First Call…
By Myles NewellThursday, April 17th, 2008
… you had me at Hello
Myles Newell of Waypoint was good enough to share with us his phone training workshop outline. While I’m sure many of you have done this hundreds of times, it never hurts to review these points from time to time and make sure we haven’t forgotten how to do it right.After all, ad calls are more than filling out a form for data entry – it’s the first point of contact, that all-important first impression where you start building a relationship with the prospect. Myles starts with the Inbound or “Ad Call”, then follows up with the initial outbound call.
WAYPOINT PHONE TRAINING WORKSHOP
Inbound Ad Call
- Always seem excited to receive the call – slow down and relax. It may be the 10th call you have taken this week but it’s the first for the customer.
- Always know when & where your ads are running and what they are.
- Have a plan.
Step 1: Greeting
Agent: This is Myles, How may I help you?Customer: “Yeah, I saw your ad and just wanted to get some information mailed to me.”Agent: “Great. I can do that. Just let me get your information and I’ll overnight that information to you. Just let me get your name and address.”Prospect: “Joe Jones, 131 Laydown Way, High Cotton, NY 33414”Agent: “Okay Joe is there a number I can reach you at to make sure you get our information? (I think it’s best to ask for a daytime number to call during the day. Set it up by saying you don’t want to bother them at night.)”Prospect: “Sure. 757-321-9340.”
Step 2: Lead Source
Agent: “Okay great. By the way, Joe, how did you hear about us?”Prospect: “I saw an ad in the Wall Street Journal.”Agent: “Wow. We have had a lot of folks calling off that ad today. (SUBTLY BUILDING URGENCY)Just curious: What about the ad caught your eye?”KEY POINT: How they respond will determine how the call goes from here. You should be prepared with pre-determined replies to each of their responses. You can’t prepare for them all, but you can prepare for a lot of them. Discuss these replies as a group.
Step 3: Create Interest and Grab Attention
Discuss with your team possible response topics and next line of discussion and questioning.Why would someone call your community??List 10 possible points and responses
Step 4: Learn Their Familiarity With AreaSkip this step if they answered area before
Agent: Have you ever visited Florida before?Agent: If yes, where?Agent: Did you look at real estate while you were there?Prospect: YesAgent: Than I am sure you can appreciate our values at this ground floor stage. Where have you looked? Compare likes/dislikes. Point out competitors. Insert 3rd Party StoryProspect: NoAgent: I guess you were vacationing which is what you were supposed to be doing. If you had of looked at real estate you would truly appreciate what a strong value we are. (Need 3rd Party)
Step 5: 30-Second Commercial
Agent: “Well that sounds great. I will get this package out to you but let me explain to you what you are going to be seeing.” Now you hit them with your 30 second commercial. You will need to tweak this a little based on what they have already said to you. It should convey excitement, inspire curiousity and create urgency.Prospect: “It seems pretty grand.”
Step 6: Give Developer Information
Agent: By the way, have you ever heard of our developer(s)?(If the Developer is why they called obviously skip this step and go to the next one.)If Yes-“Really how have you heard about us?”Relay this story into something positive about our community.If No-Agent: Developer Brief
Step 7: Get Additional Interest
Did anything else in the ad you saw have particular interest to you?Any particular amenities you are looking for?This is a chance to get more information about them.Use your same stuff as above as you are now talking about a different topic.
Step 8: Learn Property Needs
Do you have any idea what type of property you may be looking for?Property Type #1_________________________Property Type #2_________________________Property Type #3_________________________
Step 9: Set Appointment
Agent: Based on what we have discussed does (YOUR COMPANY) sound like something you would have an interest in looking into further?YesAgent: Well the best way to see if (Your Community) is something that may or not be a fit for you is to come take a look. Let me tell you about our Dream Sampler Package. The folks who have visited have said you can’t really appreciate what we are doing unless you come take a look. Explain package details. Would July or August work better for you?NoAgent: Well thanks for your time. Feel free to pass the info on to someone you feel may have an interest.I don’t know. We’ll seeAgent: The best way to see if (Your Community) is something that may or not be a fit for you is to come take a look. Let me tell you about our (Mini Vacation) Package. Explain Package Offer. The folks who have visited have said you can’t really appreciate what we are doing unless you come take a look.Would July or August work better for you?
Outbound Initial CallThis is assuming you did not have very productive inbound ad call OR they inquired via the internet or BRC.Step 1: Verify Receipt
Agent: Mr. Jones I just waned to make sure you got the information I sent you. Have you had a chance to glance at it?Prospect: Yes
Agent: Great. How did you feel about it?Prospect: No
Agent: 30 Second Commercial
Step 2: Learn Interests
Agent: Just curious what about the ad prompted you to request information?
Discuss with your team possible response topics and next line of discussion and questioning.
- Why would someone call your community??
- List 10 possible points and responses
Step 3 and 4: Familiarity With The Area
Agent: Have you ever visited Florida before? Where?
Find their likes and dislikes.Agent: Did you look at real estate while you were there?Prospect: Yes-
Agent: Than I am sure you can appreciate our values at this ground floor stage. Where have you looked?
- Compare/Likes/Dislikes.
- Point out competitors.
- Need 3rd Party Story
Prospect: No-
Agent: I guess you were vacationing which is what you were supposed to be doing. If you had looked at real estate you would truly appreciate what a strong value we are.
- Need 3rd Party Story
Step 5: Developer Information
Agent: By the way, have you ever heard of our developer (s)? (If the Developer is why they called obviously skip this step and go to the next one.)If Yes-
Agent: “Really how have you heard about us?”Relay this story into something positive about our community.If No-
Agent: Developer Brief
Step 6: Get Additional Interest
Agent: Did anything else in the ad you saw have particular interest to you?
Any particular amenities you are looking for?This is a chance to get more information about them.Use the same stuff as above as you are now talking about a different topic.
Step 7: Learn Property Needs
Do you have any idea what type of property you may be looking for?Property Type #1_________________________Property Type #2_________________________Property Type #3_________________________
Step 8: Set The Appointment
Agent: Based on what we have discussed does (Your Community) sound like something you would have an interest in looking into further?YesAgent: Well the best way to see if (Your Community) is something that may or not be a fit for you is to come take a look. Let me tell you about our Dream Sampler Package. The folks who have visited have said you can’t really appreciate what we are doing unless you come take a look. Go over Package. Would July or August work better for you?NoAgent: Well thanks for your time. Feel free to pass the info on to someone you feel may have an interest.I don’t know we will seeAgent: The best way to see if (your community) is something that may or not be a fit for you is to come take a look. Let me tell you about our (Mini Vacation) Package. Go over Package. The folks who have visited have said you can’t really appreciate what we are doing unless you come take a look.Would July or August work better for you?