The best salespeople don’t try to convince. They preach to the converted.
When I first heard that, it didn’t make much sense. But then it “clicked.” And when you think about it, it makes a lot of sense, right?
Think about your own life. Who do you consider to be really smart? Who do you turn to for advice and help?
Usually someone who says things you agree with.
Most people who believe that climate change is real read leftward leaning newspapers and listen to liberal talk shows. Most climate change sceptics read the rightward leaning papers and listen to conservative talk shows.
Why? Because we all want to reinforce our preconceived ideas of truth and justice. Judgment aside, it’s reality.
And so when someone espouses values we agree with, we’re more likely to listen to them, trust them and turn to them for advice.
It’s the same with marketing and selling and especially Property Management.
When it comes to a property owner looking for a Property Manager to look after their investment, there may be little to differentiate between offices. But they will have a few questions or “concerns”. Learning what these are gives a Property Management BDM a massive head start.
When you have a potential client that is most concerned that their house is well cared for with a good tenant. Understanding this allows the Property Manager to show how their office selects a tenant and then runs their inspection program. These 2 key parts of your service offering aligns most with their issues and concerns.
Show that you are aligned with their concerns makes choosing your business a natural choice.
This, on a simple level, is preaching to the converted.
Don’t change minds. Align with what’s already there.
It’s important that you understand my point here. My point is that the whole PURPOSE of your sales process and your message is to show how your property management service is consistent with what your client already wants, believes and values.
It’s NOT about trying to change her mind. You CAN’T change her mind. Forget it. The best you can do is reframe your service so that she sees it as consistent with her preconceived ideas. With what she already wants.
When a prospect hesitates and objects, he’s simply saying, “As you’ve explained it to me, your product doesn’t seem to line up with what I believe is important to me.”
The way to overcome that is not to argue and say “Well, it should be important to you.” Even if couched in polite, diplomatic politi-babble, this rarely changes anyone’s mind.
The way to overcome that is to show how the product does in fact align with something so very dear and important to your client.
But isn’t it better if you can avoid this sticky situation to begin with? Of course it is.
To avoid it, make sure you’re aligned before you ever suggest he buy this or that, to avoid the objection. I’ll show you how to do this in just a bit.
Naturally, then, as we mentioned earlier, you need to deeply understand your client’s world to be able to sell like this. You need to be able to articulate your client’s most deeply held beliefs, aspirations and desires even better than she can herself.
Today’s successful sales people now that they need to uncover what their prospect already believes, wants, fears, values, aspires to, etc. so that you can demonstrate how your product is consistent – in alignment – with everything they care about.
By now it should be clear, that to sell more you must understand that…
It’s not about selling. Selling is the way you see it.
From your prospect’s perspective, it’s about buying or not buying.
From your perspective it’s a question of “Will I make a sale or not?”
From your prospect’s perspective, it’s not a question of BUYING or SELLING. It’s a question of “Should I BUY or NOT buy or in a Property Management perspective, Should I ENGAGE this company or NOT ENGAGE them?
This is important. Really important.
Most Property Managers are average because their ability to sell is average. Their ability to sell is average because their ability to put themselves in their client’s shoes is average. (Or below average.)
The more adept you are at getting your client to tell you whats on their mind, the easier it is for you to align your product and service with what they already want; To preach to them about what they already believe, know and want to hear.
But it’s important that you know your goal: To make it easier for your client to buy than to not buy. This will only happen if the way forward with your service looks clearer than without it.
You give them this clarity not by trying to convince them or change their mind. Just the opposite, you give them this clarity by first coming to deeply understand who they are and what they want. You then show how your product or service is directly aligned with what they most want.
We are eighty8two and we love growing Property Management portfolios and Real Estate Businesses. Talk with us about how we can generate more leads for your business. P: 0409228554