The broker's job is not an easy one: knowing the real estate market, finances, properties for sale, analyzing and grasping customer needs, and so much more. With all that, you have to be able to validate, redirect, lead... in short, convince the customer to go ahead.

What does this really mean? How can I convince someone to think differently? How can I show him that he's wrong? Actually, I can't! At least, not if I want us to move forward. You know the saying: "win the battle and lose the war". I definitely want to win the war, so I can't afford to put him in the wrong. I want to make him "win".

I want to convince him, I want to change his perception, I want to bring him new elements, or better still, another way of looking at the situation. To do this, I have to change... his state of mind.

It's important to understand that a person's state of mind is made up of three inseparable elements: mental, emotional and physical. When you speak to a customer, you need to address all three levels. Let's take a closer look:

The physical: this includes the environment in which you find yourself; the temperature, the colors, the table, the chairs and so on. You also need to take into account the person's well-being, i.e. how they feel physically. Are they tired, alert or comfortable? If not, the customer will stall and lose interest. Anecdotally, you'll notice in detective movies that when an interrogation begins, the police officer offers a glass or bottle of water, to balance the electrolytes in the body and calm the individual down. You want your client to be in good "physical condition".

Emotional: if the customer is stressed, fearful, insecure or lacks confidence, they won't listen to you. Psychological studies have shown that there is a negative correlation between the level of emotion and intelligence. As the level of emotion increases, the level of intelligence decreases. Are you surprised? Have you ever said words in the heat of the moment that you regretted a few minutes later? We've all heard of the riot effect. That moment when citizens who normally obey the laws, act against those same laws destroying everything in their path. They are in a heightened emotional state. One of our key phrases is
"eliminate emotions and drama from your daily activities". Can you imagine customers stressed and angry about the price being offered, in the company of the broker who's himself highly stressed about his deal falling through? What a beautiful scenario.

The mind: your customer's predispositions and expectations, his understanding of the real estate market and yes, his intellectual level, are all elements of the mind. That's what you're dealing with when it comes to the mind. Can you really go headlong into a deal without first assessing your customer?

If any one of these three elements is lacking, nothing works. The customer becomes disinterested and stalls. You need to communicate powerfully with your customer at all levels in order to address his state of mind and become the Top Leader of your dreams. You can become very powerful at convincing anyone by understanding what you're up against.

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