DARE TO COMPARE                                                                                                                                      by Floyd Wickman Master Trainer Mike Pallin  During Floyd’s real estate career he went on over 1500 listing appointments, and the comparison objection was the one he had to handle most often to get the listing in one stop. And so he created the Comparison Shopping Analysis, which is a hesitation handling tool that gives you the perfect blend of logic and emotion. Like all hesitation handling tools, it works most effectively when used at the right time and with the right dialogue. 

ON THE PHONE, AFTER YOU GET THE APPOINTMENT AND BEFORE YOU HANG UP 

OK, thank you very much for answering all those questions. I think I have enough preliminary information to do my research. 

Just to confirm, you and your spouse will be there between 6 and 8 this evening? And you’ll check out the URL I send over before I get there? 

Oh, one more quick hypothetical question, OK? If you folks like everything you see and hear tonight, and the price feels right, would there be anything preventing you from letting me handle your listing? 

“We have appointments with a couple of other agents..” 

No problem, I love competition. I will see you tonight. (Set it aside. It’s too soon to handle it.) 

AT THE HOUSE, WHILE QUALIFYING AND BEFORE THE WALK THROUGH 

Who else are you talking with about selling? 

“Like we said on the phone, we plan on talking to at least two other agents before we decide.” 

No problem. I love competition. (Set it aside again. It’s too soon to handle it.) 

AT THE CLOSE, IF THE HESITATION COMES UP AGAIN (because sometimes it doesn’t) 

“We still have to talk to those two other agents first.” 

CUSHION IT 

No problem. As I always say, I love competition. 

QUESTION IT 

Just out of curiosity, who else have you decided to interview? 

Oh. And how did you happen to pick those agents? 

Oh, yeah, I’ve heard of them. When are you seeing them? 

By the way, what is the most important thing you’re looking for in an agent? 

What’s most important to you about the company you hire? 

What method are you using to compare agents and companies to come to a decision? 

When do you think you’ll have your final decision made?

Am I still in the running? 

Would you be willing to do me a favor and call me one way or another? 

ISOLATE IT 

OK, before we wrap up, let me ask you this . . . If I convinced you beyond a shadow of a doubt, right here and now, that you could interview every other agent in town and you’d never find one better equipped to prevent those problems we talked about, and that I have the best odds of getting you the right price at the right time with the fewest headaches, would you let me handle it? 

Let me show you something that I think can prevent potential frustration and heartache. 

HANDLE IT 

Show your COMPARISON SHOPPING ANALYSIS. 

Now that you’ve seen this comparison, all the things that we do to get your house sold, I’d like to ask you something. Which one of these services is the one that will sell your house? 

We don’t know. 

I don’t know either, but what if it’s one they don’t have? Is that a risk you're willing to take? 

“Well, no, but we still have those appointments.” 

No problem. Let me propose this. Let me call them for you, and I will let them know you’ve listed with me. And I’ll take it a step further. If they have a buyer, we’ll let them have first crack at showing the house and participating in the sale. Fair enough? 

CLOSE 

Any other questions? 

Word of advice. Take EVERYTHING with you on a listing appointment. Go prepared. Even if your BFF’s beg you to come over and list their house, go prepared as if you might be in competition for the listing. Because you are. People shop by comparison, and that’s how they decide. 

And that was how I averaged 86 listings a year for 7 consecutive years. I hope you take this message to heart, update your presentation tools and sharpen your hesitation handling skills. The way to bring in more listings without working any more hours is to lose fewer.

Love,

Floyd

Getting Past What You Can’t Get Over

OVERPRICED LISTINGS