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Authenticity Above All Else in Sales

Suze Cumming

Suze is passionate about our natural world and anything that propels her into the wilderness and allows her to stretch her limits is game on...

Suze is passionate about our natural world and anything that propels her into the wilderness and allows her to stretch her limits is game on...

May 24 4 minutes read

Authenticity Above All Else in Sales

By: Suze Cumming

 

REALTORS® have a bad rep when it comes to sales. We deserve it!  While some agents have a genuine concern for the client and put that client ahead of the commission, many don’t. 

We’ve evolved well past the boiler room approach depicted in the movie Glengarry Glen Ross (pardon the language in this clip) but there is still this underlying sense of pushiness, half-truths and trickiness that taints our reputation.  A lot of the old school training still recommends scripts that are meant to coerce people to work with us.  

The new world of sales is about authenticity. When we’re ‘selling’ people can feel if we’re being manipulative, coercive, or if we’re more interested in what’s good for ourselves than what’s good for them. Hence the ‘salesy’ and ‘pushy’ reputation. When faced with this idea, we often hear the retort, “ But I am asking for business, I am selling”. There is a best of both worlds. If you’re offering as much or more value than you’re asking for, you don’t have to convince people, you need to connect with them and link up with the people who are the best fit to work with.

Chris Myers, CEO and Author wrote a great article for Forbes magazine where he talks about his sales team being the tip of the spear, representing the very real and very public face of the organization.  He is leading his sales team to build a culture that is highly consultative, absolutely authentic and totally client centred.  Team leaders, brokerages and even individual agents can learn a lot from his approach. 

A client shared a story with me recently.  Let’s call him Tim.  Tim was working with buyers to purchase an expensive lakefront home. They had an accepted offer that was conditional on the sale of their existing home with a 24 hours escape clause. A couple of weeks in, another offer came in and Tim’s clients got notice and needed to either firm up or walk away.  The clients really wanted the house but it was a huge financial risk. Tim sat with them and had a deep authentic conversation about all the factors influencing their decision. Their small business was growing quickly, they had two kids in University and cash flow was tricky.  They could likely afford to take the risk and they loved the house but Tim didn’t push them. He helped them sort out all the facts and made them feel comfortable making the decision to let the house go.  Less than a year later, they bought an amazing lakefront property with Tim, this one with more land which they are now subdividing off.  They have asked Tim to represent them on that sale and they have sent Tim three referrals in this short period of time.   

Some call it Karma but really, it’s just a higher level sales approach.  Do the right thing for the client, even when it’s hard, and you’ll attract awesome clients like a magnet.  

Sure, it’s a longer game but those looking for a shortcut aren’t going to survive the pending disruption. 

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