Buyer Mastery Train-the-Manager

1. Buyer Mastery Train-the-Manager Helping you launch this program in your office

2. Agenda • Program components, overview and pre-work • Pilot Office Results • Session by Session Breakdown • Resources Available • Program Set-up (Step-by-Step) • Give out Certificates • Regional Trainer Support

3. A new program to increase your sales and your confidence!

4. Program Components • Four sessions, meet once a week over four weeks. Focused on handling buyer calls, closing for appointments, meeting face-to-face • Effectively preparing for and conducting open houses • Learn and practice the Buyer Consultation • Sales Associates work in teams and compete for prizes • Small prizes in first four weeks. Incentive for securing 2 booked sales. Prize for team with most points

5. We visited open houses and listened to calls to prepare for these two pilots.Added credibility to the program. Recognized strengths and focused associates on where they needed work.

6. Pilot Office Open Houses

7. Pilot Office Calls

8. What would happen if we more than DOUBLED our Lead-to-Appointment Ratio?

9. Pilot Office Results Piloted in two offices with approximately 35 in each pilot (office size was 116 active associates). We tracked trained associates from the rest of the office population four months following the pilot program launch.

10. Leadership was Key • Sales Manager and GSM led the way and encouraged the Sales Associates. • They embraced the program and followed up with their Sales Associates. • We discussed real challenges at open houses and on the phone and how to overcome them. • It was all about getting face-to-face.

11. It Works, It REALLY Works! We conducted two pilot programs with approximately 35 sales associates in each *Tracked four months after the program against the same time period the prior year and then compared to the office performance.

12. Session-by-Session Breakdown Each session runs from 9:30 to 2:30 with a half hour lunch

13. Session 1: Getting Started • Program Set-up, Teams, Incentives, Points & Prizes • Review the Market, Review our Numbers • Set the stage for focusing on Opens and WLN • Get the Appointment • Call Session • Compelling reason to meet (your value) • Buyer Consultation materials hand out & assignment to assemble and customize their consultation

14. Session 2: Make the Most of Your Opens • Team roll up and prizes • Where are you with Open Houses? • Driving Traffic • Conducting the Open House • Objections and What to do about them • Call Session • Open House Follow-up • Display board – give out materials and assignment to create their own Open House Display board (if in budget)

15. Session 3: Building Buyer Loyalty • Team roll up and prizes • What’s your compelling reason to meet? • Why do a buyer consultation? • Overcoming the push-back • Call Session • Key Skills for the Buyer Consultation with page by page review and discussion • Introduce the GSM • Assignment (Prepare for team presentations and use the Open House Display at your Open House)

16. Session 4: Practice Makes Perfect • Team roll up and prizes • Teams present assigned section of Buyer Consultation • Feedback and Discussion • Call Session • Reminder of Sales Contest and incentive • Session Wrap-up

17. Everything You Need . . . Resources to help you facilitate the program.

19. Where are you? How do your sales associates handle open houses? How do they handle the initial inquiry from a lead/customer over the phone?

20. Program Preparation for Open Houses • Have some “Under Cover Open Houses” in advance of the program to assess where your sales associates are in their effectiveness. Use the Buyer Mastery Metrics Excel spreadsheet to identify what to measure. Recommend auditing 6 to 10 open houses depending upon your office size. • Secure the help of friends and family to serve as Open House guests. • Report on results in this first session.

21. Suggestions for Under Cover Bosses at Opens • If there are “real” customers at the open house, ask your Under Cover Boss to politely excuse herself/himself (tell them to say they forgot something in the car). You DON’T want your associates pulled away from REAL customers. • At the conclusion, ask your Under Cover Boss to reveal himself and give a prize. While you won’t get information about how they follow-up, they will not get frustrated that a ‘customer’ isn’t calling them back or that they have spent time and energy following up with the ‘customer’ that is actually your Under Cover Boss.

22. Pilot Office Open Houses What do you think? What’s working well and what should we focus on?

23. Program Preparation for Weichert Lead Network • Audit 15 to 20 WLN Calls, measuring the effectiveness of the calls using the Buyer Mastery Metrics Excel spreadsheet to identify what to measure. • Randomly pull calls of those sales associates you know will be participating in the pilot. • Report on results in this first session. NOTE: If you do NOT want to take the time to do these studies, delete the slides that reference them.

24. XX Office Call Audit

25. Call Audit

26. Actual Call Sample . . . • Customer: “Should we set the time on Monday maybe come and see you?” • Sales Associate: “No. Let me check it out first. Make sure everything’s available and then I’ll call you back and then we’ll set up something.”

27. Actual Call Sample . . . • Customer: “Just started but I am looking to . . . if I find something suitable I’d be ready to execute immediately. I’m not just looking. I’m looking to buy.” • Call Time: Over 8 minutes • No appointment set, despite customer’s request to meet

28. Program Set-up Step-by-step instructions to prepare for a successful program

29. Review program materials and print, order, edit. Listen to Calls and Observe Open Houses

30. Promote the Program • Use the Buyer Mastery Promotion slides • Edit them (with YOUR incentive, prizes, dates, etc.). Present at your sales meetings. • Consider CHARGING your Sales Associates a “Materials Fee” to cover the cost of the materials, including the Open House display boards and then say: When you secure two booked units within the contest time period, I’ll return your $$ AND give you XYZ. • 30% of your office participates? You will see results.

31. Buyer Mastery Budget Sample budget based on 20 participants with 5 per team: Participant Materials $30 X 20 $600 1st Purchase Order Open House materials $46.00 each X 20 $920 2nd Purchase Order Weekly prizes for Winning Team for 3 weeks $100 Call Session Prizes (4) for 4 weeks $40 Lunch for participants – 4 weeks $500 Winning Team Lunch for 3-month Contest $250 Winning Team Prize $250Incentive (calculate 30% of participants $630earning the incentive) $90 each X 7 TOTAL $3,290 This is an example only. Calculate costs based on number of participants. All text in purple is contained in the 2nd Purchase Order and must be approved by RVP.

32. An Incentive for Completing . . . • When you attend every session (4 workshops), • Complete the session Assignments, • Meet weekly with your teams and • BookTWO sales • (Between XX Date and XX Date) • You will receive __________________

33. Personalized Cutting Board for Your Buyers’ Kitchen Reverse side brands you! $90. Order through Rachel and your office will be charged.

34. Sales Contest! • Team with the most points from XX date to XX date wins ____________ • PLUS the winners enjoy a great luncheon • Let’s break into our teams now: • 1) Decide on a team name and • 2) Agree on a day/time to meet each week OUTSIDE these sessions through the contest.

35. Buyer Mastery Materials Dialogue & Tips Guide Buyer Consultation & Flip Book Program Participant Guide Order the flip book through CF $30.00 plus S&H Buyer Mastery Tip Cards

36. Buyer Mastery Materials $76

37. Open House Display Board Materials • Open House display boards: $46.00 per person • Go to www.WeichertOne.com, Open Houses • You can order the boards from Staples and the sturdy display pockets from Shoplet.com

38. Order Your Materials • Rachel Siconolfi (rSiconolfi@weichertrealtors.net) at 973 359-8382, will order materials for you. • We need a 10-day lead time. • Cost for materials is $24.00 per person plus S&H(with the Flip Book, it’s $30) • Date of session • Number of participants • Where the materials should be delivered • Office Charge code With the Open House Display Board costs of $46.00 per person it comes to a total of $76.00. If you charged $75 materials fee and returned it after they attended all four workshops, you would get a better Return On Your Investment.

39. Purchase Request/Ordering Materials • Call Rachel with approximate number of participant materials needed (she can adjust BEFORE she orders materials but PO needs to get into Concur quickly). • Rachel will generate a purchase request/order through the Concur system. • Manager orders the flip books in Central Fulfillment (T435). • Manager creates a Purchase Request in Concur for all other expenses (see Buyer Mastery Budget slide). • The “vendor” will be the office manager or designate, and as items are purchased, the cost should be submitted as an expense reimbursement against this purchase order.

40. Distribution Code will fill in automatically with your office information. Expense type should be 8350 (materials) or 8274 (food)

41. Secure Their Commitment • If you don’t charge them, you’re spending a significant amount of $$ on them and you should secure their commitment. • Edit this form and have each person agree and sign.

42. Buyer Mastery Set Up slides Session One

43. Session 1: Program Set-Up Instructions • Promote the program and identify good Team Leaders who will be enthusiastic, supportive, engaged and committed to all sessions. Use the Buyer Mastery Promotion slides to gain buy-in and commitment. • Decide on an Incentive for attending all sessions and meeting the production requirement. Change the requirement to meet your office goals (see slide 12) • Edit the Buyer Mastery Commitment form to include your session dates, times and incentive. Ask Sales Associates to agree to and sign this form. • Materials Needed: • Flip Chart, paper, markers • Blank index cards on each team table for each team member • Prepare for your Call Session. Secure Names and Phone Numbers to invite neighbors to upcoming Open Houses (use a free 30-day Trial to Cole Realty Resource). Ask sales associates to bring their Sphere of Influence, leads, Open House guest registers to make follow up calls • Make copies of the Buyer Needs Assessment from WeichertOne.com (Getting to Know You and Your Next Home) • Order Flip books to hold the Buyer Consultation (order from Staples or for co. owned offices, from CF #T435 at a cost of $7.75) • Order from Weichert University (Rachel Siconolfi, 973 359-8382) for each participant is $30. This includes: • Color pages of the Buyer Consultation • Buyer Mastery participant guides • Buyer Mastery Cards • Buyer Consultation Dialogue & Tips guide

44. Modify all text in purple for your program and market. • Enter Team Leaders and Team Members names on slide 12. Keep track of attendance using the Buyer Mastery Attendance sheet. • Team Contest: Teams compete for weekly prizes in the workshop sessions and for a final prize at the conclusion of the contest. Determine contest duration (3 to 4 months). • Decide on a prize for the winner of each call session for session 2, 3 and 4. The Sales Associate with the MOST appointments wins the prize. • Decide on small weekly prizes (for workshops 2, 3 and 4) and final prize. • These are small prizes to award everyone on the winning team for that week. The team with the most points each week for session 2, 3 and 4 win a small prize. • For Company-owned offices: Purchase Weichert-branded prizes through Brown & Bigelow or another vendor who provides Weichert promotional items. Contact Anna Cooper in Purchasing for guidance. • For Weichert Affiliates: Purchase Weichert-branded prizes through Brown & Bigelow www.weichert-promo.com.  • Collect your office stats for slide 23, 24 and 38 to populate these slides. • Edit the Team Tracking Handout and give to Team Leaders to keep track of his/her team’s points each week. Roll up the numbers each week.

45. Create a flip chart in advance to prepare for the call session. Leave room to record Team Name, Team Leader and Time/Date the Teams will meet outside the workshops. See visual below. • Hold them accountable to meet and prospect together, make follow-up Open House calls, WLN follow up calls, Neighborhood calls, etc. together as a team. • Roll up their numbers EACH week for the duration of the contest period (3 to 4 months) using the Buyer Mastery Team Tracking Sheet. • When they get into their teams, record their: • Team Name/Team Leader Name • Date/time they will meet weekly • Check in on the teams each week. Ask how it’s going. Stop in an offer prospecting tips during their team meetings. Considering leaving off the titles and headline until just BEFORE the Call Session. Flip Chart Sample Create for every session.

46. Buyer Mastery Set Up slides Session Two

47. DELETE this slide and next after reviewing instructions and acting upon them! Session 2: Program Set-Up Instructions • Materials Needed: • Flip Chart, paper, markers • Index cards with a different Open House Challenge on each (Record on each index card a challenge below) • Getting them to sign the register • Securing accurate contact information • “I’m already working with an agent.” • “I like this house, but I can’t afford it.” • “I’m not ready to meet. Just starting out in the process and getting a feel for the market.” • Not making a move any time soon. • Too many people at the open all at once • Sales Associates should complete the online Buyer Consultation course to earn 5 bonus points and CUSTOMIZE their Buyer Consultation and bring it in to earn 5 bonus points (see next slide for examples). • Prepare for your Call Session. Secure Names and Phone Numbers to invite neighbors to upcoming Open Houses (use a free 30-day Trial to Cole Realty Resource). Ask sales associates to bring their Sphere of Influence, leads, Open House guest registers to make follow up calls. • Modify all text in purple for your program and market.

48. DELETE this slide after reviewing instructions and acting upon them! • Prepare a roll up of all the Under Cover Boss Open Houses visited. See example on slide 10. • Recognize good performance and good technique from the open houses. See example on slide 9. • Order Open House materials (if you have this in your budget).Find instructions and where to secure materials under WeichertOne, Holding an Open House. $46.00 per board. What does CUSTOMIZE your Buyer Consultation mean? • Prepare all the handouts and put them in the blank, left plastic sleeve opposite the color buyer consultation page so you have the handout ready to give to the Buyer (e.g., actual MLS sheets with properties that sold in under 30 days in the left plastic sleeve opposite this visual). • Place your Business Card in the front cover sleeve of the flip book so you don’t accidently pick up someone else’s buyer consultation. • Replace the generic Gold Services Team and the generic Resume with YOURS

49. Buyer Mastery Set Up Slides Session Three

50. Session 3: Program Set-Up Instructions • Materials Needed: • Flip Chart, paper, markers • Buyer Consultation Materials Checklist from WeichertOne, Working with Buyers. • Buyer Consultation Skills checklist on the Buyer Mastery web page • Getting to Know You and Your Next Home from WeichertOne, Working with Buyers