Free Shots

Some years ago, I presented a Field Challenges workshop in Perth. Participants submitted for discussion challenges they were facing in the field. A few topics were offered and dispatched quickly as the solutions were obvious.

I then read to the audience a field challenge submitted by email and asked the audience if that challenge affected anybody. All hands went up.

The challenge centred around objections raised by clients after they had spoken to a competing agent. In effect, the competing agent was feeding clients with objections to raise with other agents.

We spent the rest of the workshop on that one challenge, the audience commenting later that they learned a lot.

Then I made a confession: the email was actually sent to me in 1993 – around 12 years before this workshop!

It doesn’t matter what those objections were. My point is, they were the same objections recurring over a period of 12 years. Wouldn’t you think that agents who are faced with the same objections repeatedly would learn how to overcome them?

Stop giving competitors free shots!

Competitors are going to lie to win listings. Get used to it. Learn to combat it.

Competitors are going to discount to win listings. Get used to it. Learn to combat it.

Competitors are going to make disparaging remarks about you. Get used to it. Learn to combat it.

Your competition is predictable. The salesperson who makes disparaging remarks about you won’t do so only once. These people do very little training – the fact that they resort to such low and desperate tactics shows this – and their behaviour is predictable.

All you need to know is the name of the competing salesperson and you know what he or she is saying to win listings. Think about what they say, learn ways to overcome those objections and, whenever you are competing with that salesperson for a listing, combat the objections that you know are coming. Even if the client doesn’t voice the objections, you can deal with them anyway.

At a workshop in New Zealand, an audience member said that whenever a certain competing salesperson was told by a client that they were talking with XYZ Real Estate, this salesperson said, “They’re amateurs”. It is so easy to destroy tacky lines like this.

All the salesperson had to say was this: “You’re talking with x from xx Real Estate? They’re a good company. Could I ask you something in confidence? Did x say that we’re amateurs? He usually does.”

The sellers will sheepishly reply, “Yes”, to which you say, “Has that been your impression of me so far?” Followed by, “It’s a pity he chooses to say that about us. Funny thing is, a true professional would never say such a thing. I thought they were better than that.” Job done.

Then you go on to prove why those sellers should choose you.

There are times when you can ignore your competitors and there are times when you must stand your ground and stop giving them free shots. Standing your ground doesn’t mean being aggressive. It doesn’t mean being a door mat either!

Gary Pittard

Recent Articles

Numbers and Ratios: A Glimpse of the Future

It doesn't take a genius to figure out when a salesperson is in a performance slump, although many leaders don't appear to notice until the salesperso...

Sack Your Dilberts

While the cartoon series, Dilbert, might be funny, real estate agency profit consultant, Gary Pittard, says that in real life, Dilberts can be anyth...

The Committee in Your Head

You cannot watch, listen to, or read the news for long without being bombarded with bad news, gloomy forecasts and general negativity. Bad news sells....

A Profound Connection

To succeed, says real estate agency profit consultant, Gary Pittard, we must be masters of our chosen fields. He quotes author ...

Essential Actions

If you want to get your new sales recruits off to a flying start, first teach them the essential actions - those neces...

The Right Amount Of Pressure

There is a difference between threatening team members with dismissal for poor performance and applying positive pressure to perform. In this short ...

Hold Yourself Accountable

In an age where people can be quick to assert their rights but slow to live up to their responsibilities, we at Pittard advise our leaders to hold the...

Study For Understanding

Every time clients ask salespeople a question, they are trying to answer the big question they have in their minds, which is, "Why should I list wit...

Activity

Take a minute and look around your agency. Everybody looks busy, don't they? But are you making money? Are they making money? If you're not carefu...

Unattractive Company

One of the top three greatest real estate excuses of all time is: "You can't find good people!" In this leadership session, real estate agency profi...

A Promise Is a Promise

To people of integrity, their word is their bond. They do what they say, when they said they'd do it, how they said they'd do it. People of integrity ...

For Just One Day

People who are successful in their chosen fields do more of the right actions every day, over the long term. In this short real estate sales session...

Want to reach your profit potential? Contact us now.

Pittard


Suite 71, Level 4
330 Wattle Street

Ultimo NSW 2007
Australia


Mailing Address
PO Box 2045
Strawberry Hills NSW 2012


: (02) 8217 8500
Fax: (02) 9281 4198
AUS Free call: 1800 663 600
NZ Free call: 0800 448 065
International: +61 2 8217 8500

: info@pittard.com.au

Contact Us