Finishing up the Year on a High Note
Sep 02, 2011
The end of summer is upon us. Kids are going to back to school and we have four months left to close enough deals to make 2011 a good year. This is the time of year to press to work even harder. We know that from Thanksgiving to the end of the year things naturally slow down; so really you have September through November to make things happen.
If you are currently happy with your production and have enough business to carry you through the year, congratulations: to the rest of you, let's go back and review things you have probably heard before but never bothered to implement.
1) Time to set yourself apart from the competition.
If you need to improve your sales, think about what you can do to set yourself apart from your competition. What are you presenting that is unique and is not being offered by someone else? How can your differentiate your service from your competitor? Commercial trainer, Mike Lipsey recently gave a seminar on a unique approach of charging for a premium service; including more special attention and specific hours devoted strictly to the landlords who sign up for this service. This kind of strategy would give you a great opportunity to set yourself apart from the competition.
2) Following up on leads via email marketing.
We all know that it takes several attempts to finally get the attention of a future client. Today, with voicemail and email, our ability to create a personal touch with a client is made even more difficult. Collecting the email addresses of prospects that have expressed interest in your product is one way to maximize your success. One product that does that is List Grabber; this service allows you to copy online pages of contact information that can then quickly be transferred onto an excel spreadsheet. This can be used to grab existing contacts or to develop cold calling or marketing lists for marketing campaigns.
3) Asking for referrals from past clients or even cold calls.
If someone has already signed a new lease how hard would be to ask one more question before they hang up on you? Ask them if they know anyone else that might be considering a move. Don't be afraid of asking for referrals. Often times the person on the other hand feels better about helping than simply saying no.
4) Selling through affiliate relationships.
No matter what your product is, most businesses today can create affiliate programs that allow others to promote your product or services on your behalf. Your affiliates would send you the referrals and you would share a percentage of commissions earned with them as their compensation for their marketing efforts, simple enough. How hard is it to ask one more question before a cold call hangs up on you? Do you have a requirement in another market I can help you with? What are some of the things you need in order to accomplish X? I have a host of affiliates that service different markets what are some of your needs that maybe I can help you with?
5) Building and remembering your past clients.
I am in a business where once I have signed a tenant to a new lease I have lost them for three to five years. Or have I? Most businesses spend so much time and resource acquiring new business that they ignore their past clients. Ninety percent of salespeople today don't keep in contact with their past customers; they are so busy looking for new customers that they fail to realize that new customers could be developed from the people that they have already served.
In order to implement any or all of these five areas you first need to decide which ones you want to take the time to develop. Next, you need to create your own game plan on how are you going to go about performing so that you will be successful. Finally you have to calendar your activity and stick with it so that you have devoted the proper time and attention to succeed.
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Written by: Hans Hansson
Hans Hansson is President of Starboard TCN Worldwide Real Estate Services as well as a member of the Board of Directors for TCN Worldwide Real Estate. Hans has been an active broker for over 26 years in the San Francisco Bay Area and specializes in office leasing and investments. If you have any questions or comments please email firstname.lastname@example.org or call him at (415) 765-6897. You may also check out his website, http://www.commercialspacefinder.com/.