Two Realtors I coach named Jack and Eric work through the same brokerage in the same area and have been in business for the same number of years. In the past 12 months, Jack's gross sales commissions amounted to $42,000 and Eric's were $245,000. The main difference between Jack's and Eric is their attitude about prospecting, and it shows in their results.
When Jack thinks about prospecting, he worries about invading people's privacy and space. He's so worried about bothering people that when he does prospect, his approach is timid and he inspires neither trust nor confidence.
Unlike Jack, Eric is eager to help people get what they want. He has no trouble picking up the phone or knocking on doors because he knows he'll eventually find someone he can help. He cares about people and it shows. Eric's upbeat attitude makes people want to talk to him and when they do, he gains their confidence quickly and easily.
Your attitude about prospecting has a huge effect on your results. It determines the actions you're willing to take, how you communicate, and your ability to influence people once you've made contact.
What's your current attitude toward prospecting? What attitude could you choose that would make you more effective?
The trouble salespeople have with "rejection" is they automatically interpret a prospect's lack of interest as a sign of personal failure or unworthiness. The truth is no prospect can reject you. They may say no to your offer but how is that a personal rejection?
Consistent prospecting is essential in building a successful sales career. If you're not prospecting enough, you must first understand what's holding you back. Only when you understand the real issue, can you take the actions or get the help you need to move forward. Finally, if you label your prospecting issue as permanent, you're sunk. You can and must overcome your aversion to prospecting if you want to succeed in the competitive world of real estate sales.
Fear of rejection in sales is actually self-rejection. When you avoid prospecting, you deny and sabotage your own ability to develop new business before even talking to enough prospects to really make a difference. So who's really doing the rejecting, the prospect or you?
The good news is you can overcome the fear of rejection by mastering your own psychology. Once you do, you'll significantly open the way for greater sales success. Many sales coaches and trainers have specific techniques that can help you "rewire" the way you think about prospecting, so you're no longer fearful about what prospects may think or say.
Published: January 10, 2005
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