Page 98 - Social Media Marketing

Assembly Line Selling 79

Identify Procedures

The first step is to identify procedures. Real estate agents might
have a procedures list that looks something like this:

• Sending out a marketing packet
• Sending out a pre-listing packet
• Color-coding files
• Following up with clients
• Processing transactions
• Developing a sales presentation to deliver to sellers
• Developing a sales presentation to deliver to buyers
• Assembling a pre-closing packet

If you're selling automobiles, tractors, computers, pharmaceu-
ticals, lawn-care services, or any other products or services, your
procedures list is likely to look quite a bit different. Sit down with
a pad of paper and a pen, and start jotting down a list of proce-
dures to follow when dealing with new clients. This should help
you identify the procedures you already follow to make a sale.

Break Procedures into Tasks

Once you have a set of procedures, break each procedure into a series
of tasks. Your goal is to make each procedure as easy to accomplish
as possible, so you do not have to answer questions or show a new
hire what to do. You simply show the person where the procedures
manuals and any required tools and supplies are located. The new
employee or team member can then follow the required steps.

For example, the procedure for sending out a marketing packet
to a prospective client may require your assistant to perform the
following tasks:

• Write a personalized letter or note to the client.
• Gather the latest marketing materials.
• Drop the packet off at the prospective client's home.