1. * Delete this slide before presenting *
*Preparation Notes*
Have a flip chart ready to take notes during the discussion. Consider asking the GSM or a respected, experienced Front Line team member to help you flip chart responses.
* Delete this slide before presenting *

2. Weichert’s Customer Experience
Continuing our Focus on the Point of Sale
Personal Beats Generic (every time) 2

3. Personal Beats Generic
Have you ever been on the receiving end of a telemarketer’s scripted pitch?
What does it feel like?
What’s the OPPOSITE of that from a selling point of view?
Flip Chart Responses

4. Personal Beats Generic
The principle of personal being better than generic applies to your value proposition and what you offer your customers
AND
it applies to your customers’ need for services that are tailored for them versus the masses.
Think: Tailored approach vs. Off the Rack

5. Using this Principle in Follow Up
Make it Personal, NOT Generic. Capture key information and MOST importantly, personal information about the lead so when you follow up you can make it meaningful and provide value unique to the lead’s situation. Here are just a few examples . . .

6. How to use it (Personal, Not Generic) Tools and Resources
Key Information
How to use it (Personal, Not Generic)
Tools and Resources
Not ready to buy yet. Had some credit issues before.
My Gold Services Manager specializes in helping folks work through credit issues and clean up their history so that they can qualify for better rates. Would you like his phone number to set up a private, confidential meeting so she can show you how this works?
GSMs have access to a program, Credit Assure. It enables them to work with your customers to “clean up” their credit so they can qualify for different mortgage products and get the house they really want.

7. How to use it (Personal, Not Generic) Tools and Resources
Key Information
How to use it (Personal, Not Generic)
Tools and Resources
Looking for a deal (a REAL deal)
The last time we spoke, you mentioned that in this market you’re not willing to even look if the value isn’t there. I’ve done some more research based on what we discussed and I’ve pulled properties that are positioned to sell. Many of these listings have had a price drop of $100,000 or more. Would you be able to come in next Tuesday? This is something we need to review together. We need to see these houses before they’re gone.
Your MLS can provide information on Original List Price and Current Price. We also keep track of all price improvements for in-house listings, too. Let’s brainstorm how we can leverage this for our customer base.

8. How to use it (Personal, Not Generic) Tools and Resources
Key Information
How to use it (Personal, Not Generic)
Tools and Resources
Kids involved in gymnastics
I just drove by the US Gymnastics in XYZ town and thought of you how is Kirsten doing with her gymnastics? [get them talking]. . . That’s wonderful. I’m glad to hear she’s doing so well.
Have you given any more thought to XYZ town and moving closer to this area? When can we get together so I can show you what’s available here?
Take careful notes on each lead you meet so that you can keep track of their priorities, “hot buttons,” personal situation, big life events that are impacting them and the home purchase/sale they’re going to make.

9. Quick Activity: Personal Beats Generic
Think of a buyer you worked with in the past six months.
In what ways did you customize your approach and what you provided to meet the specific needs of the buyer?
Share with your table group
Elect a spokesperson to give the best example you heard at your table.
10 Minute Time Limit

10. Personal Beats Generic
Does anyone have any examples they would like to share?

11. Make a Personal Call to a Lead
Based on your discussions, think about a lead you haven’t connected with in some time How can you re-engage them and make the conversation personal versus generic?
Let’s call right now and see how it works!

12. Thank you for your participation!
In the next few weeks, please share with me any successes you have in making your interaction with your customers PERSONAL versus generic. I’d love to share your success at our next sales meeting.
Thank you for your participation! 12