{"id":3898,"date":"2008-08-14T22:15:59","date_gmt":"2008-08-15T05:15:59","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3898"},"modified":"2008-08-14T22:15:59","modified_gmt":"2008-08-15T05:15:59","slug":"is-an-educational-session-a-sales-pitch-of-course-it-is","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3898\/is-an-educational-session-a-sales-pitch-of-course-it-is\/","title":{"rendered":"Is An Educational Session A Sales Pitch? Of Course It Is."},"content":{"rendered":"

I’m a salesman and have been since I hawked peanuts on the Ocean City boardwalk<\/a>.\u00a0 I’m addicted to “the pitch”.\u00a0 I love writing them, watching them, and critiquing them.\u00a0 Many people get upset when a “trainer” comes on to give an educational talk and finishes with an offer to buy books, tapes, coaching, et al.\u00a0 Not me; I love it.\u00a0 It gives me an opportunity to study someone else so I can better perfect my “pitch”.<\/p>\n

The best pitch is the one that isn’t noticeable\u00a0 It builds value and ends with a call to action that has the audience swamping you.\u00a0 Rather than “asking for the order” it is so compelling that the prospective customers beg to buy what you’re selling- I saw one of those yesterday.<\/p>\n

Lender (and Unchained graduate) Scott Schang<\/a> invaded San Diego yesterday and presented to the East County Board of Realtors about a niche loan product<\/a>.\u00a0 He gave starving REALTORs\u00a0 a juicy cheeseburger<\/a>.\u00a0 Scott invited me to both attend and critique his presentation yesterday.\u00a0 He kicked butt but I spotted a few things he might improve.<\/p>\n

Scott runs a shop called Porchlight Mortgage<\/a>. Scott lends statewide and offers buyer brokerage in Orange County.\u00a0 He has traditionally marketed directly to the consumer so this was his first shot at marketing to the REALTOR channel.\u00a0 He did an excellent job explaining how his firm is committed to working purchase business rather than refinance loans and that value was recognized by the audience.\u00a0 One agent questioned about his ability to wear his “lender” hat, with her clients, since he practices real estate brokerage.\u00a0 What measures would he take to insure that her clients weren’t turned over to one of his “in-house” agents?<\/p>\n

That was a fair question and I think Scott addressed it well.\u00a0 I was thinking of Greg Swann’s “shoot the elephant in the room before he breaks all the furniture<\/em>” approach to salesmanship.\u00a0 Simply put, you HIGHLIGHT the negative objection up front…then shoot it down so it doesn’t become an issue. I suggested that Scott open his presentation by serving up that elephant.\u00a0 I think he should proclaim that he is Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I’m a salesman and have been since I hawked peanuts on the Ocean City boardwalk.\u00a0 I’m addicted to “the pitch”.\u00a0 I love writing them, watching them, and critiquing them.\u00a0 Many people get upset when a “trainer” comes on to give an educational talk and finishes with an offer to buy books, tapes, coaching, et al.\u00a0 […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[212,26,6],"tags":[],"class_list":{"0":"post-3898","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-flourishing","7":"category-lending","8":"category-marketing","10":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2628,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2628\/comments-to-contacts-to-clients-bawld-guy-talkingat-unchained\/","url_meta":{"origin":3898,"position":0},"title":"Comments to Contacts to Clients: Bawld Guy Talking…at UNCHAINED.","author":"Brian Brady","date":"February 20, 2008","format":false,"excerpt":"Sometimes, you don't have to look far for expertise; it's right in your own backyard. Jeff Brown took me to lunch, yesterday. Our lunches usually last a couple of hours. We crunch numbers for investors, tell stories about the Padres, and try to start conversations, with the server, for his\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"bawld guy","src":"https:\/\/i0.wp.com\/www.singlepointerealty.com\/wp-content\/uploads\/2007\/10\/jeff-5.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1627,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1627\/two-steps-forward-and-one-back-the-broker-pitch-session\/","url_meta":{"origin":3898,"position":1},"title":"Two steps forward and one back – The Broker Pitch Session","author":"Kris Berg","date":"July 4, 2007","format":false,"excerpt":"This is perhaps a regional topic. I admittedly don't know how it is done in other cities, but in San Diego we still have the time-honored tradition of the weekly Broker Caravan. This is an entrenched ritual which has historically been preceded by a \"pitch session\", a practice originally born\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":14079,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/14079\/joe-biden-was-in-philly-to-pitch-high-speed-rail\/","url_meta":{"origin":3898,"position":2},"title":"Joe Biden Was In Philly To Pitch High-Speed Rail","author":"Brian Brady","date":"February 15, 2011","format":false,"excerpt":"...and I swear, before he finished his speech, he channeled his inner Harold Hill, just to convince the rubes in the vernacular: Seventy-six small towns on the big rail line Over a hundred and ten miles of track, to nowhere They were followed by recyclable trash cans, dotted all across\u2026","rel":"","context":"In "Enduring Interest"","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-content\/uploads\/2011\/02\/MUSIC-MAN2-300x277.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":14512,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/14512\/its-time-to-think-about-money-brian-bradys-money\/","url_meta":{"origin":3898,"position":3},"title":"It’s Time To Think About…Money…Brian Brady’s Money","author":"Chris Johnson","date":"April 29, 2011","format":false,"excerpt":"We're going to take a brief break from the political apocalypse that surrounds us and deal with money. 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These days so many\u2026","rel":"","context":"In "Real Estate"","block_context":{"text":"Real Estate","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/real-estate\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3898"}],"version-history":[{"count":18,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3898\/revisions"}],"predecessor-version":[{"id":3916,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3898\/revisions\/3916"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}