Table of Contents PRAISE FOR THE BOOK OF YES TITLE DEDICATION HOW TO USE THIS BOOK INTRODUCTION PART 1 - THE ART OF YES Chapter 1 - Mastery: Why It Matters Chapter 2 - Distinctions: More Scripts? Chapter 3 - Pros Only: Amateurs Not Allowed Chapter 3 - Technique: What You Need To Know Chapter 4 - Practice: The Secret Of The Best Chapter 5 - Confidence: The One Question Chapter 6 - Influence: Beyond The Script Chapter 7 - Heart: You Gotta Have It Chapter 8 - Collaboration: The Ultimate Rapport Chapter 9 - Nine Keys To More Powerful Conversations PART 2 - THE WORDS OF YES PROSPECTING SCRIPTS Personal Circle® (Pc) Script The Expired Script For Sale By Owner (Fsbo) Script Fsbo Pre-Appointment Objections/Questions Open House Event Invite For Door-Knocking Hot Market Script Personal Circle Multiplier Script Lead Follow-Up Script Seller Sheet: Pre-Qualifying Script THE LISTING PRESENTATION SCRIPTS The Listing Presentation Listing Presentation Pricing Objections Listing Presentation Guide Notes 2 Guaranteed Sale Script BUYER SCRIPTS Buyer Sheet: Pre-Qualifying Script Buyer Call Asking For Information Open House Event Script Getting Open House Event Guests To Register PRE-APPOINTMENT SELLER OBJECTIONS Basic Responses To Objections Over The Phone The “Don’t Hang Up On Me" Script “We’re Taking The House Off The Market.” Or “We’re Taking A Break.” Or “We Decided Not To Sell.” “We’re Going To Re-List With The Same Agent” “What Are You Going To Do Differently Than The Others?” “I Hate Your Company.” “I Wish You Realtors Would Just Leave Me Alone!” “Where Were You When My House Was On The Market?” “We’ve Already Chosen An Agent.” Or “We’ve Already Set All The Interviews We Want.” “You're The 50th Realtor That's Called Today!” “What Will You Do That The Last Agent Didn't…To Get It Sold?” “Why Should I Hire You?” “We’re Going To List With The Agent That Sold Us The House.” “We’re Going With X-Company Because They Are The #1 Office In The Area.” LISTING APPOINTMENT SELLER OBJECTIONS A Decision-Maker No-Show: “My Spouse Couldn’t Make It….” “What Are You Going To Do To Market My Home?” “We’re Looking For Some Really Aggressive Marketing To Get Buyers In Here Who Will Pay What Our House Is Worth.” “We’re Looking For Someone Who’s Going To Fall In Love With Our House And Be Willing To Pay Our Price.” “We’re Not Interested In Just Taking The First Offer That Comes Along. We’re Willing To Wait Longer If We Need To…To Get Our Price.” “Since We’re Losing Money/Having To Reduce Our Price…Will 3 You Also Reduce Your Commission?” “Will You Cut Your Commission?” “How Often Will Our Home Be Advertised In The Newspaper/Print Advertising?” “We’ll Save The Commission By Selling It Ourselves.” “We Need To Think About It…” - The Deduction Approach YOUR NEXT STEP ABOUT THE AUTHOR: KEVIN WARD KEVIN’S COACHING PROGRAMS KEVIN’S ONLINE PROGRAMS AND LIVE TRAINING CAMPS ACKNOWLEDGEMENTS ONE LAST THING… 4 Praise For THE BOOK OF YES "YES! The Book of YES is the modern bible for real estate success. Kevin Ward's brilliant, "No BS" scripts are the words agents need to 2X, 3X, 4X their business immediately. Stop! Don't go on an appointment without every word, sentence and paragraph memorized, rehearsed and ready for you to hear YES after YES." - Greg Hague, Founder, Real Estate Mavericks "The Book of YES is a break-through book and a must-read for real estate agents. Kevin Ward understands the power of relationships and building true rapport with people." - Harvey Mackay, author of the #1 New York Times bestseller Swim With The Sharks Without Being Eaten Alive "Average real estate agents fight using scripts. The pros seek out the ones that work the best and win! Kevin Ward's The Book of Yes is filled with scripts to help you win more listings. Get it. Read it. List more properties than ever before. Win!" - Tom Hopkins, author of Mastering the Art of Selling Real Estate "Kevin Ward has created emmy winning scripts that will never appear on TV. They appear in person, on the phone, and in email performances...and the YES prize for winning is not a statue, It's a fatter wallet. More than just The Book of YES, this one volume will lead you to the promised land of YES!" - Jeffrey Gitomer, #1 bestselling author of The Little Red Book of Selling “Kevin has mastered how to use your voice and words to influence people and move them emotionally, and all the while being authentic and genuinely caring about the people you influence.” -Roger Love, The #1 Vocal Coach in America Creator of Voice of Success “I was Kevin's first broker and I saw how hard he worked to learn the 5 business. I encouraged him to be a good listing agent so that he could not only control his income but so he could also control his time. The Book of Yes is absolutely fantastic. Every Real Estate agent should read and memorize the scripts that Kevin has put forth, whether they are experienced or brand new in the business. The Book of Yes can teach Realtors how they can control their business and not let their business control them.” - Mike Bowman, Founder & President of Century 21 Mike Bowman Inc. #1 Century 21 Office in the World 18 times “I have known Kevin for a long time and I can honestly say he has written a masterpiece in “The Book of YES.” He articulately explains the importance of not only what to say, but the real reasoning behind the why. This is definitely a must read for anyone who truly wants to be a professional and have a successful career in real estate!” - Dave Bowman, COO of Century 21 Mike Bowman Inc. #1 Century 21 Office in the World 18 times 6 7 Copyright © 2016 YESMasters, INC. All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the author. The only exception is by a reviewer, who may quote short excerpts in a published review. YESMasters, INC. edition 2016 ISBN-10: 1523610840 ISBN-13: 978-1523610846 Printed in the USA The information presented herein represents the view of the author as of the date of publication. This book is presented for informational purposes only. Due to the rate at which conditions change, the author reserves the right to alter and update his opinions based on new conditions. While every attempt has been made to verify the information in this book, neither the author nor his affiliates/partners assume any responsibility for errors, inaccuracies, or omissions. 8 Dedication To Julie - The girl of my dreams who finally said “Yes” to me, my companion, my partner, my lover, my inspiration, and the one who will not tolerate even one ounce of B.S. in me. Thank you, My Love. 9 How To Use This Book “The Book of YES“ is an action guide, not a book of theory. This is not a book to be read. This is a book to be studied and mastered…and most importantly this is a book to be used. Think of it as YOUR PLAY BOOK for the key conversations you have with sellers and buyers. Along with the scripts you will find tactical notes on how to use the script, why it works, and when to modify the script for various situations. Because there are literally an infinite number of variables in any conversation with a prospect or client, there could theoretically be an endless number of scripts which would not be very practical. What I have done for you in “The Book of YES” is provide the most effective things to say in the most common scenarios that agents face in prospecting and in conversations and meetings with sellers and buyers. Focus on Listings. My first broker, Mike Bowman, told me, “Listings are the name of the game.” He was right. The reason is because taking salable listings is the path to a consistently profitable and sustainable real estate business that gives you time control (in other words not having to work 24/7) with the ability to do high levels of production (50, 100, 200 deals a year or more) while still having a life. Because of this, most of the scripts in this book focus on working with sellers rather than buyers. When you master inspiring sellers to say “yes” to you, you have found the magic key to being a successful real estate agent. PART 1: The Art of “YES” gives you the foundation for making the scripts work effectively. Scripts are not natural for us, any more than playing the piano is natural. It has to be learned and approached as an art. Part 1 is 9 (short) chapters to give you the proper foundation for what I call the “Art of YesMastery,” which is mastering the ability to inspire people to hire you and then to deliver the results for which they hired you. Each chapter in Part 1 covers a key point for using scripts effectively or a key element of real estate success. DON’T skip these chapters. I know…I know, no one likes to “read the instructions.” I don’t either, but your improved effectiveness and results will be well worth the time to study the information in the first half of this book. 10