The interview process for experienced agents is such an incredible opportunity! You should never underestimate the power of the questions you ask! As a matter of fact, the question process (Step 2 of the Interview Process) is the greatest opportunity you will have to gain insight, wisdom and a clear, concise view into your prospect’s mind, and more importantly into the heart of your competition.
Here is a simple thought that I would ask that you embrace with each interview that you conduct. Although it is a relatively simple concept, it will be contrary to what you’ve most likely practiced throughout your life as it relates to the relationships that you have…Always GET before you GIVE…
Yes, GET before you give. Simply stated, no matter how tempted you are to solve any and all challenges your prospect offers, don’t. Don’t GIVE any solutions or alternatives until you GET all the facts. The only way to accomplish this is to stay on task and focus on the outcome! During the interview process you must ask the right questions, in the right order and obtain the maximum amount of information before you can effectively make your presentation. You cannot accomplish this with a single question. You must drill down (using multiple questions) on each need/challenge discussed in order to present your system (Step 3 of the Interview Process).
Below is a step-by-step example of this process:
1. Ask a question to determine the needs of the prospect.
Example: “In today’s market, what is the most important resource (service, tool) a Broker can provide for you to ensure you are on track to achieve your goals?”
2. After hearing their response, ask a second question to qualify the true, measureable value of their first response.
Example: “If this resource (service, tool) were provided for you, how would it impact you? professionally and/or personally?
3. Upon hearing their response, ask additional questions. Make notes. Whenever possible, have the prospect provide you with specific numbers, then weave their numbers into your presentation. Start building an arsenal that will enable you to build invincible value into your presentation.
Example: “I understand that if you could utilize this resource (service, tool) you could close more transactions…how many do you think you could close? What is your average GCI per transaction closed?”
(If their opinion is that they could close 2 more transactions annually and their average GCI is $5,000.00…they have now established a $10,000 value in the resource you are going to present.)
Repeat this process (drilling down) with each question you ask. Remember to make notes. Do this so you will be focused on listening to their response and being prepared on how to ask the next probing question. You can then refer to your notes and allow them to guide you your presentation.
We are in an ever-changing market that often offers a great deal of pain for the professional. Hearing is one of the five senses, however listening is an art. Become a great artist. Listen with all your heart, eyes, mind and soul. By mastering this technique, you will GET all the facts. Only then will you master the art of recruiting and achieve the level of success you desire.