Sales Is An Illusion. You Either Solve Someones Problem or You Don’t Get Paid.
Sales is Service, Not Pressure Filled Scripts or Closing Lines.
The best agents are also often the best SALES people. They know how to sell, yet many imagine a great salesperson is that schmoozy, boozy stereotype that most of us are not. Far from it. Some of the very best agents I know do not do the cheesy ‘hard sell’ at all. Great agents — and salespeople — weave a story about the assessment of a property intelligently, carefully and boldly, yet often they do so with a level of restraint that is both impressive and more elegant…..and more believable. The HARD SELL often does not resonate, especially with a more affluent and experienced crowd. Great salesmanship is conversational, informative, INSIGHTFUL, thoughtful and honest. Only listing the positives of a property is bound to appear agenda-fueled, sales-y and less believable. Providing a fair, verifiable, realistic list of pro’s and con’s of a property earns trust. That is believable. Telling people hard facts — even the unpleasant ones — without always attaching the ‘upside’ or ‘positive spin’ earns trust. You can help them understand ‘bad facts’ by placing them into context, but dismissing them outright as so many salespeople do can be harmful.
It’s as important is to weave in a story about the property, speaking to its place in the ‘mix’, maybe referring to its history, the people who live there or in the neighborhood, the type of lifestyle it offers, the architecture, etc. Connecting human beings to a property that will serve as their home requires an intelligent understanding of who they are, their wants and needs, and how they connect to that home. As a marketing agent, it is our role to highlight the very best attributes of a property — boldly and clearly — but even as we exist to represent the best interests of our client, the seller, we too need to be wary that a very hard sell is often viewed as antagonistic, pushy and potentially disingenuous. Demonstrating genuine passion for a property is only believable if its truly wonderful and backed up with verifiably real data-points. If the view is truly spectacular, then say so. Loudly. If it’s not, saying so will demonstrate dishonesty or delusion.
Sometimes buyers and sellers do indeed need a bit of a push, a more forceful conversation that emphasizes points you are attempting to make that maybe they are choosing not to hear. Often these messages are best repeated in a follow-up email so that you don’t sound like a stuck record. Allowing some time for your audience to breath and take in what you have said requires some patience. Often you have to repeat your story — in a slightly altered version — in our over-messaged, highly distracted world.
When a salesperson sounds like a pre-recorded messaging-machine, they usually lose their audience. When they connect through genuine conversation, espousing knowledge, insights and facts, they are TELLING their message rather than selling it. Chances are it will resonate more effectively and earn the trust of their audience.