Challenge

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As an Acquisition Specialist, I owned end-to-end sales transactions while also monitoring and owning all sales conversations with unqualified/undetermined prospects, understanding their core concerns through extensive characterization of various pain points across numerous categories (financial, scheduling, core motivations, etc).

 

When I came into this role, there were some recorded sales trainings in online modules and recorded calls, but no clear, comprehensive data set that had organized these, let alone accounted for the vast amount of undocumented tribal knowledge directly applicable to these customer/prospect interactions.

 

Given the high cost of marketing spend, each missed opportunity to resolve a concern because of a lack of proper documentation drove up our acquisition cost and our time-to-close window.

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I needed to rapidly develop best-in-class communication strategies,

acknowledging three core challenges:

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1. The sale of a home is likely one of the largest transactions my prospects had ever faced

2. Selling a home is a highly technical transaction, involving multiple steps: process call, condition review, negotiation, offer call(s), title search, etc.

3. My audience was largely non-technical and needed tailored communication to move efficiently through our sales process
    

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Action

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​Even before the role officially started, I was obsessive about making sure that every single relevant objection or conversational obstacle I could find was documented:

I spent dozens of hours cataloguing objections that were spread across:

• Training modules

• Sales training recordings

• Live sales training calls

• Live prospect calls

• Informal one-off calls with sales trainers

 

In light of that, my goal was the following:

• Provide world-class communication to prospects, regardless of investment criteria fit

• Convey technical aspects of the sales process appropriately to a non-technical audience

• Focus just as much on client relationships as the problems they're trying to solve

• Ensure that anyone placed in my shoes could hop on the phones on day 1 and find success

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Result

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We were able to completely tailor our resolution and objective handling approach through this extensive classification, as well as our investment criteria.

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Prospects' needs were rapidly resolved through my exhaustive classification of pain points, allowing me to rapidly implement accurate follow-throughs that either qualified or unqualified them, depending on our investment criteria, while also allowing them to easily understand why certain services were a better fit for them.

 

On top of that, we had some great feedback from our clients on our approach:

"It was super easy to work with you guys."

- Amanda

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"A shout out to Ben who was my initial contact as he helped make the process easy as well... Ask for Jordan or Ben, both are terrific."
- Teresa​

"Ben was awesome to work with. Kept me completely updated along the way.

Would recommend to anyone"

- Cynthia

"Quick, painless process in selling my home. Professional team from day 1 to close. A pleasure to work with."

- Paul

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​Honestly, this document was critical to our operations. When it came time to onboard a new employee, they had everything they needed to quickly grasp our prospects' needs and provide them the guidance they needed to move forward or seek different solutions.