The sales profession is one of the largest occupational groups in the United States. It is estimated that over 15 million people work in sales related jobs. In the real estate industry there are currently over 1.2 million Realtors. Across all industries, sales is a very competitive occupation, and one that allows the top performers to be highly compensated.
Being in sales is very similar to running your own business and in commission based sales occupations, such as working as a real estate agent, you are in-fact running your own business. In any entrepreneurial role you must have daily habits that will ensure you manage your time effectively. Moving past the general sales training that is made available to all individuals in a selling occupation, there are certain skills that top performers have developed that have made them excel. Here are the three “C’s” that are not taught in sales training courses and make up the intrinsic skills that separate the top 5% of sales performers from their counterparts.
Caring – All successful sales people have come to understand that they should listen to their potential clients more and speak less when they are meeting with them. This becomes the formula for any successful sales person in both Business to Business sales and Business to Consumer sales. It is the basis for being a highly paid advisor as opposed to a sales rep. Not only do the top sales people ask more questions of their potential clients, they listen better. Their listening skills are superior to others who just hear but don’t really understand the needs of their buyers. The top sales people have empathy for their potential clients and are able to understand the buyer’s problems or their unmet goals. They relate to their feelings in a way that allows them to become trusted with helping the buyer reach a new level of satisfaction by guiding them to solve their problems with the solutions they have to offer.
Candor – A top sales person will focus initially on the buyers needs and not on the services they are offering. When the buyer realizes the seller cares about their problems and why those problems matter, the sales person becomes a trusted advisor. A trusted advisor, in comparison to someone who is just selling a product, earns the right to be straight forward and honest with the potential buyer. Top sales professionals not only ask more questions than their counterparts, they also ask better questions. More developed questions stimulate thought by the buyer of what their unmet needs or desires truly are. The top sales pros do not worry about losing rapport with a buyer, as they have established trust. When you care about your profession and develop a trusted relationship with your buyer, the ability to ask them difficult questions about why they are doing things in a certain way is earned. This honest dialogue is respected by the buyer. The odds that the buyer will choose your services or product over a competitors greatly favors the sales person who has the ability to have candid conversations with potential buyers.
Competence – Most sales professionals know how their products or services function and how they can fit a buyer’s needs. The difference between top sales people and others is the top performers know how their services or products solve the specific problems of the buyer they are working with today. Top sales people are not generalists, they are experts in their field. This means they know more about the future of an individual buyer’s business or investments than their client does. In order to gain this expertise, the top sales professionals spend the time necessary to study their industry and work on developing their own personal skills. This gives them more experience, which allows the top sales person to express that knowledge using a question based methodology, therefore putting the buyer’s needs at the forefront.
To boost your income and separate yourself from your competition, it is not enough to commit to only completing your company’s standard sales training or your industries continuing education requirements. The key to long lasting sales success is mastering the three C’s of selling. Be certain to commit yourself to continued learning opportunities. To learn more about boosting your income in real estate to a new level, join us at the 2017 Unitedpalooza.
All the best!
United Real Estate