The Personal Property Appraisers Post

But Nobody Will Pay Me That Much!

Price - price - price. It‘s the most common discussion I have with NAC Inner Circle Members, marketing clients, and fellow appraisers. And, it's the least important factor in making a sale.

I hear it all the time:

― But my town is different.

― Where I live nobody will pay that much.

― People in my area all shop price – they want the cheapest deal possible.

― People in my town want bargains and they always want a lower price.

I have one very short and accurate reply. Bull-O-Knee!!

Here are six facts that refute this ridiculous and erroneous attitude:

1) If this is true, then there should be only one restaurant in town – McDonalds.

2) There should be only one coffee shop in town and it’s not a Starbucks.

3) There must be only one car dealership – a Hyundai dealer - the cheapest car on the market.

4) There is only one dentist and he or she does not give Novocain and uses a dull drill to keep prices low.

5) There is no dry cleaner in town, because it’s cheaper to wash clothes yourself.

6) The cheapest appraiser is getting ALL the business in town, no matter how crappy a job he or she does.

Click the Read More below for the rest of the article.


These mystery towns that I hear about all the time -- do not exist.

I‘m pretty sure that the appraisers who make the “My town is different” claim are dead wrong. Their town is no different than mine or yours. Not ALL people shop price.

The reason appraisers can't get the price they want is simply because they do not know how to sell.

FACT: When there are no other factors in a buying decision, then price is the default buying criteria.

Read that statement again!

TIP: Never quote a price until a prospect knows what he or she is getting for their investment.

FACT: If you give your prospects reasons why price is not a factor they will include those reasons in the decision.

TIP: Give prospects reasons that make price no longer a buying consideration. Include concepts like: time savings, accuracy, convenience, speed of completion, no hassle, reduced stress, confidentiality.

FACT: Only about 5% of all prospects shop exclusively by price.

BIG TIP: Stop complaining and start selling to the people in your town who drive a Lexus and buy their morning coffee at Starbucks.

Knowing how to sell your appraisal services will put you in the top 5% of all appraisers in the nation -- And it will shut down your competitors for good.

Not sure how to effectively and easily sell your appraisal services? No Worries! I’ve recorded a free tele-seminar for our NAC Inner Circle Members and it's available for replay.

In this breakthrough tele-seminar I’ve revealed the top ten selling techniques to help you effortlessly increase your sales, position yourself in the top markets, and do it painlessly and easily.

It’s free to all NAC Inner Circle Members -- just another benefit of being an NAC Inner Circle Marketing Member. If you’re a member, your special replay phone number and security pass code are in this month’s issue of your NAC Inner Circle Marketing Newsletter.

If you’re not a member, you can become an Inner Circle Member at: http://www.bestappraiserprofits.com/.

As an Inner Circle Members you’ll receive the NAC Appraisal Marketing Newsletter packed with marketing and business development tips for just $15.00 per month. Plus – you’ll receive a special free signing bonus worth $29.00.

Once you become a member, you’ll receive a special phone number and the pass code for replaying the Appraieal Selling Tele-semainr.

Don't waste another day. Get all the details at:
http://www.bestappraiserprofits.com/

Arctic explorer and MARKETER Sir Ernest Henry Shackleton, (February 15, 1874 – January 5, 1922) lead four Antarctic expeditions and was knighted for traveling the furthest south of any human during his voyage aboard the Nimrod.

Shackleton is best known for leading the disastrous Imperial Trans-Antarctic Expedition, commonly known as the "Endurance Expedition" and "Shackleton's Voyage," from 1914 to 1916. Shackleton failed the goal of crossing the Antarctic continent on foot, but became known for his leadership abilities.

His ship ‘‘The Endurance’’ became stuck in the ice and Shackleton lead his men to a safe spot on Elephant Island and then traversed 800 miles of the open Antarctic Ocean to South Georgia Island with four other men. He then managed to cross mountains to reach a whaling station at Grytviken.

Upon his arrival he found a ship to rescue the rest of his team who were left behind on Elephant Island. All men on The Endurance survived their ordeal in the Antarctic, after having spent 22 months in the Antarctic.

So how did he manage to round up a crew for this most amazingly dangerous journey? He advertised for what he DID NOT want. No wimps! No freeloaders! No untrained city boys!

Here’s the ad: “Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful. Honor and recognition in case of success.”

As a marketer of your business, you must do the same thing. Advertise for the clients and customers you don’t want. Scare off those who will only cause you grief.

One our web URLs is: www.PremiumAppraisalServices.com. It is designed to let any potential client who reads it clearly understand that we are not the cheapest guys on the block. It tells them: ‘‘If you want cheap, don’t click here.’’

It also tells them: ‘‘If you think you’re going to negotiate with us to get us to reduce our fees, or allow you to add more stuff to the job without an addition charge, you are sorely mistaken.’’

Attract and court the clients and customers you want. Repel and discourage the ones you don’t.

Set your standards, then let the world know how you do business.

I'm setting up a marketing summit late spring. If you want to be a part of it, call me (908) 459-5979 or e-mail me at brian@kathenes.com. Do it now. It will fill up fast.

Stay well and happy!
Brian

Jamieson Tribal Art Event

Join ethnologist, museum specialist, and antique tribal art collector & dealer, Bill Jamieson, at a Special ISA Conference Event, Friday evening, April 30th at the ISA Toronto Conference.

Bill is an NAC Associated Specialist focusing on old material from North American Indian, South Pacific, Pre-Columbian, African, Indonesian and oddities from around the world.

Bill has been a radio show guest on Public Radio’s “Value This! With Brian and Leon,” and has worked with Nova and National Geographic. Learn more about Bill at: http://www.valuethisradio.com/guestholdingarea.html

Bill also purchased the Niagara Falls Museum in 1999 which contained numerous treasures, including nine Egyptian mummies which were sold to the Michael C. Carlos Museum in Atlanta, GA. One of the mummies turned out to be the missing Pharaoh, Rameses I, and has since been repatriated to Egypt.

Don’t miss this fabulous event at the ISA Conference on Friday, April 30th, 5:00PM - 8:00 PM.
Register today at: http://www.assets2010.org

Join Leon Castner, Ph.D., AAA, ISA CAPP, Senior Partner of National Appraial Consultants,
for an imporatant teleseminar:

Critical Changes to USPAP -- A Personal Property Perspective”

Learn about these critical changes and how they will impact your success in 2010.

Only $15.00. Monday, January 18, 2010, 8 PM Eastern.

Learn more at: www.BestAppraiserProfits.com

Join Leon and receive a special issue of the NAC Appraisers’ Marketing Newsletter containing more than 37 appraisal marketing tips you can instantly use to make this your best year ever. Don’t delay; the number of participants is limited.

Reserve your seat TODAY, and receive your special "Signing Bonus" worth $29.00, yours free

Claim your seat, your NAC marketing newsletter subscription,
AND your special bonus at:

www.BestAppraiserProfits.com

Busting The MythsWith all due respect to Discovery Channel celebrities Adam Savage and Jamie Hyneman, of Myth Busters fame, these appraisal myths must be busted before one can identify a strategic approach and establish the tactical elements of effective appraisal services promotion.


Busting -- "My appraisal designation, certification and qualifications will get me business."

Your appraisal designations, appraisal experience, and your appraisal qualifications will not get you more business. Your designations, expertise and qualifications are “features,” not benefits. Nobody cares about features. Nobody buys features. People buy benefits. They buy solutions. They buy answers to their problems, but they do buy features. Every designation, every letter after your name, and every area of specialty and expertise must be turned from a feature into a benefit.

In Successful Selling Strategies: Benefits vs. Features, publicity guru Paul Hartunian and I explain that when it comes to your appraisal qualifications – nobody cares. Prospects and clients will not care about any of your designations, until they understand the benefits of those designations.

Effectively marketing your personal property appraisal services is the most critical skill of any successful appraisal practice.

It is not “one of the most critical factors” – it is THE most critical factor. Without an effective marketing strategy, and a proven marketing action plan, an appraiser is doomed to a practice that is far less successful than it could be.

Appraisal myths have prevented many very qualified appraisers from properly marketing their services. As a result, these appraisers deny themselves the benefits of a well-run, highly-profitable appraisal practice. Until an appraiser looks objectively at his or her business, there cannot be any positive change in the growth and quality of anyone’s own practice, or in the appraisal profession.

In order to create a profitable, dynamic appraisal practice, appraisers must be aware of the existing myths that surround this most exciting and lucrative business. These appraisal myths must be exposed for what they are -- a fabrication created by appraisers who are looking for an excuse to explain their lack of success. It is always easier to blame an external source for our shortcomings than it is to look internally and examine why we have failed (or not have been as successful as we had hoped).

Exposing the Myths

There are three primary myths that, once exposed, will either galvanize you into action, or cause you to stop reading this article and stick your head in the sand. You get to choose your fate and your future.

Myth number one: "My appraisal designation, certification and qualifications will get me business. This is the number one fallacy of the appraisal world. It is the belief that leads many people to take appraisal courses, continuing education programs, and specialty study classes."

Once completed, the appraiser has an expectation that there will be a “payoff” for all the hard work. I’ve heard it many times. They gripe about spending a ton of money and loads of hours on a course, then expect it to pay off immediately. This is not the case. The knowledge, qualifications, designations and certifications earned are the foundation upon which an appraiser can market their services. These qualifications may provide an appraiser with a competitive edge, but only if they are marketed properly. Successful completion of any appraisal course is not a guarantee of business success.

Myth number two: "My professional appraisal organization is supposed to get me all the business I need." 

(To Read the Rest of the article click the Read More Link below)