Business can be defined as an exchange of values between people. We buy from people that we like. Therefore building confidence and trust with your client is critical and this must be done at the very beginning of the relationship. To do this, you should listen to the client, establish earnestness in your dealing, communicate your relevant competence in the property market in the area and use language that the client can understand. Will this be enough? Nope there are some very elementary things that we have to do, that costs us nothing but will propel us forward whatever business we are in. These are things that are considered by many as good manners and probably more important than any of the above you have read. The first step is to make sure your business and people are all seen to be smart and approachable. Therefore, remember to look pleasant and smile at potential clients; do not look grumpy even if you are having a hard time. Remember that most of us think we are smiling and pleasant but we are not perceived as such by our clients, so make a positive effort to smile. If a client comes in to see you, make an effort to be friendly by offering something, it can be a cup of tea, cake or just biscuits. For most of us buying and selling properties is not a fulltime job. We are therefore generally squeezing in our property related matters during our lunch hour or during a couple of hours we have been able to take off work. Therefore offering something to drink or light to eat is a genuinely hospitable step you have taken to help the client meet a basic necessity for survival – eating and drinking. This sends a very powerful psychological message to the client that you will protect them and care for them in your dealing with them. This is now creating a very strong relationship that is of value to you and to your client. Once you get the buyer to like you, you extraordinarily increase the chance of success as we all like to work with people we like. Remember well begun is half done.
When you communicate with your client remember to use positive language as language that does not show commitment will make you look weak and the client will not gain confidence in you. Therefore avoid qualifiers like ‘maybe’ ‘possibly’, ‘I might be able to’, ‘I will try’. Also remember to pass negative messages in positive light. For example, instead of saying ‘don’t forget’ say ‘please remember’. Instead of saying ‘the property is small’ say ‘the property is cute’, instead of saying ‘the property is run down’ say ‘the property has potential’.
We all love to talk about ourselves, therefore if you can get the client onto a topic about themselves and let them do a bit of boasting about themselves.
When you are beginning a topic start with an open question and let the client talk. Then probe further by narrowing your questions and then ending with closed questions.
The next sections talk about selling to buyers as most estate agents are able to get sellers more easily than committed buyers. The principles in general are applicable to both.
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