Jennifer Allan's Selling to Your Sphere of Influence - No Sales Pitch Required!

Have you ever noticed (or is it just me) that the people you actually "market" to aren't the ones who actually respond? In my worlds (‘ritin' and real estate), I find that the bulk of my business comes from those who have not received any direct sales pitch from me. Either I'm a lousy sales-pitcher (very possible) or maybe (just maybe), people don't want to be sales pitched.

Here's an example. A few weeks ago I got a call from a lender with whom I've done a little business the past. Just your basic catching-up call, prospecting, I'm sure. Well, I happen to know that this lender does a lot of seminars for local Realtors and since I'm also in the seminars-for-Realtors business, I asked him if he'd be interested in bringing me along on one and letting me say a few words. He hemmed and hawed and changed the subject (I'll take that as a NO). Now, I get asked to speak all the time (particularly by lenders), so I don't think what I offered was too far out of line; in fact, I thought my offer might be greeted with enthusiasm. Uh, no.

In my real estate business, I know for sure that when (in the past), I've outright asked for business - either in a self-promotional mailing or local advertising, I can count on zero hands how many positive responses I got. But I do GET business - it just comes in organically - that is - people hear about me or meet me or stumble onto my blog and THEN pursue me. And, often hire me or buy my stuff.

This is somewhat comforting, yet irritating to me at the same time. Hey, I spend perfectly good money getting my name out there, so when my marketing efforts crash and burn, I'm pretty darn annoyed. Believe me; I had plenty of other uses for that money!

But, of course, I find myself doing the same thing. I delete inbox SPAM with a vengeance and often ignore (or politely decline) invitations to cross-link my site with others. I certainly use TV commercial time to check my email or refill my wine glass. I never look at the promotional material that clutters up my mailbox or Oprah Magazine and I toss out all the inspection and carpet-cleaning brochures that fill up my inbox at RE/MAX. I can't say that I give a second glance to the gawd-awfully expensive advertising that covers the pages of my Realtor Magazine. I hang up on cold-callers.

So, what's the alternative to aggressive self-promotion? Stay tuned for MY thoughts on the matter... but please share yours!

www.SellwithSoul.com

I recently wrote a blog called "Hang in There, Rookies! It Gets Easier, I promise! which was about how once you get a few SPC's (satisfied past clients) under your belt, this job really does get easier - the bringing-in-business part of it anyway. SPC's are by far the best source of business in our business and if you have enough of them... who know where to find you... you can pretty much be set for life. It's a beautiful thing.

However, in the meantime, while you're searching for those soon-to-to-be SPC's, you need to come across as a Reasonably Competent Human Being (RCHB) to everyone you know and everyone you meet. An RCHB is someone who is reliable, intelligent, organized, ethical and knowledgeable and can be trusted to show up and work hard. Whether they sell real estate or take your order at the Village Inn - you can just TELL if someone is an RCHB, can't you?

If you're new, but are perceived as an RCHB in your social circles, it will go a long way toward generating business and referrals from the people you know. Perhaps even more than being friendly, although being friendly will help a lot, too.

So, how can you demonstrate to the world that you're an RCHB?

1. Be on time
2. Return phone calls promptly
3. Strive for 100% error-free written material
4. Watch your language
5. Be emotionally mature
6. Do what you say you're going to do

Be on Time is self-explanatory. Don't be late. Not for business appointments, social engagements or your massage. Every single person you come in contact with has the potential to be your biggest fan. Don't blow it by disrespecting their precious time or looking too unorganized or flustered to show up when promised.

Return phone calls promptly. Ditto. Return all calls as soon as you can, not just business ones. Call even if you don't have an answer yet. Call even if you don't want to.

Strive for 100% error-free written material. Obviously, this includes any promotional material you create (personal brochures, newsletters, website, etc.) but also any personal communication between you and your SOI. Your announcement or reconnection letter, and even your emails should be pretty darn clean. Not everyone is a terrific speller or grammar-phile, but please make the effort. I'd hate to see you run off even one referral because you can't find the spell-check button or figure out how to capitalize the first word in a sentence.

Watch your language.  I hope the following doesn't offend you. If you want to demonstrate your professionalism to the people you know, you need to cut down on the four-letter words. It's a habit many of us have, but unfortunately is a habit that can cost you business. I have a friend who is an insurance agent, but her language is so rough I wouldn't dream of referring anyone to her. I'm sure she wonders why. Does she behave that way with her clients? I don't know, but I'm not willing to take the chance with my precious referral business. 

Be emotionally mature? Huh? This is another potentially touchy subject. And, females, it's mostly directed at us. Some of our friends have seen us at our most pathetic, haven't they? And we've seen them at theirs. But, as someone who is hoping to project a professional persona to her friends, you might have to tone that down, or at least be very particular to whom you... um... "talk" to. It may be difficult for your sob-sister to see you as a competent professional. I've had a few girlfriends in my life whose personal lives were such a mess I truly couldn't imagine they could perform professionally in a work environment. I'm sure they did, but, as much as I loved them, I simply wasn't confident in their professional abilities.

Do what say you're going to do.  Strive to never let anyone down. Don't cancel at the last minute or simply not show up. Learn to love a to-do list if you don't already. If you tell someone you'll call, call. If you RSVP to a party, go. If you promise to put a check in the mail, do it NOW!  If you owe someone money, pay it promptly. If you borrow a book, return it in a reasonable amount of time

Notice that none of these items are specifically about being a good real estate agent. That's because if a friend or acquaintance has never used you as a real estate agent, there's no way to prove to them that you're a good one until they do. And, of course, it's not effective to simply tell someone how great you are - you have to show them, which you can't do until they hire you. But if you come across as a generally reliable, responsive, intelligent, competent person, most people will assume that you're a good real estate agent, too.

And then... you're on your way to having some SPC's!!!

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