The Handle (On selling to the real estate industry) By Kim Ades
Have you ever witnessed an engineer buy a house? Did you notice I did not even use the term ‘home’ because to an engineer it is exactly that—a ‘house.’ They go through the place with a
fine-tooth comb. They look at the
foundation, the structure, the materials, the quality and the finish.
By the same token, selling anything to a broker or agent is all about salesmanship. They are groomed and professional salespeople—many of them have it in their blood. So before you try to sell them any product or service, you have to sell them on your ability to sell.
What does that mean?
First, although most real estate brokers and agents seem to be identical to one another, it is crucial that they get the sense that you completely understand their unique situation and challenges. So take an interest and take the time to identify the distinctive needs of your prospective clients. In fact, take the time to completely forget about what you are selling and simply focus on them. You will find that once this is accomplished, it is easy to introduce your offerings as a logical conclusion to their needs.
Secondly, real estate brokers and agents make emotional purchases and they buy from people they like. So your approach, style, language, look and demeanor all matter. They appreciate good salesmanship and are even willing to pay a premium for the privilege of watching it in action. They love a strong closer and asking for the sale just warms their heart. They are keen to know who you are and what you are about. So let them in and show them your stuff.
Third, as big as the real estate industry seems, it is truly a small place. Just like the world of engineers, reputation matters. So build a team of champions who are willing to go to bat for you. Establish a series of close, top-tier customers who will provide testimonials for you—both professionally and personally—and enroll them in the process of spreading the gospel.
Ultimately, selling to sales professionals means that you can use your entire arsenal of sales skills and techniques unabashedly. So have fun and go for it!
Kim Ades, MBA, is the president of Opening Doors, a company designed to help vendors blow up their sales to the real estate industry. For more information, e-mail kim@openingdoors.tv. |
