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June 12, 2010 by Shirleen Von Hoffmann Leave a reply »

By Shirleen Von Hoffmann President and Sales Coach for HomeBuilders AdvantEdge Copyright 2010

When I get orders for video shops, I often wonder how they are being used. So many clients use video as a “fear factor” holding it over the Sales Agents head that they have been shopped or may be shopped. The shops ends up becoming a dreaded, event that EVERY Sales Agent hates.

How do I look?
My favorite aspect of shops is to give the Sales Person an opportunity to see how they come across through the eyes of the client. If they can observe their sales presentation in an open and easy environment, they can make the decision to replace weaknesses with strengths. As with anything, if people want to change, they have to decide that fact on their own and implement the change in their routine. Film helps them do this. I find that Sales People are much harder on themselves when viewing themselves on film, than anyone else could ever be.

There’s power in numbers
The more you shop, the more the Sales Person sees themselves and the more they become accustom to shops and using them for improvement. When you have multiple shops, done in sequence, (which I believe is necessary) you really get to see if you have an ongoing problem or a onetime mishap. You also get to see if your Agents have a Sales routine that they are following on a regular basis. Are they greeting, getting follow up information, asking great questions, trial closing, closing and finding a reason to follow up, EVERY TIME?

Film is the most important training tool
I happen to think there is no more powerful tool than video to use for training and coaching. When the video is used as a coaching and training tool, it is a customized fix. You get the opportunity to applaud the great things and fix the things that need improvement. It’s a win-win. The Agent becomes better faster and the Company ends up spending less money and time for training. I offer a free coaching session with my video shops, if the Company utilizes this service we find it provides amazing transformation. When film is used on a regular basis, the Sales Person gets accustomed to seeing themselves on film and they start performing better. They are no longer threatened by a video, their boss has seen and they haven’t. They get used to coaching sessions based around their videos and end up looking forward to the sessions as a way of improving themselves.

Coaching Sales People, it is the most effective training
Each Sales Person is at different stages of development. When you train by standing at a podium with a room full of Sales People watching you, it is impossible to reach them all because each of them are different with various strengths and weaknesses. Unless you see them in action with the client, you really can’t effectively coach them. Would someone talking from a podium train an actor? No, Actors have coaches. Sales include many traits that actors use. Sales skills need to be scripted and practiced repeatedly until they perfectly come across natural. Coaching and video accomplishes sales perfection in a short period and customizes the fixes according the individual being coached.

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3 Responses

  1. Del Barbray says:

    Excellent blog, Shirleen about video shops.
    I believe that the video shop is a good tool if used properly. I agree with you that the video shop needs to be used constructively so the new home sales person sees what they are doing correctly and what they are doing incorrectly. Once the areas for improvement have been identified through the video shop then a plan of action for improving those areas that need to be improved needs to be put into place so the new home sales person can start working on those areas in order to get better.

    I always just try to be myself on a consistent basis and self critique my performance on the sales floor each day. I review what I said and how I said it and I make corrections where necessary so that the next time my presentation is done much better.

    Thank you
    Keep up the good work.
    Del Barbray

  2. Tiffany Armstrong says:

    I agree with both of you. Professional athletes watch themselves on tape all the time. It is important that we stay on top of our game and rid ourselves from bad habits that we pick up along the way. Some Managers do use the shops as threats, which is a shame. Agents today are faced with so many stressors, we have to worry that we are going to be caught on tape too? The only way to combat that is to be prepared! Stay on your critical path and always ask for the sale! Your next prospect could be a shopper, it could be a sale and it could be an opportunity for a future referral.No prospect is a waste of our time, as you can use each experience to practice up on our skills. We need to be ready to provide whomever walks through that door a great experience and be ready to find them their future home or your competition will.
    Thanks Shirleen, Youre the best!

  3. Tiffany,
    yes, Agents are under a ton of stress. But if you look at video as an opportunity to improve and perfect rather than a bad thing it becomes a learning tool. There is no better way to see how you come across to the client than see yourself on video. Edge Agents embrace and love the opportunity to better themselves in any way.

    You keep up the great work you are doing. Good luck on your new endeavors!

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