As of September 1, the FTC reported that more than 48.8 million American had registered phone numbers on the National Do Not Call Registry. Consumers are expecting that since they are on the national list, they will never be called again, but most consumers are unaware of several exemptions in the new legislation that will still allow telemarketing calls. One of these is a provision that allows calls from salespeople who have an "established business relationship," making the Do Not Call list really a "do not call strangers" list. Essentially, Realtors and other salespeople can legally call anyone that is not a stranger.

These are just two examples of the mental adjustments consumers and salespeople will need to make over the course of the next several months as the realities of the "No Call" legislation become apparent. From a sales perspective, those involved in consumer direct selling who revise their thinking quickly to embrace the "No Call" list instead of treating it as an expensive, inconvenient barrier will be the ones who succeed in the new "No Call" world.

Mentally prepare for change

When change is thrust upon us we are often overwhelmed by it, and may view adapting to new rules and ways of doing business as monumental challenges. In fact, adapting may just require a slight adjustment in thinking and perspective.

The first thing to consider adjusting is to make sure your attitude is right. Your attitude will always affect your altitude in life, and if you have the right attitude, linked to the right expectations, you can achieve anything.

Expectations are key. While the "No Call" list will certainly change how we do business, many agents are expecting the list to kill business completely, or at least make it much more difficult. But, what if that is not right? What if it is going to make it easier? Changes in sales philosophies and practices forced by the "No Call" list have the makings of a tremendous opportunity for the right-minded people.

"Right-minded" means a change in mindset. It was Henry Ford who said, "If you think you can or think you can't, either way you are right." If you are a Realtor who thinks the "No Call" list is a real problem for your business it will be. If you think you don't want to change and it's too much work, it will be and you won't.

Every successful agent is really a business owner inside a real estate brokerage business, and thinks this way in how they run their business. However, most agents don't think like this frequently enough to help them deal constructively with ongoing changes in the marketplace and market conditions.

They don't realize that companies, as well as people, must improve or perish. As human beings and business owners, we are either growing or shrinking. We are either getting better or getting worse. We do not have the option to stay the same. We are not like a helicopter that can expend energy to stay in the same spot. We either are advancing or we are retreating.

So, assume the mindset that you are the CEO of your own multi-million dollar sales company. Accept that one of your primary responsibilities as CEO is to effect change in the organization; to be a leader in seeking out ways to do business more efficiently and effectively; to strategically move the operation to serving customers better, expanding the customer base and maximizing the profit for the shareholders. Not someone else. You.

The "law of difficulty" says that most people don't attempt anything too difficult or too grand. Carry the change in mindset one step further and let go of the belief that the "No Call" list is too large of a problem to deal with. Embrace the belief that it is really an opportunity for a grander future. Once you've done this, you will have clear sailing because not many others have tried thinking differently about the new legislation, and fewer still have broken through the details to defining a strategy to deal with it.

Norman Vincent Peale always described opportunities as something wrapped up inside a problem. Remember, the "No Call" law will eventually take effect, even if implementation is delayed as the recent broadcast tax legislation was. View it as an opportunity wrapped up as problem and make the slight but important adjustment in your attitude -- mentally accept that it is coming. This is a huge advantage for you in the future and it will pay huge dividends.

• You can do it!
• Be mentally prepared to succeed!
• The one who solves it wins!

This is the mindset to take with you into reengineering your real estate sales business now that you've accepted the changes forced by the Do Not Call Registry. First, understand the law. Secondly, explore ways to go right to the line of the law without crossing it.

There are numerous loopholes in the national "No Call" law. For months, major newspapers and broadcast outlets like ABC, NBC, CBS and CNN have promoted this new law as the total solution to intruding telemarketers, but consumer will not get what they expect. In fact, the "No Call" list will fall far short of consumer expectations!

It is entirely possible that the most fertile and productive population segment Realtors will call when prospecting will be people actually on the "No Call" list. These people may get fewer calls, but they still will receive calls. With so many loopholes in the law, companies that have products and services to sell, and that adjust how they approach consumers over the phone to be in compliance of the law, will still be able to call whomever they choose. For example, one way to approach consumers but still be within the law is through the use of surveys.

If you are taking some form of survey over the phone, you are exempt from the "No Call" list. As a Realtor, you could easily survey home buying or home selling trends. You could survey their neighborhood and neighborhood activity. You could survey what they were looking for when they bought their home. You could survey where they would move to and why.

As you can see, preparing mentally for change and for success are two of the most important things sales professionals, including Realtors, must do now to be in a position to take advantage of the new opportunities created by the Do Not Call Registry. Preparing mentally now will enable you to implement the 9 other steps in a timely manner to create your success.

Published: October 17, 2003

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Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies®, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies®, Successful Time Management for Dummies®, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.