It's the oldest question in the sales world - which works
better, a hard or soft sales approach? The answer is... both. The skill
of a truly great salesperson comes from knowing when to use which tactic -
being able to shift gears from soft-sell to hard-ball, and then shifting
back again, as sales relationships, dynamics of the marketplace and the
many different factors that affect the sale come into play.
How do you know when to shift? Here are some suggestions:
Hard sell works when you have to cut through misinformation that holds
up a sale. In real estate, a homeowner who hasn't seen an offer in three
months is ready for the aggressive approach.
A soft sell is great during the learning curve, when you're building
rapport. When you are gathering information on a client's needs, budget,
time frame, office politics, etc., that's the time to listen and
soft-pedal the sales talk.
The hard sell works when there's only one piece of the puzzle missing.
Get the deal in ink, and offer a contingency clause for that one piece,
whatever it may be.
Try the soft sell when your client needs to feel in control of the final
decision. Be willing to back away for a defined amount of time, and
create a deadline that's realistic but not freewheeling, twelve or
twenty-four hours. Letting them make that final decision, even when it's
apparent to you and the client that it's a win-win deal, leaves room for
another sale in the future.
Don't be afraid to hard sell when you know that doing the deal is the
right thing for the customer. Some people need a little nudge to put them
over the top. If you are always looking out for your customer's best
interests, they will be happy that you pushed them once the deal is done
and they see the benefits.
Soft selling is more comfortable for all salespeople, but remember that
you can easily soft sell yourself out of a commission if you don't get
aggressive at some point in the sales process.
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Once dubbed by TIME Magazine "the best-selling REALTOR® in America," Ralph R. Roberts, CRS, GRI is an award-winning and internationally recognized real estate agent, author, coach, and speaker.
Throughout his career, Ralph has proven his commitment to helping other real estate and sales professionals build upon their past and present success, grow and expand their businesses, and provide a rich and rewarding future for themselves, their customers, their employees, and their families.
As president and CEO of Ralph Roberts Realty, Ralph has personally helped thousands of consumers realize their dream of homeownership. While selling over 10,000 homes (and buying and selling over 3,000 investment properties) throughout his 30-year career, Ralph has made the time to mentor and coach hundreds of professionals in real estate, sales, and a host of other fields. Ralph is a recognized authority on Real Estate and Mortgage Fraud; Residential Real Estate; Personal Salesmanship; and, Sales Force and Office Management, Motivation, and Design.
Ralph's numerous websites, blogs, seminars, and speaking engagements engage, entertain, and educate both consumers and professionals. Ralph is also an accomplished author with several successful titles to his credit, including:
Power Teams: The Complete Guide to Building and Managing a Winning Real Estate Agent Team
Mortgage Myths: 77 Secrets That Will Save You Thousands on Home Financing (John Wiley & Sons)
Foreclosure Self-Defense For Dummies (John Wiley & Sons)
Protect Yourself from Real Estate and Mortgage Fraud: Preserving the American Dream of Homeownership (Kaplan)
Foreclosure Investing For Dummies (John Wiley & Sons)
Advanced Selling For Dummies (John Wiley & Sons)
Flipping Houses For Dummies (John Wiley & Sons)
Walk Like a Giant, Sell Like a Madman (HarperCollins)
Real Wealth by Investing in Real Estate (Prentice Hall/Penguin Group)
Sell it Yourself (Adams Media)
52 Weeks of Sales Success (HarperCollins)
To learn more about Ralph, visit AboutRalph.com or check out his daily insights on real estate and mortgage fraud prevention at FlippingFrenzy.com.
Once dubbed by TIME Magazine "the best-selling REALTOR® in America," Ralph R. Roberts, CRS, GRI is an award-winning and internationally recognized real estate agent, author, coach, and speaker.