By Bruce Keith
Whenever it is opening night in live theatre there is a unique energy. There is something special about the culmination of all the planning, rehearsal and effort that has gone into bringing the show to the stage for the first time. The two words…it’s showtime!… have a magic ring to them and now it is all up to the performers.
One month later, because this is live theatre the audiences still expect that same level of excitement and energy. Why should they get anything less than the people who were there on opening night? In the theatre this is where the top performers are separated from the average actors. It’s the same in the real estate sales business, isn’t it?
In the sales “theatre” you are doing a repeat performance over and over and over – it’s just a different audience. Your customer expects you to be at an “opening night” level of performance. It’s exactly the same as in the theatre… why should your customer get anything less from you than when you are at your best?
Here’s how to make sure you are:
1. Practice your performance on an ongoing basis. Only one per cent of all salespeople do so. One hundred per cent of theatre performers practice on an ongoing basis. You can’t afford to “flub” your lines.
2. Look sharp, feel sharp, act sharp…never lose sight of the fact that you are being judged the moment you step on stage.
3. Make sure you are properly prepared before you get in front of the audience. Have everything ready that you want to show them. Know exactly what you’re going to say.
4. Be super punctual. Start on time and finish on time. Be respectful of your customer’s expectations. Close naturally and firmly.
In sales, this is where the true top performers are separated from the average. Have an Opening Night attitude. Your customers don’t care about all the drama, rejection and adversity that you are confronted with every day. Sometimes you really do have to “fake it until you make it.” But that’s okay because as a top performer, that’s your job. That’s how you win an Emmy every time. No excuses.
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Two more secrets: Here are two great sales tips that every salesperson should have in their back pocket. They are techniques that you can deliver very naturally. Both these approaches will help you be much more compelling in your conversations and presentations.
Tip 1. When quoting a number as in a statistic, pause and repeat the number a second time with emphasis. “Mr. Customer, there have been 16 sales in this area this month. 16!” Get in the habit of doing this automatically. By saying the number the second time with energy it reinforces the significance of the number. Very effective.
Tip 2. When your client seems to be skeptical of a point you are trying to make, often the best approach is to use a third-party example. “Mr. Customer, recently I had a client who was in the same position as you are right now. May I explain? Their situation was (describe the previous client’s scenario so your current customer can see how it parallels their situation).”
Then go on to say, “What they decided to do was go ahead and accept the offer because in the long run that was in their best interest. Here we are three months later and they’re very happy that they did. Can you see how it would be best for you to do the same thing?”
By introducing the third party example you will help put them at ease. The reason this is so effective is now they do not feel they are the first ones ever in this position. It works very well.
These two tips are examples of what makes the difference between good salespeople and great salespeople. Add these two approaches to your repertoire and keep growing. No excuses.
Bruce Keith is a leading motivational speaker and trainer for sales organizations in North America specializing in real estate sales. He has been in real estate more than 25 years, including 15 years as a top coach for thousands of sales agents. Download his free e-report, 5 Building Blocks to Real Estate Results Now at RealEstateResultsNow.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.
