Monthly Archives: October 2011

Are your staff developing trust or creating fear with your clients?

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Are your staff developing trust or creating fear with your clients? Have you ever wondered why clients DON’T buy from you when the call seemed to be going well?

I have launched my new workshop that is changing the way we sell in Real Estate. It is called Emotions in Selling – Helping clients make strong decisions.

I have developed this content from 25 years of selling having been a sales trainer and Coach for half of that time and from knowledge of how the brain works learned in my degree in Psychology. So the content is clearly anchored in understanding the workings of the mind first then translating that to the specifics of your sales situations.

I’m a bit over trainers who teach how to execute specific actions that have worked for them. Some parts of my training do include specific actions but I believe if you understand the intent of the underlying process you will be able to adapt the action to your own style and execute them well and so get the advertised outcome for yourself. If you just blindly copy others (even if the technique you are copying is absolutely fabulous) you don’t get the same outcomes they did because your situation is never exactly the same.

Content:

  • Understanding the neurological structure of the brain and how the flight/fight mechanism drives all decision making. We will review the progress of data arriving from the senses (hearing sight etc) to the two levels of thought processing; emotional and logical.
  • How to uncover the buyer’s personal perceptions of safety and the decision process they are using in order to guide them to use your service. If you contradict this process and trigger even the smallest feelings of fear they will reject you and your product.
  • Learn how fear and anxiety can turn your clients’ thoughts from caterpillars into pythons and how to prevent this so that the caterpillars turn into butterfly’s instead.
  • Learn how selling your own home is the scariest decision a person may ever make and how to guide them safely through their anxiety to a stable decision to list with you.
  • We will look at very specific strategies to maximize your message and they way you present it so that your clients are able to process safely through their emotional filter to make effective decisions that will not unravel when they continue to think about the situation after you have left or when they hear new data from your competition.
  • Importance of the customer doing at least half of the talking during the sales process in order for the purchase to be stable. Using the magic wand technique that helps a buyer express their needs so you can discuss the real value to them of your offering
  • How to manage your clients fear response to help them to continue to listen and have the ability to buy from you.

I believe this program will up skill the sales effectiveness of the entire office as well as providing more sales energy and focus. I encourage my clients to have all staff in their business sit in on it as everyone in a sales organization participates at some stage with our clients whether they are vendors, buyers, landlords or tenants. Most importantly each client interaction contributes to the reputation of our business and builds trust for our brand.

I’m offering to run a two hour session for just you or your team for just $750 +GST conducted at your office. Call me, Maya, for more info on 0407 005 290

For more articles on Trust in selling, check out our Emotions in Selling (EiS) training series here

Emotional Engagement during an Appraisal

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Selling without emotion is hard work!

Emotion stimulates the mind 3000 times faster than rational thought. The brain is structured in such a way that the emotional processing (instinct) starts responding first and creates much stronger chemical reactions then the logical processes, which are triggered much later. The emotional processes are designed to turn on the flight or fight (or freeze) mechanism and are on a 24/7 hair trigger for anything that creates fear.

It’s an emotional world we live in. Many people say we live in a rational world but nothing could be further from the truth. Emotions drive our behavior; the world is driven by emotions. Rational thought leads customers to be interested but it is emotion that sells.

Capturing minds is one thing; capturing hearts is quite another.

The most successful sales involve strong emotional connections between people. People don’t actually make life decisions on clear logical grounds. We often decide first and rationalize second. We are emotion based creatures that are first and foremost run by our fears and instincts. Our brain has been designed so that logic cannot easily override our emotions, especially strong emotions.

The better you target that human instinctual connection with the vendor the easier the sales process that follows will be. You need to start targeting their emotions the second you walk across their threshold. Given we sell Real Estate at a very intimate, personal level (in their homes) you have the opportunity to connect with them not in a brash, blatant way but in a simple and very profound manner.

To maximize your chances of getting the listing you must first connect with their hearts then later you can rationalize with their minds. Remember that the fear emotion has the strongest effect on the decision making process. You need to connect very directly with their fears in a way that explicitly helps reduce their fears.

So what are you selling that you need to be emotional about before you get the listing? Until you have secured the listing you have just one product: YOU.

Who are you? (some standard stuff, you need to tailor this to you):
• A committed member of your local community.
• A professional real estate agent of XX years standing.
• A highly experienced sales person who knows how to sell the value in each and every property.
• XX years young, e.g. through your own midlife dramas with plenty of drive and ambitions (people want personal content i.e. who are you?)
• You’re a specialist with Blue Bay Real Estate.
• A Licensed Agent partnered with one of the area’s most successful agents.
• Educated and raised in this community.

BUT of what value is that to them? How do you meet their emotional needs?
How does that make you the right person to sell their castle? How can you reduce their fears? You have to translate these things into specific benefits to them, in their context.

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