This is a recap of a session during the recent 1st Thursday learning event. The speaker himself, Edmond Yap, Chief Education Guy [sic] of EduNation Sdn Bhd, wrote a special column recapping his talk.
Here are the reactions I’d be getting when I tell real estate agents and negotiators to “stop selling property”:
“But I sell property”
“I’m a property agent, you’re asking me to stop?”
“What’s wrong with property?”
That’s not what I meant when I said “stop selling property”. Being a property agent or negotiator are both fantastic career choices that are both financially and emotionally rewarding. Helping people increase their financial worth and helping families find their dream homes is an amazing career.
When I say stop selling property, I meant:
1. Stop selling the number of rooms and toilets
2. Stop selling the “square feet”
3. Stop selling the “location” or “gated community” or even price.
These are all the features of your property. In essence this is what every property agent tries to sell.
People don’t buy the number of rooms and toilets they buy space. Space that allows their family to live in comfort and harmony.
People don’t buy square feet; they buy a place that allows their kids to run around in the garden in front or a place to put their dream office or home theatre.
People don’t buy location; they buy peace of mind knowing that their kids will go to good neighbourhood schools and location that is known for a low crime rate, ensuring that their families are safe.
People don’t buy features of a property; they buy the benefits of the property. Although we should tell them what the features are, don’t stop there, instead go on to sell the benefits.
But before you begin selling benefits, understand that everyone buys different kinds of benefits. To know what benefits to sell, ask questions, spend most of your time getting to know your clients and less on talking about the property. Only once you deeply know your clients, start selling the benefits.
The benefit for selling benefits is that it helps you paint a compelling buying picture to your prospect. If you know he wants an office, walk to a room that is most suited to be an office and start talking about his future office. Discuss where he would place the tables and computer and what sort of furniture he’ll get.
If your prospect wants a garden for her kids to run about, then bring her to the garden and start talking about how she wants to spruce up and decorate the garden and how she intends to make it children friendly.
By selling relevant benefits to your prospect, your prospect begins to imagine being the owner of your very property. They picture themselves already owning the house and loving it. Once they imagine owning the property, your battle is half won.
So stop selling property.
And you might just end up selling much more.
Edmond Yap
Chief Education Guy
EduNation Sdb Bhd
Email letschat@edunation.com.my
Website: www.edunation.com.my
No comments:
Post a Comment