Real Estate marketing is a science, not an art. One of the greatest books you could ever read for Real Estate marketing, whether it be by marketing articles and tools for your website, is called “How to Master the Art of Selling” by Tom Hopkins. The book is fantastic for Real Estate professionals who are looking to win more referrals and leads while at the same time baking the cash every single month.
Before I go into this simple, yet very effective technique, I should clarify that this is not some kind of a mind control technique or anything like that. The way I see it, it’s 100% ethical and it is being used by someone every hour of every day. Also, I hope that by reading this post, you’ll see the power of it and apply it not only in your business but in your personal life. I know that this is a very popular blog and what I say here will be seen by a lot of people. In the end, this strategy can benefit both parties involved. So, let’s get going here.
For your 2009 marketing proposals and pitches, instead of trying to push a product or service, in this case a home, start your salesmanship by listening and opening yourself with questions when a customer comes to you for advice. Whether you are an investor, realtor or a broker, you should remind yourself that the average sales person would talk more than he would listen and because of it less amount of communication will be from both parties.
Instead, try asking questions and eagerly listening with your body language pointing obvious enthusiasm to your potential buyer or future prospect. If you come to think of it, Tom Hopkins would agree that this is a champion salesmanship process. You listen and gather rapport. You establish communication and involve the client by establishing genuine interest. Not by trying to push a sale or manipulate the brain for what already is one of the most emotional purchases for most people.
Among the most important sales skills you begin to process is a plan to clear potential objections based on what the customer really wants once he asks more questions. Not only do you win by passing the potential buyer of a home into a selling process, but if you take the time to learn about the client’s interests, you win through adjusting your salesmanship and abilities whether you ultimately win or lose the sale.
So, next time you get a possible buyer or seller on the phone or see them in their house, be quiet and listen to what they have to say. Remember, silence is extremely powerful. Train yourself to be quiet and let the other party talk. Most people are very uncomfortable when there is silence and they’ll just start talking. Now, I know this isn’t an easy task. Believe me, I’m still working on it. My wife is an amazing woman and she reminds me of it once in a while 🙂
But the simple fact is that when you let other people talk, you BOTH end up in a better position if you were to be the one talking and not listening. Even worse, talking over each other.
So, do you want to find out your buyer’s real problems? Do you want to know how you can help them? Then BE QUIET! Try it and then come back here and let me know by commenting on the post below. 🙂
To Your Success…