Perspective - how does it matter in sales?6/6/2022
At our latest Fox & Roach Friday Forum, we welcomed Heather Hansen — an accomplished keynote speaker, attorney, author, and podcaster. She talked about how we, as real estate sales professionals, can use the tools of a trial attorney to “make the case” for our buyers, our sellers, and ourselves. It’s all a matter of credibility and perspective. Lately, I’ve been thinking about the latter, especially as it relates to how we engage with clients. How does your choice of language show that you’re on a client’s side? What role does curiosity play in your interactions? When you meet for the first time, who does most of the talking? Here are some of my thoughts and suggestions when it comes to perspective.
When you meet with your clients, you may be tempted to use technical jargon to sound like an experienced professional. Resist the temptation. When trial attorneys like Heather Hansen argue to a jury, they are sure to use words that everyone can understand in order to make their case. The same applies to you. Because you’re around a lot of sales professionals every day, it’s easy to slip into “agent speak” without even realizing it. This can be alienating. Make a conscious effort to talk to your clients on their level, whatever it may be. This shows that you are viewing the situation through their lens, not your own.
Unlike when a trial attorney speaks to a jury, you have the added advantage of being able to ask questions. You get to be curious! Asking a lot of questions does not make you appear less credible. It actually helps you see the sale from their point of view. Once you put yourself in their metaphorical shoes, you can work to prove you are on their side.
You can and should be asking your clients what they need, what you’re missing, and what makes them happy. And then comes the part that can be surprisingly easy to forget: listen to their answers! Especially in a first meeting, you may be eager to impress a potential client with your own thoughts, stories, and ideas. Yes, of course, you have to talk — informing them of the state of the market and setting expectations. Otherwise, active listening will not only help you see things from their perspective, but also make them feel special. This is important both in the beginning and throughout the process.
In today’s frenzied market, I can see how it might be easy to forget about perspective. You may have fallen into the habit of being purely transactional: getting it done and keeping it moving. However, as I’ve said often in this blog, real estate is still a relationship business. For a long and successful career, how you engage with your clients really matters. Just like with trial attorneys, people get to choose who represents them in the buying and selling of their homes. Unlike with trial attorneys, it’s a very good thing when people need us to represent them or their families again and again and again!How do you engage with your clients to try to see things from their perspective? Share with me on Facebook, Twitter, and Instagram! Use #joansjots.