By Christopher M. Leporini, REALTOR® Magazine
Do you feel like your life is frittered away by detail? By the time you’ve put out four “for sale” signs, copied the home inspection report six times, and picked up Junior at soccer practice, is it any wonder you don’t have the energy left to do any long-range planning to improve your market share? What you need to do is simplify.
There is genius in simplicity, claims Ron Chénier. His book, How to Become an Entrepreneurial Genius! Your Blueprint to More Money, More Respect and More Freedom is a guide to reducing selling and marketing to its basic elements. Writing at the point where feel-good and how-to intersect, the author packs lots of sales tips, motivational advice, and strategic insights into a slender volume.
At the heart of the book is the idea that you are nothing without goals. After all, as Chénier points out, if you take an idiot and motivate him, all you have is a motivated idiot. The author teaches you how to design, then execute your goals by developing a plan on which to base your personal and financial success.
Real estate professionals should find Chapter 3, “How to Maximize Your Growth,” especially helpful in improving selling skills. Chénier points out that some people mistakenly equate salesmanship with pressuring or manipulating customers. In fact, selling comes down to solving problems, he says. Excellent service, not real estate, is your real product. A key component of this service is developing a solution specifically tailored to your client’s needs. For example, you should now know such issues as what type of house buyers can afford, any special financial needs they might have, and how quickly they need to relocate.
But even sound research requires a good presentation. Chénier reminds you how your wording can subconsciously influence your clients. For example, he says, people hate to talk about “buying” but love to talk about “owning.” Stressing phrases such as “investment” vs. “cost,” or “OKing an agreement” vs. “signing a contract” creates a lower-pressure atmosphere for your presentation.
The book also contains quite a bit of feel-good material, including reprints of inspirational pieces from other authors. One story, “Obvious Adams,” by Robert R. Updegraff, focuses on a marketing “genius,” whose solutions always seemed so obvious to others… once he’s thought of them. Chéiner also provides scores of motivational quotes that can help get you through those tough selling periods.
Overall, the book provides a crash course in the essentials of selling. Much of this information is commonsensical, but useful, such as the author’s observation that the most important step in gaining instant respect is to become genuinely interested in your clients. If you’re looking for a one-book source to remind you about selling basics, you’ve come to the right place.