How To Present Information and Get Sales From It
Let me just warn you about something: When you’re an expert in something, it’s easy to forget what you didn’t know when you first started.
In other words, make sure that you’re presenting your information in ways that people without your expertise can understand.
In writing my books and putting together my training courses, I’ve continually had to remind myself of that. I know what it takes to be a Community Market Leader™ backward and forwards.
When I started teaching it, I had to take fifteen steps back and start from the very beginning. I had to get a lot more specific about each piece and not just gloss over a technique or concept as if everybody already understood what I meant. (If they did, why would they bother to learn from me?)
When I’m teaching my students about digital marketing, social media, and funnels, I realize that this is new to them.
I start with the strategy and work my way down to more detail. I try to make things as easy to understand as when I was teaching third grade. When I’m educating buyers and sellers about the real estate process, I take each and every aspect and break it down in layman’s terms. We assume everyone knows how the real estate process works. Yet, the majority of people have no clue. They’re nervous and they need it to be broken down.
I do the same in my informational videos.
When people see how I break concepts down on the videos, they’re more comfortable with me. They know that I know what I’m doing and I’m taking the time to walk them through it. Keep this in mind. People are smart, but they don’t know everything that you know, and they don’t know your lingo. Explain whatever it is in a way that a non-expert could get it. Keep it simple and in laymen’s terms.
Think about it
How often do people need most professional services? They usually only need a tax accountant once per year, a mortgage every four or five years at the most, and hopefully, they’ll only need a divorce mediator once in their lifetime if ever! So, they probably won’t remember the process and they don’t know what to expect.
So keep it simple
In my inner circle (which is like a mastermind group), we’ve been taught to do a three-part training video series with each video being about five minutes long. In this series, you start with the basics of whatever industry you do as it applies to the client. It’s really all of the things you may be saying when you first meet them to explain how the process is going to work and what you will do for them.
New clients are given these videos to watch prior to meeting with you. When you actually meet, you may repeat some of the information for emphasis, but mostly, you’ll just be answering any questions they have.
There are several benefits to this
First of all, the client already feels like they know and trust you and they are prepared with questions when you meet. Also, they have these videos and can refer back to them in case they get confused. An added bonus is that it can save you a heck of a lot of time! You don’t have to review basics with each and every client that comes in, but you can get right to work with them.
This approach works for any industry
Before I knew about this, I had a similar idea. A couple of years ago, I recorded my listing presentation, totally spur of the moment and with no practice. I asked a colleague to act as a potential seller. Now I send that video before I go to a listing appointment. It saves me time and, more importantly, establishes me as the agent of choice. My closing ratio was around 97% for listings and I rarely had to reduce commission on my side.
Why? The clients see the value in what I provide.
Provide enough value and show the value you provide. If you do this, you will be unbeatable. In my coaching business, before clients even get on the phone with one of my salespeople, the client has already watched targeted videos that explain who I am and how I can help them.
Every once in awhile, someone will get on the phone with us and they haven’t seen my videos prior to the call. The odds of that person converting into a client are really slim compared to those who have had prior exposure.
Don’t use any of your videos to say, “Call me to handle your mortgage” or “Call my office if you have back pain.” Instead begin with, “Here’s something you might need help with or might want to know.” Then close with, “Please let me know what other videos I can do to help you. I’m here to help.” Don’t be asking for the sale by saying, “I’m great! Hire me!” Before you ever get to that point, you should give them a ton of value. Do that well and you won’t even have to ask for the sale.
How to Present Information and Get Sales From It
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