Going Back to Basics

• What are the basics?

Calls

Face to Faces

Email Campaigns

Cards and letters

• To me the basics are about the communication ladder/pyramid/scale/loop (whatever you choose to call it)• Each piece builds on the other

• Chad likes to call this “layering”

• Think of a pizza –

• Would the dough by itself be any good?

• Would it be as popular if it had just dough and tomato sauce?

• Once you ad the cheese it begins to appeal to more people

• Now layer on pepperoni and sausage and onions and mushrooms

• The more layers you add those people who pizza maybe didn’t appeal to before now are ready to eat it

• Your basics must be a layering effect also• The email campaign leads you to the cards and letters that makes the

phones calls easier and more receptive which makes it more likely they agree to meet with you Face to Face(huf huf….take a breath)• So the question becomes…….are you doing the basics?

• I know a lot of you are doing the first part of the Communication Ladder/Pyramid/Loop/Layering• Email Campaigns –

Agent Mastermind – (super easy, medium value, medium personal branding)Video Marketing – (medium technical, low value, single best personal branding)News Letters – (super easy, low value, low personal branding)

• But that will only establish a base• Emails are cool for letting people know who you are, giving them a

chance to see your name• But you must take additional action to get anything out of that• If that is your only step, it will be very difficult to achieve your goals

• Alan Gross is probably the best at layering in Cards and Letters• It is this layer Alan uses to make it nearly impossible for his targets not

to take his calls and most times meet with him• What is Alan doing?• He FINDS REASONS to send a card or letter

Registered for his Agent Mastermind – send a thank youPost a cool thing on FB – send a congratsPost a bad thing on FB – send a get well/gets better• Even is he has to invent reasons to send cards or letters

• The key here is to take a minute to research• You should have a target list that you are building your ladder with• Not just every RE agent, but a list of specific targets• Make it a point to get some sort of physical address for them• Send them something in the mail• 147 emails a day……or……7 or 8 pieces of direct mail a day

• No email or even a greeting card can do as much for creating relationships as direct communication• That means talking to them on the phone• There is no substitute for this• This is getting close to the top of the ladder

• Yet!

• This is the hardest part for most of us• There are many reasons why this part is so hard

Finding time to make the callsWhat to say on the first, third, fifth calls

• Here’s a biggie – Fear of Rejection on the call

• There is no Easy button for making the calls• However you can take steps to improve the efficiency• Every step you take to improve the efficiency, the calls become easier• The first step you can take to improve efficiency –

Make it a warm call – invite them to Agent Mastermind classes, invite them to your presentations, send them your videos every week, heck even sending them a news letter will warm them more than cold calling

• Another step that will improve your efficiency is Knowing what you are going to say• Have a reason and a goal of the call (don’t just call to say hey)• Script what you are going to say and practice it (the delivery will be

better if you practice it)

• Speaking of scripting – • Know what the objections are coming• Script exactly how you will overcome those objections• Practice going over the objections so they are easy to deliver

• You can also use a system when making the calls(for those of you who Time is the issue)• PhoneBurner is the best system out there• SlyDial is also out there but in my opinion it is the same as the email

(no personal touch)

• Phone Burner – • Import a list of phone numbers • Record a Voice Mail Message• Set your call from Number (part of what you set up when creating an

account)• A number for you to dial into is displayed with a “code”• On your prompt Phone Burner begins dialing the 1st number on your

list

• You are connected to that call via the call in number from earlier• When a call is picked up, a pop up on your computer screen appears• You can talk live, or leave message• If a person answers the call you simply begin speaking and click the talk

live option• If it is a voice mail that answers the call you click the leave message

option• If leave message is clicked, the system instantly goes into the next

number and begins dialing and leaving your recorded message on the previous calls Voice Mail

• This gives you the opportunity to speak to the 30% of people who answer the phone• But leaves a message for the other 70% without you having to same

the same thing over and over• You can cut hours out of your call time with this system

• All of those layers lead you to the finished pizza• It’s the top of the Ladder• The goal

(and any other cliché you want to give it)• The reason you did those other things was to have a chance to set

down, Face to Face and develop a relationship• All of the different marketing you do, basic or advanced, is to give you

a chance to build a relationship

• It is relationships that create business• Relationships with referral partners• Relationships with clients• No matter how many emails, cards, or phone calls you send and make

none will ever give you the same amount of impact, as Face to Face• I know people who do 100% electronically• But that is the exception to the rule

• So the basics are all about 1 thing…..The Face to Face• But having “layers” help us climb the communication ladder can help

us achieve that• By getting to the top of the ladder with layers, it is easier to have that

FORD conversation and build the relationship

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