By Peter Sardelis

In this fast moving, technologically changing generation, when all kinds of information is easily posted, found and researched on the Internet, why are some sales reps still using old-fashioned methods to generate business? I’m referring to cold calling, door knocking, direct marketing (flyers), snail mail advertising and for some, open houses and seminars.

These types of client contacts have been preached by company owners and sales managers for years, almost as if it’s the path to the holy grail of selling success. Surely they must know that the World Wide Web is the future for selling anything. Want to buy furniture, cars, jewelry or even find love? Go on line, it’s all there and available with just a single click!

So why are these antiquated prospecting methods still being encouraged? Is it because owners, managers and sales coaches are all old-fashioned and don’t understand how to use the web properly? Or, is it because they still work and always will?

Direct mail marketing and the other contact methods generate leads, but it’s what you say and how you say it that gets you the business.

There’s nothing like selling in the moment, capturing your prospect’s full attention and having them agree to work with you. It’s always best to do your selling face-to-face where you can see a person’s facial expressions, read their body language and combine it with the tonality in their voice to determine if they are buying into what you are selling. When the customer is buying in, it makes this business a pleasure to be working in.

As a real estate agent, you are the product. You are selling yourself, especially when it comes to listing someone’s property. As you are well aware, not all real estate companies and not all sales reps are the same. Most consumers know this and that’s why they generally interview a couple of agents from different companies. They are searching for someone they believe is “professional” and can sell their property. So your appearance, your timeliness, your presentation and how you connect with potential sellers are all important, but there is nothing more important than the words you use to sell yourself. This is the main reason why you win or lose listings, so working on perfecting what you say and how you say it is everything.

Ever wonder why some agents list and sell more properties than others? These sales reps have figured out what sellers want to know and what to say to get listings. The really good ones have not only learned the language, they have also mastered the complete gambit of communication skills required to win.

A good friend of mine who is a top-producing sales rep in the Vancouver area once said, “Your presentation is worth $7,500 (the average commission received for one side of a transaction), so it better be good.” Here is the best part of what he said: “Most sales reps’ presentations are not good. They are weak with most of the presentation focusing on pricing and justifying their findings rather than focusing on selling techniques that can differentiate them from their competition.”

So the next time you’re wondering why you didn’t get a listing you were hoping to get, it’s probably not because another sales rep did it for “a cheaper commission” or any other excuse you use. It’s probably because you didn’t learn the right things to say and how to sell it. Let’s not forget, sellers are paying agents a lot of money for professional representation, so take the time to learn and master your craft.

Organized real estate deserves to have the very best members working within the system. There are many great mentors, managers and real estate coaches out there. Don’t you think you should seek them out and learn the language, master the skill and possibly the systems they use so you too can be a great agent?

Peter Sardelis is a broker at Century 21 Capital Realty in Ottawa. For 27 years he has made a career of working to exceed the expectations of his clients. He has a tremendous work ethic, a deep sense of fairness and a limitless commitment to doing what is best for the real estate industry. Email: [email protected].