How to Prospect by Phone With Confidence – Day 11 of 30 D2aBB

Why the Opening Statement is Most Important...

At the Massimo Group, and personally, no topic gets more questions than that of prospecting.

I’ve heard stories about how animals can smell fear. I think prospects can too. The truth is, there is only one thing you are almost guaranteed to be able to say on a prospecting call – the opening statement.

Prospecting by Phone

I know there are people out there that like to work of scripts – where they decided beforehand everything they are going to say. I’ve read books about prospecting and different ways to do it. Most I would not recommend. The best prospectors are those that get into a call asking questions and guide the conversation based on what they are learning.

Conceivably, no two prospecting calls should sound the same…save for the opening statement. This is your opening line. This you should script. This you should practice…and then practice some more.

This benefit statement should communicate who you are, who you work with, and why you are calling. It should share with them the benefit that lies in their future should they give you more time.

The entire purpose of this benefit statement is to earn the right for more time – that’s it.

Here is the template of my opening statement:

Hello Mr. [Prospect]. My name is [Your Name] with [Your Company]. The purpose of my call is to share with you [benefit you are offering to entice them to agree to meet with you].

The benefit you are offering them needs to be compelling. Maybe it is a market report (boring). Maybe it is a recent deal you did that is a comp for their property (exciting). Maybe it is some juicy market info that will affect the value of their property. Regardless, it needs to be enticing.

So I want you to script your opening statement. Practice it until it is as natural to say as it is to breath. When you get to that point, you can begin your calls with confidence – and not timidity and fear – knowing you are going to nail the one thing you know you will get to say.

After that – it’s up to you!

Question: How do you start a prospecting call? I’d love to see many of us share what we do and how it works. Let’s make the comment section a repository of the wisdom and experience that makes up the readers of this blog! You can leave a comment by clicking here.

Why You Need a Team – These 5 Reasons

Leverage The Strengths of Others So You Can Do What Only You Can Do!

Five or so years ago, I was on a call with my coach, Rod Santomassimo. Rod is the founder and president of the Massimo Group, and he had been coaching me through the purchase of my father’s brokerage firm.

I remember him asking me if I would consider allowing him to profile me in a book he was writing. He asked me to think about it and let him know.

I thought, he is asking me to allow him to tell my story to the industry and create a great amount of presence for me that I couldn’t do on my own. Five seconds later, I let him know I would be honored.

That book, Brokers Who Dominate – 8 Traits of Top Producers, became an bestseller. If you are a CRE professional, I highly recommend.

As of yesterday, Rod has launched his second book, Teams Built to Dominate – How to Create Your Own Platform, Grow Your Business And Gain control of Your Life.

teams built to dominate

I wanted to share this you for a couple of reasons. First, I received an early copy of the book and it is fantastic. Second, I have a special code to offer you that will get you 20% off. And third, Rod and I shot a video series that goes along with the book – Team Building Toolbox – where we take you through how to implement the strategies and best practices of team building that Rod takes you through in the book.

And the video series is being offered free this week if you buy the book. But more on how to take advantage of this $300 value later.

The 5 Reasons You Need a Team…yes, even you!

  1. A team allows you to leverage skills beyond yourself – If you are a producer, there are activities you do that generate high income. There are other activities that you do that are low dollar activities. A team allows you to put in place people with strengths in those low dollar activities. You can delegate to them. So no longer do you need to do $20/hr work. Plus, this frees you up to do those high dollar tasks that only you can do. This leads to exponential growth!
  2. A team removes you as the bottleneck – When you work as a solopreneur, you have to do everything. This makes you the bottleneck. John Maxwell calls this the Law of the Lid in his bestseller, The 21 Irrefutable Laws of Leadership. This just means that you can’t grow beyond yourself. You are the lid that prevents it. But with a team, you can break through your personal ceiling and grow.
  3. A team prevents burnout – Most of us have experienced burnout – that hopeless feeling that nags at you. Imagine if you had a team to handle all the activities you hated doing. That should put a smile on your face!
  4. A team brings additional perspectives – Many hard-charging producers don’t like to think of this point. The truth is, there are many perspectives you don’t have that a team brings. It is also true that you don’t always have the best perspective, and other sets of eyeballs can lead to success in areas you will fail on your own.
  5. A team challenges you – When you work on your own, you are only challenged to the extent you can muster motivation and discipline on your own. But when you build a team, those team members will challenge you. They will expect your best. They will push you. This is a reason I’ve had a coach for so many years. I need to pushed.

How to Create Dominating Digital Presence – Registration Open

For the past 10 days or so, I’ve been releasing a free video training series on How to Create Dominating Digital Presence. These videos have covered why you need digital presence, how to avoid costly rookie mistakes, and how to automate your platform for maximum efficiency.

The 4th video is now live and it covers your next steps – where do you go from here?  You can access it by CLICKING HERE.

We have also opened registration for the online course How To Create Dominating Digital presence. Registration will only be open until September 25 at 11:59pm EST. If you haven’t watched the videos – now is the time!

CDP Sales Vid 2015 screenshot

If you’ve ever wondered if digital presence can make a difference in your business, this video is for you. I cover all the benefits of digital presence and lay out for you how you can get it quickly and easily. The key is implementing a proven system that simplifies and greatly automates your platform so that you can demonstrate your expertise, attract and build trust with your perfect prospects, and educate your future clients.

Get Instant Access

[Video] How to Avoid These 10 Platform Killing Rookie Mistakes

Video 2 is Up in the Free Training Series on Creating Digital Presence

Last week I announced the formation of Massimo University. As a launching point for this new venture, I’ve created a free video training series on creating dominating digital presence.

Video two in that series is now live. You can access it by clicking here.

In the first video of the series, I shared with you all the reasons why you need digital presence. In this video, I share with you the 10 platform killing mistakes you must avoid.

I think you are going to love it!

I want to remind you that this video series is only up for another week, so be sure you check them out while you can!

cdp plc 2 landing page screen capture


Take Me To The Video!

There are so many who could benefit from creating dominating digital presence. I’d be so grateful if you would share this post with them. You can use the email button at the top of this post, or share it on your favorite social media platform. Thanks!

Huge Announcement Plus a Free Video Training Series…Just for You!

Announcing the Creation of Massimo University with a Free Video Series on Creating Digital Presence

I met Rod Santomassimo in San Antonio. I was with my parents who had traveled with me to see me get my CCIM pin. It was a proud and blessed moment for all of us.

At the same time, Sperry Van Ness had been recruiting our company. We were invited to a presentation where Rod, and executive with SVN at the time, was giving us a presentation along with Kevin Maggiacomo and Jerry Anderson.

I got up to leave during Rod’s presentation. Turns out that is not the best idea. Rod called me out letting me know he wasn’t finished. I shared with him that I had to go sit for my comprehensive exam, and I would rejoin the meeting when I was finished.
Massimo U Banner

If you are ever in a room listening to Rod present, don’t walk out. You may get more attention than you planned.

Since that time, Rod and I have become great friends. I worked with him at SVN. I hired him as my coach when he started the Massimo Group. He asked me to come on as a coach for MG when he began to aggressively grow his company. He has taught me many things.

So I am so excited that Rod and I have formed a new company – Massimo University. Among other things, MassimoU will be creating and producing online courses – for CRE professionals and anyone with a sales or entrepreneurial bent.

And as a special gift to launch our new venture, we have created a free video training series on creating dominating digital presence. It is only open for a short time – the next 13 days to be exact. And I don’t want you to miss out!

So head to this link. I’m so very excited about the great strategies and tools we are sharing through this free series.

Landing Page Screen Shot

And never in a million years did I expect to say this, but I am now the dean of a university – ha!

Don’t forget to get your free video training series. All you have to do is click the button below.

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Nailing Your Value Proposition – Day 9 of 30 D2aBB

Why You? Why Your Company? And Why Now?

There is so much written about crafting a value proposition – or an elevator speech. I’ve written about it in the past as well. You can read that post here for information on how to craft it.

What I want to share with you in this post is how dynamic a value proposition can be – and the different version you need at the ready.

Nail Your Value Proposition

A value proposition communicates three things: why you, why your company, and why now. It does so in terms of the benefits for the prospect.

But it can’t be rote memorized. Your value proposition needs to be dynamic. When you explain why you, you need to do it in a way that speaks to your audience. In other words, if I’m speaking to an institutional investor, I may communicate how I produce returns for my clients. If I’m talking to a widow, I may communicate how I take the headaches out of a real estate transaction and simplify the lives of my clients.

You don’t commit intellectual suicide when you are prospecting. You have to think and anticipate. And then act accordingly.

How to Achieve Virtual Freedom – Day 8 of 30 D2aBB

Anything that Anyone Else Can Do They Should Do

Entrepreneurs suffer from what John Maxwell calls the Law of the Lid. This law says that the entrepreneur is the cap on what can be accomplished. In other words, he or she is the bottle-neck of their own business. Most entrepreneurs I know suffer from some version of this. The truth is just because you can do it better doesn’t mean that you should.

How to Achieve Virtual Freedom

There is one particular conversation I have had with my wife about 4 times now. We had it again just last week.

I want to hire someone to come and clean the house. She doesn’t like to clean (though she does a great job). And I want to free her up so she can spend her time on other things. Seems like a no-brainer, right?

The problem is she doesn’t want a house-cleaner. She stays home with the kids. She feels like it is part of her responsibility to clean the house.

What I think she is missing is that our family would run better if she spent her time on the most important things. My guess is that if I asked her to make a list of the most important things, physically cleaning the house wouldn’t be on it. Spending time with our kids would be on the list. Volunteering in their schools would be on the list. Working out and taking care of herself would be on the list. Have more time for the things that matter – that is real benefit of a house cleaner.

The same is true in your business. What is it that you are doing that you shouldn’t be doing?

Build Your Database – Day 4 of 30 D2aBB

Know Your Prospects and How to Pursue Them

Lists. Anyone who sells anything needs a list. A list of prospects. A list of influencers. A list of connectors. Your database is where those lists live.

Build Yoru

I have a coaching client who has a complete database mess. He literally has 3 different databases that live in different places. One list lives in this CRM. One list lives in that CRM. His other list is an excel spreadsheet.

But at least he has a list.

My first years in commercial real estate were full of fits and starts. I didn’t prospect. I simply relied on our company’s presence in the market. Business would just walk in the door or call. Or it wouldn’t. Even if I wanted to prospect, I didn’t have a database.

Again in 2010, I restructured my prospecting focus. I didn’t have a list. So I built one (actually, my assistant did most of the work. I hope you all have a Teresa.)

Regardless of where you are in your career, you need a database full of all the people, prospects, and/or properties in your farm area. It is crucial that you can go pursue the business you want. To do that, you need to know who they are and how to contact them.

My most popular post ever is on the 3 ways to build a database. You can read it here. As a recap, here are the three ways to build your database:

Specialize – Day 3 of 30 D2aBB

Why Specializing Matters and How to Choose What Your Specialty Should Be

My mom’s side of the family is from the Chicago area. I love it up there. When I was younger, I would go spend some time in the summers with family.

One particular summer, my great aunt and uncle took me to a very large house in their neighborhood. Whatever size house just popped in your mind when I said ‘very large,’ think bigger than that. It was the largest house I’d ever seen at the time.


The reason for our visit was to see the owner’s garage. He had a four car garage with 8 Ferraris in it. He literally had a lift in each bay with one Ferrari held up over another. The owner walked into the garage from his house wearing a Ferrari racing suit. He was passionate. And incredibly wealthy.

I got to see a 1958 Spider (classic yellow). I sat in one of two F40’s that he had. I remember not being able to move after he strapped in the 5 point harness. I did not get to see his Testarossa as it was in the shop.

This man – this Ferrari enthusiast – was one of the top brain surgeons in the country. He was a specialist. You didn’t go see him if you had a bad case of poison ivy. You didn’t go see him for the flu or a muscle tear. You saw him if you had a problem with your brain.

Systemizing Your Business – Day 2 of 30 D2aBB

Stop Throwing Stuff Against The Wall And Hoping Something Sticks

I spent 5+ years in the Marine Corps. It changed me, and there was a ripple effect.

When I was in college, and my wife can testify, I was a slob. My room was more than messy. My bathroom was frightening. Before that, my mom made me do my own laundry because I would not pick up my room. When she saw that I was ok with that deal, she made me keep the door to my room shut so my younger siblings would not see my bad example.

Day 2 of 30 D2aBB

Then I enlisted. The Marines are fanatical about cleanliness – from the head (bathroom), to personal hygiene, to our uniforms. Everything should be perfect all the time. I was married after 1 year in the Corps. For the sake of my marriage, I had to get over my heartburn because my wife did fold my undershirts 6″ x 6″.

In fact, I took my 3 kids to see the Marine recruiter earlier tonight after we ate dinner. I was actually embarrassed walking in there because I did not shave today. Sheesh.

The Marines are also fanatical about systems. Everything they do is thought out and time tested. There is no reinventing the wheel. The reason we are so passionate about systems is they produce a predictable and desired outcome.