Letterman’s Top Ten Outreach Excuses

Letterman’s Top Ten Outreach Excuses 10. Sure….I’ll just go in to the company and stand there. For hours. 9. It’s only me and one other staff member/Patty the chimp/the maintenance man. 8. I’m not THAT kind of salesperson! 7. My brochures are ugly and my staff isn’t much more attractive than my brochures. 6. I’ve already sent them my brochures (see also: pens, promotional items). 5. I never get anywhere with the secretaries—and I DID try being nice. 4. Outreach doesn’t work. I’m not really sure it doesn’t, because I never do it. But I’m pretty sure it doesn’t at my property. 3. I don’t look good enough in my career apparel to go out in public—plus, it’s too tight (long, short, loose, tacky, blue, red, black…). 2. I cann’t spel. Exceeding Your Expectations

And the Number #1 Reason…. 1. I didn’t have time yesterday, I don’t have time tomorrow, and I don’t see any time in the near future I’ll have time. Exceeding Your Expectations

Why our people struggle with outreach ALL WRAPPED UP IN MISCONCEPTONS WITH NOWHERE TO GO. Exceeding Your Expectations

What misconceptions? • Accustomed to a straightforward leasing environment • NOT accustomed to providing information a customer might not want. No. Go Away! I don’t want any! Leave me alone! You’re scaring me! At the same moment Kara frightened the lady, she realized how truly lucky she was that this woman’s career apparel provider wasn’t hers. Exceeding Your Expectations

A Bull in the China Shop of Outreach • The corporate-calling atmosphere is frigid--and I’m not talking about the temperatures of those offices! • Difficulty in trying to find the right person • Dealing with many people... or no one at all • Trying to “Hard Sell” Exceeding Your Expectations

Why IS this so hard? • Selling ME isn’t understood • Looking out for the property’s interest vs. the corporate person’s • Who IS this corporate person in front of me? • Dealing with the person who is inside LOVE ME! KEEP ME! KNOW ME! Exceeding Your Expectations

Finding your happy ending! • The leasing consultant doesn’t follow-up correctly • He or she has never been trained on the basics of the Outreach Encounter. • LET’S CHANGE ALL OF THAT NOW! You have to REACH OUT to be successful at OUTREACH. Stretch out your hand… but make sure it has a GIFT TO GIVE! Exceeding Your Expectations

A Short Story By Outreach Boy It’s a busy afternoon at the office, but you’ve decided you need to take a walk to meet your new neighbors. However, you’re not sure who your neighbors are, so you set out to do some exploring to find out. You don’t really have time to do this…but when will you? It’s now or never and now is the Best time! You notice your surroundings. You check out your street, read the papers, talk to a few people you know. You decide to walk up to a home you selected because of your superior research. Exceeding Your Expectations

Keep tellin’ that tall tale! You’re a little nervous, so you begin by sticking your pinky toe in the door. So far, so good. You yell “Hello” to the person in the house. You wave your hand around inside the door, softly dropping a gift your brought on the floor. Then, you introduce yourself to the door’s owner. You carefully observe there’s a doggy door. You ask the pet’s name, and then pet the dog. You bring the dog treats on your next visit. You bring the man human ones. You keep up with him, and exercise his mind. He’s a new friend. And he’s about to bring you his friends. Exceeding Your Expectations

But I still have so many questions! Exceeding Your Expectations

What does Lincoln expect from me? • How often do I keep in contact? • How much outreach should I do a week or month? • What is my budget for doing outreach? • How do I measure results? • How do I record my time when completing outreach? Exceeding Your Expectations

Will my own property suffer? • How do I manage my time so I can get out of the office? • What do I do when we are understaffed and I shouldn’t leave? • Who is responsible for outreach on my property? • When is the best time for me to be away from my property? Exceeding Your Expectations

The One & Only Rule of Outreach Encounters: PERSONAL RELATIONSHIPS SELL THINGS. Exceeding Your Expectations

Personal Relationships Sell Things. People Buy People—they don’t buy products. Exceeding Your Expectations

What is everyone looking for? Acceptance. Feeling good about who they are on the inside and out. Help in the pursuit of their professional goals and personal dreams. Exceeding Your Expectations

Principle #1 (There is only One Rule to Outreach Encounters, but many underlying guiding principles!) KNOW YOUR PROSPECT’S NAME My name is Buttercup Chucklebuns. Exceeding Your Expectations

Why is using one person’s name so important? 1. You know that someone knows you because they know your name. 2. No name = No relationship = No company contact RELATIONSHIPS = RECOGNITION Exceeding Your Expectations

Get your foot in the door. • What can I do to find businesses I want to conduct outreach at? • How do I get through “gatekeepers?” • Am I allowed to step on the little people? (um, no) …would have a tough time finding a door big enough to stick his foot in. But you should be ok. Lots of smaller doors for you to work with. Exceeding Your Expectations

? How do I find a key person • Start with the main phone line • Ask, ask, ask, and lie, lie, lie if you need to • You need an INDIVIDUAL, not many individuals • Get one name and stick to that person Exceeding Your Expectations

Principle #2 GET TO KNOW YOUR PROSPECT LET YOUR PROSPECT GET TO KNOWYOUSECOND. INTRODUCE YOUR PRODUCT THIRD. 1st. Exceeding Your Expectations

Sell your apartments later. • Sayingis easy (except if you are Kelly Bundy) • It’s not so easy to say no to someone who is nice. • Selling your community is not the first priority of outreach. • Without a personal bond with you, there is no reason to buy. no Exceeding Your Expectations

Principle #3 YOU’LL GET WHAT YOU WANT BY HELPING OTHERS GET WHAT THEY WANT. Exceeding Your Expectations

How can I give them what they want... So we can get to the part that get what I want? • Recap of what people want • How does what you give them help them? • What could you give them to help them in their everyday lives? • How could you relate it in a context of your needs as an apartment leaser? Exceeding Your Expectations

Principle #4 CREATE THE NEED FOR YOUR PRODUCT They need a man… But the real question is, how do they get a man to need them? And how do you get a man (or woman) to need your apartments? Exceeding Your Expectations

How could you help this company? Why is your property better than XYZ property, and why should they work with your apartments? create How could you need? Exceeding Your Expectations

Principle #5 PRESENT THE NEED AT THE RIGHT TIME Exceeding Your Expectations

But when is the time right? • Introductory Gift • Follow-up with a “Hello!”letter • Send another gift and info. • The third time is a charm • Call/Fax/Do lunch/Do drinks/Do something! Read: How to Win Friends and Influence People Exceeding Your Expectations

Follow-up Follow-up Follow-up • Hallmark sells cards for a reason • Computers produce/email cards for a reason • The internet helps • Get software • Remember your own property too! Exceeding Your Expectations

Principle #7 GOOD THINGS COME TO THOSE WHO WAIT Exceeding Your Expectations

Expect good things Outreach is a process Not an event. Keep knocking until someone answers the door to their new home! Exceeding Your Expectations

Letterman’s Top Ten Outreach Excuses