RISMedia's Real Estate Magazine

SEP 2017

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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70 September 2017 RISMedia's REAL ESTATE {Power Teams} Whose Side Are You On? by Cleve Gaddis W hose side are you on? Seems rhetorical, doesn't it? But this is the one question real es- tate professionals must continually ask themselves in order to maintain the highest level of client acquisi- tion. The answer to this deeply introspective question can be de- fined and practiced in one simple word: empathy. Empathy is defined as one's ability to vicariously experi- ence the feelings and concerns of others. People can sense empathy in oth- ers. Our tone of conversation, physi- cal gestures, posture and general presence create a sense of empathy. Once a prospective client feels we're genuinely on their side, any objec- tions will be easier to overcome. Let's examine the typical sales situation as if the parties are seat- ed at a table, which is most often the case. You're on one side and your prospect is opposite you. It's like a face-off; you're eye-to-eye as though your goal is to conquer the table. In an effort to get on your pros- pect's side of the table, you could physically get up and move, but this would be awkward. Instead, use words of unity to move your client toward action. The next time you encounter an objection in a professional setting, employ the following words of unity to save the day for both yourself and your client. 1. We. It's quite common for salespeople to use "I" and "you", which are words of separa- tion. Whenever possible, use "we" to convey a sense of inclusion and trust. For example, when a seller objects to your fee, instead of say- ing "Let me show you how I can put more money in your pocket," flip it around and ask, "Is reducing the expenses to sell the property most important, or is it the total amount of money we get you at closing?" 2. Feel, Felt, Found. This sales strategy has been taught for generations, and it's still very ef- fective today. The next time a pros- pect says, "I'd like to sleep on it" (another way of saying "You haven't convinced me yet"), try this: "I un- derstand how you feel (I'm on your side) and many other clients have felt the same way (others are on your side, too), but what they found is that we could confidently move forward because of our firm's satis- faction guarantee." 3. Sure Statements. Talk about the future as if you're sure about what will happen. Instead of asking the client when they will be ready to proceed, try this: "It will take two days to get marketing in place, so if we're going to have buy- ers touring the home on Friday, we'll need to get started on Wednesday." When you use words of unity, the prospect is more likely to pay atten- tion to what you have to say. After your prospects have expe- rienced your genuineness and true

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