I believe that a sales associate can know virtually nothing about real estate, yet still succeed as long as he or she knows how to sell. By the same token, I believe that an associate, who knows everything about real estate, but nothing about sales, will eventually starve. If you use the following principles, I believe you'll find that your salespeople will function to maximum efficiency and effectiveness.

One: Basics First

The first rule of training is to make sales associates strong at the basics, then train them in areas of specialty. For example, in the military there are all types of assignments for young men and women. Yet, despite these varied assignments, they share one point in common. All of them must complete basic training first. Make sure your sales team has the basics mastered before going on to the specifics of selling real estate.

Two: Contact Strangers

Sales associates must be willing to make contacts with strangers. No selling business can survive, let alone thrive, if salespeople limit their contacts to people they know. I don't care how many people someone knows. It won't be enough.

Three: Make Them Independent

Make your associates independent of you, not dependent upon you. Aside from the fact that you'll save time, you'll also make your salespeople more confident and, as a result, more efficient, if you teach them how to stand on their own feet.

Four: Don't Let Them Fail

Your associates will only be as good or bad as you train or allow them to be. If you have poor producers, the fault may be in the training. If it is, correct it. Make your salespeople role play certain selling situations to strengthen them in the basics. If the fault isn't in the training, perhaps the poor producers should be terminated. If you allow them to remain on the team, you'll in effect lower your standards and the remaining team members will notice.

Five: Assume They Don't Know

Always assume a salesperson doesn't know the correct technique and willingly demonstrate it for him or her. There's an old slogan that I once read on a milk carton that is actually quite helpful: "I hear and I forget. I see and I remember. I do and I understand." When your salespeople are slow to learn or are having trouble remembering, make them role play the situation. The more they do something, even in a simulated situation, the easier it will be for them to master it.

Six: Be A Good Example

Your sales associates will do as you do, not as you say. If you don't practice what you preach, you'll fail at teaching. Salespeople need to see how the principles you teach will contribute positively to their careers. The sales manager who adopts principles before teaching them serves as the best example.

Seven: A Little Bit At A Time

Don't teach your associates too much too soon. It takes time for a principle to become instilled in a person to the point that it becomes second nature. "Space training" is most essential for new salespeople. In other words, you teach them, then leave them alone for a while so they can become fully familiar with what they have learned. Only after they have mastered one point should they be introduced to another one.

Eight: Give Refresher Training

Even your best salespeople will get away from the basics the longer they stay in the real estate business. It's not at all uncommon to see associates succeed in their first year of business only to watch them fall into a slump during their second year they get away from the basics. After you teach don't assume they'll remember forever.

Nine: Classroom And Field

Classroom instruction prepares a student for reality while field training is reality under supervision. Your salespeople need both. Can you imagine what would happen to would-be swimmers who aced all written examinations on the sport, yet had never actually been in the water? Classroom instruction is not enough. Your sales associates also will need field training before they can become independent and efficient.

Ten: Subscribe To Training

Start a good training process by telling your salespeople what you intend to teach them. Teach them, then show them. After this have them role play the situation and critique their roleplay. Repeat the last two steps until they get it right.

Eleven: Play It Again

It has been said that audiocassette tapes are the best and least expensive private tutors available. No human being has as much patience as a cassette player. A particular point can be reviewed on tapes literally dozens of times. The cost of a cassette learning system, when broken down, amounts to nothing more than mere pennies, especially if the instructions program is self-recorded.

Published: August 25, 1999

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Editor's Note: This article reflects the opinions of Floyd Wickman only and not necessarily the views of this or any other publication, organization or Website owner.