Even in today’s toughest markets, the Internet is still the “Amazon River” of new business that most sales people either ignore, or haven’t a clue on how to fish. In fact, most business is lost with the very first email a sales associate sends as a response to an online inquiry. How you reply to an initial online inquiry will ultimately determine whether or not you are going to do business with them.
Remember, the online consumer is someone you can’t see, shake their hand, check out their body language or even hear the sound of their voice. They prefer shopping for properties and services under the veil of anonymity provided by the Internet. Any attempt to impose traditional (i.e. face-to-face or on the phone) sales techniques with this consumer will only serve to drive them away from you.
Crafting an appropriate response to an initial online inquiry requires understanding what is important to the online consumer:
Privacy - everybody who does anything online is concerned about privacy;
Staying in Control - this means they want to be in control as to when and how much they reveal about their needs and wants;
Unrestricted Access to Information - consumers use the Internet because it gives them instant access to tremendous amounts of information while remaining anonymous. Being required to reveal who they are to receive information will only frustrate them.
Critical First Response Email Script
Let’s apply what we know about the online consumer and create an email first response “script” that will attract the consumer rather than repel them.
Now assume for the moment that you just received an inquiry that looks something like this:
"Saw this listing on your web site and would like more information" Thanks, Jane.
Most sales associates (if they bother to respond at all) typically start probing for more information and/or attempt to qualify “Jane” —which is exactly the wrong approach. The following is a script that is specifically designed to “speak the language” of the online consumer and is the closest thing to a “silver bullet” you can find online:
Hi Jane,
Thanks for stopping by my site at (http://www.bowesandcocks.com/). You will find the information you requested attached for your review.
In the meantime, I realize that you are currently in the information gathering stage and may not be ready to "open up" about who you are, or what your needs are at this time. Be assured this is perfectly okay, and that I will completely respect your online privacy.
Also keep in mind that my ability to help you is dependent upon understanding your particular needs and wants with respect to finding a home. So when you are ready to explore your real estate needs further, I will be happy to assist you.
Have a great day, and I look forward to hearing from you.
Kate
P.S.: I have also given you a complementary subscription to my monthly newsletter, FIRST HOME NEWS. You will find valuable tips in each issue specifically for first-time buyers. You can stop receiving these at any time by clicking the bottom link of any issue.
"I turn your first-time home dreams into reality!"
NOTE: If the initial inquiry includes the prospect's phone number, change the highlighted text above to the following:
Since you provided your phone number I am assuming you want me to contact you by phone to discuss your needs further. If this is not the case, please advise via reply e-mail and I will totally respect your wishes.
Have a great day. I look forward to speaking to you soon.
Put yourself in the position of being "Jane" who just sent the inquiry to a REALTOR. When you get this kind of response back, how are you feeling? What does this response say about the sales professional who sent it?
By using this script you will immediately change the relationship you have (or could have) with the online consumer. And your ability to convert them into new business goes up tremendously.
If It Ain't Broke, Don't Fix It!
These scripts are easy to implement. Simply create an email signature for each version of the script, making sure that your spelling and punctuation is correct. DO NOT be tempted to alter these scripts by even one word (other than of course your contact and PS: copy). Invariably, when sales people “tweak” the text they introduce their unconscious bias’ into the copy that typically reduces its effectiveness. I’ve heard some sales associates complain that the scripts don’t “sound like them”. Chances are they don’t, otherwise they wouldn’t be having the problem of converting online inquiries into closed transactions!
Success with online consumers is all about understanding human behavior. By applying this understanding in a practical way via “Critical First Response” email scripts you greatly increase your chances of turning casual inquiries into serious new business, no matter how tough your current market is.
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