Human beings are self-centered by nature. It’s not a reflection of our characters and it doesn’t mean we’re awful people, but it is how we’re programmed. Back when the world was a more dangerous and unpredictable place, our self-centered ancestors knew what they needed, and put their needs above all else to survive. They then passed those genes down to us. But in our modern world, being self-centered actually hurts our chances at a successful real estate business. How can we overcome our natural, self-focused tendency?
Let’s pretend I have a prospect who tells me he’s looking to buy a property. A natural, self-focused response would be to tell him about the beautiful 3-bedroom or the newly-renovated condo that I have available and plant the seeds to make a sale.
Why do I say this approach is self-focused? I have answered my prospect’s obvious need, but haven’t gone any further than that.
Instead, I should take a few minutes to chat with him to learn about his situation to learn his true needs and wants. Through that conversation, I might discover that yes, he does want to buy a house, but he also needs to sell his current house before he can buy something new.
That fact changes everything! It turns out I don’t have a buyer at all; I have a looker who needs to sell before he can make another move.
Understanding a client’s perspective can change your entire game plan on the spot. Top realtors will walk a mile in their prospect’s shoes to consider what they really need before they develop their plan.
In order to walk that mile, however, you need to know exactly what questions to ask and how to ask them. No matter how pleasant a conversation you may have with a prospect, if you leave the conversation without knowing the two most important things about them that you need to know – i.e. their timing and motivation -- you’ll have wasted your time (and theirs).
Over the course of literally hundreds of thousands of conversations with prospective buyers and sellers over the 20 years of my own real estate career, I developed what I call my Universal Call Back Script which anticipates EVERY prospect concern or objection, and enables me to determine what I need to know about my prospects’ true needs in three minutes or less, including establishing clear and actionable next steps with them. It is a UNIVERSAL script because it can be used for ANY call-back…to a prospect calling on one of your For Sale signs or responding to a property ad, requesting free information or a free report, calling by referral, etc.
When you truly understand your prospects’ desires and challenges, you can build your strategy to address their needs. Start looking at your prospect’s’ needs in this new way and you’ll be one step ahead of your competition and on your way to a thriving business.
You can experience different results. But it’s up to you to take the first step and make it happen. Is this the time to move from just thinking about success to achieving it with an experienced real estate coach?
You can also significantly increase sales effectiveness by attending one of the biggest events in the real estate industry, The Craig Proctor SuperConference. You’ll get over 35 hours of intense training, including 20 specific how-to sessions covering every aspect of real estate sales. You’ll also get direct Q&A access to Craig Proctor and his coaching staff, and have access to his specialized technology and Internet experts.
Join us in Toronto on August 15-17 or in Anaheim, California, on September 12-14 and start improving your business!
P.S. You can test drive my ideas and systems absolutely free by signing up for Free Weekly Training which includes live weekly webinars, a monthly newsletter and priority invitations to free half- day training events. This Free Weekly Ttraining will expose you to inexpensive and highly effective methods of lead generation (with no cold calling) — what I call “Reverse Prospecting”, where qualified prospects actually hunt you down rather than the other way around. But I don’t stop at lead generation. I then show you how to follow these leads through closings via proprietary lead conversion and prospect presentation systems. My program is a complete system. I teach you everything you need to know to grow a profitable real estate business, including lead generation, follow- up, presentations, when and who to hire, technology, and much more. The easiest way for you to find out with no risk or obligation what my system is all about and how it can help you profitably grow your real estate business and vastly improve your quality of life is to JOIN MY FREE WEEKLY TRAINING PROGRAM HERE