Sales is (not) a dirty word.
But if can be... 😬 

What comes to mind when you hear "salesperson?"

Now, you're biased because you likely are one, but go with me here.

Most people immediately think of the sly guy on the used car lot, the late-night telemarketers, and the AT&T people waiting for you at Costco...😱

The public doesn't think too highly of salespeople. 🤬

Let's not just rely on our personal feelings, though.

Here's the most recent Gallup poll of the public's perception on various processions:

Not surprisingly, nurses rank at the top of the most ethical professions.

Meanwhile, car salespeople, insurance salespeople, and advertising practitioners all rank near the bottom (along with our elected representatives). 😭

They didn't ask about Realtors in the survey, but I'd bet they'd be near the bottom on the list.

Further, it's just an ethical thing.

There's strong evidence that salespeople routinely overestimate the value they provide their clients which impacts our perception.

A study by the consulting firm Bain & Company showed that 80% of companies thought their salespeople delivered a "superior experience" to their customers while just 8% of customers agreed. 😳

This "delivery gap" should be a reality check that we need to constantly bet thinking of what our customer wants and how we can level up our value.

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It shouldn't be like this! ✊

Most people will look at these low ratings as huge challenge on the road to success.

Instead, I recommend you look at this as a major opportunity for people committed to the sales profession.

Low ratings suggest fewer people will be attracted to the industry and customer expectations will continue to be low.

This means you have a better opportunity to beat the rest if you're committed to the craft.

Sales is a very hard profession that can positively impact a huge number of people's life.

Remember, we all LOVE the person that helps us buy the right thing or make the right decision when we're unsure. 

How to beat the sales sleaze. 🏆

One of the first things we need to do is flip our internal script.

Instead of a sales mindset, we need to shift to a teaching approach.

💡 The best salespeople don't sell. They educate.

If you stop looking at yourself as a salesperson and start approaching it as an advisor, you'll approach your business completely different (in a good way).

To help in this process, ask yourself these three questions:

1. 🤔 How often am I asking questions? Salespeople suffer from diarrhea of the mouth, as my 6th grade teacher would say. Instead of spewing information at your prospects until they submit and buy (or ghost you), play 40-year-old virgin and just ask questions. Learn as much as you can about your clients and guide them by asking the right questions.
   
   
2. 💬 Are you speaking your customers' language? We all are blind to the amount of jargon we use and how much we assume our clients know. Simple words like closings, listing, & showings, etc. are all words specific to our industry and can easily confuse our people. If you eliminate or explain all jargon and assume your people have no clue what's happening, you'll immediately be a better communicator.
   
   
3. 🧩 Are you solving their problem or trying to make a sale? This one is the most important because it separates those with commission breath from the professionals who get it. This is a long game and it's built on relationships and referrals. Your #1 priority with every person you meet is to solve their real estate problems even if it means you don't make a sale.

I believe Realtors can, and should be, on the same level as financial advisors. 

Truthfully, Realtors have a much greater opportunity to help a wider range of people who will likely never work with a financial advisor.

Our first step is getting our mindset aligned with the idea that we are expert advisors with a ton of insight to offer our clients.

Then, we refine our skills with these focusing questions and commit to excellence.

Sales shouldn't be a dirty word and we can start changing that today. 🚀

Dr. Alex Stewart
Founder