Death of a Salesman?
“There are worse things in life than death? Have you ever spent an evening with an insurance salesman?
~Woody Allen
“Why am I trying to become what I don’t want to be… when all I want is out there, waiting for me the minute I say I know who I am.”
~ Arthur Miller, Death of a Salesman
Whatever happened to old time sales techniques? Wouldn’t it? Couldn’t it? Shouldn’t it? Don’t you agree? Are traditional real estate selling skills completely outdated? A lot of Associates (residential and commercial) must think so, because they hardly ever use them. These days no one wants to be called a “salesman,” let alone a “hard closer.” When did we stop being a “salesperson” and became a doorman, Uber driver, or worse, real estate “facilitator” – great at paperwork, scurrying through traffic, and unkeying lock boxes … but devoid of persuasive skills?
Many Associates equate selling with simply reciting features and benefits – proximity, square footage, heating and lighting systems, equipment and inventory thrown in. They’re talking and touring, but not enough listening, looking… and learning. Rather than ask, they assume customer needs, desires, anxieties, past experiences, biases. Such (usually erroneous) presumptions only magnify customer resentment and mistrust, quickly chasing them away, and never using you again. To be sure, selling is not fast-talking or memorizing scripts (never was). It’s always been about understanding how consumers get and process information; giving them added information, insight, guidance to help them make an informed decision. Today’s buyers (investors, prospective tenants) are comparison shoppers; they want choices not compromises. You really can’t “sell” them anything; rather they must “buy in” on their own. Their decision to pick one property over another is not simply a matter of physical space, but includes things extrinsic to the property… the community where it’s located, surrounding businesses and customer base, access to transportation, shipping, etc. A critical real estate skill is listening well, gently probing for the motivation behind the specification – asking the right questions at the right time: “So you’re looking for a space near the Beltline, is that right?” Rather than ask why they want this (too salesy), they’ll likely jump in with their reasons, IF you simply pause instead of interrogating further. Such skillful questioning (and waiting) will move a buyer’s decision forward, while narrowing down the number of properties you’ll need to show them.
This more contemporary approach to “selling” is consultative, not manipulative; employing subtler, less obvious tactics and strategies. Few salespeople actually participate in a prospect’s buying decision; customers instinctively try to keep us at bay… “Just looking.” Becoming a part of their decision-making is a privilege that must be earned (another reason for consulting with customers before showing them anything).
People in real estate can be very persuasive; we’ve been involved in people’s property decisions throughout our career. Using more up-to-date selling techniques will help us better utilize our natural, persuasive abilities. I’ve said it many times, that “Selling today is no longer arm-twisting; rather it is conveying knowledge of product, and belief in product, with conviction, enthusiasm and sincerity.” Love what you do. Share your knowledge, Counsel with customers before “pitching” them anything. Hone your listening skills. Help people fulfills their dream and aspirations, by encouraging and guiding them.