The key to a high closure rate is two-fold. You need
to determine the prospects dominant buying motive
and you need to resolve any real objections. You
must ascertain what motivated the prospect to
come out to your property in order to understand
Why would he spend a weekend looking at your
product rather than play golf?
He will probably spend more time driving to your property
than he will in actual face-to-face interaction with you.
A truly professional sales-person will become a friend to
confide in and will have empathy with the prospect. A top-
drawer professional must be able to get on the same side of
the table with the prospect so that he can assist him in the
purchase decision. You don’t sell anything to anybody; you
help them realize why they should purchase and help them
overcome their fears.
To produce results, specific steps should be followed in the
sales process. Retaining your prospect’s attention is your
The number one opener should be a property introduction
with a handshake. This custom is interpreted by both the
salesperson and polite way of establishing a relationship.
Remember your prospect’s name, and tell him
yours. From this moment on, it is critical to refer
to your prospect by his name at all times. You
will receive an automatic, subconscious behavior
Now you must be able to retain his attention, and create an
interest, build a desire, convince the prospect that he cannot
live without buying one of your homes. You must make him
want to close. All of the communication with a prospect should
have a definite plan and purpose toward your goal
—having the prospect purchases your home.
We need to know what to do and say in order to produce a
controlled response. A controlled response is governed by a
basic psychological principle that directs our behavior. Most
people know very little about conditioned responses, making
them vulnerable to anyone who knows how a conditioned
response works. The regularity of success is startling because
once understood, you are able to guide the prospect into the
direction you want him to go, without him realizing that you are
After the initial introduction, you should obtain some
common ground with your prospect in the shortest
amount of time. You are not there to contest with him;
you are there to identify his needs. The prospect has to
realize why he is on your property.
If you can put a finger on his needs, you are miles ahead
in the selling process. There are millions of people out
there whose needs haven’t been satisfied. Take the time
to listen to them. Don’t be in such a rush to tell them
about your product or hurry them off to tour the models
and think that if they like what they see, they will
buy. Create some meaningful communication with your
prospect, and then take a specific sales approach.
A salesperson is a fact gatherer.
You should get to know as much as possible about your
•Does he have any hobbies?
•How old are his children?
•Where does he presently live?
•What sports team does he root for?
•What does he do for a living?
•When you tell your doctor that you care not feeling well, does
he prescribe the same treatment for you as he just prescribed
for the patient he saw before you?
No, of course not. Not all of his patients have the same
ailment. He asks questions to determine what the specific
Salespeople are no different. You are a
professional real estate doctor. Sit your
“patient” down and find out his problems, his
latest motivation for being in your
office. Gather the facts. Only then, when you
have all the facts, will you prescribe.
Depending on the answers to your questions, you will know
what specific path to take.
Don’t be satisfied to know only that your prospect is currently
renting; you need to know why he is renting. Understanding
the prospect’s motivation and behavior enables you to carry out
your job more efficiently.
After you get all the facts, the success for your retaining their attention and interest
depends solely upon what you can do for them.
For example, perhaps your property is within walking distance to shopping and has
a property maintenance program. If you are not able to interact properly with your
prospect, perhaps you will never know that your 65 year old prospect doesn’t want
to drive anymore and his chest hurts him when he mows the grass.
Most likely, a prospect won’t confide his most personal thoughts to a stranger; he’s
probably not even told his wife his real reason for looking for a new home.
If you haven’t done your job thoroughly, he ends up being the person that says,
“I’m just looking,” or “I’ll think about it.”
The next step is to convince your prospect that he is doing the
right thing, and until you do, he is going to keep his money in his
Third party testimonials are the proof of the pudding right
now. Have your prospect be assured that others have purchased
and it has not only been their home, but their investment as well.
A salesperson also needs to be aware of non-verbal
the study of facial expressions, touch, gestures, smell and eye
Most non-verbal communication occurs unconsciously without a
predictable sequence of events. Because there are no formal
rules, you must be careful to look at all the available clues to
interpret non-verbal messages correctly.
The sales area itself should be arranged with the prospect’s
comfort in mind. A desk is a barrier to open and frank
It exists in most sales offices today because of tradition. It’s a
security blanket for the salesperson—his domain, his space. It
does nothing for his prospect. It is not the salesperson who
needs to have stage presence; you need to give stage presence
to your prospect.
You must make that person feel good, make him feel he is the
center of attention, the most important person.
Give him your undivided attention.
In the sales process you should strive to get the maximum
amount of comfortable transaction time for the limited
amount of time that you spend with your prospect. The
sales area should be perceived as an environment of
warmth. Even the position of seating may determine the
extent to which a salesperson interacts with his prospect in
that particular setting.
Lighting in the sales area, like color, also has a definite effect
on behavior. Low lights tend to create a relaxed, intimate
environment in which people want to linger. Bright lights
tend to cause fatigue and a desire to escape.
The biggest fault of most salespeople is that they are too busy
talking about their product to listen and understand what the
prospect is trying to say. When a prospect volunteers
information, treasure it;
they are reaching out to you —the professional—for help.
Listen, understand, and communicate. Don’t compete
with each other, but work in harmony and unity for the
benefit of both.