Getting Past the Rhetoric

MBWA – management by walking around – is a good thing for leaders to do on occasions. It gives you an opportunity to listen to what your salespeople are saying to their clients. You may be unpleasantly surprised by what you hear.

  • “Yes Mrs Seller, our company’s service is terrific!”
  • “We’re the best!”
  • “We’ll get you the best price.”

Such statements are rhetoric. Everybody says this kind of stuff. Most fall far short of delivering on it too.

As the leader of your agency, you must help your people to get past the rhetoric. Provide your people with training and sales aids that put an end to them making shallow statements and move them into the realm of the professional salesperson – salespeople that make memorable and powerful statements that are backed up with solid PROOF.

What makes your agency measurably different from its competitors? Why should a seller list with your salesperson and not a competitor?

  • Everybody claims to be the best. Can you PROVE it?
  • Everybody claims their service is excellent. Can you PROVE it?
  • Everybody claims they get their sellers the best prices. Can you PROVE it?

If you can’t, stop making such claims.

It is OK to make a claim, but what separates the professional from the amateur salesperson is that the professional backs up his or her statements with irrefutable proof.

Winning salespeople are like solicitors proving their cases. Statements are backed with proof, or they are not admissible in court.

The same goes with selling. Tom Hopkins says, “Whatever you say, the client doubts. Whatever the client says, they believe.” This is an important point. Clients doubt everything you say. You must remove that doubt if you want to make the sale.

Here is where you, the leader, come into the picture. Call a team meeting. Ask each salesperson a question such as, “Why should I list my property with you?” Ask each salesperson a different question. Listen to their answers. Is the reply rhetoric? Do they waffle? Or do they answer with powerful and compelling answers to the question?

You should workshop such questions and devise catchy ‘Grabs’ that answer the question without doubt.

A reply such as, “We’ll get you the highest price” is OK if you back it up with concrete evidence that you do get the highest prices for your sellers:

“Why should I list my property with you?”

You should list with me because I’ll get you the highest price. Would you like proof? And if I can prove to you that I get the highest prices, will you list with me? This last question is a Sharp Angle Close.

Now comes the proof.

I believe that there is no better way to prove your negotiation ability to sellers than to prove that on every transaction your salespeople negotiated right down to the last dollar with their buyers. Your Sales Register should be full of transactions where the final sale price ended in odd amounts – not $750,000 but an amount like $751,423.

Sure, that extra $1,423 won’t greatly increase your commission cheque, but that extra money will mean a lot to your sellers. Even if you only negotiated an extra $1,423, ask the sellers, “Would you rather I put that money in your pocket, or would you rather I left it in the buyers’ pockets?” You know what option the sellers would choose.

This extra money, this odd amount, makes the sellers see that you worked to get them the highest price and it makes accepting the offer easier for them. In addition, you now have proof in your Sales Register that you treat your promise to get the highest prices seriously.

If every sale your salespeople made ended in odd amounts, your Sales Register becomes a powerful listing tool that gives sellers concrete proof that you do indeed get the highest prices for your sellers.

Here is a page from my company’s Sales Register from last month. You can see here the name of the sellers, the property address, and over here is the sale price. Do you notice how much this property sold for? $751,423. What about this property: $642,212. And this one: $918,443. See those funny little amounts at the end.

In the first example we negotiated an extra $1,423 for our sellers. Most agents would leave that in the buyers’ pockets, wouldn’t they? But to me, the highest price means getting every last dollar for the people who pay me – that’s you. This proves that my team and I get the highest prices for our sellers, doesn’t it?

Go ahead: close the sale.

Leaders, this is just one scenario of many that you should workshop with your team. Teach your people how to effectively answer their clients’ questions with punchy grabs backed up with proof. Move them away from rhetoric and shallow statements.

Run a training meeting with your people and workshop the fifteen most common questions that clients ask. Devise with your team grabs and gather evidence to support those statements.

Your team will be better prepared and you will get more business.

Recent Articles

Where Are You Taking Your Company

As the owner of a real estate business, you are its leader. Real estate agency profit consultant, Gary Pittard, suggests that, as the leader, you sh...

Wealthy and Well Adjusted

An interview of William Danko, co-author of Richer Than a Millionaire with Richard Van Ness, will be released this month on Pittard's streami...

That Elusive Thing Called Motivation

Real estate agency profit consultant, Gary Pittard, warns real estate salespeople that they must be sure to learn the REAL reason why property selle...

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...


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...

Want to reach your profit potential? Contact us now.


Suite 71, Level 4
330 Wattle Street

Ultimo NSW 2007

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


Contact Us