I have been involved in sales for the better part of 20+ years. I've sold everything from advertising to insurance and have set sales records in the process. But, I never really tried to sell anything. What I tried to do was show people that what I had to offer to them was of value and explain to them how it can help them. And, that style hasn't let me down even today.
So, it goes without saying that the one thing that I have always disliked about sales is the standard "hard-sell" style. You know...that pushy, in your face, unrelenting style that basically causes people to cave in out of either fear or out of wanting the barrage to end. The buying parties are usually left with a sense of "being dupped" or just angry about they way that they were treated throughout the buying process. This usually results in the burning of any bridge that could be used for future sales either by the sales rep or any sales rep from the same company or industry. This would also eliminate any potential chance of getting a referral or testimonial from that customer. (Have you ever bought something from someone that you didn't like?? If you did, you questioned the purchase when you were done, didn't you. That's what I'm talking about here.)
Having said that, below is a list of 6 things that anyone can do to adjust themselves from a hard-sell approach to a soft-sell approach. This transition can be done by anyone and should be done by everyone that is serious about trying to survive in this industry.
- Take a look at the old concepts of marketing - What images do you conjure up when you think about marketing? Do you think of the pushy ‘used car salesman'? Or, does your mind flash through the last telemarketing call you took during dinner? If this is what you think of when you think of marketing, then you probably shouldn't be doing your own marketing. Hire a virtual assistant to develop some things for you that are current and fresh. Take advantage of the resources out there that are designed to help you succeed rather than floundering on your own.
- Don't equate marketing as "sales" - Most people that attempt to
market themselves are scared as to whether or not they will succeed or fail. The worst thing that can happen to you is to start equating marketing as sales. Marketing is merely an attempt to differentiate yourself from others in the same industry. When done right, your clientele will increase, your "advertising" expenditures will decrease, and your profit margin will reflect your efforts in a positive manner. But, this may take time. So, be patient. (Marketing is not advertising! "Marketing" is differentiating yourself from others in the same field. Sometimes it is costs money...sometimes, it is free. "Advertising" is the cost of boring or ineffective marketing and it always costs money.) - Don't think you are taking from others when giving of yourself - I have worked for years helping agents get more clients and it amazes me that most people think they are taking from someone when they are actually offering of themselves. Instead of thinking about taking from prospects, think of it as giving your prospects reasons to work with you. Provide your prospects with the information they require and use this information as a "give and take" to get more information from them.
- Develop an "elevator" speech - An "elevator speech" is a short, memorized response that you should deliver whenever someone asks you what it is you do for a living. I prefer to answer that question with a question. For example, instead of saying, "I am a real estate agent.", you should say, "You know that stressed-out feeling people always get when they buy a home? My job is to help them to relax and enjoy the process." This type of tactical response will automatically cause the other person to inquire more about what it is you do and possibly how you can help them. That is your green light.
- Ask permission to continue - If you are making a cold call, get permission to continue. It will make the person on the other end of the phone feel like their time is respected. However, in the process of this, don't commit to any time frame. If they do have time to talk...make your points short, concise, and understandable. If they do not have time to talk, attempt to schedule a follow up phone call.
- Give info to get it - I touched on this a bit earlier. Always give of yourself first before you start to require information from your clients. Focus on your ability to assist them with whatever they may need. Use this to help establish a rapport with your client...one based on trust. This will make them far more likely to work with you. This included your marketing efforts, your website, emails, anything that is designed to be a contact point between you and your prospects. This level of vulnerability will instill trust in others and a desire to want to work with you.
If you are in real estate, you are in a service based industry. The old ways of the "hard sell" approach used by sales people of the past are dead and gone. Your focus should be on service. Market yourself properly and assist those that need your help. Provide the information required in order to develop trust between yourself and your prospects. And use that to help move your clients forward into a more comfortable and much more pleasing buying experience. Your clients will appreciate it.
If you would like more information about Real Estate Client Referrals and how we can help you make more money, please contact Clint at 800-977-7058. Or, follow me on Twitter at www.twitter.com/recr.
I know you are right. Thanks for the post.
Clint - Great post as usual. Number six is a great one and I think it applies even more so in the internet world. People want to hear what they need, then make their decisions. It makes working via the internet a little harder, since you don't have that face to face connection at the start, but by being available and willing to give, I find that people are then much more ready to speak openly with you and (hopefully) work with you.
Melody -- Thanks! Youre welcome!
Matt -- Thanks, man! Much appreciated. I would agree with you entirely about it applying to the online world. I didnt really want to delve into that in this post...thats a whole other blog. :-)
Great words of wisdom Clint! During slower times, it can be easy to lose focus and "focus on the sale" rather than focusing on helping the customer. That's when it's especially important to keep tips like what you've pointed out in mind.
I'm with Matt. #6 is IT for me! I do my best to provide information, encouragement, and motivation to my blog readers. My blog readers are my prospects. I hope that they see it as my being willing to give by answering questions and giving them helpful suggestions rather than just demanding clients. That's the best way to do it, in my opinion. I love giving so this is perfect for me. As a result, my prospects feel comfortable that I know what I'm talking about and are then more comfortable about contracting with me. It's a viscious cycle, I tell ya!
~Renae
Joel -- Thanks! Im glad you think so...And, I agree with your analogy.
Renae -- Yup...Im on that boat as well. Like you, the people that read my blogs are my target consumer. So, it is important to me that I give them things that make me of value and help build rapport.
Awesome job putting this together!
I wonder if there is someone out there reading this thinking... "I like my hard sale approach! I get results by being pushy."
Great post Clint. Always good reminders for those of us in sales the industry of helping homeowners.
JoAnna -- Thank you so much! LOL!! I sure hope there isnt. But, if so...I hope they see the light sooner rather than later.
Amy -- Thank you!! Im glad you liked it.
Great post-- I have been saying something similar in my real estate classes....gone are the days of the hard sell.
welll done!
TD
Tamara -- Well, Im glad to hear that Im not totally off-base with it. :-) Thanks!
Super post Clint and so on the spot. I have never considered myself a "sales person" it's just not me. ~Rita
Rita -- Thanks! Im glad you liked it. Im pretty much in that same boat. I dont sell. I offer information. If you see value in what I have to offer, I hope you buy it from me. :-)
Clint,
Too much good stuff here to absorb in one reading!!! Thanks, Fran
Fran -- Thanks so much, my friend! Im glad you liked it.
Craig -- Then I guess I have to keep writing, huh? :-)
Great post. I personally know I need to work on #4. I do often say, "I absolutely love to show people all the fantastic deals on homes and farms today!" So... that could probably use a little tweaking.
Great points, but the thing that stuck out most to me was this:
"Have you ever bought something from someone that you didn't like?? If you did, you questioned the purchase when you were done, didn't you."
That is so true, and I know on any major purchase, whether it was a home, or a car, or whatever, EVEN IF I thought the other person was "competent," that if I didn't "like them" that the transaction usually felt wrong. I would even rather prep my customers for my "expert assistance" on a sometimes "bumpy road" and leave them feeling like they had a friend that they could count on to get them thru it, instead of making promises I can't keep, pretending that everything would "always be perfect."
I always try to keep the transaction fun, even when there are rough spots, and I guess that's why I get referrals and repeat business. Every once in a while, I get a "stick in the mud" type I can never satisfy, but I don't really want him again anyway... LOL!
Great post. Thanks for sharing and for always being so giving of your time and friendship! :-)
Hi Lori!!! Im so glad you liked it!!
Youre not the only one that needs help with that #4. I have a hard time explaining what I do also...part of what lead me to write that part of this post.
I had a sales manager tell me once that, "If your customer does not buy you as a person, they will never buy your product." That has always stuck in my head. And, like any friend would do, Im honest with my buyers...probably to a fault. But, I would rather that they back out due to my honesty than be forced to buy something from me knowing they dont like me.
Thank you for both your friendship and your awesome insight into this post! Very much appreciated...on both fronts. :-)
There is a delicate balance between marketing and knocking them over the head with your sell! You can tell them all about why they should use their services but you can't beat them into using you.
Kathy
Hey Clint,
Another Excellent post. Nobody wants to be SOLD anything. What they want is someone who is competent (or exceedingly so) that they can Trust. Try to SELL somebody something and they'll see right through you. Be real with them and they will appreciate it.
Kathy -- Much agreed. Hopefully, the idea behind the marketing is to get them to realize that what you have to offer is of value and they make a decision to work with you. There shouldnt be a bat needed. :-)
Gerry!!! Nice to see you here. Thanks!! Im glad you liked it. And, I cant agree with you more!! Excellent point.
Clint - I flagged this post and wish you the best. Great information whether you are new to the real estate market or a tenured agent. This also pertains to any other type of real estate position - mortgage, appraisal, inspection, etc. Really enjoyed your suggestions. Its important to be real and not hard sell.
John -- Thank you so much, my friend! For both the flag for a feature and for the kind words! Much appreciated.
Clint - Congratulations on the feature. It is definitely a post worthy of it...if it helps one person out there, you've done your job. I just hope the telemarketer that keeps calling me reads it...maybe they could learn a thing or two.
Matt -- ROTFL @ Telemarketer comment. I agree...I really wrote this as a definement of my own style. But, it works for me. Hopefully, it will work for others as well.
Clint,
I flagged this as well. I agree with your perspective and enjoyed the other member comments as well. # 4 particularly struck a cord...did you copyright it or can I use that since we don't live in the same town?!
Lynn -- Thank you so much!! Very appreciative of the flag!!!
Actually, im not an agent. So, please...feel free to use that phrase!! If it helps you in any way, Ive done my job!! Knock em dead!!! :-)
Great salesman graphic, that alone sums up your post :) congrats on the feature!
I gotta agree with you here. Our jobs are to clear a path.....
Catellum -- Thanks!! Much appreciated!
Hope -- Thank you so much! I agree. Clear a path and help your client achieve thier goal. The money will follow.
Hi Clint! Great post. I have never been able to oull off the "hard sell." I appreciate the tips.
This is great info Clint. I think we have all heard it but after sometime in the business you may lose sight of what really works and what people want.
Hi Lisa! Thank you so much!! I hope they help you in some way!!
Sean -- You are so welcome, Sean! It is always good to have a 'refresher' in how to deal with clients. :-)
Great elevator speech, I will implement something like that myself. Asking for the sale doesn't have to be pushy or aggressive it just has to be persistent and mindful of the customers wants and needs. If you can bridge that gap it makes the close a lot easier.
Morgan -- Thanks!! Im glad you liked it! And yes...you are right on point with that second statement! I couldnt agree more!
It comes down to this- you gotta give to get! Also, people want to know you care about them genuinely I think. Great post!!
Good post, good points, with one caveat... lately, I have run in to a few people who have taken the 'soft sell' a little too far.
You can be friendly and informative and nonconfrontational, but at some point, a client is going to throw out buying cues, and you need to be attuned enough to pick those up and to close the sale.
A competent salesperson/broker/advisor will ask for the sale. Sure, you don't want to come off as "are you going to buy this or what?", but at the same time, you do this (with any luck) several times a month, most buyers do not, so its up to you to guide them through the process. Keep the process moving forward until you encounter some resistance, use that as an opportunity to probe for objections, overcome those objections, and keep moving forward.
In my experience, I have found that the best compromise between the 'hard sell' and the 'soft sell' would be your own spin on "If I could, would you?". If your client says 'yes', that's a buying cue, if they say 'no', then there is something else, and you need to try and figure out what that is.
Think I'm kidding?
In the past year, I've had a real estate agent contact me (at my request) about my relocation. We had a great conversation on the phone. I gave hime everything I was looking for, he told me he was going to set up a portal, great, but when I started receiving the listings he was sending me, it was nothing that I wanted. Not my price range, not the size, not the area- nothing. Phone calls were placed by me, emails were sent, I never got a phone call back, and of all of the detailed emails I sent, I got one reply, and a single-word reply at that- "ok.". There's being approachable and non-confrontational, and then there's being just plain bad.
Another time, I walked out of an auto dealership after talking to a salesman for the better part of 45 minutes and not being asked if I wanted to test drive the car I was (and still am) very interested in purchasing. He did finally ask, but only at the end, in an effort to slow me down. Had I been behind the wheel within the first 10-15 minutes, then I may well own the car today. But because I wasn't, I had the time to go home and do my research in a cold, logical, analytical way. And because I was not behind the wheel of 'my' new car, I had no emotional attachment, and decided that right now, no car payments on a 5-year-old car sounded better than $600.00 payments on a brand-new car. So thanks for that, I guess.
Most big ticket purchases have an emotional motivator. They may or may not be driven by an underlying need, but what ultimately causes a client to "pull the trigger" is emotional, a want. With listing agents advising sellers to 'de-clutter' and/or employing a staging company to place furniture in a home to help potential buyers imagine where they'd put their couch, et cetera, all to play to the emotions, the want. If you do all of that work to really make a buyer 'want' something, you need to be able to move them through the process by asking them if they are ready to take that next step.
Kristi -- Totally agree!! And, thank you so much!!
Dan -- This is in no way trying to skirt the fact that you MUST ASK FOR THE SALE! If you dont ask for the sale, you will never get one. So much talk about on that subject.........And, I think that will end up another entire blog...so, thanks for the idea! Id like to use your story as a part of it...is that ok? contact me at clintmiller@recr.com and let me know! Thanks!!
Clint- you hit the nail on the head. Thanks for the post I really enjoyed it.
I'm not sure I would equate hard sell with the past or present. Your points about service are great and this blog is a bookmark for sure.
http://www.poconolandandhomes.com
Michael -- Thank you so much for thinking so!! Im glad you liked it.
Renee -- Thank you so much for bookmarking it!! I am pleased you liked what you read. :-)
Clint: Thank you! It's always amazing to me how tried and true efforts get tried and true results! Thanks for the post!
Clint - all excellent advice. I need to remember #5, and am glad that you included both #3 & #6 so similar yet separate.
Paul -- You are so welcome! Thank you for reading and for commentting!! Much appreciated!
Mike -- Thanks, Mike! Glad you liked the post! I was hoping that people would realize that these two things were different despite the similar subject matter. Thanks for the validation!
Well said, I am quickly learning that if you provide information and educate potential clients they are more inclined to call you when they need a real estate agent.
-Matt
Matt -- Thank you so much for reading! Socialize first!! The money will come afterward. It rings true more and more to me....Im just hoping to share the wealth! :-)
Excellent post! I try to abide by the Golden Rule and I hate a hard sell. I have never been able to do the hard sell so my style is pretty much as you have written.
Great points for sure. I am always amazed at how many people really still believe in the "hard sale" approach. Concentrating on simple factors like you mentioned really makes the whole process easier.
I have always found that by matching tone, and asking questions you can really get people to make the choice you need because your focus is on them :)
Sandra -- Thank you so much! I kinda had that in mind when I wrote this...so, Im pleased that you brought it up. Ive been in positions where I have had to do both...but, this is by far more comfortable for me. :-)
James and Joseph -- Thank you very much! I am glad that you agree with the post....Much apprecaited. And, I couldnt agree with you more. :-)
Hey Clint, just stopping by. I noticed you were featured. Good for you! BTW, good tips. I like the one about the elevator speech. I'll try that.
Marianne -- Thank you so much for stopping by! Yeah, I got lucky again...LOL!
Great post! I especially like your point about how sales and marketing aren't equivocal.
Jim Bigelow
www.jimbigelow.com
Tulsa Real Estate
Jim -- Thank you so much! That is one of my favorite points in this post as well! :-)
Excellent post! I agree with you one hundred percentl. I have a hard time doing the hard sale. I need to work on it. Thanks for the post i really got alot out of it. Take care and God Bless ~~~~
Excellent post! I agree with you one hundred percentl. I have a hard time doing the hard sale. I need to work on it. Thanks for the post i really got alot out of it. Take care and God Bless ~~~~
I already commented once, but I wanted to come back and congratulate you on the featured post. Well deserved.
Logan -- So good you had to say it twice, Huh?? LOL! Thank you so much for reading and commenting. If you take anything away from this post that helps you, Im a happy man! :-)
John -- Thank you so much, my friend.
Hi Clint,
I like the elevator speech- I have been working on this the past week. If you say it enough, it won't sound canned.
Cindy -- There are always ways to say the same thing and not sound canned...inflection helps. But, it has to be genuine. Dont just blurt it out without thinking about it first. Thanks for commenting! :-)
Thanks for the great tips. I especially like #4, the elevator speech. I'm working on that one.
Rebecca -- You are so welcome! Im glad you were able to take away something of value! :-)
Clint...
Nice post, very in depth and informative ... and a very well deserved Gold Star. Well done, my friend.
Clint, Great post. you always have such good sound advice for all of us. I like the Elevator speech, I think that is good and will remember it.
Great job with this post and clarifying service versus hard sales. I don't think hard sales creates relationships or referrals but may work the other way in terms of creating a reputation one may not want to have.
Clint,
Great post. I'm bookmarking it to review with some of my associates. #6 is always the key...you gotta give before you get. But I really liked your elevator speech!
Well done!!
Great post.. The consumer can read threw the hard sale and could run away..
I love your visual. Unfortunately, this is a stereotype that many have to battle in this business.
Richard -- Thank you very much! Im glad you liked it.
Audrey -- Thank you, my dear!! I am glad you think Im decent at this stuff...LOL! Thats one of my favorites as well...I use it for my work also. ;-)
Kelly -- Thank you so much, Kelly. You are correct, it doesnt create either. And, considering the nature of this business (or sales in general now-a-days) it shouldnt be allowed. :-)
Hal -- Thank you! Feel free to share this with anyone you think it will benefit. :-)
Roland -- Thanks! Yup, I couldnt agree more.
Christine -- Yeah, I thought it was perfect for this post. Glad you liked it!
Congrats on the featured post, Clint, and thanks for the info. I've bookmarked it to read when I'm not so exhausted!
Pat -- Thank you so much! You are so welcome for the information. Hope you are able to take something away from it! :-)
Great advice and well worth reading for all of us. Thanks for sharing.
Terry -- I am very happy to hear that you enjoyed the post! Thanks for the comment as well!
Great post. The elevator speech is a wonderful idea. Thanks.
Jim and Alice -- Im glad you think so! :-)