Before you as a commercial property agent do a sales pitch to a client to potentially list their commercial property, it pays to understand and set the strategy you will adopt. You need to define your targets of the process. Clarity is important.
Given that each property is different, the strategy and your sales pitch should also be distinctly different and unique given the elements of the property and the circumstances of the market. You are the expert agent and you need to show exactly what is going on out there today.
Here are some ideas and processes to feed into the presentation:
Firstly get to the real facts of the client and their needs today. They will have special concerns about taking their property to the market today. They will also have certain criteria that must be satisfied for the marketing and negotiation to be successful. Ask the right questions until you really know what they want to do and why.
Given the previous point above, develop a clear understanding of just what the target market is for the property today. As the local agent you should have a database that gives you a typical profile of the enquiry coming in to your office at the moment and how it can be converted to the property.
The defining of the target market will give you specific ideas as to how you can reach the target audience through direct marketing and consistent effort.
Take plenty of photographs around the property before you see the client. You can then put the images on a rolling slide show on your laptop computer to supplement your discussions with the client. Given that the photographs are only of their property, it tends to attract their attention far better than any other laptop use or presentation material.
Have some market evidence and comparable property detail to show the client and to support your discussions. Real numbers and facts from the local area are hard for them to refute.
Carry a variety of marketing examples of similar local properties today. Show the client just how you would use the material to the best of its advantage in attracting more enquiry and better inspections to their property.
Tell the client exactly what the market is looking for today and how you will use that to your advantage in marketing their property.
Far too many agents approach the pitch process generically without much planning. Given that you only spend a small amount of time with the client in the presentation and that the other agents in the local area will be pitching for the same listing, you really do need to think about the sales pitch process before you see the client. Preparation is the key.