This article was written for brokers. by SPEEK CEO & Founder, Will Hedrick. SPEEK is the parent company to brokers. and is a real estate brokerage/startup in Charlotte. Learn more & connect with Will here. Learn more about SPEEK here.
“People hate being sold, but they love shopping with friends” (Ryan Serhant). There it is, if you can understand that quote then you now know the secret to sales. No need to read the rest of the blog. Okay, well I’ll expand a little bit. Ultimately when it comes down to it you cannot avoid sales. It is forever going to be something you have to deal with because no matter what field you are in, no matter what you are trying to do, you are ultimately attempting to sell yourself to someone else. Products don’t matter to a good salesperson. What makes someone excel in sales is going to be their character, their ability to connect, empathetic listening, and other personality traits. Let’s dive deeper into it. First Impressions As much as I hate to admit it, as human beings we are very quick to judge people. According to Business Insider we judge people’s trustworthiness in a tenth of a second. Trustworthiness is the ultimate goal of a salesperson, so first impressions are the first thing that we need to make sure we have perfected. I’m not going to go over what you should wear because that will depend on your job, however looking your best always helps that first impression. This goes much further then your “typical” appearances. The best thing you can always wear is a smile and a good attitude. You would be surprised how far just simply looking happy (you don’t even have to be, but that sounds sad) will get you. Happiness carries itself for miles. It makes those around you in a better mood, and over time if this is something you’ll work on, then you will slowly get happier and happier. I promise. First Rapport (The Fun Fact Secret) Whenever I first meet someone the most important thing that I do is gain as much information as I can on them. One secret/challenge I always try to get myself to do is to get deep enough in a conversation to when I can get a fun fact about them. I do this for a variety of reasons, but ultimately the reason I do this is because it is a benchmark for how deep I get into a conversation about themselves. Not only does it serve as a goal of where I can try and get the conversation to, but it allows me to learn more about them which I can reference to later. For example, if they mention that they love the Panthers, a simple text after a victory can really go miles. This can also serve as a simple conversation starter the next time you meet, and is always something you can refer back to to keep conversation flowing. That is ultimately what we are looking for when it comes to building rapport. You don’t build relationships by telling them about how stunning the appliance selection is inside a house, that’s what tour guides do. We are here as salespeople to create an experience for our clients, not just open doors and turn on lights. Rapport building is everything, that should be your biggest skills as a salesperson. Following Up Within sales the worst part is that no one ever wants to buy things instantly - or at least that is the case with real estate. You’ve heard the stories of waiting 2,5, even 10 years for a deal, but that deal could be worth $10 million. Following up should be your bread and butter. You are going to want to stay top of mind for your clients for the sake of you getting paid, but more importantly to help your client attempt to achieve their goal. Create a system that will work for you so that no clients just disappear off of your map. I use apple’s calendar and I have thousands of names within my system. Every single time I call, text, or email a single person, I set an appointment for the next time I should contact them.
Top Tier Experience In addition to following up, you should be dedicated to giving your clients or customers the best experience possible. With there being so many different industries with sales this is going to look very different for everyone. However, there is one thing that we have in common: competition. Since everyone in sales has someone to compare themselves to, find some of your competitors and determine what working with them looks like. Set that as the bare minimum for your business. This way you know that your product (that being your experience you give your clients and customers) is much better than any of your competition. The True Secret Ultimately, everything I have mentioned before are tips towards bettering yourself as a salesperson, however, I want to talk about the secret I said in the beginning. “People hate being sold, but they love shopping with friends”. This is the secret to sales. The most important part of sales will forever be the relationships you build with your clients and customers. People want to spend time with their friends, not a used car salesman. Work on cultivating a strong relationship with the people you work with. This is going to keep them wanting to work with you, keep them wanting to tell their friends and family about how wonderful the experience was, and keep them wanting to work with you in the future.
So that is all. That is the secret to sales. It all comes down to creating a strong relationship with someone through building first rapport, staying in touch with them by following up, and giving them a top tier experience. This will all come together to create a strong and lasting friendship that will keep your business growing as people continue to refer their friends and family members to you in the future. The Summary:
First impressions matter, humans judge trustworthiness in a tenth of a second. Wear a smile and be friendly.
Build as much rapport as possible when you first meet. Learn as much as you can about the person so you can refer to it later.
Follow up with your clients and customers no matter how long it takes. They are your friends remember, you want to know what is going on in their lives.
Compare your business with your competition. Set that as a bare minimum and strive to only give the best.
Treat your customers and clients as your friends, well don’t treat them that way, make them your friends.
Your Friend, WH