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July 29, 2014

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3/06/00 Are You Listening?
Recently Iíve been shopping for a new home and a new office building, so Iíve had the pleasure of dealing with residential and commercial real-estate brokers simultaneously, which is a whole lot like getting a rectal exam while having your teeth drilled.
The relationship with each broker began on a level of trust. I expected professionalism and the truth, and for a couple of days I felt we were well on the road to a successful search. Then I discovered that my commercial agent was not being truthful about a contract I was being asked to sign, but I gave him the benefit of the doubt, thinking that it may have been an honest mistake. It was only after his second trick that I knew I was dealing with a slippery character and called the whole deal off and found a new agent. Then the second one did almost exactly the same thing as the first one.
Real selling isnít about games, trickery and schemes to manipulate the buyer. Itís about listening and solving the buyerís problem. If there is a genuine fit between the buyerís need and your product or service, it shouldnít be too hard to help the prospect see it.
Have you ever met a prospect who believed that every Radio rep was a con artist? It seemed unfair, didnít it? But today thatís exactly how I feel about real-estate people. Iíve lumped all of them into the same smelly bag because of chance encounters with two bad eggs in a row.
Had the second real-estate agent bothered to ask me how I wished to be handled and what kinds of things had bothered me in my past real-estate experiences, he could have listened his way into a huge commission. Instead, he "sold" his way out of one.
Have you ever done this? Have you ever been guilty of talking when you should have been listening? Do you drone on and on about your stationís format, your morning team, your loyal audience, your blah, blah, blah, when you really ought to be focusing on the client and the clientís needs, wishes, hopes, goals and desires?
Like me, your clients have seen and heard it all. There is little that you can say that they havenít heard a hundred times already. Your prospects donít really need to hear what you have to say. You need to hear what they have to say.
Are you listening?


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