Sunday, July 01, 2007

Sales and Marketing Lessons from Jack Daly

I attended a seminar put on by sales coach Jack Daly today, and I must tell you that it was a great experience. Jack frames his techniques for his sales trainees as tools to help differentiate yourself from the competition. However, if you look at his system, it is direct marketing at its finest.

He described a number of techniques that I found very interesting and potentially very useful in helping REALTORS differentiate from the competition. The first technique was simply to change and update your voicemail with something interesting every day. I have a number of colleagues do this, and add news, market data, or simply the weather in their voicemail. The consistency with which they change their message has paid off for a couple of them with increased client referrals.

The other technique that I found specifically beneficial to real estate professionals was his technique of immediate follow up after a sales presentation. As soon as his meeting with a prospect is completed, he goes to his car and drafts an action item email on his blackberry. The email, which he sends to the prospect that he just met with, includes specific data on the agreed next steps that both he and his prospect are to take in preparation for the next meeting. In his email, he also includes dates by which each of the action items will be completed.

As an additional step, he immediately (while still in his care) drafts a hand-written thank you letter, puts it in an envelope with a stamp that has his picture on it (see and writes “Personal” next to the hand-written address. He drops the letter into the mail slot as he leaves the premises.

As I said before, spending the morning learning from Mr. Daly was a great experience. If you have the chance to get a copy of his books, or the privilege of seeing him in person, I highly recommend it.

TAGS: Jack Daly, Daily, Sales Speakers, Marketing Speakers, REALTOR Differentiate From Competition, immediate follow up, books on selling, closing tools

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