The #1 Sales Skill That Changed My Real Estate Sales Career

Summary

This video focuses on the number one sales skill every salesperson, particularly in real estate, should master: self-persuasion. The script highlights the importance of asking the right questions to help prospects discover their own reasons for change, rather than imposing reasons on them. By using a Socratic questioning technique, salespeople can reduce resistance and objections, allowing clients to verbalize their own motivations for action. This approach minimizes psychological reactance and creates a more effective, less confrontational sales process, ultimately improving lead conversion and reducing rejection.

Takeaways

• 😀 The most important sales skill is the ability to persuade prospects through self-persuasion, not by directly telling them what to do.
• 😀 People make decisions based on two key motivators: avoiding pain and seeking pleasure.
• 😀 The three rules of influence in sales: 1) People don’t believe what salespeople say due to perceived bias, 2) People believe what others (third parties) say, 3) People always believe what they tell themselves.
• 😀 Great salespeople ask questions that help prospects discover their own reasons for change, rather than imposing reasons on them.
• 😀 Socratic-style questions, which encourage self-discovery, are far more effective than traditional sales scripts that impose a salesperson’s reasoning on the prospect.
• 😀 Rejection and pushback often occur when salespeople impose their own reasons for change, so it's important to phrase questions in a way that respects the prospect's autonomy.
• 😀 The ‘reverse selling’ methodology suggests presenting the case for maintaining the status quo rather than directly pushing for change.
• 😀 Using self-persuasion, prospects are more likely to verbalize their reasons for change themselves, which makes them more committed to their decisions.
• 😀 Instead of selling a prospect on a specific course of action, ask them what would be wrong with their current situation and let them express their reasons for needing change.
• 😀 In prospecting situations, it’s helpful to use language that allows prospects to feel in control, such as asking ‘what benefit would there be in us getting together?’
• 😀 By asking questions that get prospects to verbalize their motivations, salespeople can reduce resistance and rejection while improving lead conversion and appointment setting.

Q & A

What is the number one sales skill that can make a significant impact on conversions?

The number one sales skill to focus on is self-persuasion. By asking the right questions, salespeople can help prospects discover their own reasons for making a change, rather than imposing the salesperson's reasons on them.

How does human decision-making influence the sales process?

People generally make decisions either to avoid pain or to move closer to pleasure. A salesperson's ability to tap into these motivators and guide the prospect's thinking is key to influencing their decision.

What are the three key rules of influence in the sales process?

1. People don't believe what salespeople tell them due to perceived bias. 2. People trust third-party validation more than what the salesperson says. 3. The most powerful influence is when people convince themselves (self-persuasion).

Why do prospects resist sales pitches?

Prospects resist sales pitches because they often perceive the salesperson's motivations as self-serving. When a salesperson imposes reasons for change, it can trigger psychological reactance, making the prospect more defensive.

What is the difference between good salespeople and great salespeople?

Good salespeople ask questions to learn about the prospect, while great salespeople ask questions that help the prospect learn about themselves, facilitating their own decision-making process.

How can salespeople avoid triggering resistance in prospects?

Salespeople can avoid resistance by asking Socratic-style questions that do not push their own agenda but instead encourage the prospect to articulate their own motivations for change.

What does it mean to use a 'Socratic method' in sales?

The Socratic method in sales involves asking open-ended questions that encourage the prospect to think deeply and discover their own reasons for making a change, instead of the salesperson presenting their own reasons.

What is an example of a Socratic question in real estate sales?

An example of a Socratic question is asking a homeowner, 'What’s wrong with where you live now?' This question helps the prospect identify their reasons for wanting to move without feeling pressured.

How can salespeople present a case for the status quo?

Salespeople can present a case for the status quo by asking questions that suggest staying where the prospect is could be a valid option, which encourages the prospect to articulate why they might still want to make a change.

What is the benefit of asking prospects 'What benefit, if any, would there be in us meeting?'

This question allows prospects to verbalize their own reasoning for a meeting, without feeling pressured. It opens the door to a conversation while supporting their autonomy and reducing resistance.