How to increase sales without selling at all in 4 simple steps
Entrepreneur of the Week Daniel Nissim # Post 2
Imagine that you are not feeling well (nor is it Corona ..) and you went to the doctor at the nearest call center, entered the doctor's room and sat down, and immediately the doctor started with a bunch of quick words “Listen I have a new medicine, you have not seen such things! Forget paracetamol! , Forget Madville !, is what you need, here is a prescription for the drug please! Take it and buy it here at the pharmacy across the street - feel good! ”
What is likely to happen is that you walk out the doctor's door, throw the prescription, go to the available doctor in the room for him to treat you properly and tell him the crazy doctor in the room next door - the same crazy doctor who gives prescriptions to patients without diagnosing them and understanding - what they need or Want?
The example with the doctor is so simple to understand, but many of us ignore it that this is our entrepreneurial business and it is a bitter mistake
Let's start by saying that we are all whether we like it or not, sales people, sales = persuasion of the other side, no matter what field you are in real estate you have to convince someone on the other side of the table / phone / zoom lol
Most of us, do not like to admit it because of the bad name that has come out to salespeople and most of us also perceive salespeople as slick people, who talk fast, try to sell us things we do not need and immediately a tick of that tick appears in a mall stall trying to chase us, or the annoying representative You'll sue him again (and since then he's probably called again and changed phone and another representative called lol…)
And this is where the problem begins - selling is a value action, if I have a real solution to the challenge the other party is experiencing and I do not share my solution and resources - I am stingy and selfish, just like that doctor who will learn so much information and decide he does not want to be a public messenger. himself. In my opinion, a real salesman, should act in my opinion like a quality doctor, he should hear the situation, diagnose the problem, understand its effects on the day-to-day of the other side - *** and only then *** and offer a value-based solution that will improve the other side's condition !
So how do you do that in 4 simple steps? (Emphasis on our real estate business of course…)
Meet the SPIN model - developed by Neil Rakham over 12 years, Rakham and the team that worked with him on several research groups, studied 35,000 'sales stories' in over twenty countries and helped small million dollar real estate businesses to giant companies like IBM
According to the method I have to understand the situation (S) of the other party, his world, his situation and the point from which he is currently operating - without this basic understanding I will not be able to understand his real need
The most effective way to do this is by asking powerful questions and listening genuinely to the other side
In real estate transactions, whether it is a building, a single family, or a warehouse - every good deal must have a story, some problem / challenge that you can solve, so one of the wonderful ways to understand the other party's situation is to use such questions:
So Daniel Catch me up to speed, what's going on with the property?
Can you tell me a little bit about the situation with the property right now?
- These are open-ended questions designed to open the conversation and not short / no short questions that will give a short answer, at this stage we would like to receive as many details as possible and identify a problem / challenge of the other party to proceed to the next step
The second stage is the Problem stage - P - asking questions about the problem itself and the challenge facing the other party,
One of the most effective ways to get the other party to talk about a problem and challenge he is facing is to actually ask the opposite question, a question that proceeds from the premise that the other party certainly has no problem at all - it sounds like this:
It sounds like a great property, why would you even consider selling the property anyway?
After understanding the situation of the property and dry details, we will ask the other side and compliment (contrary to logic) to the property and ask why in the world would you sell such a good property anyway? - What it does is (from experience) it causes the other party to tell the real story and the real reason behind his desire to sell the property
And this is exactly where most of us fall .. Most of us at this point understand why the other side is selling and start acting like the same hurried and crazy doctor - and I urge you to overcome this instinct and stick to SYSTEM - the system that will make you sell without selling at all
So far the whole discourse is logical - it makes sense to talk about existing facts, cases and situations - if you remember every purchase you make you will find that you never buy logically - but we buy emotionally and justify it with logic !!!! - Therefore we must take and direct the discourse to an emotional discourse that touches on feelings and emotion
Impact question - At this point we ask impact questions - Impact - which try to understand the impact of the other party's problem on the rest of his life and the feeling it causes him - most people do not, and this is a terrible mistake that leads to the same objections later on
Let's take for example a recent conversation from yesterday with a seller, who is interested in selling a 10-unit building in the city where I operate, Pittsburgh Pennsylvania, the seller told me he is 75 years old and tired of managing the property himself and is tired of owning the property alone
I will use Impact questions - to understand the implications of this problem for the rest of his life and I will answer:
How long have you been dealing with that?
What problems did you have with it?
What other parts of your life are affected by the fact that you manage everything by yourself?
The goal - to understand whether there are consequences to the problem, and what its severity is so that we can accordingly "write a suitable prescription" for the other party
Needs Payoff Questions -
At this and almost last stage we will not rush and offer our solution immediately - we will first understand if this is the right timing whether the other party at the stage where he really needs the solution we have to offer for him and then we will use third party to check if it is relevant for him - because Again we are a consultant / doctor / expert who helps him and not "a salesman who pushes a throat solution that he does not need - thus avoiding situations like" I need to think about it "" Let me talk about it with my wife / partner / dog etc. "
(By the way, I generally believe that the best way to deal with the other party's dilemmas is to prevent them in advance ... but that's for another post…)
If someone would offer to buy the property so you dont need to be a landlord and dealing with all of the “tenants & toilets” and all of that what would be the next step?
We have now heard the situation, diagnosed the problem, understood its implications for the other side, and suggested relevant solutions by using the other side and we are ready to move on whether it is in progress with the deal, or a follow-up (periodic update as needed) or any action required for sale Without ever selling / pushing / cheating / blaming / cheating and other nonsense that salespeople do and destroy the name of this profession and this wonderful occupation ..
If I was able to help one entrepreneur in the audience slightly change their attitude towards sales and the way to sell without selling from a value place, fair, loving and wanting in the other party's favor to strive for a WIN-WIN I did my part
Succeed and pass it on
Thanks again for the privilege of sharing knowledge
Daniel?
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