The main goal of marketing is to make the phone ring. Once the phone rings, the next step is to learn how to answer the phone, as stated in a comment on my last post by Karen Feltman, and she’s right. There are too many phone calls that result in no business because the agent who answers that call is not closing for the appointment.
The main objective of answering the phone is to close for an appointment. Too often the agent will be so enthused about the phone ringing that the agent loses focus on what the next step should be. The only task that the agent has is to ask for a name, telephone number, address (if it’s a listing) and close for an appointment.
To go beyond that point is risky. It’s allowing the buyer too much control. If a buyer is calling and too much information is given about a property, the buyer will eliminate that property and not make an appointment. All buyers are trying to eliminate properties rather than waste their time making appointments and looking at the homes.
Making an appointment with the buyer to meet and discuss the buyer’s needs and goals will result in future appointments and eventually a sale. It’s a control factor. Too much information over the phone allows the buyer to be in full control. Securing that name, number and appointment is the only goal of a first call. If the buyer does not want to play by those rules, the buyer will not be working with you anyway, so why play his game?
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