2. The Objectives of Today’s Workshop
Review key sales techniques that will help you tell your value story and present an effective marketing plan.
Explore how using the key sales techniques and the new marketing plan will help you secure more business.
Practice delivering the Weichert Listing Presentation and applying the key sales techniques.
Read each bullet on the slide to explain the objectives of the workshop.
Note to facilitator: The overall objective is that associates practice presenting the new Listing Presentation following the 5 step process and using key sales techniques to effectively share the Weichert Value Story. Having enough time for everyone to be able to practice is much more important than enough time to cover all of the training content.

3. What are the objectives of the Weichert Listing Process?
Get to know the client.
Get to know the home.
Explain the customized marketing plan for the home.
Share the value of you and Weichert!
Discuss and agree on price.
Secure the listing.
Read the question on the slide and have an open discussion about the objectives of the Weichert Listing Process?
Click to reveal the bulleted answers to summarize the discussion.

4. Examining our Full Sales Process
Why do we do Getting to Know You versus getting to the Listing agreement?
Why do we do a customized Listing Presentation versus a canned proposal?
Why do we do a Price Trend Analysis versus pulling comps or doing a “CMA?”
Read the questions on the slide and have an open discussion about each step of the Weichert Listing Process?
Click to reveal the bulleted answers to summarize the discussion.

5. The Weichert Sales Process
The value story for working with YOU and Weichert is embedded within our sales process.
It allows you to:
Personally, emotionally connect with your client
Build trust
Demonstrate your value
Show how you’re DIFFERENT
Show why you’re worth it
Click to reveal the bullets on the slide to emphasize how the value story for working with the associate and Weichert is embedded in our listing process.

6. Demonstrate Your Value FIRST
Proving your worth is as easy as 1, 2, 3:
Step 1: Get to Know Your Sellers and their Home
Step 2: Share the Weichert Value Story (use the customized marketing plan)
Step 3: Present the Price Trend Analysis
Click to reveal the bullets on the slide to briefly review the importance of demonstrating your value first in each step of the Weichert Listing Process.

7. Which is typically perceived as a better service model?
First Things First
Which is typically perceived as a better service model?
A. Standard and Generic
B. Personalized and Customized
The correct answer is B
Click to read the question and the two answer choices on the slide.
Click to reveal the answer to emphasize that we have a listing process that provides customers with a customized plan to market and sell their home.

8. Step 1: Getting to Know You and Your Home
Sellers Think: Do I like you? Do I trust you?
You’re using the “Getting to Know You” tool to:
Build rapport
Demonstrate your professionalism
Show sincere interest in the sellers
Learn about the sellers and their home
Separate yourself from the competition
Review the slide to review the objectives of the first visit, using the Getting to Know You and Your Home tool.

9. First Visit: Getting to Know You and Your Home
Establish rapport
Take the lead and set the agenda
Uncover needs and priorities
Get to know the home
Close and confirm 2nd appointment
Distribute and review the Getting Know You Checklist
Play video segment #1
Review the slide to review the five steps of the first visit, using the Getting to Know You and Your Home tool.
Distribute and review the Getting To Know You Checklist.
Show the first segment of the Weichert Value Story video.

10. Getting to Know You and Your Home
What did you see Ann do well?
What would you do differently?
Which steps did she follow?
How is the first step critical to the Weichert Listing Process?
Review each question on the slide to conduct a discussion of the video segment.

11. Second Visit: Share the Weichert Value Story
Sellers Think: Are you competent? Can you represent me? Can you bring me buyers? Will you work hard for me?
You’re using the Weichert Listing Presentation to:
Demonstrate value
Show you have a plan
Express your commitment
Gain their confidence
Review the slide to review the objectives of the second visit, sharing the Weichert Value Story and presenting the customized marketing plan to your sellers.

12. The Weichert Difference . . .
Six Distinct Advantages
Review and explain how the Weichert Listing Presentation is made up of six distinct advantages and that is how the Weichert Value Story will unfold as it is presented to the sellers.

13. Second Visit: The Listing Presentation
Continue to build the relationship
Open and preparation
Uncover needs and engage the client
Provide value and service
Close
Distribute and review the Weichert Listing Presentation Checklist
Show video segment #2
Review the slide to review the five steps of the second visit, sharing the Weichert Value Story.
Distribute and review the Weichert Listing Presentation checklist.
Show the second segment of the Weichert Value Story video.

14. The Weichert Listing Presentation
What did you see Ann do well?
What would you do differently?
Which steps did she follow?
Did Ann demonstrate the value of working with her and Weichert?
Review each question on the slide to conduct a discussion of the video segment.

15. Refresher of Key Sales Techniques
Value Statements
Differentiate Yourself
Engage the Seller
Defer Technique
Closing and Getting to Yes
These skills are critical to presenting an effective marketing plan and securing the business.
Review the key sales techniques that were demonstrated in the video that allowed Ann to demonstrate value first.
Facilitator note: This slide is just a brief introduction of the key sales techniques. The slides to follow contain a slide or two for each technique. Depending on the audience’s skill level and responses during the video discussions you can gauge how quickly you can move through the following slides. Remember, the overall goal is for associates to practice presenting the new pages.

16. Mr. and Mrs. Seller are probably thinking “So what.”
“Mr. and Mrs. Seller, did you know that Weichert.com receives over 100,000
hits per day?”
Mr. and Mrs. Seller are probably thinking “So what.”
Click to reveal the statements on the slide as an introduction and transition to the Sales Technique – Value Statements.

17. Refresher Create Value Statements
Statements that contain a feature or fact
Statements that contain a benefit or meaning to the client
Use bridges to connect the two
This means that . . .
What this means for you is . . .
With this you get . . .
Because of this, you will be able to
Do you remember any value statements that Ann used?
Click to reveal the statements on the slide as a review of the Sales Technique – Value Statements.

18. Example Value Statement
Bridge
Feature
Benefit
When buyers search online, we have the ability to directly connect them to a sales associate like me.
Our response time to interested buyers is minutes compared to days, getting more buyers previewing your property sooner.
This means . . .
Click to reveal the statements on the slide to review and example of the Sales Technique – Value Statements.

19. “Mr. and Mrs. Seller, you should list your home with me.”
Mr. and Mrs. Seller are probably thinking “Why should I?”
Click to reveal the statements on the slide as an introduction and transition to the Sales Technique – Differentiate Yourself.

20. How Can You Differentiate Yourself?
When your clients view YOU as being:
Unique
Knowledgeable
Thoughtful
Organized
Professional
Click to reveal the bullets on the slide as a review of the Sales Technique – Differentiate Yourself.
You gain their trust and build rapport.

21. Sales Technique: Differentiate Yourself
How you position the information changes everything:
“I’ve prepared a customized Marketing Plan for you.”
“Weichert Lead Network is an exclusive system we’ve developed . . .”
“Our Price trend Analysis is unique in the industry. Let me show you . . .”
“At Weichert we do things differently. Here’s something you may find of interest . . .”
Click to reveal the statements on the slide to review sample dialogue for the Sales Technique – Differentiate Yourself.

22. Who here has ever been the recipient of a canned presentation or scripted telephone call?
How did that feel?
Click to reveal the questions on the slide as an introduction and transition to the Sales Technique – Engage.

23. Sales Technique – Engage!
Ask the sellers questions to engage and involve them in the selling process. They will often sell themselves.
Bring the seller’s wants and needs into the value story – find ways to personalize the story to reflect what they’re looking for.
Ask. Listen. Summarize.
Click to reveal the bullets on the slide as a review of the Sales Technique – Engage.

24. Examples of the Engage Technique
“You told me that ___ was important to you, right? Here’s where we address this.”
“What’s most important to you in this move you’re making?”
“Does it surprise you to know that the NY Times online subscriptions outnumber the print subscriptions?”
Click to reveal the statements on the slide to review sample dialogue for the Sales Technique – Engage.

25. So if I told you that following the process covered in class today would guarantee your ability to secure every listing at full commission, would you be interested?
Read the question on the slide as an introduction and transition to the Sales Technique – Getting to Yes.

26. Do you remember any examples that Ann used?
Sales Technique – Getting to Yes!
“Is this a service you would want?”
“Would you find this of value?”
“Does this work for you?”
“Is this helpful?”
Do you remember any examples that Ann used?
Click to reveal the questions on the slide as an introduction and transition to the Sales Technique – Getting to Yes.

27. What do you do/say when…
The seller keeps asking about price and commission?
Click to reveal the question on the slide as an introduction and transition to the Sales Technique – Defer.

28. Sales Technique: Defer
Seller: “Before you come over, I just want you to know that Brand X will do it for 5% so if you’re higher, don’t bother.”
You: “I understand. We can discuss that when we meet on Thursday. We’re set for 4 o’clock, right?”
Click to reveal the statements on the slide to review sample dialogue for the Sales Technique – Defer.

29. Why is the Value Story so Critical?
You distinguish yourself from the competition.
(The competition WANTS to be the same so the only difference becomes commission.)
Helps you overcome the brokerage fee issue.
Seller knows what to expect because you share EVERYTHING you’ll do to sell their home.
Sell Value FIRST. Defer the commission conversation so you can share the full Value Story.
Review the slide to discuss and explain why the Weichert Value Story is so critical. Summarize how Ann demonstrated this in the video segments on the first two steps of the Weichert Listing Process.
Transition to the segment of the workshop to review the new marketing pages in the Weichert Listing Presentation.

30. Listing Presentation Skills Practice
Each will take a turn to role-play the part of the Sales Associate, Seller, and Observer
Sales Associate will deliver the Listing Presentation applying the 5 step process and the key sales techniques to share the Weichert Value Story
Observer should take specific notes on the Weichert Listing Presentation Checklist
Review the slide to provide an overview of the Listing Presentation Skills Practice instructions.
Distribute and review the Weichert Listing Presentation Checklist/Feedback Form.
Distribute and review the Weichert Listing Presentation Checklist
See next slide for more instructions…

31. Skills Practice Breakout Instructions
Break into groups of three and assign each person a number between 1-3
You will have 20 minutes per round, including 5 minutes to give feedback using the checklist
Assigned Number
Round 1
Round 2
Round 3 #1
Sales Associate
Seller
Observer #2 #3
See next slide for more instructions…
Review slide to explain how the breakout groups will work for the Listing Presentation Skills Practice.
Have associates split into groups the three.

32. Skills Practice Feedback Session
Observer conducts a feedback discussion:
Have the Sales Associate state…
What they did well
What they would change next time
Have the Seller give feedback next
What they think the Sales Associate did well
What they would recommend they change next time
Observer gives feedback based on their notes from the feedback form
Be very specific
Observer gives the feedback form to the Sales Associate
Review the slide to explain how to conduct the 5 minute feedback session as part of each practice round.

33. Skills Practice Debrief
What worked well?
What would you focus on for next time?
What specific steps in the process did you find particularly helpful?
What specific sales techniques did you find particularly helpful?
What specific pages did you find particularly helpful?
How are you feeling about being able to demonstrate value first by using the new Listing Presentation?
Reveal each question on the slide to conduct a full group discussion on the participants’ comfort level on sharing their value story using the new listing presentation pages and applying the 5 step process and sales techniques.

34. Additional Resources Related online courses WeichertOne.com
Weichert Listing Presentation: Dialogue & Tips
Weichert Listing Presentation: Effective Closing Techniques
Effective Presentations: How They Can Make or Break Your Transaction
Overcoming Common Seller Objections
Overcoming the Commission Objection
WeichertOne.com
Sales Associate Resources - Working with Sellers
Promote the supplemental online courses.

35. Thank You!