Learning to sell… anew
Do you have the feeling that you have to learn how to sell… all over again, to have to start from scratch, from the start? That it used to be easier in the past or at the very least, clients seemed more compliant?
That is what we call a changing market and new selling skills are required, as well as new techniques and new disciplines. Truth is the last six years, in Real Estate, were relatively easy in terms of sales; it was, as strange as this may sound a very long and atypical period. The last decade gave us a steady and uninterrupted growth where offer and demand remained strong in almost all markets. Selling Real Estate was a fairly simple process. You worked hard, however, you were selling to YES people" meaning buyers and sellers were highly motivated by the market and were generally in agreement with your proposals.
Today, there is resistance from all sides. Sellers wants more and want to pay less, buyers expect price reductions that for the most part, are not really there. Essentially, you must now sell to "NO" people! It is not the same process.
Today's Real Estate professional must learn to face a tougher clientele. In truth, he must learn "TO SELL." Selling is:
- Understanding that real negotiation starts when the client says "no”, until then it's just servicing.
- Knowing what to say when they ask you to reduce your commission.
- Being able to come back powerfully, with at least five different closes… and ask for the signature.
- Knowing how to isolate the true objection.
- Knowing how to change the client's perception.
- Remaining professional; not getting drawn (emotionally) into the transaction.
- Remain in control throughout negotiation regardless of whom you are dealing with.
- Staying focused on the big picture and being able to positively influence all parties.
- Being persuasive as opposed to informative.
- Being able to demonstrate unequivocally that you add value to the transaction.
You must be able to demonstrate without any doubt… your strength of character, your professional knowhow and your skills as a negotiator… and all this, while giving the impression of absolute control to your client.
What are you waiting for? Learn to sell powerfully for the coming decade.
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