Excerpt from Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

The following is an excerpt from Chapter 1 of the book “Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust” (Wiley, 2009) by Chris Brogan and Julien Smith. Looking for insight on how to build a good online reputation through social networks that helps boost your brand? This book offers answers on how a business can gain positive influence (and profit) online.

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How Humans Shape the Web

Although the general public’s level of mistrust is at an all-time high, there are individuals and companies who do successfully use the Internet to establish levels of trust in the communities where they operate. In the technology sector, a person such as Robert Scoble (circa Microsoft days) stands out as someone who, by the nature of how he communicated about his formerly faceless company, developed a strong level of trust among his online community. In the United Kingdom, JP Rangaswami is managing director of BT Design for BT Group. His blog, Confused of Calcutta, is often about cricket, music, food, and many things not related to a major telecommunications company; yet, because of his stories and conversational writing tone, we trust Rangaswami and have a positive opinion about BT.

Those who are most familiar with the digital space—we refer to them as ‘‘digital natives’’—have become accustomed to a new level of transparency. They operate under the assumption that everything they do will eventually be known online. Realizing they are unable to hide anything, they choose not to try. Instead, they leverage the way the Web connects us and ties our information together to help turn transparency into an asset for doing business. Read more

Propel Your Career From Good to Great: Simplicity Sells

By Rick Smith, author of “The Leap: 3 Simple Changes Can Propel Your Career From Good to Great”

All ideas are not created equal.  Some have the power to cut through all the filters and spam blockers that our brains have erected in an age of total-saturation communication, and stick. My research shows that ideas that grab your attention and get you to act share a very distinct characteristic — simplicity.

Willie Nelson once said that the toughest song to write is the simple song. It’s that very simplicity that makes such songs the most compelling. That applies to ideas, too.

Simplicity has a tremendous impact on whether an idea takes flight or sits on the tarmac.

Simple ideas spread quickly because they are broadly interpreted and easily translated into action by others.

Because they are easy to grasp, simple ideas increase the odds that people actually will respond.

In Influence: The Psychology of Persuasion, author Robert Cialdini cites a study in which a group of randomly chosen people were shown two print ads for the same product. One ad scrimped on positive details about the product; the other was brimming with them.

Amazingly (but really not so), the barebones ad was judged by the ad hoc panel to be far more persuasive than the one with a longer list of compelling attributes.

Why? Because the less you tell people, the more they can write themselves into the story.

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Author Chat: Shep Hyken Talks Client Loyalty

By Erica Christoffer, Contributing Editor, REALTOR® Magazine

So much of the real estate business is about building relationships. But how do you achieve the kind of relationship with your clients where they would never think of choosing anyone else? Professional speaker and author Shep Hyken talks about his new book, The Cult of the Customer (read our review), about ways to attain client loyalty and how to create a business culture people love.

At the beginning of the book, you explain the use of the word cult and defend its meaning. Why would you want a cult of clients, and how can that cult improve your business?

HYKEN: The average home owner moves roughly every seven years. The idea is they’re going to come back and buy another home down the road. They are also going to have friends who are going to move. You’ve got to do such a great job that they won’t think of anyone else when it comes time for their next move. And when they hear of other people moving, they will refer them to you. That’s the whole concept of evangelism.

Most people think of the word cult as something that ties into a fanatical or religious group. Really, the word cult is playing off the word culture. A company with a culture of taking care of customers, while at the same time taking care of their employees internally, will have a cult of customers. Read more

The Connectors: 5 Ways to Better Connect

By Shane Singh, Editorial Intern, REALTOR® Magazine

QUICK SKIM

Let’s face it: Between using Twitter to advertise properties and Facebook as a way to get more exposure, the real estate industry–and the globe, for that matter–has gone social networking crazy. In The Connectors (Wiley, 2009), however, author Maribeth Kuzmeski argues the importance of connecting, rather than just networking. “We have a tendency to brush off the importance our ability to connect and create relationships as a key contributor and explanation for business success,” Kuzmeski writes. “True connections need to be made with feeling and purpose and honesty.” The Connectors is both instructional and psychological, breaking down the art of connecting via a series of short chapters, step-by-step guides, and personal assessment questionnaires. Using Kuzmeski’s own research, the book dissects all aspects of the business-client relationship, from understanding customers’ motives better to managing your time with them.

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FROM THE BOOK: 5 WAYS TO BE A BETTER CONNECTOR

It doesn’t matter if you’re not a “people person,” you can still be a connector. When you connect, you’re not connecting with everyone, but focusing on your relationship with a few select clients. Here are five of Kuzmeski’s tips on how to be a great connector: Read more

The Whuffie Factor: Tips for Tweets

By Shane Singh, Editorial Intern, REALTOR® Magazine

In The Whuffie Factor (Crown Business, 2009), author Tara Hunt explains how businesses can harness the power of social capital to their benefit, whether it is in the form of Facebook profiles, wikis, or tweets.

Hunt says businesses should use the Web to connect with their customers and create consumer loyalty. That’s just a preview of the advice she’ll dispense during her presentation, “Whuffie for Real Estate Professionals: How Social Capital Sells,” at the 2009 REALTORS Conference & Expo in November. Until then, here are some of her tips on how to capitalize on Twitter’s growing popularity by turning 140-characters into a business tool: Read more

Author Chat: Donna Fleetwood and Christy Crouch

By Erica Christoffer

The Weekly Book Scan catches up with writers Donna Fleetwood and Christy Crouch to talk about their new book Now What Do I Say? Never Be at a Loss for Words Again (BookSurge Publishing, 2008). In case you missed it, be sure to check out a mini review of the book posted last week on the blog.

How did you develop the dialogues for this book?

FLEETWOOD: We intended this to be a reference manual for real estate agents who are wanting to study different ways to handle objections. Christy and I have studied neuro-linguistic programming objection handling for quite a number of years in an intense way. We would write 10 sentences a day for different objections, and we did this for years. With our other partner, Scott Friedman, we decided there was no other book on the market like this. It can be a reference manual for agents to use, carry around with them in their car or in their office, that they could practice or actually reference when they are talking to somebody.

CROUCH: It seems like when we get those questions and objections, it can sometimes freeze us and it’s kind of scary. But we found from studying it, that there aren’t all that many new objections. The clients are having the same objections over and over. If we just learn how to powerfully handle them, in a way that benefits the client and sets the agent apart, it would be a great tool for them to have and be able to refer back to.

FLEETWOOD: One of the things Christy and I truly believe is to align with the client and not to fight with them. Not to try to prove how much we know, but rather use language in a way that brings the two parties together.

I noticed in the book that asking questions of the client was a common way of handling objections in your scenarios. Could you explain a little bit about the importance of asking questions?

CROUCH: I think the more questions we can ask our clients, the better position we’ll be able to be in to actually help them with exactly what they’re looking to accomplish. We’ve learned that the client ultimately cares about getting what they need and having us help them. The more questions you ask, the more you can find out exactly how you can help them. Read more

Now What Do I Say? How to Handle Customer Objections

By Erica Christoffer

QUICK SKIM
Handling objections is all part of the job. Authors Donna Fleetwood, Christy Crouch and Scott Friedman wrote Now What Do I Say? Never Be At a Loss for Words Again (BookSurge Publishing, 2008) to help real estate pros handle any objection that comes their way. Using communication methods derived from neuro-linguistic programming, which considers the impact language has on people and their behavior, the authors offer more than 425 answers to more than 70 common real estate questions and objections. Written in dialogue style, the book can serve as a quick reference, recited aloud, or used in role playing. BUY THE BOOK

FROM THE BOOK: 5 WAYS TO HANDLE CUSTOMER OBJECTIONS

1. There’s more than one right way. Different personalities call for different approaches to an objection. A single answer may suit one client, while turning another off. That’s why the authors offer multiple approaches to every potential objection listed in “Now What Do I Say?”

For example, you might respond to a client who complains that they have not received an offer on their home with the following remark (if the client does well with direct answers): “Exactly! This means they think it’s so overpriced they won’t even waste their time with an offer. So, do you want buyers to make offers, or move on?”

Or, you could use an approach that is suggestive, but solicits more client input: “You’re right! Now, imagine you were at an auction house and the whole audience was silent. No one was bidding on the item for sale at all. The auctioneer would either have to lower the price on the item, or risk not selling it. Which do you want to do?”

2. Practice makes perfect. Take the time to practice objection handlers aloud. Read from the dialogue in the book to yourself or role-play with co-workers. Practice helps boost confidence and alleviates nerves. Since objections are a natural part of the job, practicing how to handle them only makes sense. Read more

Author Chat: Dirk Zeller on Telephone Sales

By Erica Christoffer

How are you on the telephone? Real estate professionals use the telephone practically every day to reach out to clients and prospects. Sales coach and author Dirk Zeller wrote a book, Telephone Sales for Dummies, on how you can improve your telephone skills (read a mini book review and get 5 tips to improve your phone presence). The Weekly Book Scan spoke with Zeller recently to get more insights.

What motivated you to write Telephone Sales for Dummies?

ZELLER: I saw a real need for skill building in the telephone sales arena. To me, if anybody is a sales person, they have to use the phone. The phone is still one of the most important mediums of communication in this world. Especially for sales people, because in selling you have to inject emotion, you have to inject energy, you have to inject enthusiasm, you have to inject assertiveness, confidence and conviction. That’s pretty hard to do in an e-mail. E-mail is a communication method that functionally doesn’t translate into selling very well. You’re basically using words on a page that communicate at 7 percent efficiency.

A number of studies have been done on what communication is and how communication is broken down. Seven percent of communication is the words, 38 percent of communication is the tonality, 55 percent is body language. You don’t have tonality or body language engaged in words on a printed page.

But do you think electronic communication – e-mail, text messaging, etc. – has overtaken the telephone in many workplaces?

ZELLER: I think it’s a more universally used method of communication – e-mail and text, but it is not as effective in selling.

What would you say are three bad habits real estate agents do while prospecting on the telephone?

ZELLER: I think the biggest mistake real estate agents make in terms of calling a prospect or a Read more

Telephone Sales for Dummies: Improve Your Telephone Presence

By Erica Christoffer

QUICK SKIM

The telephone continues to be an integral part of a sales professional’s business. It is often the first point of contact with clients—so you need to know how to make a good impression. Can you get your point across and grab a person’s attention in seven seconds? Author Dirk Zeller outlines a strategic system in his book Telephone Sales for Dummies (For Dummies, 2007) on how to enhance your sales phone skills. He covers everything from rehearsing dialogue and conducting pre-call research, to preparing for objections and overcoming sales call aversion. BUY THIS BOOK

FROM THE BOOK: 5 WAYS TO IMPROVE YOUR TELEPHONE PRESENCE

Here are just a few of Zeller’s tips on bettering your phone presence.

1. Start asking questions. Well though-out questions are one of the best ways to achieve a successful sale. Questions produce greater understanding between you and your client. Find out your clients needs, expectations and reservations. It will help you come to solutions and customize your sales presentation to each of your clients. Even if you don’t land the sale, you’ll learn where to make improvements by asking questions.

2. Practice, practice, practice. Know what you’re going to say before you make that phone call and rehearse it. Have an opening script prepared and in front of you. The window of opportunity to get your message across while prospecting is small. Don’t open with the traditional, “How are you today?” Be genuine, says Zeller. Get to the point of why you’re calling and give them a reason to stay on the phone with you. Read more

Author Chat: Michael Gurian on Leadership and the Sexes

By Melissa Dittmann Tracey

If you haven’t already, be sure to check out our book review on Leadership and the Sexes. The Weekly Book Scan talked with the book’s author and gender expert Michael Gurian to gain more insights into how the sexes communicate differently.

Do your findings on gender differences among leaders in the workplace apply to other relationships too—such as real estate professionals’ relationships with their customers?

GURIAN: This book is for any male and female interaction at any level. When we looked at the companies that provided quantitative data to us for the book, they were using it at all different levels. It’s not just training CEOs, but they are training everybody to understand the gender differences. There is an immersion in the culture that transfers to a real estate office or even just a single practitioner to get training in it. These are hard-wired gender differences, and understanding men and women better and getting the tools to improve your communication will make you more effective.

Is there a risk that these findings on gender differences can be used as stereotypes in the workplace?

GURIAN: There really needs to be some immersion in it. If the company or individual, does not immerse themselves in understanding it then they will be prone to stereotype. There’s so much popular information out there and you can scan an article and in two minutes and believe you understand men and women. That leads to stereotypes. Read more

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