| Here's an inescapable truth that you already know: | | | | Training? |
| To convert a lead you need to sell. | | | | Realtors don't generally seek sales training for the |
| Here's a truth you may not know: The traditional | | | | same reason they avoid prospecting. Discomfort. |
| ways you've been taught to sell actually create | | | | They don't like traditional sales skills (handling |
| resistance, making it more uncomfortable for you | | | | objections, etc.) or traditional salespeople, so why |
| to convert leads. | | | | would they want to get better at something they |
| Why Selling Is Uncomfortable? | | | | don't want to be? |
| We're taught in sales school that we should find | | | | How to Sell without Discomfort |
| the need and sell to the need by demonstrating | | | | Fortunately, there are other sales methods that |
| the benefit of our product or service. Along the | | | | work better. These are not generally taught in |
| way we're given 101 ways to handle objections | | | | real estate schools because they require a bit |
| and a pile of scripts to memorize. But the reality | | | | more experience and most real estate training is |
| is that when we get into a sales conversation, it's | | | | focused on getting you out the door. Probably the |
| awkward. Handling someone's objections feels | | | | best foundation for a real estate salesperson is a |
| demeaning. We feel their objections are valid, but | | | | counselor sales model, like the Openhanded Selling |
| we don't want to agree or we won't have a sale. | | | | program. |
| We feel slightly out of our integrity to "argue" | | | | In Openhanded Selling, for example, there is an |
| with them. | | | | acknowledgment that a prospect has a rich and |
| A Reason to Avoid Prospecting | | | | complex decision environment that includes much |
| That kind of discomfort would make anyone | | | | more than a decision about which Realtor to hire |
| want to avoid converting leads, or worse, avoid | | | | or what neighborhood to live in. |
| prospecting altogether. | | | | For instance, a typical open house prospect might |
| A human being's natural tendency is to avoid | | | | be looking at a house and talking about it's |
| discomfort. Our brain will find creative ways to | | | | features, but in his subconscious he's really |
| help us avoid the discomfort we feel when selling. | | | | worried about his quality of life by spending |
| We'll look up properties for a prospect who isn't | | | | $3,500 a month to own a house; Or he's thinking |
| really a client yet, and we'll convince ourselves | | | | that he's not sure he really wants to get married; |
| we're working. Or we'll create beautiful flyers and | | | | Or he doesn't' like the fact that his wife's mother |
| go drop them on doorsteps, convincing ourselves | | | | in law is giving them the money for the down |
| we're prospecting. Or we'll find other creative | | | | payment; Or he's got a lot of packing and loose |
| avoidance strategies that make us feel good. Or if | | | | ends to tie up before he can really focus on |
| we're like some agents, we'll prospect like mad, | | | | buying. Until the prospect sorts out these issues, |
| have a ton of leads, and feel frustrated that we | | | | he's not going to hire a Realtor. |
| don't ever have enough business. | | | | A good Realtor will get to the bottom of these |
| So, the answer to the title question is "Yes," you | | | | issues quickly and either help the prospect |
| do you need to have good sales skills to be | | | | process these decisions himself, or dismiss the |
| **effective** at prospecting. The point is, | | | | prospect as unqualified. A Realtor who has the |
| "effective" prospecting is about converting leads, | | | | ability to help a prospect sort through their |
| not collecting them. And converting leads requires | | | | "background noise," has the ability to convert |
| sales skills. | | | | leads by being a true consultative salesperson. |
| Why Don't More Realtors Seek Sales Skills | | | | |