Agents lose control of the listing presentation when they allow the sellers' agenda to take over the discussion. I have listened to agents who have lost control to the seller in the first five minutes. The problem for most agents is once they lose control, they don't have the skill to wrestle it back.

The sellers' agenda is simple. They want to know what their home is worth. They want to know what you do to sell it and what you will charge for your service. And for sure, they want to know what they'll put in their pockets when the deal is done. If the sellers cause you to orient your presentation to the order of their interests, you won't walk out with the listing.

If you talk about the price of the home and your fee structure before you've built trust, credibility, and value for your service, you'll lose every time. Don't ever follow the seller's agenda!

Setting the Agenda Early-on

The most powerful technique is to have an actual order or agenda you follow. Then type it out to hand to the seller, saying:

"Mr. and Mrs. Seller, I have found this presentation order to be most effective for my clients like you. It allows me to present to you the important facts, marketplace strategies, and benefits you receive as my clients. In addition, there will be plenty of time to answer all your questions, so you are completely comfortable with your decision. Would it be all right with you if we follow this agenda for our meeting?"

Keeping On Track

When the seller brings up a point that would cause you to abandon your presentation plan, pick up the agenda sheet and ask:

"Would it be all right to discuss that when we get to this point in the presentation?"

Your agenda might look like this:

• Review agenda for the meeting

• Visual inspection of the property

• Discuss clients' goals, needs, and expectations of me

• Discuss my professional credentials

• Determine listing price

• Complete the paperwork, so we can begin serving you

The last item needs to be on your agenda. It alerts the clients in advance that you are going to close. In fact, etch all six items in stone; don't move them or rearrange them. You have to build trust, credibility, and value in that order, or you will lose.

Asking For the Order

After you have overcome seller concerns or objections, ask for the order. In sales terms, this means ask the prospects to do business with you.

At the end of a presentation, a typical salesperson's close is something like, "Well, what do you think?" It's obvious to me why the typical salesperson sells very little. Winding up with a question like, "What do you think?", is hardly asking for the order or closing.

Closing is making a definitive statement about your conviction that you are the right person for the job, and they should take action now. A good closing statement goes like this:

"Mr. and Mrs. Seller, based on your goals, needs, and expectations, I am confidant that I am the right person to handle the sale for you. Let's get started now!"

As you say, "Let's get started," you slide the listing agreement in front of them. Hand them the pen to sign with and smile. Most importantly, shut up! Don't utter a word.

Bringing the Presentation to a Natural Conclusion

Following any major sales transaction, people feel a bit of uncertainty, a feeling of, "What did I just do?" Pre-empt fear by addressing and controlling concerns.

Before you leave the meeting, recap what steps will happen next and what you will be doing for your clients in the next 24-48 hours. Then reassure them that they made a great decision, that you look forward to serving them and working with them, that the goals they set will be achieved, and that they selected the right agent for the job.

Published: February 19, 2010

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.