1. 2. Providing Service and Value in an e-Buyer World In this module: Service in an e-Buyer world Delivering value Handling objections 1

2. What Is Client Service? “True client service is delivering to clients the services they want, when they want them and how they want them.” 2

3. Customer Service Study Customers: Want feedback and responsiveness. Expect multi-channel choice. Like having ability to find information they need online. Source: RightNow Technologies 3

4. Discussion Question 2 1.How do you determine how customers and clients wish to be reached? 2.In what ways can customers and clients reach you? 3.How quickly do you respond to inquires and requests? 4

5. Service ≠ Value Making yourself available 24/7 does not mean you are delivering value. 5

6. Demonstrate Value to e-Buyers 1.Interpreting, validating, and supplementing e- Buyer’s research. 2.Helping e-Buyer negotiate purchase. 3.Guiding e-Buyer through process. 6

7. Who defines value? The customer or client receiving it! 7

8. Discussion Question 3 Interpreting, validating, or supplementing the e-Buyer’s research: 1.When do you begin doing so? 2.How? 8

9. Expectations and Objections 9

10. Handling Objections 10 Time for an Exercise

11. High Tech and High Touch Using technological tools to effect person-to-person communication between agents and clients 11

12. 3. Web Fundamentals In this module: Good Web Sites Web site best practices Aggregator Web sites and online Classified sites 12

13. Do You Have a Web Site? 13 Not all Web Sites are effective tools, however. So what makes a good Web Site?

14. 10 Features of a Great Web Site 1.Lots of property photos and descriptions 2.Searchable listings 3.Updated links 4.Type that’s accurate and easy to read 5.Customer-centric content 14

15. 10 Features of a Great Web Site 6.Information prospects can use 7.Simplicity 8.Organization 9.A consistent look 10. Short, snappy copy 15

16. Domain Names Agent: Use first and last name in domain name Firm: Geographical location or name, e.g., SeaShoreRealty 16

17. Put Customer First Place customers at center of online experience Anticipate needs Provide wanted information Treat them intelligently and with respect 17

18. The 3-Click Rule The e-Buyer must be able to attain desired information within 3 clicks. The fewer the clicks, the better. 18

19. Prioritize MLS Functionality MUST-have features of Web sites: Current listing information Pictures of listings Easy navigation Links to other data consumers want Information about community and buying process 19

20. Property Listings: Keep Fresh Providing up-to-date content in the form of listings should be easy for brokers. In IDX, brokers exchange consent to display each other’s listings on the Internet. 20

21. Content: Go Deep Provide content depth to entice customers to stay and complete the desired call to action 21

22. Content: Go Deep Provide content depth to keep the e-Lurker coming back May require up to 24 months for incubation 22

23. Content: Go Deep 23

24. Content: Go Deep 24 Direct ContentIndirect Content  Detailed product information  Product frequently asked questions (FAQs)  Product demos  Background information  Additional images  Education  How-to information  Customer testimonials  Electronic magazines  Events

25. Pull, Don’t Push Pull marketing: Enabling consumers to pull info that interests them Push marketing: Pushing out info to those who have not asked for it 25