The #1 Sales Skill That Changed My Real Estate Sales Career
Summary
TLDRThis 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.
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