Canadian philosopher, Marshall McLuhan, famously said, "The medium is the message." In the context of sales, this means that what you say is not as important as how you say it. People derive more meaning from context and environment than from the words you actually say or write. No one takes this more seriously than we Gen Xers.
To illustrate, I'll share a short story from my youth ...
In the late 80s I applied for my first better-than-minimum-wage job at a local drugstore. I wanted that job so, so badly. It paid well. The hours were reasonable. The uniforms were cool. You got a staff discount on all the cosmetics a teenage girl could handle. I needed that job.
I can't remember what I wore exactly, but I put a great deal of thought into my appearance before I walked into the store to meet the manager and hand over my typed resume. For sure I polished my shoes, ironed my clothes and brushed my teeth (okay, and feathered my hair). For sure I shook the woman's hand and introduced myself as if I was running for President.
I got an interview, and I got the job. When not many part-time jobs were being handed out to 15 year olds.
Attracting and retaining great clients is no different. You're not selling a mortgage or a home. You're selling yourself. How you present that self matters. From the first email to the phone call that follows to the face-to-face appointment or online application process. And then every interaction thereafter until closing. And then forever more if you want to be referred and recommended like crazy.
Here are some 'IRL' examples to illustrate how very much you're telling the client about yourself, without saying anything at all:
Smart phones: Consider the message it sends if your phone is on, sitting face up in front of you, during a listing presentation or discovery meeting. What are you telling the prospective client about your interest in them and the problem they'd like to solve? Sadly, we're now accustomed to having about half of someone's attention, so putting your phone away to be 100% present and engaged makes an impression.
Emails: Email correspondence is an opportunity for professionalism yet is often an unmitigated disaster. I continue to be surprised by the unpunctuated email replies or one-word responses I receive from business people. Use complete sentences, and read over your reply once before hitting Send. "Hello" and "Thank you" are also a nice touch.
Tone of voice: Phone etiquette says a lot about your work ethic. Sometimes when I call a fellow business owner, they answer the phone as if I've just interrupted something important. No introduction or pleasantry. Just a blunt "Hello?" I then wonder if I called the wrong number. How awkward. Answer the phone like you care about the person on the other end.
These might seem like meaningless micro-expressions to you, but they are off-putting to clients and prospects. People notice what you don't say as much as what you do. If you don't care enough to use fully formed sentences or demonstrate some common humanity, how invested can you be in the client experience?
I understand the propensity to be casual in our meme-clad, text-wrapped, snap-chatty world. However, authenticity does't mean unprofessional. Professionalism costs nothing, and it's remarkable in a world of unremarkable service.
A few easy-peasy ways to win over customers---and get more referrals---by out-professionalizing the competition:
Set an agenda for every appointment, communicate it to the client, and stick to it.
Pause often during meetings to see if the client has any questions or concerns so far.
Put a smile on your face when talking on the phone. The client will hear it in your tone.
Only engage with clients during business hours or during predetermined time slots.
For new business inquiries requiring immediate response, keep the response short and set an appointment for a full length consult at an appropriate time and date.
Send a handwritten thank you card when a client recommends you to friends and family.
Meet for listing appointments at the office. No kids. (Yep, did it all the time. Closing ratio shot up.)
Meet for buyer consults at the office before showing homes (Yep, did it all the time. Buyers loved it.)
Dress for success. You don't have to wear Gucci. Just look like you mean business.
When you set a professional standard and live by it, clients take note, and they’ll be vocal about it when you ask for that Google review. It's unfair to ask our clients to overlook sloppy communication or that you arrived at an appointment without real pants on (Lulus aren’t pants.)
So, shine your shoes. Smile when you talk (or email). Put your best self forward. Clients feel special when attended to by a professional. They will, on no uncertain terms, believe that you're a serious person prepared to deliver serious results.
A client who takes you seriously is the best kind.
Learn how to systemize--and professionalize--your own 5-star business. Check out my coaching program and apply!
Comments