You will definitely have an advantage over your competitors if you actively look for new clients, as 95% of your competition doesn't do any prospecting on a regular basis. They use the "wait for the phone to ring" method. Personal selling for appraisal firms isn't typically cold calling, even for new businesses. Usually you're responding to a referral, or contacting a prospective client who has already received an inquiry letter, brochure, and/or sample appraisals in the mail.

The appraisal community is very small. If your name or your firm's name is known by many appraisers, it probably is known by many prospective clients also. If it isn't, you need to work on getting your name out there. It's much easier to contact someone who's already "heard" about you than to have to cold call a less receptive prospective client.

Selling your services can really only be done by appraisal personnel. It takes a trained professional to sell appraisal services. You can use networking, referrals, direct mail, and other methods to get leads, but when it's time for personal contacts, either in person or over the phone, only an appraiser can do it.

Fortunately, there are many books, classes, and other educational material on selling. Although most are for full time salespeople, many of the techniques can be modified and used by appraisers in the role of part-time salespeople.

 Selling is not a "sales pitch"

If your image of selling is a used car salesperson pushing a car you don't really want, you're behind the times. With today's more sophisticated selling techniques, you are client (customer)-oriented. You spend most of your time listening and answering questions rather than giving a sales pitch. You want to find out what the client needs and tell them how your firm can help them reach their goals.

Your sales efforts should be "benefits"-oriented rather than "features"-oriented. You're trying to provide what the client wants, rather than sell them on what you have. Again, the example: the client's top priority is fast turnaround. Rather than emphasizing the high quality of your firm's work first, you talk about how you always meet deadlines and can almost always do fast turnarounds. If you can't get the appraisal done within the client's time requirements, you must let them know before accepting the assignment, or as soon as possible.

 Every employee can be a marketer

Why not encourage your associate appraisers and support staff personnel to assist in your firm's marketing efforts? When meeting someone at a social or business affair, instead of saying, "I'm an appraiser (or secretary)," say "I'm an appraiser, administrative assistant, etc. I work for Ann Alexis Appraisal Company. We appraise commercial property in Cleveland." When inspecting a property, instead of saying "Hello. I'm the appraiser, John Jones," instead say "Hello, I'm John Jones. I work for Arthur Ames & Associates Appraisers. We specialize in appraising homes in Astor County. Here's my business card."

It only takes a few moments more to include your company information. You're not asking them to "sell" the firm, just get some more name recognition. You can never tell when someone met at a party turns out to be a prospective new client, or a borrower needs an appraisal for tax or other legal purposes, such as appraising for a trust. The more work you get, the more work your associates get and the greater the chance for a salary increase for support personnel.

If the contact seems interested in becoming a client, consider it a lead. Tell your employees to ask for a business card, or jot down their name and phone number. Then you, or the person whose job involves looking for new clients, can follow up on the lead. Who knows, maybe your receptionist or clerk will end up finding you a new client. Carry a pen at all times. Be a scout. Be prepared.

 An appraiser's sales technique

When meeting with a prospect, or making a preliminary contact with a letter, give the client a copy of your Client Service Summary (CSS), an excellent alternative to more expensive brochures. The CSS is like a handout that can be produced with standard word processing software. Using word processing software allows you to customize it for different client or client types (bank, mortgage broker, attorney, etc.).

On the first page, include all the benefits you can offer to your prospective client. For example, the benefit summary for a bank could include fast turnaround, competitive fees, wide geographic areas, extensive experience to minimize requests for additional explanations, and quick response on questions. Lay it out in a bulleted format so it is easier to read. Also include all your geographic areas and property types. Put your name, address, phone and fax numbers on all pages. For residential clients you can include a fee schedule and a fax appraisal form with all the information you need, if they don't have their own form. For all clients, include names and phone numbers of references. Include excerpts from letters of recommendation for your company. Ask several of your clients to send you one, if you don't have any. Use excerpts with permission, of course.

Put the CSS into a nice folder. You can have the folder imprinted with your company name, or have a printer make stick-on labels, or do them on your computer. You will certainly stand out from your competition, as few appraisers spend much time preparing good-looking sales presentation material.

All appraisers talk to owners, sellers, buyers, agents, planning departments, etc. We all know how important it is to set the tone of the interview with a good opening, how to ask questions, and get the answers we need. The same techniques can be applied to personal selling.

A sales call can be divided into 4 steps:

1. Opening. Catches the attention of the potential client.

2. Interview. You ask questions to find out what the client needs. You are listening for any clues to help you make a good response.

3. Response. You explain how you can help the client.

4. Conclusion. You ask for the assignment, set up another meeting, etc.

Here's an example of an appraiser's sales call:

1. You've sent a preliminary letter, brochure, or Client Services Summary, to Jane Johnson at Atlas Bank. On your follow-up phone call, you've set up a time next week to meet at Jane's office.

2. Prior to the meeting, you review the information you have on Atlas Bank and contact other lenders and appraisers you know for additional information, such as whether or not they are increasing lending, are dissatisfied with some of their current fee appraisers, etc.

3. While waiting to see Ms. Johnson, you have a brief business-social conversation with her secretary, Mary Mason, mentioning your name, company name, and why you are here. If you're rude, she may mention it to her boss. Also, she may be the person who actually makes the assignments!

4. After brief social chitchat with Ms. Johnson (weather, traffic, etc.,) you get right to your opening. The opening is the "attention getter," where you grab the prospect's attention. Some openings are: "We've noticed you're really doing well recently, increasing your real estate lending." Make it client-centered, or WIIFM (What's in it for me). Or, "Just out of curiosity, what would be ideal fee appraiser be like?"

5. During the interview, you're asking questions and listening to what the prospect says. What are they looking for? What do they want and need? You can only sell a prospect what they want to buy. Show empathy at appropriate times. Don't forget to smile. This doesn't mean you agree with them, it just shows you understand their situation.

6. When responding, explain how you can help the client. Don't focus on features of your firm such as the number of appraisers. Instead, focus on the benefits to the prospect, such as how having a number of experienced associates allows you to serve a wide geographic area.

7. In the conclusion, since you are selling your services, it is important to "ask for the job." Many appraisers are uncomfortable with direct asking, such as "May we start with your next appraisal?" A less pressured way is: "Are you ready to decide now?" Or, "Is there any other information you need in order to make your decision?" Or, "Who handles the assignments?"

If you're compatible, be sure to let the prospect know that you will be glad to have them as a client. Always, always, always, follow up with a personal note or letter.

Whatever personal selling you do, always follow up with a note thanking the person for his or her time. Don't forget the secretary or assistant. They may be the one giving out the appraisal assignments!

Be careful about sending a gift to new account personnel. Some clients have a "no gift" policy (particularly government agencies). They may even go so far as rotate the assignment personnel to different geographical areas, trying to keep the fraternization at ground zero. Before sending a gift, be sure to ask if it's okay.

Gifts often work better for regular clients. Be sure the gift is appropriate to the fees received. For example a gift valued at $200 would not be appropriate for a client who only gave you $1,000 in work last year. A gift could be a desk floral arrangement, a box of candy, or a lunch date. However, once a major client has been with you for several years, a bowl of flowers monthly for the office might work as a reminder that you appreciate their relationship.

 Handling problems

What if you find out you can't give the prospect what he or she wants? You can't be all things to all clients. You can't provide extra fast turnaround, work a wide geographic area, appraise all types of properties, conform to all quality standards, and have very flexible fees, all at the same time. There have been appraisers that have tried to adopt this attitude, but they don't last long in the industry, and are soon counting jack rabbit populations in the Mojave Desert. What you're trying to accomplish is finding the clients you can work with successfully over a long period of time. Why go through all the hassles of working with a client you're not compatible with? It's better to find out before the first assignment. It's a two-way street. You won't be able to work with all the clients you contact. You try to prescreen them before the personal selling, but sometimes it's not obvious you're not compatible until the interview stage. How do you find out what the client wants? Ask them.

A common objection to appraisal services is "high prices." As a response, you could say, "What exactly are you comparing it to?" Or, "What we offer differs from our competitors. Which of these differences is important to you: fast turnaround, high level of expertise, more comprehensive discussion of the market, etc?"

Responses to, "Thanks, we'll call you" are: "I'll give you a call next week to see if you need any additional information. Or, "What would it take to get your business. We'd really like to have you as a client." "I'll have to think about it," is a common stalling tactic. You could respond: "Are there any questions in the back of your mind?" Or, "What additional information would you like to have?"

 Telephone selling skills

When a prospective client calls on the phone, maybe asking about fees or services, how are they handled? Do you go through the stages of personal selling? Have you and your staff worked out how to go about asking for the assignment? You may want to make up some scripts and practice them. Telephone time is much shorter than a personal visit, and is often more difficult to do well because of the lack of visual clues.

For example:

1. Good morning. Jane Smith Appraisal Services. This is Tom Jones. How can we help you?

2. What's the purpose of the appraisal? What type of property and location is it? What type of an appraisal are you looking for?

3. Yes, we do appraisals for tax appeal. We have several appraisers who have appeared before the Assessment Appeals Board.

4. Is there any other information you need? If you're ready to place an order, I'll be glad to take the information now.

If your business is slow, try calling your clients to let them know you now have a very fast turnaround. An associate appraiser or support staffer can handle this with a little training. The client may be busy and not know it's slow for you.

 Cold calling

In cold calling, you just show up at a company's office without an appointment. It can be very daunting for appraisers with little sales training or experience, but it can work. Some appraisal firms have certain persons doing it, such as less-experienced appraisers or support staff personnel, as it can be very expensive to use a principal's time.

If your company is new or expanding rapidly, you can use cold calling to contact smaller, local companies, such as small local lenders, mortgage brokers, or credit unions. Clients who don't require that you be on an "approved list," such as mortgage brokers, can make decisions quickly. Hopefully, of course, you've done some prescreening to get an idea of whether or not you're compatible.

 Current clients - the personal touch

Don't forget personal selling to current clients. They are the source of most of your current and future business, as well as excellent referral sources. When marketing to them, however, you need to find out who actually makes the appraisal assignments. It could be the chief appraiser or an order clerk. It doesn't do much good to focus your marketing efforts on the chief appraiser if he or she doesn't make the decision on who gets the appraisal assignments, unless, of course, the chief appraiser demands special attention.

The best way to keep clients coming back is good customer service and adherence to their quality requirements. But the personal touch is also important. You're more likely to give work to someone whom you know personally and like. It's just human nature. However, it's best to maintain a professional attitude so your social relationship doesn't change your business relationship by affecting the independence of your appraisal company.

Most of us spend 90% of our marketing efforts on new clients, but we get most of our business from repeat clients. A little extra personal touch can go a long way toward getting more appraisal business from regular clients.

Many appraisal businesses give inexpensive gifts to clients at Christmas time, but it doesn't take much time to do small things at other times of the year such as:

1. Breakfast instead of lunch. Many clients (and appraisers) don't have time for lunch as it's generally a busy time of the day.

2. Remember children's' birthdays with small gifts or cards.

3. Send a card or novelty gift on a client's birthday.

4. Send clippings of a special topic your client is interested in. Include a handwritten note. If the news clipping is about the person, by all means send them the article. Everyone likes to see their name in print. It will signify that you saw it and were interested in the news item.

5. Visit a good customer in the hospital.

6. Ask them how you can give them better service.

7. Encourage them to let you know if there's a problem as soon as possible.

Make a special effort for your regular clients:

1. Complete assignments on time.

2. Keep them informed of your progress on their appraisals.

3. Return phone calls and answer letters as soon as possible.