Wednesday, 12 December 2018
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This Old House - Do-it-Yourself

Sales and Selling as a Career

Written by Posted On Tuesday, 09 October 2018 06:00

I always looked at selling as helping. My job in sales, be it real estate, stocks and bonds, insurance, tax preparation work, or financial planning, was to help my clients determine and then achieve their goals.

Good Selling Requires:

Product Knowledge

A good salesperson builds trust and confidence with their customers and clients. One way to do this is to demonstrate expertise. The more you know about your product or service (and share with your customer), the more your customer or client will trust in your abilities. Trust builds loyalty. Trust and loyalty leads to sales.

Real Estate Applications

Knowing the inventory and the area

Knowing how to explain all aspects of the offer to purchase and the myriad of forms and disclosures required by law, including agency.

Communication Skills

Both written and oral. The better you communicate, the better you will be at selling. Remember, communication is a two-way street. It is important to listen. If the three most important words in real estate are "location, location, location," the three most important words in communicating are "Listen, listen, listen."

Effective communication will allow you to build rapport. Rapport leads to trust and trust builds loyalty. Trust and loyalty leads to sales.

Access to Clients

One of the biggest consumers of time in any sales business is prospecting, and prospecting usually produces no immediate results. Prospecting is all about contact with people. Contact with people creates opportunity. Said another way, contacts create contracts. If you are in a sales slump, increase the number of new and existing contacts each day by 20%, you will see results within 60 days.

There are many ways to prospect. Here are a few:

1. Develop relationships with individuals who have access to many people and refer business to them in return for referrals. Examples: Tax preparers, casualty insurance agents, plumbers, and others whose services you use and to whom you refer business.

2. Review the closed files of agents who are no longer with your company. Start with a letter of introduction or phone call introducing yourself and your services.

3. Participate in online communities.

4. Ask for referrals, "Have I done everything to earn your referral business?"

Attitude

Make it positive. Motivate yourself to look for the silver lining in all events. "Attitude determines altitude."

Integrity

Always do what you believe is in the best interest of your client. Your interests will take care of themselves.

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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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