There are two kinds of salespeople:
1) Those who actually sell their product by creating value in the eyes of the customer;
2) Those who do business by discounting their price because they are either not clear on how to “sell” or are too lazy to do so.
Category #1 requires skill and therefore pays a lot more money. Category #2 is always out there but they don’t really last that long. They come and go. Their customers don’t get the same value. Their customers always shop at the dollar store and have zero loyalty.
When you are competing against the dollar store you need to have an answer ready to help the client see the benefit of doing business with a true professional.
Objection: “We are thinking of going with a discount broker.”
Objection handler: “I understand but let me ask you… why would you want to do that? “We want to save money.”
“Well, that sort of approach may not serve you very well. There are always discount brokers out there trying to buy your business by cutting corners. The problem is, when they cut their price, you are the one who suffers.
“As you know, you get what you pay for. It’s sort of like the dollar store versus a higher-quality store. Sometimes getting full value isn’t such a big deal. Other times it is critical. This is a very important transaction for you. You need to get the most money possible for your home, right?”
“Absolutely.”
“This is definitely not the time to cut corners. This is not a situation when you want to shop at the dollar store. My plan offers that all-important full value. Let’s do the right thing and put me to work so you can get top dollar for your home.”
Never take a backseat and fall into the trap of having to buy your business. Practice the above objection handler. Even if you have to walk away, you will have the satisfaction of knowing that you didn’t lower your standards below an acceptable level. True salespeople demonstrate their value and get paid for it. You deserve that and so do your customers. Be proud of what you stand for. No excuses.
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A personal success formula: Here’s a great quote from Winston Churchill that really simplifies the approach the great salespeople take to selling. Churchill said, “Continuous effort – not strength or intelligence – is the key to unlocking our potential.” Read that one again… it’s the continuous effort, the consistency of performance plus hard work that reaps huge benefits and unlocks your potential.
The big question is, what do you need to be consistent about? You need to be consistent with the “core” items that ensure your success. Your core items are the things that always work for you personally – your special success items. Here’s how to take advantage of your core items:
1. Think about the times when you have been highly successful, not somebody else, just you. What did you do that worked so well? (Example: asking for referrals, starting out early five days a week, working a particular niche market such as condos, old homes or first-time buyers, contacting 10-20-30 people every day, exercising regularly, reading positive material).
2. Write down these core items… the fundamentals that made the difference for you.
3. Put those items on a piece of paper in bold lettering and post them on your office wall, your screensaver, your smartphone and maybe even your bathroom mirror! Keep them highly visible.
4. This is your personal success formula. Do these things every day, no matter what… do them first, no matter what. Keep doing them…they are your core success items.
One of the forms we use with our coaching clients is called a Daily Accountability Checklist. You can make it up yourself. It has the various tasks/core items down the left-hand margin and the days of the week across the top of the page. Make up a few copies and then each day be sure to check off all the core items completed that day. This will force you to stay focused on what really works – the bonus is it puts them ahead of all the other things that often get in the way. Go for it! No excuses.
Bruce Keith is a leading trainer for sales organizations in North America. He was trained in the corporate world as a marketing and sales manager for 15 years. His education then moved to 25 years in the real estate industry, 10 years as a successful sales rep, followed by the last 15 years as a keynote speaker, seminar leader, author and one-on-one coach. He says, “It’s all about Results.” BruceKeithresults.com
Bruce Keith is a leading Real Estate Coach/Author/Speaker. Like Bruce Keith Results on Facebook or connect with Bruce on Linkedin. Email Bruce Keith.
