Oscar Marquez

We all have heard or read about how little people remember after we have made a sales pitch or approach presentation.

So as a sales trainer and speaker, I’m always looking for ways to make my message clearer and memorable.  I have worked on “honing the message,” developing a “compelling unique advantage” and, of course, an electrifying elevator pitch.

But here’s what we’re fighting: today’s customers are cluttered with information, schedules, meetings, emails and more work than a person can handle. There are more decision-making process involves more people than before, many of whom know little about the importance of our product or service.

Things my kids asked me

I have two boys, 11 and 8 and due to my continuous travel, recently they asked me some very simple yet important questions:

• Daddy, what do you do?
• Why do people hire you?
• Do you have to go? Why don’t they hire somebody else or do it themselves?

One of the great things about kids (just like many customers these days), they lack context. Any answer that we provide has to be in a simple language that they can understand.

What does a controller or accountant or marketing manager know about what our product or service? The challenge is this: Can we answer these questions that my boys asked me in a language that will get you more business?

Hint: There are right and wrong answers for both.

Daddy, What do you do?

• Right answer: ”I help companies to grow really fast by teaching their salespeople how to become more proactive and better at selling, so they can make more money and make sure their families are taken care of.”
• Wrong answer: ”Our Company teaches salespeople how to improve their sales.”

Why do people decide to hire you?

• Right answer: “I have helped lots of companies do this before, so other companies want the same results for their salespeople.”
• Wrong answer: ”We have a proven process for implementation that allows organizations to grow their business and reach their goals.”

Why do you have to go? Why can’t they do it themselves?

• Right answer: “Just like when you were learning karate, I could teach a little, but I don’t know as much as your sensei, and teaching you myself would take a long time and you would not know as much as you do right now. Daddy is a really good teacher of how to make more sales, and people want to learn how to do this as fast as they can.”
• Wrong answer: “We are the leading company in this field with over $5 million in business that our clients have closed using this system. Usually our clients have tried a number of things on their own before we work together and have wanted outside help to get better results.”

Both answers are accurate, but that doesn’t make them right, plus let’s face it, most customers have heard the same pitch more than once. In today’s business world it is our job to get our message across as clear as possible for all of our customers to understand, we may have to twick them a little but don’t get caught up in the “over sophisticated” answer.

Were(buyer)wolves are very common in today’s market, the purpose of this note is to help you identify them and avoid becoming another casualty.

The Full Moon. Used to be that were(buyer)wolves came out during full moon only, however and due to unknown reasons, todays were(buyer)wolves can come out any night or day and pose as interested buyers.

Their Howling. This was how were(buyer)wolves used to announce their presence. However, today’s werewolves have evolved; they now call, text or email unsuspecting agents asking for information on properties.

Their Attack. Their attacks can be deadly, it is common knowledge that were(buyer)wolves will continue working on their prey until the prey quits out of frustration. It also has been widely documented in logs worldwide the stories of agents who worked with were(buyer)wolves, showed them dozens of properties, or assisting them in making and presenting numerous offers only to never hear from them again after their offer was accepted. Another usual practice is for the were(buyer)wolf to make a ridiculously low offer and then blamed the agent when their offer wasn’t accepted.

Protect yourself. According to legend, one of the most effective weapons against a were(buyer)wolf attack are silver bullets, fortunately real estate practitioners were given these silver bullets during the licensing period. The bullets are: a were(buyers)wolf must be “Ready, Willing and Able” before making an offer. Translated to today’s modern lingo: A were(buyer)wolf must READY to purchase and close within a reasonable amount of time , must be WILLING to buy a home and not be looking for an opportunity only and it must be ABLE to purchase by either being pre-approved for a mortgage or showing proof of liquid assets.

I hope this note gave you the insight and prepare you against were(buyer)wolves.

Have a great day.

A very common new year’s resolution is to become a better salesperson, in order to accomplish this goal, we must realize that continuous learning is a crucial component of the resolution. Unfortunately most salespeople decide they don’t have time for learning or that they can’t afford to improve themselves and that is the easiest and fastest way to failure.

If you are truly committed to your improvement, here are seven principles of learning.

1. Organize for effort. What is the skill that you need the most? Prospecting? Presenting? Negotiating? Closing? All of them? Then take one and learn as much as you can about it.
2. Establish Clear Expectations. How will you measure your advancement?
3. Create the Thinking Curriculum. What do you need to learn or improve first? Second? Third?
4. Commit to Academic Rigor. Schedule time daily to better yourself.
5. Students Produce their own Learning. The best way to learn is by practicing with real clients, don’t wait until you master the skill, practice, practice and practice.
6. Arrange for Accountability. Be accountable to someone, remember when you make a commitment, there is room for failure.
7. Commit to Continuous Improvement. We never stop learning, there is always room for improvement.

Have a fantastic 2011.