A good introduction for a cold sales call to a homeowner is not easy.
If you're too pushy, the person may hang up on you before they give you the time of day. If you don't have enough preparation and information about them, there's no way in hell they're going to listen to you. And if it's someone who has heard all this before, then forget about it - even if they do listen to what you have to say, chances are that their decision won't be based on what you said but rather how much value you're bringing to the table (I.E. - A real buyer).
But despite these difficulties, there ARE ways to make a lasting impression.
So here are the three basic rules that experts say you should follow when making introducing your sales calls:
Rule #1: It's all about the opening lines... you have roughly 4 seconds to disarm someone and make a great impression, whether it's your boss, an interviewee, or a date - before they form their own opinion of you! So, say hello and be friendly!
Remember, people like to talk to others that they think have a lot in common with them. Mirroring and matching is probably the most part of developing good relationships. For example, people who are feeling sad enjoy talking to others that are also feeling sad. Mirroring and matching will allow you to get closer with the person you are communicating with. This makes them feel more comfortable around you.
Rule #2: Always go into the call and have a clear goal. We're trying to establish rapport with the person on the other end of the phone call. That's all we're doing here. You're not selling a house right then and there, are you? And, one of the best things you can do is to leave the phone call as quickly as possible. Say goodbye, it was nice to meet you, and then hang up.
This is a classic marketing slogan and applies to cold-calling, as well. Always leave them wanting more.
Rule #3: The close is one of the most important parts of any conversation or pitch. It's both the end of your presentation and, if you do it right, the beginning of your client's cooperation with you. We've found that the best sales pitches can always fall back onto one of 3 types of closes: The Small Close ("Would it be ok if I checked back in a couple of months?"), The Medium Close ("You wouldn't mind if I sent you a market report, would you?"), and The Big Close ("I'd love to meet you in person and see the home!").
If you think about this as being my worst-case scenario, my average scenario, and my best-case scenario, you always come out of the conversation with a win... unless they've already hung up on you (in which case, practice Rule #1 and Rule #2).
What next?
I know you might be feeling overwhelmed and not sure what to do right now. I'm going to give you some advice that can help you get started. Start thinking about what your next step should be by picking up the phone and calling around to different homeowners in your area just to introduce yourself as a neighbor with access to information. If they're not into it, don't stop there! Keep calling and don't let yourself get discouraged because someone said "no."
Remember, a "no" isn't forever, it just means "not right now."