Listen. Then talk.
Scripts are your language of sales – and they work! Read on as Brad Korn quizzes KW agents Sean Provencher, Mike Hicks, Danielle Glew and Gene Arant about the scripts they use to handle objections and get deals done.
Facilitator Brad Korn, a seasoned agent with 24 years in the industry and a nationally recognized team, began the discussion by explaining that scripts are essential shortcuts in this business. Korn then turned the conversation to the panelists and asked, “What is your mindset behind scripts?”
“Scripts allow me to consult with the client. They allow me to connect, relax and listen to the client because I already know what I’m going to say,” explained Gene Arant. Since mastering his scripts, Arant has found that his meetings have taken on a different tone. Both he and his clients are more at ease and they feel more assured that they’re being listened to.
“Scripts will not change you or turn you into a robot,” explained Sean Provencher. “You have the ability to make scripts your own by putting your own personality into them so they feel comfortable for you.”
Mike Hicks, the most seasoned veteran on the panel, said that, “After 28 years you learn what works.” While he didn’t care for scripts when he first started out, he eventually realized that scripts are necessary in order to have a successful business.
“It’s empowering to have the confidence to already know what you’re going to say next. I feel confident in knowing how to guide the conversation,” added Danielle Glew, who admitted that before she joined Keller Williams, she had never used a script.
Use Scripts to Answer Questions and Understand Motivations
“A seller wants to list their home higher than the market rate – what do you do?” Korn asked the panelists.
Glew responded first saying, “Never give a price first. I always ask them what they think the price should be before I give the price.” Hicks agreed and added, “It’s crucial to ask questions to understand motivations.” When sellers say they want more for their house, agents tend to go right into judgment mode. Hicks suggested being prepared with the following one-line script: “Why do you think your home is worth this amount of money?” He has found that oftentimes they don’t have an answer.
Always remember, it’s important to listen to the seller’s perspective before determining what your answer is going to be. Let them talk and LISTEN.
Scripts for Discussing Commissions
Korn set up the next question for the panelists: “A client wants to lower your commission – how do you handle it?”
Provencher suggested avoiding the commission discussion unless you know there’s a victory there.
“You have to spend time on your listing presentation covering what you do upfront so the client understands why you’re asking for the commission that you are,” stressed Hicks.
Glew agreed that preparation prior to the appointment is critical. “If you don’t currently have a pre-listing questionnaire, you should. It will help you understand a person’s motivation for selling. It allows you to go deep and add more value in your listing presentation. If you’re doing it right, the commission discussion may not come up at all.”
Perfect Practice Makes Perfect
Each expert on the panel agreed that you must practice your scripts over and over again in order for them to sound natural. Glew said that she and her team attend BOLD. They also bring in experts from the field to get a fresh perspective and enhance their level of knowledge on scripts. Arant agreed on the importance of BOLD stating, “Attending BOLD is when I started actually practicing scripts.” Over time he saw his skill level steadily increase. The panelists also all agreed that it is best to find a partner that you can practice with. It was suggested that practicing for 60 - 90 days with the same partner and then switching to work with another individual is a great approach. That way, you’re always receiving new, constructive feedback and getting a fresh perspective.
Start Today by First Benchmarking Your Performance
While everyone could benefit from learning scripts and practicing them more, Korn recommended that you begin by recording yourself. Record your conversations for an entire week and then play them back to hear exactly how you sound. This exercise is often enlightening and motivating. “After all, you are going to be your toughest critic!”