Selling Soulfully with Jennifer Allan

Great post.  No one really likes to be "sold" to and probably least of all your friends.  It just gets awkward :)! 

And isn't the goal to make MORE friends so that, eventually, more people will care about your real estate career? So, show potential friends the same respect!

I agree... I usually find a way to say something brief about my work... but only when asked. "Just closed on a cute house...., just did the photo shoot on a new listing... "

When someone says what are you doing this weekend I tell them, "I'm going to my son's lax game and holding open a listing on Sunday..." Nuff said. If the person knows I am in the business, that is enough for me. If there is interest, they will call or refer.

Good words....when looking at personality profiles, mine shows that I like serving not selling.  I hate selling....can't stand it....but everyone is in the business of sales.  The priest wants $ for the new school.  The factory worker sells so that his foreman puts him next in line.  The doctor sells to other docs so that they get more referrals....etcs.  It's hard to walk that fine line....but these are good words here.  Something I've become more cognizant of.

What I question is the rationale behind teaching "sales"people that the only way to inspire others to support our businesses is to beg for it (their support). Not only is it annoying to the other person to be put on the spot like that, but it does quite a number of their perception of our credibility and professionalism.

Does ANYONE want to hear a life insurance salesperson's pitch? ANYONE? Yet that's what they're (and we're) taught to do to generate business.

As usual Jennifer ... a terrific post!

I cringe at the thought of all the tactics I was told I had to do to get business when I was new to the biz.  Awful, just awful!

Jennifer - You are truly a breath of fresh air. I love your philosophy. I had always wanted to be an agent but didn't want to have quotas, scripts, and cold calling forced on me. Ick! When I read your books, I decided, I am going to do this my way, get rid of the ick factor and have fun. Thank you!

How about the recent "service" pitch call from the stock brokerage rep just as I fell asleep for a very rare Saturday afternoon nap?
GRRRRRRRR.

Hey, anyone saying "No," is just someone who hasn't said "Yes," yet.  Or something.....

Oh Yes. I've experienced this situation on more than one occasion and refrained from adding my own pitch. Great advice on how to let the other person know you're an agent and with the right story, a really good one.

Great post, Jen....I really appreciate the fact that you are trying so hard to improve the way the people in our industry are perceived.  Your books and philosophy should be mandatory for all incoming agents.  Thanks so much!

If you haven't already, I encourage to pick up Jennifer's new book. She really can teach you how to grow your business without being a pain in "the you know what."

Thanks, Debb!!! And congratulations on winning one of your very own!!

MJ - that is my goal in life (one of 'em anyway). Glad to have YOUR help in the mission.

Colleen - okay, SO - that's the assignment for today. Come up with a funny, poignant or PITA story to tell when the opportunity arises!

Mike - Oh, crimeny.

Julie - YAY!

Ann - and those tactics are alive and well and working in your neighborhood. "Awful" is a great way to describe it.

Jennifer,

I like your take on nontraditional ways to connect with potential clients! g

THanks, Cherise! Funny how just making normal conversation is considered "non-traditional" isn't it?!

Hi Jennifer, This is a really good post and a nice blue print for how to introduce yourself. It made my brain think. Thanks

Charlie - here's some more - I wanted to include this dialogue in the original, but it got too long!

So, how do you tell someone you sell real estate withOUT sending them running?

How about this?

New Friend: "So, what do you for a living?"

You: "I'm a real estate agent!" (said with a smile and a reasonable level of enthusiasm).

New Friend: "Really? Wow - how's the market?" (or whatever they say; it doesn't matter)

You: (laugh) "Oh, it's not as much fun as it used to be, but it's not as bad as you hear. Working harder for less money, like everyone else." (or whatever seems appropriate).

At this point, your potential new friend may very well be expecting to be pitched and is bracing himself for the assault. He might already be sorry he asked, knowing what's in store for him. But what if you... (insert stuff about telling a STORY instead of delivering a pitch!)

You know you hit it right on the head.  I do not choose people for friends who might end up being good clients.  I choose people for friends who I like.  They might end up a client and sometimes clients end up as friends.

Those examples you sighted were simply unbelievable.  Inman?? Ya gotta be kidding me.  Your solutions were much better than what the "back to basics" folks are offering.  I hate that term - the world HAS changed since 1980 - wake up people.

Hi Jennifer~ Like you, I now cringe at stuff we were told to do in order to get business. I definitely like your way!

Rule number one when socializing... don't be BORING!  And pitching yourself is BORING!  Great post-- Kathy

as far as human interaction goes we beileve-> a man convinced against his will is of the same opinion still

and as far as reading what is published in general about a profession (Do's & Don't)

Hasty & sweeping generalizations by definition are illogical.

I'm definitely going to pick up the book, I'm sure it has a lot of great advice.  Thanks for the post!

I know in my own experience I hate it when I feel like I'm being sold to. So I always remember that when I talk to people. When I first started in real estate I actually had a hard time even telling people I was an agent because I felt just by saying that, they would know what was coming next, and turn around and run, haha!

Nice post! If during a casual conversation the occupation is not brought up, I leave it alone. I often ask, do you have a business card? Thanks, here's one of mine. If they take it without a response I leave it at that, but, more often than not it enhances the conversation....

Great post Jennifer. It's all in the presentation, going in for a hard sale and impression is best saved for a listing appointment. I just wrote a blog about networking events and the best marketing money can't buy. To sell real estate, building up trust and the relationship first is the key.

When people ask me what I do, I like to tell them: "I try to make peoples' dreams come true". It gets them interested and we can have a conversation about experiences from there.  

I sat Saturday and Sunday open houses a couple of weekends ago, with absolutely no traffic.

So, I read Selling With Soul, which I have on my Kindle.

Great post and great book

Thanks so much.

Love your stuff Jennifer. Yes it is not ME ME ME it is about truly building relationships and getting to know people. Not about probing them or picking them for "leads"

Jennifer I couldn't agree more. If I heard similar sles pitch, I would have been secretly offended - what, the whole point of them getting together for lunch was THAT? Hey, I can eat my lunch by myself and enjoy the beauty of silence around me... 

Great Jennifer. Prospects pursued run away. Being more helpful than wantful goes a long way. I've read Dale Carnegie and your point is stressed in his writings. I also like Mike's, #26, response to the "what do you do?"

Now THAT's a good way to connect with people, Jenn. Is that one of your gems in your new book?

I've never hit people over the head with the other "drive-away" presentation, but it will be interesting to see how effective your method is...

Good advice Jennifer! 

That was funny and so true.  We do cringe when other people launch into their pitch, pulling out their business cards.  We have to be better than that!

I actually have some Real Estate Agents that I wish I wouldn't have friended.  Just saying...people ought to listen to your advice.

Wow, that's really interesting. So, do YOU know anyone who needs to buy or sell? I promise to take great care of them, just like they're my family, and my company is awesome and I have a 168-point marketing plan and I have a promotion I'm doing right now that for every referral that goes to closing, I'll give the referer an iPad and the greatest compliment I can receive is your trust in me when you send your friends my way for professional real estate services...?"

The above paragraph, that is hilarious!

I hate the words Sales Associate. I concentrate on providing a service. I agree the :30 second commercial is only appropriate during a networking event. I usually spend more time listening than talking, but that's okay too! Kind of demonstrates that I will be an avid listener with clients. Great insights!

Great post, Jennifer.  Yes, no one likes to be sold (but everyone loves to buy).  And, sounding desperate makes it less likely that someone will want to refer someone to you.  it does not inspire confidence.

There is a big difference between selling an idea or service versus creating awareness and expressing ones passion about their career. But of course always in measured doses based on the nature of each encounter. Thanks for the thoughts you hace inspired.

You know, I just can't bring myself to do that and am glad I don't! My friends know what I do for a living and I am grateful when I get a lead from them but I sure don't bring it up when I meet someone unless they ask what I do for a living. I do wear my name badge often, which says it all. I don't need to say one word and the message is sent..............naturally, that badge stays home when I am attending a private function.

Hi Jennifer,

I thoroughly enjoyed your post !  So true !  It is a people first business and not a self-first business.  It is always interesting to see the reactions when you tell someone you're an agent.  They seem so relieved when they realize your ultimate goal isn't your sales pitch.

Thanks,

Phil

Terrific suggestion! Anecdotal tales sound like a great way to still get the point across while remaining interesting and non-threatening at the same time.

Thanks for all the affirmative comments... NOT just because I like being agreed with ;-] but because we need more voices out there in the world assuring like-minded souls that if we ever want to be perceived as professionals, this sort of nonsense must stop. Please help me spread the word that it's not necessary to be a desperate, self-serving, annoying, numbers-game-obsessed huckster to enjoy a successful career in real estate!

Anne - I wrote a little Manifesto recently on the topic of raising the level of our industry's professionalism, and one of my suggestions was to completely eliminate the word "sales" in our official (or unofficial) titles. No more sales associates, no more sales representatives! That is NOT what we do... but that's a rant for a different day.

Realtors should attend as many business networking meetings as possible. It's OK to talk about what you do. It is expected.

Yes I love that idea. I think of myself more as a consultant than a SALES person

A few years ago, the CMO of our company, Thor Johnson, had an unusual approach to trade shows.  The usual approach is to think of bold ways to "engage" passers-by, hone your elevator pitch to razor sharp, give everyone who can fog a mirror your benefit-laden presentation, then stuff a brochure in their hands as they beg off to use the washroom, catch the next seminar, etc.  (In the advanced training, you might be taught to actually ask a few "consultative questions" so that you could close the prospect on something.)

By contrast, at the start of every tradeshow Thor would gather the entire booth team around him for our "pre-game scrum" and say in a happy, boisterous voice "Alright everybody... let's make friends!!!"

I thought it was an awesome approach to a fundamentally uncomfortable venue, as it took all the pressure off everyone to "act a role", and allowed people to be themselves, and to engage with show attendees in a friendly and natural manner. 

The results were amazing.  Everyone had way more fun, we built real buzz around our booth, people liked hanging out with us -- and we always always came home with a ton of leads.  And, of course, many new friends!...

Your post, Jennifer, addresses the exact same issue at the one-to-one level that Thor addressed so wonderfully at the group level.

Rich Gaasenbeek, IXACT Contact, The Easy Way To Manage Your Contacts

Jennifer;

I really enjoyed your post.  As a sales professional, and huge fan of the Dale Carnegie relationship based type of selling, I appreciate your sharing with all of our Active Rain colleagues.  Out of all of the sales people out there, in any industry, only a very small portion are sales professionals.  Strive to be in that minority and your business will flourish, and you will sleep better too!

Have a great weekend!

I almost never bring up business. People ask ME about Real Estate

Rich - I had to read your response twice because at first, I thought you were saying that the bulldog approach you described was your CMO's preferred method. Once I read it RIGHT, I gave him a virtual high-five...

I exhibited at NAR in 2007 and forbade my crew to leave the confines of our booth, or to initiate conversation with anyone who didn't appear obviously open to being conversed with. But as I was watching other exhibitors aggressively virtually pulling at people to come visit, I could easily see why visitors walk as close to the center of the aisle as possible, avoiding eye-contact at all costs with the vultures exhibitors on both sides of them. Funny, since the majority of real estate training encourages them to behave the same way!

What a great post!! I think I'll start a database of funny stories, for just such an occassion!   : )

Now funny stories are my specialty. I've got a lot of those like the woman who told me at a listing appointment that she was in the process of buying the school district to re-zone the school for her neighborhood. I've heard it all.

I think all of your friends and mine know what we do for a living... If they want or need our services they will ask, other than that trying to solicate business on facebook looks desperate and can even cause your facebook friends to hide your posts...  Unless you have a facebook page that is only used for business.

Another Realtor friend of mine suggested I find your blog as I had mentioned how I am just not "pushy" as some offices would like you to be. That approach just doesn't work for me. And now I see why she sent me to read your thoughts - thanks for sharing!

That's great!  But Jennifer, we real estate people are far more interesting than insurance people.  I mean, really...

But seriously, I would really really love to see that article about the "don't friend a realtor on facebook" - that's hysterical.  And now I'm suddenly more appreciative to all my facebook friends for tolerating me.

Hi Jennifer.  Nice post. 

It is amazing how many don't get there is a better way...

Ken