Developing sales ability to win customers

The single most important skill for a real estate agent is sales ability, and sales ability is how you win customers. Your sales ability is based on how effective you are in generating prospects, following up on those prospects to secure appointments, qualifying those appointments, conducting the appointments to secure an exclusive agency contract, and then providing service to that recently created client. People also base your ability on how quickly you can accomplish all this.

Because you're holding this book, I'm willing to bet that you've either just come out of training to receive your real estate license or you're in the early days of your career. In either case, decide right now to master the skills of selling in order to fuel your success.

It's hard to believe that probably 95 percent of agents lack top-level sales skills. In my career in training and coaching, I've met tens of thousands of agents. Very few, even at the top echelon of earnings, have had any formalized sales training. Whenever I speak to agents, I always ask the audience how many have taken any formalized sales training, and I usually see only a few hands out of the hundreds in the room.

The other reason I know sales skills are lacking is because I coach some of the best and highest-earning agents in the world, and even they believe their sales skills can use improvement. Many agents tape their prospecting sessions or listing presentations, but I have yet to meet one who feels that they've nailed their sales skills. The difference between these high-earning agents and other agents is that the high-earning agents realize that sales skills are vital to success and they continuously seek excellence in this area.

To follow the high-earning agent's example, make it your priority to develop and constantly improve your sales skills for the following reasons:

1 To secure appointments. Chapter 5 provides practically everything you need to know about winning leads and appointments through prospecting and follow-up activities.

1 To persuade expired and for-sale-by-owner listings to move their properties to your business. Chapter 7 is full of secrets and tips to follow as you pursue this lucrative and largely untouched field.

1 To make persuasive presentations that result in positive buying decisions. Chapter 9 helps you with every step from prequalifying prospects to planning your presentation. It's packed with tips for perfecting your skills, addressing and overcoming objections, and ending with a logical and successful close.

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