VR is celebrating over 32 years of successful …...GENERAL BUSINESS SALES WHAT WE WILL LEARN…...

Valued Representation

VR is celebrating over 32 years of

successful business sales

through valued representation

Valued Representation defines VR.

VR is:

VALUED

REPRESENTATION Welcome to the

VR MBI Series

Volume #1 Course # 7

GENERAL BUSINESS SALES

“PROSPECTING AND SECURING LISTINGS”


OUR GOAL

FOR THIS PRESENTATION IS

TO

DISCUSS LISTING AND PROSPECTING

METHODS FROM TOP OFFICES

IMMEDIATE GOAL

IDENTIFY VARIOUS METHODS OF

PROSPECTING AND CLOSING

METHODS

3


WHAT WE WILL LEARN…

Share a couple of successful prospecting

techniques.

Share some tips and techniques for securing

listings.

Share ratios and statistics necessary to track to

build a strong listing inventory.

4


PERSONALIZED URLS

What is a Personalized URL? Personalized URL (PURL) is a very powerful

Direct Marketing tool used in conjunction with

Variable Printing Data to create a cross-

marketing campaign where every marketing

piece is delivered with a customized website

page for the recipient to visit to get more info

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Recent industry studies reveal that nearly half

of direct mail recipients prefer to respond

online. In fact, one quarter of recipients will

only respond on line. PURL is a cost effective

way to increase the effectiveness of your direct

mail campaigns.

6


Example of an Office PURL Postcard

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Benefits of PURL marketing…

Increase response rates by as much as 400%

Reduce cost per lead by 50%

Secure invaluable information about each

customer

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Benefits of PURL marketing…

Convert prospects into loyal customers

Enhance Customer Relationship Management

(CRM)

Equip your sales force with highly qualified

leads

Track & measure campaign responses in real-

time

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Prospecting through Public Relations

One of the most economical ways to reach a large target market is through public media outlets.

Following the Business Development Plan (BDP) recommendations for public relations campaigns and press releases is a great start, but…

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PR works well if and when you get published in the press or mentioned on radio and/or TV.

Follow-up on all of your BDP press releases by submitting them to your local media and build relationships with the press that will get you in the public eye!

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Using Constant Contact for PR

Great deal is available for VR franchisees through Constant Contact to manage PR email campaigns

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Prepare and send out newsletters and press releases for every major event that is newsworthy:

New Listings

Closed Deals

New Associates

Buyer Engagements

Get coverage on your Local TV News Station!

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“NO” really means “YES” Frequently encountering business owners on listing

appointments that say “no”:

NO exclusive listing given

NO seller financing offered

NO pricing the business right

NO long term engagements

But you should sees as an

opportunity to get to “YES” 14


Whether or not the owner has made up their mind

about selling the business right now and whether

or not they have decided to use you…the most

important thing is to start building a trust

relationship with the owner right then & there!

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Build a Trust Relationship First…

Most associates start asking owners questions about the business to break the ice and loosen them up… letting them “sell” you on their business before you sell them on signing a listing with you.

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Often times an associate can prove himself by bringing buyers to the business before gaining the trust of the owner in order to get an exclusive listing or a long-term engagement agreement.

17


Build a Diversified Listing Inventory

The point of building a listing inventory is to

attract buyers so that you can close deals. But

many times we forget that this is a sales job and

buyers in today’s world want choices and

options.

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When you prospect for listings, make sure that you are building a diversified portfolio that will offer buyers at least 2-3 options in each industry and major price category - manage your inventory!

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Associates use the unique interests of buyers to go out and prospect for listing in new industries and sectors – leverage your database of buyers!

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Building a 100+ Listing Base

Key to success:

Continually recruit associates in order to build

a core team of 10 – 15 top producers

Continually prospect for listings to build a

listing base of 100 - 150 businesses for sale

Continually market (at least 3x per year) to a

target market of 12,000 – 15,000 small

businesses

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An office should keep accurate stats on their

office operations:

An office should make over 12,000 contacts 3 x per year

1/3 of those contacts through canvassing

The balance direct mailed letters

The letters should be followed-up with phone calls

Should result in 3% listing appointments conversion

Appointment conversion to listings 50%

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A Listing Base that Makes $1M+ Plan for breaking $1M in revenue:

Commit to a marketing budget of $25-30K

Obtain 100 listings (6 associates 15-17 listings ea.)

Run ads on 30 web sites (100 x 30 = 3000 ads)

Should bring over 400 buyers into the office for buyer

interviews

Tour 1000 businesses with 200 qualified buyers(5ea.)

Write 100 offers on listings that were shown

Close on 50 of those under contract (50%)

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WHAT HAVE WE LEARNED…

Shared a couple of successful prospecting

techniques.

Shared some tips and techniques for securing

listings.

Shared ratios and statistics necessary to track

to build a strong listing inventory.

24

BEYOND THE FUNDAMENTALS

THINK POSITIVE

THINK BIG

THINK VALUED REPRESENTATION

VR HAS SOLD MORE BUSINESSES

IN THE WORLD THAN ANYONE

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VR is celebrating over 32 years of successful …...GENERAL BUSINESS SALES WHAT WE WILL LEARN…...

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