Selling on Your Toes

Today’s home buyers are smarter than they ever have been. They have access to more data online, more opinions from multiple perspectives, and more technology to make decisions about where they want to live. Home sellers too are equipped with the same information and question if it is worth selling on their own or contacting a qualified real estate professional.wbs_agility

The challenge for real estate professionals today is being quicker than the consumer. You must retrieve the data and explain it in a way that makes sense, in order for customers to make important decisions.

Jill Konrath’s newest book, Agile Selling (Portfolio Hardcover, 2014), provides you with a process that will help you be more flexible, more prepared, and more diligent than the competition. The book, which is being released today, is aptly titled. The word “agile” means to be able to move quickly and easily. Now, agility may not be the first asset that comes to mind in the sometimes slow process of selling a home. But let’s face it: If you are faster to help customers make wiser decisions, then future referrals and sales come much easier.

Here are a few tips Konrath recommends to help you increase your selling agility:

  • Master learning agility. This is the ability to absorb new ideas and transfer them into action.
  • Create cheat sheets. Use these tools to quickly recall the trigger points for each customer type and to remind yourself how to communicate with each personality.
  • Reverse engineer. Work backwards from what the customer wants and create your process around it.
  • Take the Gobbledygook test. Examine the way you communicate and remove abstract industry jargon and concepts that confuse customers.
  • Purge the pipeline. Be honest about the prospects who are never going to buy, and remove them from your list.

One thing is certain: You won’t want to breeze quickly through this book and put it on the shelf with the rest.  Be prepared to mark it up with a highlighter, dog-ear important pages, and take action on each concept. As a result, you will be able to sell more homes, increase your margins, and become more confident in your customer service.

Doug Devitre

Companies bring in Doug Devitre, CSP, when they want to improve sales and marketing using the latest technology with quantifiable metrics. He is a member of the National Association of REALTORS® Business Specialties Hall of Fame and earned the Certified Speaking Professional award, which is bestowed upon the top 10 percent of professional speakers worldwide. His new book, Screen to Screen Selling—published by McGraw Hill and available in October 2015—helps executives and sales managers increase sales, productivity, and customer experience without being physically present.

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