This section is by Dr. Larry Hasbrouck
People are the lifeline to the company’s success.
Each individual has different needs.
- Newly licensed
- Administrative Staff
Education vs. Training
- Education – Builds Knowledge
- Training – Develops Skills
- Orientation Programs
- Training Programs
- Sales / Management Meetings
- A formal introduction for new licensees.
- Broker to provide information and a sense of belonging.
What Should Be Addressed?
- Philosophy / Policies
- Office Procedures
- Compensation / Benefits
- Professional Development
- Specific Procedures that Apply to the Job
The Company Size Makes a Difference
- In a big company make sure to meet the Brass.
- In a little company you will meet everyone.
It’s important to have a business plan.
- A business plan is a road map to a persons success.
- Everyone should have one.
- The purpose is to develop skills the work force needs to do its job.
Contents in a Training Program:
- Listing presentation
- Telephone methods
- New techniques
- Customer service
- Technological Area of brokering is a must.
Keep up to date.
Managers- Extremely important
Good salespeople don’t always make good managers/ leaders
- Designed training specifically for them
- Unlearn outdated techniques
- Know current laws / regulations / procedures
- Builds rapport
“Don’t send them to war naked”
Accomplish two things in Training
- Listing/Selling Techniques
- Builds confidence
It is Best to keep the old and new apart
What to Teach
- Determine what people need
- May need more education before training
- This depends on licensure requirements
- Determine skills needed to put the knowledge to use (analysis)
- The student must accept that the training will be effective
- A Natural law About Training
Training has one specific focus: to effect behavior in people so they perform their jobs more effectively.
But, it will not correct defects in company policies, procedures, misaligned objectives or financial resources that inhibit a company’s success.
Keys to Effective Sales Training
A sales training program is effective when people develop skills to evaluate situations and learn to “think on their feet”
Scripts can be restrictive
Not everyone is a super listor or seller
Without a supportive atmosphere in the workplace, the benefits a training program provides are only temporary.
Motivation should be a motive for action.
Link the content of a training program to job skills, and most importantly, to what salespeople need to hear:
- Basic real estate information, including economic trends, demographics, environmental issues, construction, development and statistics
- Sales and listing strategies enhance services and produce revenue
- Company policy issues, including new programs, services and sales tools. Especially those that need to be clarified because of recurring problems or disputes.
- Legal issues, recent litigation that affects real estate transactions and ownership and changes in federal, state and local laws and ordinances
- Personal development, time management, personal business plans, goal setting and technology skills
Develop objectives you want to accomplish with a specific program.
Identify the specific behavior you expect trainees to adopt at the conclusion of the training
Basic Sales Training Programs
The content should include training for both the listing and selling side:
- the importance of listings to production
- the sources of listings
- prospecting techniques
- listing presentations and a competitive market analysis
- discussion of law of agency or the nature of services consistent with your state’s law
- ethical and legal issues relating to listings, including fair housing
- handling objections
- listing contract and disclosure procedures
- internal paper, key and sign procedures, and
- listing follow-up programs, including advertising, open houses and periodic contacts with the seller to service the listing
- networking to find buyers
- converting telephone inquiries to appointments
- qualifying buyers (property requirements and financial ability)
- discussion of law of agency or the nature of your services consistent with your state’s laws
- showing properties
- obtaining and preparing an offer
- financing the purchase; “0” down
- sales contracts, contingency clauses and disclosure procedures, including property conditions and agency
- ethical and legal issues relating to the sale of a property, including fair housing laws and procedures for handling escrow money, and
- presenting an offer, negotiating a sale and handling objections
A Remedial Program
These programs are designed with a very narrow focus to concentrate on a specific skill. If your company has a large number of overpriced listings that aren’t selling, for example, you may plan a session with the objective of eliminating overpriced listings by convincing salespeople that;
- The image of the firm suffers with stale listings
- They mislead owners, which also increases the potential for a lawsuit
- They reduce the number of showings
- They increase the probability of losing a listing or a sale or the termination of a sale
- They help other, reasonably priced listings sell
- They frustrate everyone, including the listing and selling agents, the brokers and managers and the buyers and sellers, and
- They cost the firm advertising money.
- Delivery of the Training
Who’s going to do it?
Send them out?
- More Control
- Less Expensive
- Training Tailored to Your Needs
- Relatively Simple
- Set the Schedule
- Get the Facilities
- Have the talent come to you
Send Them Out
- Professionally Designed
- Specific or General Subjects
- Professional Trainer
- Hard to Integrate
How to Conduct the Training
Training is intended to cause people to behave in certain ways. The trainer helps people;
- become motivated to adopt the behavior
- learn to process information and experiences
- develop knowledge, skills, values and attitudes or creative ideas, and
transfer learning into application
“Andragogy: Adult Learning. Adults learn much different than children.
- Read from slides.
- Set a classroom up in a traditional high school setting.
- Lecture – Lecture – Lecture (The worst)
- Point people out or put people on the spot.
- Respect their time.
- Minimize Intimidation/Embarrassment.
- Set the classroom up so learners can look at each other. – Desks in a U shape works great.
- Get them involved. Get them to participate.
- Relate the new material to the learner’s own experience.
- Call learners by their names.
- Acknowledge their input.
Classroom Instruction ❤️
Lecture Little – Play a Lot
- Quizlet Live
- Khan Academy
- Town Hall
- TED Ed
- Power Point Jeopardy Templates
- Quiz Break
- There are many many interactive games online that can be edited.
- Do it – Do it – Do it
- Have Fun – But Learn.
A Professional Program
- Away from the Office
- State of the Art visual Aids
- Room for Break-Outs
- Be in Command
- Establish credibility
- Always control discussion
- Always keep on track
- Attend courses; Train the Trainer
- Always prepare
21st Century Learning
- Computer Based
- Audio Video Conference
Training must Affect Behavior
Must have a Lasting Affect
Meetings Up means Sales Down
- What do you like or dislike?
- How can we do better?
Purpose of meetings
- Problem Solve
- Big News
- Make meetings a waste of time
- Discuss past events, flyers or memos
- Criticize / Ridicule
- If you don’t need a meeting, don’t have it.
Consider these points:
- Do the salespeople need this information to be more effective and efficient? If they do, then the meeting is a valuable use of their time.
- If you don’t provide this forum, can you be sure the salespeople will get the information otherwise?
- Are the meetings repetitious? If the agenda is the same old thing, the meetings grow stale after awhile. You can take some of the guesswork out of your planning by asking the salespeople for suggestions about useful topics.
Use the Meeting for Problem Identification
Be Sure to set the rules
- Everyone will be given an opportunity to speak
- Participants will be given a certain amount of time to speak
- Specify that no evaluations, solutions, long-winded examples or illustrations are permitted, and
- Limit the length of the meeting
A regularly scheduled day is best.
Plan the Agenda
- Introduction – Purpose
- Substance – Cut to the Chase
Managing the Meeting
- Be prepared for anything
- Have policies to minimize disruption
- Start on Time
- Never repeat for late arrivals
- Take Charge
A Meeting is a team effort