of sales training Maybe as an estate agent or maybe you were in another industry where you were a sales person This is standard sales training. They would have told you this don't sell features sell What somebody in the comment section just how do they finish that sentence when sales trainers tell you don't sell features sell Or maybe it's a bit of a lag Or maybe nobody knows but the answer is I'm I'm sure I'm going to see this come through in a second Don't sell features sell benefits. Yeah. So the idea there is you you don't say to a client Um, this house has high ceilings. That's a feature, right? What's what's the benefit? I'll see all the benefit comments are going to do now So you don't say this house has high ceilings. You say this house has high ceilings Which means it will stay cool in summer Okay, so the way you get from features to benefits is by using the words which means You know, the only problem with this advice is that it doesn't work Now why do I say that? Because that is not the best way to make a sale and it is certainly not the best way to create an advocate the only features and Benefits which a salesperson should be telling the client about are those which the client is interested in And how are you supposed to find out what a client is interested in? Obviously, you have to ask questions and listen to them and you see this was bernie's great error You know many memory is a funny thing as you As you get older and you sort of harken back to events in the past You don't remember them like crystal clear But in my mind I can still see bernie and his mouth moving But all I can actually hear is just blah blah blah blah blah blah blah Mr. Johnson blah blah blah blah blah all this information But then there's the sudden break in the clouds of my memory and to this day I can still hear bernie say this and mr. Johnston something else about this car is that there is titanium in the windscreen Which means that you won't get sunburned while you drive the car And then my memory goes straight back to blah blah blah blah blah blah blah blah blah blah blah blah blah Now for some reason my brain retained that one sentence But not for the reason that bernie would have liked And I think I do recall that that uh unbelief piece of salesmanship Because I remember thinking to myself bernie That is the most unbelievably arbitrary piece of information that any human being has ever Has ever given me And I remember thinking bernie I have absolutely no interest whatsoever in not having my arms burned through this window In fact bernie most of the time I drive with my arm hanging out the window, you know To get fresh air like I have no interest in titanium on the windscreen to not get sunburned bernie Why on earth are you telling me that and in fact I was thinking to myself bernie I know why you told me that Because you don't care about what I want All you care about is making a sale and so you're just vomiting all this inflation love me just bernie just stop Stop bernie because you know what I don't trust you anymore That was all going on in my head. I'm just sitting there very quietly, you know But you see in bernie's defense He was only doing What the sales training manual had told him to do Right. He wasn't selling features. He was selling benefits He even used those magic words which means So he had been listing feature followed by benefits for 20 minutes when he finally came to feature Mr. Johnston this titanium on the windscreen benefit which means You won't get sunburned through the windscreen. Well done bernie, you know Round of applause bernie. He did what the sales training manual told him to do only problem was of course That bernie was trying to get me to buy something that I didn't want it smacked of insincerity He didn't care what we wanted He didn't care what was important to us. He was only interested in selling us what he had so that he could make a buck Good sales people on the other hand Listen to their clients. See bernie didn't ask us any questions. He just vomited information on us The first thing a good salesperson does is ask questions because a good salesperson is trying to help people Make decisions that they do want or need to make a good salesperson Is an empower of others Not a convencer of others I hope that you hear that there is this massive misunderstanding globally around what a salesperson is A salesperson is not someone who can convince others or you can sell ice to eskimos. That's ridiculous A salesperson is someone who genuinely understands the wants and needs of others and then empowers them in the process of getting what they want It's a hot method. You know to me this thing is about the heart. It's about your intentions with clients Even if it means not making a sale to them Find out what they want. Find out why they want it Um, you know, and when good salespeople ask questions, they then listen actively They listen for certain cues and i'm going to suggest to you now. This is the next little technique When you ask questions, so here's a good question by the way, what's important to you about dot dot dot Complete the sentence for whatever you're whether you're working with a buyer or a seller What mr. Mrs. Edwards, what is important to you about selling your home? You know, don't assume you know the answer to that question let her speak um Right now when she answers i want to suggest you that you're listening for Not just anything you're listening for emotional cues. Okay, you're listening for emotional wants and needs You want to hear mrs. Edwards say something emotional in answer to that question Which tech number are you on? How do I find that out? On Oh, what page number? Oh, I don't actually know. Um, it's not a very long manual guys. You can just scroll through and find me. I'm under I'm heading number one chapter number one, which says service excellence imperative number one communicate understanding of your clients emotions It's got to be page one or two of the manual So we're right up front. We're still on the first of the six techniques Okay, so if you try to orientate yourself in the manual, that's where we are Okay desmond. Thank you desmond says we're on page two very helpful desmond. Thank you All right, we're on earth was our people. I was talking about emotional wants Some very passionate sentence about emotional one. So oh, yes, listen for emotional cues That's what what top sales people do they ask a lot of questions and then they listen carefully enough to know What is truly important to the prospect? What is what touches their emotions? okay Once you know people's emotional drive behind a transaction you can then meet that emotion with logical Solutions, okay logic does play a part in sales But the emotion underpins the logic now if bernie the rena sales If he had taken any time at all to just ask one simple question of danielle and me Mr. Mrs. Johnson, what is important to you about buying a new car? You know, he would have found out pretty quickly That the reason I was at rena and not anywhere else at the time was that their cars had a great reputation at the time for safety And this particular vehicle had the right amount of space for my growing family Okay safety and space those were two might to driving factors in buying a new car And what bernie should have done was he then should have told me predominantly about the features and benefits relating to those two Needs safety and space and then he could have woven into his whole discussion about safety How that would have made me feel knowing that my wife was driving my kids around In the car that won the european five-star best safest car in the world award at the time That mr. Johnson that'll give you total peace of mind as danielle is driving the kids to and from school And you know, that's how you link the emotional wants and needs with logical solutions helping people get what they want That's what bernie should have done But instead what did bernie do he told me about the bloody titanium and the windscreen so that I don't get I mean it's that is a great illustration of the difference between a good and a bad sales person once in one of my seminars many many years ago And an agent was getting really excited as we were speaking about this particular principle And he interrupted me if I remember quickly his name was paul and he said He said this is incredible He said I am busy trying to find a house for a scottish couple and she wants a big kitchen. So What I'm going to do this saturday because I'm doing a little viewing of a house Instead of marching them through the house and showing them everything I'm just going to take them straight into the kitchen I'm going to hop up on the counter and I'm going to make small talk while she enjoys the c view. I remember him saying And I said to him That's good thinking paul. I like it that you're heading in the right direction there, but can I ask you a question? Why does she want a big kitchen? And there was silence Is he he likes to scratch his head for a second and hopefully the penny dropped see he didn't know Why she wanted a big kitchen? Now I couldn't have scripted it better at that moment another lady in the audience She jumped up and she said I know why she wants a big kitchen And then as soon as she said that I interrupted and I said ma'am. I'm very sorry to interrupt you But do you realize you are about to make the mistake that I'm talking about? And she said that confused No, I'm not listen every woman wants a big and I interrupted her again. I said ma'am So sorry to interrupt you twice in a row, but you are making the very mistake that I am trying to teach you about Now in the chat role you tell me What is the mistake that that woman was making? Why do I say she was making the mistake that I'm talking about now when she said I know why every woman wants a big kitchen. What's the mistake she's making? Because if you can understand this It's going to open up the most incredible little service technique this little secret technique That is so easy to do and yet so powerful for creating long-term advocates It's going to open up a whole new world of service excellence for you if you get this Okay, I'm seeing lots of comments come through and you guys are all right assumption Assumption is the enemy of creating advocates now. Just stay with me. Okay. This is a slightly deeper thought than just burning their inner salesman Assuming to know why people want what they want And and why they want not just what they want why they want it is a huge mistake There are two problems with assuming to know why people want what they want Okay, first problem with us. This is the most obvious one is you might assume incorrectly I said to this lady, you know, you might have no idea The truth be told is you don't know why this woman wants a big kitchen You don't know their story. You don't know their life. They might really love tango dancing and When they got married 40 years ago That the only house they could afford of their of their own of this tiny little one bedroom Rented apartment in Glasgow in Scotland, which is freezing in the winter And the only warm room in the house was the kitchen and they might have had An absolutely minute kitchen and one day as they were huddled together in front of the stove The husband might have made this promise to his like his new scottish bride in this broad scott's accent Which i'm going to completely mess up, but he might have said to One day when we can afford it My body lasts We're not going to live in a wee hoos. You know what a wee hoos is so we This is a small house He said i'm not gonna i'm gonna buy you a hoos with an absolutely anonymous kitchen Maybe on your last and we're gonna do the tango in it. You know, I said you put no idea why this woman wants a big kitchen You don't know their story Most purchasing decisions are taken on emotion, right? When as an estate agent, you know, that's especially true of people buying or selling a home There is so much emotion invested in people's homes Logic and facts come second I'm not saying that people don't crunch the numbers and the people don't make sensible decisions They do okay most people do but What i'm saying is if you want to create advocates long-term advocates in your business Is you have to understand the emotion behind your clients transactions and unless you do that you will never Decision people from knowing you to like you to trust me and working by referral long term Now that that's the first reason I said you might assume incorrectly. What's the second reason you never assume not not You have to listen carefully to this. Okay You you should never assume to know people's motives because They have to feel as if they have had a chance to express these Emotions and desires to you in such a way that you understand them Okay. So here is an absolutely key principle at the end of a transaction and this is one of the big red blocks in your manual It is not enough for you to know what your clients want Number one, it's not enough for you to know what they want. Okay. They want a big kitchen now Paul knew that he knew they wanted a big kitchen, but that wasn't enough was it? Second principle. It's not even enough For you to know why your clients want what they want So even if Paul had like a little bird had told him that the Scottish couple love tango dancing and all of that Even that's not enough Now listen to this those last statements in the red block Your clients must know They must know that you knew what they wanted and why Okay, do you get it? They must know that you knew and why? Okay, and in your workbook here's the missing word Everybody wants to feel understood Everybody wants to feel understood If you want to earn someone's trust You have to get them to feel like you understand them And and you and you care for the things they care for That's what trust is So there's two steps if you want to get your clients if you like You understand them two steps. Okay find out what they want and why they want it And how do you do that? You got to ask them questions. You can't be burning their inner salesman You've got to ask what's important to you about this transaction and then listen Ask questions and listen and do yourself a favorite. You are one of those people prone to Interrupting prone to a rapid train of thought that comes out of your mouth When you are asking people questions about what they want and why you need to be quiet You need to let them talk and you need to peel the layers of the onion back And why is that important to you? Tell me more about that. Let them talk. Okay. That's step number one step number two is When your client is finished You need to mirror her emotions back to her Okay, so mrs. Edwards if I understand you correctly One of the things that you're wanting is a home with a garden where there's a lot of sunlight because your six-year-old daughter Loves playing outside and you want her to be able to have a warm beautiful peaceful space where she can do just that Am I am I right? Okay, I've just mirrored some emotions back to mrs. Edwards that she's expressed to me and now she feels like yes You actually understand what I want and why I want it most bad salespeople Wouldn't have even heard mrs. Edwards speak about her daughter They'd be too busy trying to let me show her the carport and the brass taps in the bathroom and the edge You know large sink in the scullery So you ask question listen then How do you mirror back their emotions? He has another little absolutely golden tip for you That will create raving fans. Okay, this is another block in your workbook there When concluding a transaction Use a handwritten personal note Use a handwritten personal note Right, and I speak lots of our personal notes in the successful real estate agent course I'll show you how to use them in a broader sense as As tools in your business, but he has one little way you can use them at the end of a transaction You send a handwritten note Together with a relevant gift As a way to demonstrate to the client that you understood her emotions Okay, so I think the best way for me to kind of Expound on that is is to is to give you an illustration using maybe some of the examples we've been using So for mrs. Edwards, you wanted the sunny garden for her daughter Maybe that little gift would be two floral hats that you leave in the home on the the day they move in One for her one for her daughter, obviously together with a little handwritten note that just says congrats on your new home mrs. Edwards You and Annie are going to spend so much quality time together in this beautiful garden And I thought that these hats would come in handy Stephen What have you just done there? You see now she knows that you knew She knows that you understood and that you cared and I'm telling you this she will refer you Until the cows come home Okay, if you have a keep in touch system to maintain that relationship long term That's what I teach on the successful real estate agent seminar Okay, so let's take another example for uh, paul and his clients is scottish the scottish tango dancing thing Maybe that would mean you know paul goes up and he buys a cheap little portable cd player He gets a tango music cd. He puts it in and he leaves the tango music playing gently in the kitchen Like on on the kitchen counter As he hands over the keys and there's this little note leaning up against the the cd player that just says congrats on your new home Mr. And mrs. Mcdermot May this kitchen be filled with music and dancing And with many fond memories of those days in gloss go See paul didn't just sell a home there He fulfilled a lifelong dream and what is more he created an advocate All right, that's number one now I said I didn't say this to you earlier, but number one was the most important of the six. So I've taken I'm gonna still have you out of here about 12 o'clock. Don't worry even though despite the technical challenges I took the most time on that first principle because I think it is the most powerful of the six And I trust that you found some benefit in it And I want to challenge you go and do this with with a couple of your your current clients Drill down deeper to try to get to the emotion behind the transaction And then and then mirror it back to them with a handwritten note and a gift a relevant gift at the end of the transaction And see what it does for you. Okay Then we're on to number two. So this will be on the next page of the manual is be flexible You've got to show your clients that you're willing to try Um bad sales people and here's the missing word Bad sales people are inflexible to their clients needs Good sales people on the other hand are willing to listen And will try to meet the client's needs Within certain uncontrollable boundaries Okay, so what I mean by that is you can't give people everything that they want because I mean sometimes people are unreasonable with you But you've got to at least demonstrate to them that you are willing to try If you want to create advocates You have to give your clients the genuine impression during the transaction That you are willing to try to give them what they want even if it is a little unreasonable Now this reminds me of An old movie some of you may have seen it was called falling down And it had michael douglas in it and in that movie michael douglas plays this like joe public kind of average working cross guy who's just lost his job He's just been retrenched And and he was treated in this really cold manner and it's just like he's just a statistic And he's getting sick of the kind of impersonal loveless Unkind nature of the world. Let's just kind of warn him down And there's this really great scene in the beginning of the movie He goes into this fast food restaurant and he asks the girl behind the counter Could I have some breakfast, please I'm sorry, sir comes the reply And it's this sort of tremendously Rehearsed smile on her face. We stopped serving breakfast at 11. You'll have to order something off the lunch menu so um Michael Douglas looks back and he says Well, yeah I don't want lunch and want breakfast So with the same sort of colgate smile that she obviously learned in the little training course that she did She said, yeah Well, that's too bad Because we're not serving breakfast anymore so He leads for me sister Is that the manager? And she gives him this like sassy look and She says Yeah So he leans over the counter and he says Could you call him for me, please? So she turns to the manager and she calls in the most cheerful tone. She says rick There's a customer that would like to speak with you So rick comes over And uh, he's the most nerdy looking guy. He's he's got he's got the clipboard under his arm It's like the system, you know, he's the system guy And he walks up with the clipboard And he is the epitome of everything that Michael Douglas's character in this movie is sick of The inflexible unloving impersonal system. So so rick says Yes, sir with kind of this half fake smile. Yes, sir um And uh and Michael Douglas says well Rick is that your name rick Rick, I'd like to order some breakfast, please And this obviously doesn't fit very well with rick's system So, uh, he repeated the words that the girl had originally said because they came straight out of the training manual I'm sorry, sir. We stopped serving breakfast at 11. You'll have to order something of the lunch menu So, um Michael Douglas looks at his watch and it's like 1103 or some, you know, ridiculously close time to 11 o'clock And he looks back at rick and he says rick If you ever heard the phrase The customer's always right And rick kind of looks says yeah And Michael Douglas says well Here I am the customer So, uh rick is undaunted. He he then says well, yeah, that's that's not our policy um You know, he's kind of undaunted by this because the system has to stay what the system is um And and he says i'm i'm really sorry And then at that point Michael Douglas says yeah, well, i'm really sorry too And he pulls the machine gun out of this tog bag and he's just stopped like he actually doesn't start shooting immediately He gets as much of a fright and what he's done is everybody else And he's got this thing and people are screaming and diving undercover and rick's flip board goes flying It's it's really hilarious scene that actually ensues um and It's it's a scene which I think every salesperson should go and watch in fact You can you can go and get it on youtube to say falling down Fast food restaurant scene and go and watch it on youtube And because we can all make people feel like that As salespeople how many times have you been asked by a client to do something that was completely unreasonable? And in response they asked you to do this unreasonable thing you hear these words coming out of your mouth No, unfortunately, that won't be possible. I'm sorry You know as if the word unfortunately somehow makes up for our unwillingness to try You know if you want to destroy an advocate if you want to destroy the trust of someone Just say no to them Immediately when they ask you to do something Now you can say no But don't do it immediately That's the little secret here. So I want to teach you Some absolutely magic words, which every salespeople should memorize and you use these words when You are you're about to hear yourself say no, we can't do that Instead I want these words to pop out your mouth. Here's what you say. Let me see what I can do You got it. Let me see what I can do Yeah, so the next time someone asks you to do something completely ridiculous like Uh, you know, we've only got so much cash Would you mind halving your commission so that we can make this deal work? You know instead of breaking out into uncontrollable laughter Followed by reaching for your machine gun. Just say this hmm That's um That's a creative solution. Um, I'd like to crunch some numbers Give me a day or two and let me see what I can do You see what that does is it disarms the tension of the moment And it makes them feel like well, Jim and I wasn't actually expecting that and this person's at least willing to go and try You know, then you come back a day or two later and you say, um I've been thinking about that this transaction and how we can make this thing work And you asked me to have a look at reduced reducing my commission I crunched some numbers. I spoke to um the management at the office And it turns out that that's not actually going to be a possibility here But there's something that I would like to suggest and then you offer another solution what you've done is Put it this way. What would have happened if Instead of just saying, I'm sorry, sir. We stopped serving breakfast at 11 when Michael Douglas asked for breakfast if she had just said, um Sir, we normally stop serving breakfast at 11, but I'll tell you what if you don't mind just waiting a minute Let me go back into the kitchen and see what I can do And if she'd gone back into the back of the kitchen and she hadn't even spoken to anyone She just sat there for a minute and then come back and said, sir I'm so sorry about this. I spoke with the head of the kitchen and unfortunately They've packed all the breakfast stuff away and you know, if you're happy to wait kind of 25 to 30 minutes Maybe they can find a gap to to to like cook you some breakfast And you know, otherwise, are you sure there's nothing on the lunch menu that you wouldn't mind? You know, he wouldn't have pulled out his machine gun. That's for sure The issue wasn't that he couldn't have breakfast. The issue was that no one cares No one cares enough to try Um, and in fact in the hilarious scene which follows after that By mistake, he pulls the trigger It's got like a hair trigger and he shoots caught the roof out and people are screaming and and he gets all nervous And as part of that he says rick uh rick I've changed my mind. I I think I will have some lunch So clients don't expect you to give them everything that they want Okay, people are intelligent. They know they're being unreasonable when they are But they do expect you to try and if you don't try you can forget about ever getting any referrals from Okay, that's principle number two So express a willingness to try Next one, uh, so this is number three of the six you got to wow your clients with little touches of service throughout the transaction Now understand that the biggest reason your clients will refer you is that you provide them with exceptional service Okay, that's the reason clients will will refer you You can have the best keep-and-touch system and I can teach you the world's best keep-and-touch system for real estate agents which I teach on a successful real estate agent seminar But if you've given bum service to a client, they're never going to refer you Okay, that is true however Uh, without that long-term keep-and-touch system. It's not going to work either. You've got to have both things in play In your workbook understand this principle making an impression that will last five or more years is not difficult Nor is it expensive Okay, now I'd like you to think about so for those of you who've bought your own home More than five years ago. So if that if you if that's you I've got a little question for you um, who was the agent that sold you your house? Over five years ago and do you remember him or her and do you remember anything outstanding? About that agent that they did by way of customer service So I'd love to see some comments in the chat roll around what it is That you remember that agent doing one little service technique one little thing that was kind of unexpected that they did that you that left an impression on you Okay, and I've done this enough times. You guys can keep watching the chat roll. I'm going to tell you what you're going to start seeing it is going to be easy insignificant inexpensive things to do but And and and actually what it turns out is only 10 percent of agents in any kind of seminar If I'm in a library among the 500 agents in front of you only kind of 30 40 or 50 agents raise their hands to say I can remember the agent from from five years ago turns out that kind of 90 percent of his state agents are unmemorable They're just not memorable And if you can remember something it's going to be something that is Both unexpected and unnecessary now those are the two words in in the in a workbook on the next little Red block there people remember anything that is unexpected And unnecessary Okay, so I'm going to suggest a little exercise to you and if you guys are in a group the the other thing actually Greg asked me to ask this of you guys I'd love to know this How many of you are sitting in an office right now with multiple agents watching on the same screen Don't you want to just put that in the chat roll? Just put a number of how many people are watching together with you Because we can see how many individual You know users are online But uh, we know for many of you there's maybe 20 or 30 agents in the room watching that So please put that in the chat roll. We'd love to know the answer to to that Um, okay, so here's the exercise. I'm going to suggest that you do make a long list Of the normal stages of a transaction. Okay, what do we call a transaction timeline? In fact, I've written this thing up on the the board behind me here Okay, so make a transaction timeline Very start of the transaction when you generate the lead initially and Perhaps when you let's say when you sign the sole mandate In fact, you can do it even before started at the mandate presentation if you work for the seller You can do one for buyers as well. So a mandate presentation here and then All of the all of the little stages in this transaction Right the way through to the day they move into the property or the buyer moves in And then the seller gets their money and the transaction is now finished There are a thousand little little Moments that you can mark along the way here. So the listing presentation Um, maybe a follow-up appointment then maybe the signed sole mandate Then you agree on a marketing plan then the first advert goes on private property and then the first Show house and then you know, not for the purchase and then the bond gets really I mean the whole list, okay Do this now if you're a team If you're working in office, I strongly recommend you do this as a team Get your office together and brainstorm what I'm about to tell you to do is such a powerful exercise What you do at every single one of the stages of this transaction is your brainstorm One two three service ideas that are Unexpected and unnecessary That you implement at this stage of the transaction. Now don't worry. I'm not going to get you to do all of them What we're going to do is we're going to choose like the three best ones And you're going to implement those but this at this stage of the exercise It's just a brainstorming exercise And different people in the office will have different ideas. So you'll end up with three ideas for Let's say the first show house you You know at the first show house you buy movie tickets For the for the for the family. Okay. That's number one number two you fill the house with flowers For the first show house and number three some other idea come up with three ideas For every moment. Okay, so you'll end up with 40 50 60 70 100 service ideas then On your own or if you're a team Look through all the service ideas that you've brainstormed and pick the top three. That's all Just pick the top three and then You do that thing every single time. So let's say You chose that one Every single show house you do from now until you leave the industry You that becomes a system in your business. You fill the first show house with flowers Okay, I believe in systems because systems make things consistent And if you consistently have three things that are unnecessary and unexpected I'm telling you now every single one of your clients will remember you in 10 25 your 10 15 20 years time Something which most estate agents don't get right most estate agents are not memorable Here is a systemic way of of becoming memorable Okay, I hope you take me up on that suggestion. It is a great A great technique. Okay Then one last principle, I think this is in your workbook as well Once you have made your wow impression The worst thing you can do Is then not keep in touch after the transaction You know, if you do the stuff I'm telling you to do you communicate understanding of their emotions You wow them with little touches of service throughout the transaction. You're flexible. They know that you care if you do those things and then The transaction ends and you don't then keep in touch with that person long term you have squandered I mean literally millions of rams worth of income over the next 20 years that would come through that person You must have a keep in touch system Again, this is what I want to teach you on the successful real estate agent seminal That's what it is designed to do to teach you how to keep in touch With various touch types and there's a cycle of different types of touches you have with them And how many touches you need to have in a year? We know the whole research and science around it Okay, how to keep in touch with people after a transaction. I'm going to teach that to you if you purchase the course Okay, number four. So we've done three of the six Techniques we're heading on to number four Give your client your undivided attention Give your client or undivided attention There was a huge poll done several years ago by the national association of real estate And what they did was they they actually um interviewed Joe public so not agents they they interviewed people on the other end of the spectrum the buyers and sellers of properties And they asked them a very simple question. What do you want from an estate agent? And they collated all the results and they came up with three things that are top of mind for every One of your clients. Okay, and here they are number one Top of the list they said we want our agents undivided attention Isn't that fascinating? I mean that should tell you something about What the average buyer and seller property Thinks about estate agents that they are distracted that they Aren't actually listening to me. They that's what people feel So undivided attention and then just for your interest the other two were Someone who understands their needs Right, that's why I spent 40 minutes on the first principle Ask questions. Listen feedback. That's why number two was they want someone who understands that and then number three is they want a salesperson they can trust and uh incidentally that is the biggest benefit of working by referral Is that when you've been referred to mrs. Edwards a potential seller When you call her to make the appointment she has already heard nice things about you and she is expecting the phone call From and hopefully you had one of those before as opposed to knocking on someone's door There is a level of trust she already has in you because her friend has spoken highly of you That is one of the the most important reasons to work by referral. It makes the process so much easier Okay So back to point number one undivided attention Um, there are really two categories in which I want you to think about this um Giving people your undivided attention when you um are Not with your clients and you're physically with them And then when you are physically with them. Okay, so let's just think about those two separately when you're not with your clients You must maintain contact with them You know if you if they try to get hold of you If they leave a message if they send you an email you've got to get back to them sharply They have got to feel that you are responsive even when you're not with them physically you can't feel like man This person has just disappeared Okay, that's actually what we're going to talk about in in technique number six today But under technique number four, it's that other one And this is the one we don't speak enough about is giving your clients your undivided attention when you are Physically with them now in the chat role You tell me what is the biggest enemy of giving your clients your undivided attention when you are physically with them? Can you guess? What is the thing that is going to tempt you to be distracted most often when you are with a client physically? And I know you all know what i'm going to be talking about here and that is your cell phone Yeah, your cell phone when you are with clients physically I'm going to strongly suggest you that you switch your phone off Or at least put it on to silence when you're with a client Just be careful with putting it on to silent because these days You know ladies love wearing tight fitting pants and men also we've got these skinny Skinny like chinos like this pair of chinos here And when you're talking to someone and your cell phone is in your pocket, okay? That's quite tight there Most people even when it's on silent their phone vibrates, right? I can't stand it when I'm talking to someone And I can see they're trying really hard to focus on me and and their whole leg The leg is vibrating and I can hear it And there's like electric shock going through their body and they're trying to focus on you and you know, they're not concentrating So that that's why I say just be careful with putting your phone on silent It can communicate the wrong thing your clients must know when you're with them You are with them You know you you're not making a few bucks selling widgets Like in some corner cafe like that's your industry You guys make an enormous amount of money on a single transaction and given how important that transaction is for people Don't you agree that you have absolutely no right to Ask them to wait while you take a phone call or you check a whatsapp message Or you check your email or or or something like that Okay, you have to Really be careful of your cell phone when you're with people Okay, and then here's the other thing with giving people your underwater attention when you're with them is maintain eye contact when you're speaking to them Okay, now don't overdo that Because that can get a little weird, you know you give them the death stare Okay, so just be careful with eye contact thing, but honestly You know what it's like when you're speaking to someone and And they're kind of almost like they're being followed by the FBI you talking to them and they're you know They're doing this the whole time you're talking to them and and they're looking over your shoulder and they're like it's so disconcerting When you're with you can't be with them give them your attention look them in the eye listen to them actively Okay, you know that's a small thing Gus, but it makes a huge impression with people when you're working with them Right, let's move on to service excellence technique number Five which is keep the experience pleasant at all times In your workbook here's the little block it says no matter how good you are at your work The process must be pleasant for the clients You know it seems that only kind of scientists and maybe school teachers can get away with being rude to their clients You know maybe software engineers to The point is not so much that People are not going to list their home with you Okay The problem is that when the transaction is finished Even if you were really good at what you did technically if you were unpleasant to deal with they are not going to refer you to their family and friends Okay, so just remember the first little slide on the on the board behind me We said you are going to transition people from knowing you to liking you to trusting you Well, don't don't overlook that middle one people have to like you So let me ask you this question. Do people like you when I deal with you Do people like you do your clients like you? Are you a fun and enjoyable person to be around? Or um, you know without being a joker. It's not what i'm talking about But are you are you light-hearted? Are you enjoyable to be with? Do you take an interest in them? Or are you a bit kind of impatient with people which which we in our industry? We can be because there's all sorts of other pressure Okay, can you are you a little passive aggressive when you don't get your way? Um, you know The temptation is always To have our eyes on the money and not on the relationship in real estate And of course the irony is that if you look off your relationships in real estate for 10 15 20 years You will make more money than most agents And you'll enjoy yourself too because you will work with people who enjoy working with you and who know like and trust you So there's a little rating little sheet in your workbook there And what I want you to do is give yourself a number out of 10. You don't have time to think about it I want you to just First number that comes to mind be honest with yourself Okay, one is I'm really bad at this 10 is I'm good at it. Okay So number one give yourself a number out from one to 10. I never lose my temper in front of the client Never lose my temper. I always keep my cool Does that describe you? I hope so Okay, give yourself a number out of one to 10 and number two I smile a lot Okay, without being weird I smile a lot people, you know, nobody wants to deal with someone who never smiles Um on the whole I'm patient with everyone I'm generally patient um, I'm I'm always polite so Gentlemen, I'm a bit old-fashioned when it comes to chivalry Do you open the car door for your clients? Do you open? You know the door of a home for your for for female clients to let them go through first And you know what old-fashioned chivalry also says if a woman is going upstairs and ladies at the syringe I'm sorry, but I'm old-fashioned. I think chivalry should still be alive A guy should walk behind the lady. Okay. She trips over her heels and topples back On top of you. You can catch it and same thing when you're going downstairs you go down in front of you You know little things. How are your manners with clients? You know, all of these things make an impression on people Um, how about this one? I always treat my clients with respect I treat people with respect I never interrupt my clients when they're talking This is this is big for some of you guys Because you got fast moving minds and and you got ideas and you got things that you want and I'll tell you the quickest way to lose someone's trust is to interrupt them And for some clients, that's difficult because they ramble and they talk and they go on and on and on But you know what? You get paid a lot of money You must be patient with them Don't interrupt people when they're talking and then the last one there's always humor in our relationships You know, one of the it's amazing human beings are designed to respond to to humor And and you know, you've done your job When at the end of a transaction There've been a few little private jokes that you guys can kind of look each other across the room When somebody says something or you see something where you both have a little giggle together That's really powerful when it comes to making friends, you know, making friends with people Burning trust Okay, so that was number five number six. We're moving on to the final one We've made good progress is maintaining constant communication throughout the transaction This one's pretty simple There is only one way to make sure your client feels at ease throughout your transaction together And that is constant Communication constant communication. I think that little block is in your work with that constant communication We've got to remember That our clients don't buy and sell homes for a living Okay, a lot of the time they are clueless about Suspensive conditions and when they are like Fulfilled and when they're not and bond stipulations and the transfer Process and legal documents and deeds of sale and you know, all the wonderful things that you seem to spend your life sorting out you know for for them This process is a little scary. It's their most expensive asset in the world um It's the the process is filled with unanswered questions and they need you to be constantly Constantly reassuring them They need you to be updating them on the process encouraging them that all is well. Everything's fine. It's all going well You just need to keep in touch with people and keep their fears allayed And in south africa and i'm sorry to say this guys. I've been doing this for a long time I've been doing this for over 15 years. I've trained tens of thousands of agents We've coached one on one hundreds of of south africa's best agents And I can tell you this is categorical fact in south africa State agents are infamous for dropping off the face of the earth After the signed offer to purchase gets sent off to the convening attorney But that is the most critical Time of the transaction to be keeping in touch because your client is is unsure They don't know what's going on behind the scenes and I know what you're thinking our attorney sends sms's They get it like a daily or a weekly sms from the attorney keeping up to that But can I tell you what half the time they don't know what that sms means When the sms goes out you need to follow that up with a phone call or an email just saying hey I know you got the sms about the transfer or the things being the deed has been lodged or whatever Here's what that means things are still going well great. I'll speak to you next week Just keep in touch with people This is how you keep yourself moving along the no like trust continuum with them Okay, so he has my recommendation to you is that you and this is in your workbook missing word diarise a weekly phone call to all current clients Diarise so you have it as a recurring appointment in your diary where you don't do any you don't book appointments in that time Whatever you know that between whatever it is eight and nine or eight and eight thirty It won't even take you that long on a Friday morning What I do is I phone My all my current clients who are in the midst of a transaction and I just give them feedback That's what I do on a Friday morning between eight and nine And then you can even tell your clients in advance You're going to get a weekly phone call or email from me Keeping you updated and then you obviously keep to that commitment Guys these are all little techniques, but they are incredibly powerful for earning people's trust Which is what all of today was a part Okay Now in your workbook apple tree Apple tree diagram. I don't have a copy of the apple tree. Yes. I can't show it to you in my manual But if you printed out that workbook Um, I've got a little analogy that I use for my referral system What I wanted so we've spent the whole Hour and a bit now speaking about the service excellence techniques that In the middle of the transaction techniques Now what I want to do is just give you some insight into what that that keep in touch system looks long term And I use this apple tree As a as an analogy as a diagram which I use to represent my referral system So I want you to have that apple tree in front of you And I'm going to help help you. I'm just going to fill in some of the missing words on the apple tree Uh, if somebody here could get that apple tree in front of me it would actually actually yeah, that'd be very helpful. Thank you so In the in the middle of your diagram There's an there's an apple tree and hanging from the apple tree of two apples. Okay What are the apples? What are we trying to generate long term? So the the transaction is now finished with mrs. Edwards We are now keeping in touch with their long term building a long term relationship What are the two things we're wanting to harvest from that relationship? And they are lead sources. The first one is repeat business That's why we want to earn mrs. Edwards's trust is so that she will feel like she can use us again in five years time When she sells her home so repeat business and then the second apple is referral business So repeats and referrals those the two apples Those the two things we're trying to harvest from our tree Now what is the tree? Well, obviously you get apples from apple trees, right? No rocket science there a little bit more rocket science here. Where do you get repeat referral business from? And some of you are thinking well past clients Yeah past clients, of course repeat business, especially is past clients. But where do you get referrals from? One of the things I want to teach you on the successful real estate agent seminar Is what the five most fruitful sources of referrals are? We know that there are five specific groups of people Who are red hot for referrals and obviously we suggest that you build your database You make your database up from those five groups of people so fill in On your apple tree The apple tree represents your database Okay, so that's what you put in for the apple tree and from your database you're going to be harvesting repeat and referral business Now In order to get your apple tree to be responsive In order to get nice apples from your apple tree your apple tree has to be fed, right? So on the one side of your apple tree you're going to see sunlight and the other side you're going to see rainfall Sunlight and rainfall that's what makes a healthy apple tree, right? So Database how do you get a database to be responsive? Because many of you have got a database sitting in an excel spreadsheet on your computer Some of you got like 3000 names, but you know what that's not a responsive database Okay, there's some there's some tips and techniques and secrets around that You need to maintain contact with that Database and it needs to be the right size. So I'm going to give something away for free here Your database needs to be this much shock some of you No more than 100 people Okay, and I call those people your advocates My system is designed to get you keeping in touch with 100 high quality people and getting Over time it won't happen immediately over time you begin to harvest 80 percent of your deals will come from those 100 people And I want to show you later as we close today why that works and it does work Right. How do you maintain contact? I think if I remember correctly this the left is the sunshine Sunshine is written communication. So we're going to send them stuff On the successful real estate agent seminar I'm going to teach you what to send them. There are six written communication techniques that we know Create a responsive database. There's six of them. Okay, the heading is written communication But that's not enough. You can't just send people stuff. You've got to follow that up with personal contact, right? So on the right hand side, you've got the rainfall. What is that? That is personal contact and under there there are Three types one of them has three subsets of personal contact systems that I will teach you on the successful real estate agent seminar Okay, that's the short version you've got a database of 100 people You are having multiple touch types with those people sending them different kinds of written communication things A handwritten note is one of the six We spoke about that today personal contact. There's different types of personal contact that you have You've got the system of keeping in touch and I'm going to teach you what the regularity of that system looks like Then you've got that little dude walking up his ladder, right going into the tree That dude represents well think about it apples don't just fall out of the tree and come to the farmer themselves He's no matter how healthy that tree is he's got to go and get those apples Same as true in working by referral if you want referral business You have to go and get the referrals from your database. How do you do that? So the little dude going up his tree represents dialogues dialogues scripts and dialogues Now i'm not going to turn you into the really bad call center guy who phones you at eight o'clock at night As you've just sat down for dinner and you can tell in the first five seconds that this guy's reading something on the other end of the phone Have you had that experience? I'm going to absolutely hate that I'm not going to turn you into that. That's not what we're talking about But we are talking about reshaping some of your language In key moments, there's six major dialogues I'm going to teach you that you use in key moments in your business That we know if you will say certain things at the right time It sends your your referral streams through the roof There are just some things you want to get get you saying at the right time And I mean you know that when you're giving a listing presentation I'm sure there's things that you You hear yourself saying every time you give a listing presentation because you know they work. They're good things Right, we're going to teach you some dialogues to work with With the referral system with your database Okay, then bottom right hand corner if I remember correctly, there is the service excellence thing Is a fragile container. Yes. Okay. Thank you. Great. Got it. So it looks like that. That's what you should be looking at Okay, that's what the apple tree looks like So I'm not going to talk about this service excellence thing here If you ever done try to do this backwards, it's impossible. So The service excellence thing is what we did today that fragile container is these six things that I taught you today And then on the left hand side, there's a little trailer there. Just put the word leverage in there That's we'll do that on the successful real estate agent seminar as well. We talk about leverage leveraging your business Okay, that is the apple tree. That's basically all I wanted to do on that And then I I'm going to finish. I've got about 10 minutes left I'm going to finish and then I'm going to hand over to greg who's just going to greet you And they're going to say a word or two about the facebook page Um, what I want to talk about is critical mass. Okay. What is critical mass? Well Uh critical mass is originally a scientific term Where something is ready to explode Okay, it has now reached critical mass in the marketing fraternity. They took this thing of critical mass They said now that is a cool idea. We're going to apply that to a marketing thing whatever So in what they did was they said well, when you have a certain brand of a product And and it gets associated with with the whole industry So that we don't even talk about this thing as its generic industry name anymore. We just refer to it by that one brand name That brand has now achieved critical mass in marketing terms. So you don't talk about Property portals now. Okay, you talk about private property Okay, these guys are on their way to having critical mass and it's through brilliant marketing other companies that you'll know of Like you don't vacuum a floor you You know, you don't do an internet search you Google something now What my system is designed to do is it is designed to create critical mass for you in your business Especially with these 100 people. So you've got 100 advocates You are implementing a scientific keep in touch system where you're building a relationship with those people long term And I will teach you exactly how to do that on the seminar. Okay You do that You are going to eventually get these 100 people to a point where when they hear the word Buy sell home house real estate property The first thing that they think of involuntarily is you Okay, that's what i'm talking about critical mass and that's what my system is designed to do now question What is the power of that why on earth do we want to give You know 100 people get them to critical mass. I mean how much business can you really do from 100 people? You're going to be shocked. Yeah, I'm going to show you show you the numbers A number of years ago the gallup organization Gallup is not the thing you do on horse. Okay, it's they do statistical surveys and studies They're an international market research company They did a study on how many people the average person knows In the sense of I'm walking down the street and I bump into Dave I don't know Dave well, but I know him enough that we would stop and have polite conversation Hey Dave, nice to see you again. How are you? Oh, we're busy selling our house. Really? We're also selling our house. What agents are you using and then there's a chance for a referral? Okay So how many people Or in the average person's life That's for to that category answer gallup poll 285 people Now if you build critical mass with 100 advocates where they think of you when I think of property And each of those people Can influence 285 people How many people does that give you access to by first generation referral only? 100 times 285 just take those two scoots them down there 28,500 people that is absolutely phenomenal You've built close relationships with 100 people and you are using certain predefined dialogues regularly Okay, you have to be priming these people with dialogues If you do that correctly, you will get access to 28,500 people now. How often does the average person move? Okay, so every person moves I've heard it be three years. I've heard every 10 years So what I'm going to do is I'm just going to go file it makes the math But you can let's say the average person moves every five years 28,500 people moving every five years. You've got 5,700 people that are going to be moving in the next 12 months, right? That you can get referred to through just 100 people. So my question to you is How many of those 5,700 transactions in the next 12 months do you need to make you happy? And some of you are going to be like I want all of them and you can't have all of them Sorry because it'll kill you So let's just take a percentage of us If let's say you only get referred to one in 10 of us Well, that would be five seven. Okay, you're not going to do five hundred and seven transactions. That'll also kill you So let's just do one percent So you just get referred to one out of a hundred of the potential referrals you can bring your hundred advocates You're going to do 57 transactions in the next 12 months by referral Okay, it doesn't stop there. Remember there's two types of apples. There's repeat business and referral business One of the little testimonials that you read in your workbook is by a lady called Carla Krill one of our clients in in johannesburg And she gave a testimonial in about july of that year saying she had already sold 10 of her advocates properties And that was not counting any of the referrals that she was getting So and that actually works with our numbers because 10 over six months would be 20 over a year and that's the same 100 advocates moving every five years is 20 deals on repeat business So yeah that together you're getting 77 seven transactions in a year right You know the beauty about that guys I'm not saying don't do the door knocking and the cold calling and the canvassing you can do that stuff But you have a database of 100 people who are You've got critical mess with you will do 77 deals at a very And I've got experience on this. Okay, that's conservative 77 deals you have not knocked on one door. You've dropped no flyers. You haven't done any geographic farming You've done no cold calling All you've done is you've earned People's trust You've built relationships So i'm unashamed about this thing. I believe real estate is a relationship driven game And yet so few estate agents have got a system To build relationships and that's the key here if you want to build relationships with 100 people I'm telling you now guys. You're going to need a system you you can't do that on memory and on good intentions Because you can't remember what You know, I can't remember what my wife told me over dinner last night Like you're not going to remember what a hundred people are doing and saying and you're going to need a system Now that is why I encourage you to invest in yourself invest in your business and purchase the successful real estate agent course Which i'm going to talk about now this thing sits squarely in The strategy for success for your business and For those of you know me, I'll give it a 30 day. No money I give a 30 day. No money back guarantee. No, I give a 30 day No questions asked money back guarantee on all my online courses You can buy the course if you don't like it you send me an email I will not ask any questions. I will simply refund you Okay, because I believe in what I do this system works But you have to invest in yourself and I'm going to encourage you to do that so Um This is tricky without the slides. I'm just going to have you get to just concentrate now because there's a whole bunch of things to remember When you purchase the successful real estate agent course that costs 6500 rand then there are two other courses which are going in a bundle today Which thanks to private property. We're reducing the cost of there's a course called the profitable be list That teaches you how not only to work with your advocates That's a successful real estate agent course But how to work with a bigger be list behind that advocate strategy How to set up a newsletter and and what the content of that newsletter needs to be And how to set up automatically triggered messages a series of drip fed messages I've got a whole strategy that I teach you to use with a big database So that you're keeping in touch with your 100 advocates using my primary strategy But then behind that you've got this electronic strategy It's keeping in touch with maybe a thousand people and you will get business from that be list So that's another course where I teach that and that's going in for about 1420 rand. I think it is and then there's another course on Okay, let it be a surprise. It'll be in the bundle that you purchased today So the bundle comes to nine and a half thousand rand. It's especially being put together How do you purchase that there is a link that is going to be put in the chat roll? I'm going to put it in and I'm and I think Sia is going to put it in as well. Is it in? Okay, great So there's a there's a little check out when you click this page. It's going to take you to a checkout page on your on your screen And that's going to be what that is. Sorry is a discount I was going to tell you about the discount So for those of you who register while you're on the live webinar today You're not going to pay the nine and a half thousand rand I'm giving like a 60 discount and it comes down to three eight five zero Right and that's for today only and you can say a huge Thank you to private property for for brokering that for you So click that button It'll take you to the discounted checkout page and then it'll take you through the process once you put your credit card details in I trust that many of you will invest in that take me up on this opportunity guys You're not going to get this opportunity again anytime soon and it's a really good deal So I trust that there's been enough value in today for for me to earn your trust to do that Okay, I think that's me I'm going to say Goodbye to you. I want to just thank you guys as Greg is making his way over to the to the table to greet you I want to say thank you so much guys for your patience I know at the beginning of the webinar we had some technology hitches But thank you so much for persisting through with us logging back in on the facebook page And I trust that you got value from the time that we spent together So god bless you and for those of you who do decide to click on that link and buy my course I'll see you on the other side. So thanks very much. Great over to you Everyone thanks so much for spending some time today with us and thanks for your patience When we had a little technical glitch earlier the video We will stitch the two little videos together and have it up on the agent connect page for you So you're going to be able to watch the whole thing from start to finish if you want to reference it Or if you missed any part of it or anything like that And just one or two other points I don't know if you've seen but we've got a like our page 10 000 random your hand competition. So If you want to go on to facebook Go on to the agent connect page and make sure that you like the page Always get confused and like posts But actually you need to like the page itself And one agent at the end of the year is going to get 10 grand in their hand just for doing that The whole idea of agent connect for private property was literally just to give you guys some We are such in such a privileged Position as private property. We get to see the whole industry. We get to see the whole market And that's something that we think comes with a bit of responsibility And we take it very seriously try and give something back to the industry wherever we can and try and help you guys Give a better give a better service offering to the end consumers, which of course we're all trying to do Then I would also ask if you Have the time and the patience for it. Um, give us some feedback. We really really are interested We often post surveys and what have you on to the page, but even just in the comments We read them all we we reply to nearly everything even if it's not a question So give us a little bit of feedback. We'd really like to hear from you It makes a big difference in shaping the kind of content that we show up And then as a last point I just want to say thank you to steve. I think you did a really great job again Even with the technology being a little bit 50 50 and us having to work around it, but we are learning And I think the industry owes it to people like steve who really do take the time and energy Put really useful courses together to try and empower everyone And I really this is something that's so in line with our values as well So I hope you guys have enjoyed it. We will be doing another webinar in another month You'll have to wait and see who that's going to be at the moment We have two great speakers that both want to come and chat and we're going to have to work out who's going first And I hope that's going to be beneficial for you and I hope these things sort of run smoother every time we do them Thanks so much for your time. I really appreciate you all being here. Cheers