Many years ago George Orwell wrote Animal Farm. It endures today as one of the great novels where themes deal with social status, bigotry and group interaction. The protagonist quips that, "Pigs are equal, but some pigs are more equal than others…"

Well, with no intention to compare pigs with our buyer clients and customers, the point remains that some do think they have a "better deal" coming to them just because they said so. So there. What's an agent to do to set them straight?

We are responsible to our buyers, but not for them. We owe it to ourselves to be mindful that our job is to help people make decisions they will thank us for later, and in order to do that we must present the realities of all facets of the market.

There is a catch (There always is…) When we tell someone something, it is difficult for them to believe it to be 100 percent true. We are the ones with the agenda, or so they feel. However, when they come to conclusions themselves, the conclusions are true. Rarely do we disbelieve our own realizations.

If it becomes necessary to explain to a potential purchaser that the property is priced right, that the rate being quoted by the lender is on par with the present market, the closing costs are standard or one facet or another of the transaction is as it should be, you have to communicate it through a series of questions to lead them to the conclusions you want them to have.

Example: (predicated on the fact that you have an exclusive right to represent agreement in place with the purchaser)

Purchaser: "If we could get if for less, we would buy the home."

Agent: "Is price the only thing holding you back at this time?"

Purchaser: "Yes, we want it but we think since it has been on the market for 45 days, the seller's should be more negotiable."

Agent: "While I am obligated to present all offers, what if I could demonstrate to you that at the present price it was very competitive and therefore you probably could not get the home for less. Would you reconsider your position or are you willing to walk away from the property and keep looking, even though you really want it?"

Purchaser: "I might be willing to reconsider."

Agent: "What would it take to get you to commit to reconsidering your position?"

Purchaser: "I would have to be convinced the sellers would not take less."

Agent: "Why don't we do this. Let's look at the competing homes, list-to-sale-price ratios, days-on-market ratios in this price range and what has recently sold. When we are done, we will have an overall picture of what the market will and has borne. At least then you will have all the information you need to make a good business decision. I would hate to see you make an offer based on inaccurate assumptions only to find that while you were negotiating, someone else came in with a more appropriate offer, and you lost your opportunity. Fair enough? (Fear of loss will motivate people, who are serious, to act cautiously.)

This same kind of dialoguing can be used in any number of situations when one person is making decisions or demands that will not bode well for them in the long run. By asking the right questions you are able to get to the real objection or thinking and solve that. One cannot solve a stall because as soon as one stall is set aside, another emerges.

It is clear to me from years of working with sales professionals that there are always going to be folks out there who are arrogant and endlessly difficult. Keep in mind that we always have a choice. Being an abused agent is a choice and not an occupational hazard as some might think! Raise your standards, maintain your professionalism and hold the line when necessary.

At least you will respect yourself in the morning!

Published: February 2, 2004

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Marylyn B. Schwartz, CSP, is a noted expert in real estate and corporate sales training, team development, customer care and diversity issues. She is president of TEAMWEAVERS and a trainer for Leader's Choice, the number one real estate sales training program in North America. Marylyn is also an author and Business/Life Coach. Contact her at , or visit her website at teamweavers.com.