To ensure that your people are operating at the highest standard to get conversions from the work that you do, my Growth, Leadership, and Management Tip this month is about the teach, train, test philosophy. This helps everyone understand how your business generates leads, what type of work your people do, and what they don’t do.
It comes down to playing to your strengths. Most businesses I work with generate leads through their personal network, open for inspections, past clients, and landlords. Just extracting from those leads alone changes everything that happens in your business. But those leads can produce much more than most agencies manage to get out of them.
For example, out of 3,000 visitors, one business may see come through their open for inspections in a month, 1,000 of those people own property in that area. But if they only get the residential addresses from 100 of those people it really impacts how relevant you can be to most clients in the quality of your communication with buyers who are also potential sellers.
When someone new comes into our organization, I feel it’s as important to explain what we don’t do as what we do. Letterbox drops, door knocks, and cold calls don’t make sense if you haven’t first worked with the people you already know. Really, how much time do people spend at the letterbox vs. time they spend online? Your people would generate more leads just following up on yearly check-ins with past clients.
You want to make sure your business and your people are visible wherever your customers’ eyeballs are. Teach, train, test is about making sure your team members understand your strategy and know the specifics around what it is that you do. Teach them your philosophies for generating leads, train them to use your dialogues to book appointments, and then test their proficiencies with those things. I’m a big believer in doing less, but doing whatever you do so well that it works consistently and reliably.
I hope you’ve enjoyed this month’s Growth, Leadership, and Management Tip, and I look forward to seeing you here again next month.