Lesson Plan For The Future - Sales and Selling

Written by Posted On Thursday, 22 August 2019 05:00

I was raised to be an officer in the United States Navy. I graduated from Annapolis, and I ended up with a career in sales, by default.

I have done a lot of selling over the past 44 years, cumulatively at least a few hundred million dollars in personal selling. My largest sale was the sale of a technology company for 22 Million Dollars.

The largest single real estate sale was a 1.5 million dollar apartment building in the 1980s. Most of my sales were just your median priced homes, or typical duplex up to 30 unit apartment building, a strip center here and there...and it took me a few years to really get going.

I sold condos, houses, apartment buildings, shopping centers, industrial properties, medical buildings, limited partnership interests in real estate investments…and then stocks (including REITS), bonds, mutual funds, tax services, financial planning services…and website services, e-mail services…and education programs, online and offline…and the benefits of the Internet itself to the entire real estate industry. I never thought I would have a career in selling, but it turned out that way. When I started in real estate, it was not the selling that I fell in love with, it was real estate that was my passion. It was only later that I grew to enjoy the excitement of writing the contract, and the "close."

What is the point? A career in sales by default, which is more than likely the same situation for many in real estate sales today. So, here you are, where you may never have anticipated you would be, selling to earn a living. How do you make the most of it?

The more you sell, the better you get at selling. I was always passionate about homeownereship. I learned at an early age from my parents that buying a house was the way to go. I never felt that I needed to "sell" real estate to anyone...they came to me because THEY wanted to own real estate. I saw my job as that of a helper, with a fiduciary duty.

Effective selling is a skill to be developed for those serious about a sales career. Learn the art and science of sales. There have been many good books written on the subject. Develop a reading list, a schedule, and then read.

Understand persuasion and how it fits into your business.

Think of yourself as a "helper" (no one wants to be "sold" something). After all, if you are in real estate sales, you are helping people with what is usually their most valuable asset, their home, and something they want to buy (or sell), or they would not be talking to you about it.

Success will not come overnight, more than likely. There is a Learning Curve (the relationship between effort and results).

Here is a short list of what I believe is necessary for one to have an effective career in real estate sales (and most of it applies to sales in general):

• Product Knowledge
• Communication Skills - verbal skills and writing skills
• Access to Potential Clients
• Marketing Skills
• Technology Skills
• Financial Skills…for business and your personal life
• Generational Knowledge
• International Knowledge
• Integrity
• Perseverance
• Commitment

And let's not forget....

Enough money (capital) to get you through start up and sustain you through the lean times.

Read 1886 times Last modified on Monday, 19 August 2019 09:33
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Saul Klein

In 1948, doctors told my father that his life aboard submarines on war patrol in the South Pacific and the depth charging he experienced had rendered him sterile. Although controversial and not widely applied, he was treated with an Ayurvedic therapy called “shivambu.” If you are unfamiliar with this term, I recommend you Google it because against all odds, I came to exist.

That was a loony segue into my life but is a fitting precursor to a career that would be just as incredible.

Like my father, I joined the Navy. However, due to a medical inconvenience, I was honorably discharged after 6 years of commissioned service, all on Sea Duty. This was an opportune misfortune that led me down the path to a successful career in real estate. Both my father and grandfather flirted in real estate brokering and flipping part-time, and I followed suit but making a lifelong career out of it.

With over 40 years in real estate, it is impossible to talk about my experiences in this small window. But I can proudly say that I am well-recognized as an industry pioneer, especially in real estate syndication and education, and one of the few luminaries that paved the way for real estate’s transition to the online world.

Some highlights of my life’s work:
● Co-created ePRO, technology certification course that certified 70,000 students
● Created the first online communities for real estate professionals to network, learn, and sell
● Created "Opt Out" Listing Syndication, aggregating over 1.4 Million Listings in 18 months
● Built the #2 National Listing Syndication Service, Point2 Technologies, sold to Yardi in 2010
● Founder of the California Association of Buyer’s Agents
● Member of the first REALTOR.com Team, pre-IPO, responsible for obtaining first 500,000 listings
● Helped Zillow and Trulia build up their MLS data inventory

Today I continue to lead efforts that bring new technologies to the real estate industry. Feel free to reach out and learn more.

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