Selling Appraisal Services – The Appraisal Sales Rule

“Never give a price until the prospect understands the value of the service you are quoting.”

If you just give a price without explaining the value of the service, the prospect will compare it to something else. They may compare it to a mortgage payment, a dinner out, or a six pack and a pizza. They will not understand the benefit of the service you are offering until you explain it to them. Furthermore, if they do not understand the benefits, there is no value associated with the price they need to pay for that service.

Your prospects are not going to give you their money unless they feel they will receive great value. It is your job to explain to them why your service is precisely what they need (if it is), and why it is of great value to them. Do not assume your customer knows all about your credentials, your experience, or even what a qualified appraisal is and does for them.

An appraiser must create a series of questions to ask prospects that will help them realize there is more to an appraisal than a number on a piece of paper.

Here are a few examples:

“Sure I can tell you what your investment in your appraisal report will be, but first I need to know a few things: ”

– “Does it matter if the value reported is accurate?”

This may sound like a really stupid question, but most prospects are under the assumption that anyone who produces a report will provide the right value or price.

– “Will anyone else see or rely upon this appraisal?”

This helps the prospect understand that the report must include information on your process and approach.

– “Are there other people who will question the value we provide?” Explain why professional appraisers write to an accepted standard, and are trained and tested.

– “Do you want to know or care how we arrived at the value?”

A systematic approach and all of our proprietary databases cost money to maintain, and skills to use.

 – “Does anyone else need to know why we are qualified to give an opinion of value?”

This question lets the prospect know that there is a difference between a professional and someone who just calls himself or herself an appraiser.

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