When we evaluate selling our views on why someone would hire us, we really only have two options to sell. We can sell features of our service, or we can sell the benefits the client will receive.
When I listen to Agents sell their services, most spend far more time discussing features than the benefits or the outcome the client will receive: the features of years in the business, membership in the Million-dollar Club, a certain company production award, number of homes sold, sales value, and all features of the Agent's service. Most Agents use these exclusively to answer the nagging question, why should I hire you? The problem is these are merely features of your service. A certain level of production or years in the business doesn't leap out at the prospect as a benefit.
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