To Sell is Human for Real Estate Agents
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Transcript of To Sell is Human for Real Estate Agents
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(even for real estate agents)
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Most of what we think we know about modern sales is
obsolete
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We’re all selling
something
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1 in 9
Selling …Not Selling…………………………………………………………….........…
(but they’re selling)
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“Non Selling” is Selling
40% of our time
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the perception:
Selling = Deceiving slimy sly smarmy scam sleazy shorthanded sordid seedy sandbag shifty slippery smarmy swindling shady sneaky
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doctors
teachers
car salesmen
real estate agents
7%
bankers
lawyers
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No Are Agents UnTrustworthy?
(ok, some are. And they make it harder for the rest of us)
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Asymetry
Seller has more information than the buyer (so the seller can rip you off)
i
B
S
Caveat Emptor
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Information Parity (the primary reason for the shift)
Buyer has information Seller has information
i
B S
Caveat Venditor
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caveat emptor
caveat venditor
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To Move People: Power’s Inverse
We Must see another person’s perspective See the world through their eyes
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How are we wired? Reality is a product of
our own creation, maintained by our own perception.
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Begin to see a new world We depend on life being what we think it is, and we accept the bias of that perception throughout day-to-day existence.
we recognize only what we are prepared in advance to see.
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How do we change perspective?
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What Do We Prize?
Our Family
Our Health
Our Financial Wellbeing
Our Home
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Real Estate
Their Life
Relevance
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Cro-Magnon Brain
Cro-Magnan Brain
Modern Human Brain
Instinct Perception
Comfort Zone
Analytical Questioning
Stress Zone
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Stress destroys trust
Prefers you other over options
Comfort Zone
Won’t do business with you
Stress Zone
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Always Be Closing
Attunement Buoyancy Clarity
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humility
assume that you don’t have the power
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Humans are natural mimickers!
Mirroring
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Like Like
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be s t rateg ic by be ing
HUMAN
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Attunement understanding the perspective of the buyer
The buyer has the power
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Attunement Refined
Start a conversation: Where are you from? (Good to Great)
No wrong answer
It opens up possibilities
Focuses on client
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Three Steps to Attunement Watch What they are doing
How are they sitting
How does he speak
Favorite expressions
Wait Let the situation breathe
Mimick but not overtly
Wane Proceed by instinct
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Buoyancy Refined
How to stay afloat in an ocean of rejection
Positive self-talk (Mandino, Hill, Robbins) is better than negative self-talk but..
Interrogative self-talk best of all
Can I do this?
How will I rise to the occasion?
Answers within the answer
Doesn’t by-pass one’s motivations
Uncovers intrinsic motivation
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Buoyancy a gritty spirit and a sunny outlook
Be (mostly) Positive
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Six Keys to Bouyancy • Positive emotions broaden
people’s ideas about possible actions
• Wider range of thoughts making us more receptive
• Positive benefit: you have to believe in the product you’re selling and that has to show
• Negative feedback: not all bad
• Need 3 to 1 positive, too much positive: lose grip on reality
• Negative emotions offer feedback on our performance
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Is this permanent?
Is this pervasive?
Is this personal?
Tweak your explanations
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Is this Permanent? Is this Pervasive? Is this Personal?
yes no
I’ve completely lost my skill for moving others Everyone in this industry is impossible I messed up my presentation
I was flat today because I didn’t get enough sleep This particular guy is a jerk My presentation could have been better but the real reason is he wasn’t ready to buy now
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The more we explain bad events as
TEMPORARY SPECIFIC EXTERNAL The more likely we are to persist in the face of adversity
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Clarity The capacity to help others see their situations in fresh and revealing ways…
To identify problems they didn’t realize they had
The internet helps people solve many problems
What can we do now?
Good Sales People = Good problem solvers
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Five Keys to Clarity Find the right problem to solve!
You are selling insights not just houses
Must be good at curating information (not just accessing)
Must be good at asking questions (not just answering)
The ability to move others hinges less on problem solving than on problem finding!
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fin
d FRAMES
your
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Finding your Frames I am Blind (Rosser Reeves, Ad Exec)
It is Springtime and…I am blind
Clarity depends on contrast
People could compare their reality to blind man
The most essential question is often…
Compared to what?
Restrict the choices so they are not overwhelmed
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• People prefer purchases tied to experiences
• Experiences give us something to talk about and stories to tell
• Deepens our identities and boosts satisfaction
• Point out what the new home will allow you to do:
• Invite friends, parties with family, room for grandkids etc…
The Experience Frame
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Clarify with Questions Most effective tool
Irrational questions On a scale of 1 to 10 how ready are you to buy? Why didn’t you pick a higher number? Moves people to clarify and think through
Become a curator Asking the right questions is better than having the right answers
Seek, sense and share
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information SEEK SENSE SHARE
the meaning
in a meaningful way
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Successful Traits
Attunement
Buoyancy
Clarity
Pitch
Improvise
Service
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Relevant?
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• the question pitch
• 140-character Twitter pitch
• the subject line pitch
• the Pixar pitch
The Pitch
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The question pitch
•Drives engagement
•Makes them think
•They create their own reasons
Are you better off now than you were four years ago?
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(and rhymes stick)
The rhyming pitch It might seem cheesy, if not a bit sleazy, but it is fairly easy.
If it doesn’t fit, you must acquit
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The twitter pitch (It’s not just for twitter)
brevity
“Real estate made easy” “Clients first. Always.”
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Curiosity or Utility
The Subject Line Pitch
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The best subject lines TELL what’s inside and DON’T SELL what’s inside
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CURIOSITY “Hi” “Did you see this one yet?”
UTILITY “This might be the right house for you.” “Selling? Do these 3 things first”
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1. Once upon a time there was … 2. Every day … 3. One day … 4. Because of that … 5. Because of that … 6. Until finally …
The Pixar Pitch
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Once upon a time there was a good agent who worked hard to earn a living by selling homes.
Every day he would try very hard but struggled because he was all alone.
One day he decided to try working at BloomTree instead, to see what being a part of a collaborative group was like, to get more training, and to try using new tools.
Because of that he saw how much more business he could do and how much more time he could spend with his clients.
Because of that he was soon earning more, so told his agent friends at other companies, and they decided to come to BloomTree, too.
Until finally he and all his friends worked together, had fun, and were more successful by helping each other, plus the agent was able to earn even because BloomTree believes in giving back to our agents who help the company grow.
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improvise
hear the buyer’s answers as “offers,” not objections
hearing offers (Attunement)
Scripts are outdated (similar to Elevator)
Information parity
“Yes, and…” (not yes but)
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service
Believe in what you do, and how it benefits them
Make it personal
Make it purposeful
Be Beneficial
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Attunement Role Play