Most of us don't realize the power locked inside our notebook or desktop computer. Your contact manager and presentation programs are loaded with features that most agents simply don't take the time to apply. This fact can become a tremendous competitive advantage for those who do investigate the power at their fingertips. In my last column, we covered some of the ways in which software can turn up your marketing effort and build your business. Let's now outline some powerful personal promotion tips.

Client surveys: These are innovative and provide real value. Include a cover letter prepared by you and signed by your manager. Ask the customer to evaluate your performance on a one-to-ten basis in key areas: communication, friendliness, professionalism, ability to handle problems, etc. This approach lets customers know that you're interested in their feedback, and gives you important critical information about your performance. Never rely on assumptions, these surveys can be revealing.

Scripts for your personal assistant: Script everything you do so that your assistants know how to do it too. Strive to avoid having your assistant say, "I'm sorry she's not here right now, would you like to leave a voice mail?" Your script might read: "Dave Beson is in a client meeting, but perhaps I can help you. Are you calling about purchasing or selling real estate? Do you have specific questions I can answer for you?" Key follow-up questions can include: "Have you talked with a lender yet?" "I can arrange to have our lender contact you, and I'll be sure that Dave returns your call. Where will you be in one hour?" Use a script! It'll help you and it will help you grow your team.

Dialogue scripts for clients. Create a dialogue to use with buyers in order to show fewer homes and save their time and yours. For instance: "Mr. and Mrs. Buyer, I will save you time and help you to find the right home by searching the Internet, the MLS, and all other networking sources. In fact, today we can eliminate hundreds of homes without even getting into the car. We can then use your time to see only the homes that are 'most right for you'."

Set goals for daily contact. Be disciplined in making your calls. My friend Alan Domb produces $70+ million in annual sales and still has time to make 100 phone calls every day. Some top agents make a habit of not taking any incoming calls or appointments (except clients) until they have made 100 calls.

Hour of power. Schedule one of these power calling sessions six hours per week. Smile, dial and make a pile. You must make 82 calls to talk to 52 people and get three interested parties to get one real transaction. That's based on my personal statistics. This includes leaving warm messages on voice mail. When leaving a message, improve your odds with buyers by suggesting that they talk with your preferred mortgage lender prior to your appointment. Add further to your timesaving and effectiveness by attaching the pre-qualification letter to any purchase agreement, prior to presentation.

Use a pre-listing appointment checklist. Call prior to your appointments with scripted questions such as:

"What questions do you need answered tonight?"

"Which is of greater concern, the price, the marketing, or your costs? Anything else?"

"Will you have all decision makers present?"

"Would you please have original utility bills, a copy of your mortgage payment record and three keys available?"

One of the key concepts in growing your business is to accept the fact that as you venture forth you will receive negative feedback. How you handle negative feedback, objections, setback, and temporary failure will determine your success.

Harry Beckwith is the author of a great book I can enthusiastically recommend to you. It's called "Selling the Invisible", a field guide to modern marketing. He makes the point that it's a fact that your clients don't necessarily know when things are going right. They may not be able to analyze what's great about your service -- because your service is invisible.

Like a great waiter in a fine restaurant, you provide service without their knowing it. Many of the ideas we talk about will create improved service and results. You'll know the difference because your business will expand, your complaints will be reduced, and you'll get more referrals.

When your customers get bad service, they react! When they get great service, they usually take it for granted. If you had your pants altered and they looked right, you'd have no comment. But if they were three inches too short, you'd not only recognize it, but you'd demand your money back.

It's easier to fail than to succeed! There are two main kinds of failure in business -- doing things that don't work and not doing the things that do work. Perhaps the most expensive failure occurs when you fail to implement workable ideas.

Our mission is to have you put into ACTION those ideas that are very likely to bring success. So keep in mind the need for your positive action as we continue our countdown to profits in my next column.

Dave Beson is one of real estate's leading speakers and writers, and is the head of Dave Beson Seminars. If you would like to order the full tape series or find out about his productivity products and speaking opportunities you can contact him at: