Now, before we get into this...lets establish a quick and simple truth: Knowing what NOT to do is just as important when talking about sales as knowing what TO do.
(Everyone comfortable with that statement? Ok…moving on…)
I started out in my sales career by selling bobbins and quilting notions to my mom’s friends in her craft store back home. I was 9 years old. Although I had no idea what quilting was or how to do it, I could tell you the name of every item on that store and what it was used for…(kinda creepy when I look back in it, actually). And, since that time, I have always tried to establish myself as a leader in any sales position that I have held...and I also have noticed that there are some really good sales people out there in the world.
The kicker is...a good portion of those people aren't good at sales. What they are good at is avoiding those potholes that cause some sales people to come up short.
Having said that, here is a quick "Top 10" of mistakes I have seen sales people make that are guaranteed to derail the very efforts that are being put forth by any salesperson.
1. They are hindered digitally. -- "Hindered", in this instance, means they are either digitally compulsive or digitally impaired. Both are a hindrance. You can be so addicted to the technology available (Internet, sales force automation, blackberries, iphones, etc) that they are completely paralyzed when it is not available. Or, the mere thought of being surrounded by that much technology has them so scared, they refuse to adapt to any of it. Both are career-killing impairments. In truth, it is those that have the ability to take on the technology without losing the human aspect of their jobs that will be the ultimate winners. Find your happy medium.
2. The fail to ask questions. -- More importantly, they fail to ask the RIGHT questions. And, when they do ask them, they fail to actually listen to the answers given. A prospect will always tell you what it is that they need to hear come out of your mouth. Asking the right questions based on their feedback will, more often than not, lead to a sale for you. You have two ears and only one mouth. Use them accordingly.
3. They spend money before they make it. -- I had a sales manager who said to me, "Clint...a sale is never done until you are eating the steak that you paid for with the money you got when your commission check cleared the bank." Why think this way??? Look at all the things that can happen that can derail a sale in today's market...if you are out buying a new TV on credit because you have a closing happening on Tuesday, you are going to lose your butt in this business. Just because you have a signed contract doesn't mean you are going to get paid anytime soon.
4. They listen to their peers. -- Listening to your peers usually means you get an earful of negative input. "This isn't the way that you sell houses." "Blogging doesn't bring any clients." "Social media is a huge waste of time." Yeah...You've heard that before, right? And, it goes on and on and on and on...ad infinitum.
Instead, listen to positive, upbeat stuff that makes you feel good and allows you to think clearly. For me, that's music. Some use motivational speech, etc. And remember...most of your peers suck at their job.
5. They pitch the wrong people. -- You cant get rich selling to the wrong people. You had better be in front of people that can make a decision, have a need for your services, and are willing to listen to you. If anyone you are pitching your services to doesn't meet that criteria, you are spinning your wheels. Remember, not everyone is a good prospect. Spend the time required to find good prospects and work with them rather than trying to peddle your wares to those that don't need them, can't decide if the need is there, or are not willing to listen to you.
6. They don't prospect. -- This is HUGE! The largest cause of failure in a sales position is having a lack of potential customers. You should always have multiple streams of inbound leads to work. You should never be out of people to pitch to even if that means you spend more money to get them. Take advantage of the technology that exists and use it to your advantage. Don't have anyone to pitch? Start thinking about a new career…
7. They don't understand economics. -- Would you sell something you bought for $1.50 for $1?? Painfully obvious, right? Yet, that is what a good portion of sales people do because they don't understand the 'back-end' costs that should be added into the equation. For example, if you spend $750 marketing a home, $300 in gas showing a home, $200 in food wining and dining clients, and then only make $1000 on the sale of a home...what have you gained?? Here is a quick lesson in Economics 101 -- If you are losing money on your deals, you can NEVER make that up regardless of how many deals you complete.
8. They don't position themselves properly. -- The way people position themselves is the primary determining factor in how they are seen by prospects and clients. People pay attention to people they THINK are in a position of importance. Blogging, engagement and interaction with prospects and others via social media are all ways to help position yourself accordingly. The best way to sell is not to position yourself as a salesperson...but to position yourself as an expert in your field. And, one of the best ways to do that is to offer up information and assistance to those that are in need. (A Realtor might do a class on being a first time home buyer, for example. A guy that sells referrals to Realtors might write a bunch of blogs that help the agents do their jobs better...) The goal of these sessions isn't to sell anything, but to establish yourself as an expert in the field so that, as the need arises, those seeking your service automatically think of asking you.
9. They stay generalized. -- "Narrow-casting" is the specialization into a specific segment or part of the market. Staying generalized eliminates the ability to be considered an expert in any one specific area. Think about that for a second....Medical specialists get paid more than medical generalists. A specialist has narrowed his/her field of vision to ensure success in mastering that specific part of the market or product. They become known as specialists and people recognize that and come to them when they need that expertise.
10. They refuse to learn. -- I have seen more than one 'newb' burst onto the scene and run huge numbers in a very short period of time...and then just disappear into obscurity. Why is that? It is because they refused to continue to learn. It is vital to be a student of your game. Make sure you are continually learning about your product/service/industry. Read the new books that come out. Go to the seminars that are being held about your industry. Listen to audio, watch video, read blogs (like mine! hint hint) about sales and how to be better at what you do for a living. Reinvigorate yourself.
Sales people are a breed unto themselves (some would say they are weird). "Experts" rarely have the open-mindedness needed to accept criticism and make the changes that are needed to make themselves more successful. Yet, it is exactly that action which will set you up for a stellar sales career. Pay attention to the pitfalls that you can fall into that will slow your momentum and focus on those things that will increase it.
Need more information on Real Estate Client Referrals? Follow Clint on Twitter...or fan us on Facebook! If you want to speak with me directly, call 800-977-7058.
Sweet! You got a lead from your website...or anywhere, really. You call them up and establish a quick relationship. You provide them with a list of property or set them up on an email drip campaign........................And then, it seems like they just fall off the planet.
Lets take a test.
A chain is only as good as it's weakest link. Your tagline is no different. There are a group of words that are used in real estate advertising that just simply don't deliver the punch that the agents thinks they deliver. Here is a list of words you should avoid:
Now, by the same token, there is a group of powerful words that can be used to deliver a better message about your ability and maintain the aspects of your ability that the client is already assuming exist within you. Those are:
Charming: Small. See also, "Tiny". Snow White might fit, but five of the dwarfs would have to find their own place. See also "Cute," "Enchanting," and "Good Starter Home."
Easy to heat: See “cozy”.
Lots of storage space: The basement is too small to be called a family room.
Natural setting: Forget about planting anything because the deer will eat everything in your yard but the sagebrush and knapweed.
Park-like setting: There is a tree located somewhere on this block.
Townhouse: A 3 story walk-up on the north side that is sandwiched between two others that look exactly the same. Not only can you hear your neighbors fight, but you hear when they play music, watch TV, use the bathroom, or blink.
As a young boy, Tan had always heard of stories handed down by his father and his father's father of a magical rock that, when held by someone, would grant them any wish. It was called a 'touch stone'. (A person would know they found the touch stone because the stone would be smooth and round...like a ball...and warm to the touch.) And, as luck would have it, it was said to be along the shore of a small lake near the village that Tan grew up in...
Finally, one one cold morning, Tan grabbed a stone that was warm to the touch. And the stone was round like a ball. And, at that moment......Tan pitched it into the lake.
Instead of viewing every internet lead like a rock...treat it like gold. Treat it like a touch stone. Treat every lead like it is the best lead you have ever had. Follow up with the client diligently, timely, and with respect. Give them the information they require when they require it and work hard to make yourself THE resource that the lead thinks of when they need something. Do this every time. Without fail. Every time.
Top 10 things people fear the most......
to follow-up with clients is they are afraid of pushing them away by being too annoying, potentially causing them to tell them they are not interested any more.
