FoxBusiness.com published this deansguide article on August 5, 2008
Guy Kawasaki talks about the differentiating factor in a business being that businesses “unfair advantage.” The one person, product, or service that nobody else in the niche or industry can duplicate or “touch.” This must be quantifiable and measurable in order to illustrate the true value to the market.
Lawyers measure their success, in many cases, through their percentage of wins in the courtroom. Professional baseball players measure their success through their batting average or wins. Chefs measure their success through restaurant reviews and Michelin stars.
Here Is The “Salesperson’s Problem
Unfortunately sales people often measure their success by pointing to their sales volume, innocuously siting vague buzzwords like “value add” and attempting to push the idea they are experts without providing any objective outside source for validation
Examples of “Old School Hard Sell” Measurement
When Realtors utilized their promo, marketing, or ad materials they often site the following “reasons” for consumers to blast down their doorway:
1. Sales Volume: Sales volume does not equate to salesmanship, customer service, or expert knowledge. Selling big volume can be, and has been in many cases, the product of nepotism, favoritism, smoking white hot markets, and the always present hard work
2. Top Producer: Brokerage top producer logo’s and marketing materials are an attempt to impress consumers by showing experience and effectiveness WITHOUT really showing anything of detailed substance
Top Producer “tags” are only relevant to a consumer if you can negotiate a great price to sell their home or help them buy a home. It is more relevant if you can show properties before they hit the market or warn the consumer about a problematic area
Differentiate Through Measurement?
1. Find Measurement: Find a stat that consumers can understand and appreciate. One that they find value in and believe is helpful to their needs
1. Sales Dollars Below Asking: Why not keep a running spreadsheet on sales dollars below asking? Or find a measurement that will describe your ability to negotiate and save your clients money
2. Go-To Source Before Market: Can you find great properties and offer a full list of properties no other agent can offer to consumers? Can you do this prior to the property coming on the MLS? Can you be perceived as a go-to source of information? How about a stat you keep of the number of properties you sold that were not on market as a method of showing your ability to bring more to the table?
3. Transaction Savings: Is their an affiliate relationship that you can leverage that brings dollar savings to your clients? If so can you total the dollar amount into an impressive measurement tool that shows how consumers benefit by doing business with you?