Being a salesperson
is one of the greatest professions on earth. As real estate salespeople
we are helping people to achieve the great “American Dream.” Where we
get into trouble as salespeople is when we don’t understand the process
of the sale. Most real estate salespeople have never studied sales. They
have learned a few scripts and dialogues, but they don’t clearly understand
the buying process. They have never become students of selling.
To be a Champion salesperson
you have to understand and study sales. The first step is to
understand the sales process. The truth in sales is that people
make decisions based on emotion. How they feel emotionally
about something governs their decision-making process. We don’t
do things based on logic, reason, and intelligence. We will
use those tools to justify our decision. Reality is we all
act emotionally and our behavior is shaped by our emotions.
Because we are human, we are in a constant state of trying
to satisfy our emotional needs and emotional wants.
How do we talk to
our clients’ or prospects’ emotions? We need to first put ourselves
in their situation. We need to clearly understand their needs,
wants, and desires. We need to have true empathy for the prospect
or client. To really be effective we need to imagine what the
prospects feel like. By clearly knowing their feelings we can
gently and patiently help them see our point of view.
For example, you are
working with sellers who want to overprice their home. They
believe they need to get above fair market value. The most
effective way to turn them to reality is to empathize with
their problem, to acknowledge that you understand their feelings.
Once you do that, then you can gently show them why their desires
will not happen. You have to meet those overpriced sellers
where they are and work them towards your position.
If you draw a line
in the sand and you are worlds apart, all you are doing is
yelling at them across a canyon. You have to cross the canyon
to their side. You need to lead them back across the canyon.
People can often be like cows. You can push, poke, and prod
them, and they won’t budge.
Your reason for your
way has to be a benefit to them. Once they see how they can
benefit, they will follow your thinking. The key is to talk
to people in terms of needs and emotional benefits to them.
Once you have established the benefits, you can persuade people
to do anything.
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