5 Things I Learned About Sales From Million Dollar Listing (on HGTV)

By • Apr 29th, 2010 • Category: internet marketing

sales

I?m a real estate TV junkie. So is my husband. We?re also both entrepreneurs, so I wonder if there?s a connection. Real estate has this ?anything is possible? allure that?s hard to ignore. Bricks and mortar somehow become the clay of our creative future-casts. So when I watch Million Dollar Listing, I feel like I’m witnessing magic as bold, young entrepreneurs help clients step into their biggest dreams. And everyone is slaphappy when the deal is done.

The million dollar transactions that take place between these real estate agents and their clients are quite magical to watch. Heartening even. Is it possible that an entrepreneur could learn a thing or two about honest selling from theses Gen Y ingénues? You bet. Here are 5 integrity-in-tact, client-facing tactics I witnessed the last time I watched Million Dollar Listing:

1. Never make a promise you can?t keep. Business is wrought with uncertainty, as are the lives of our customers. The only thing you can really promise is your dedication and desire to help people solve a problem, using the tools and processes unique to you and your business.

2.  Presentation matters. The agents of Million Dollar listing never look anything less than impeccable. Working with clients online does not excuse you from dressing the part; slovenliness is a turn off. Make sure your website is tended to, answer the phone like a professional who is proud of his work, and don?t put yourself on YouTube looking like you just rolled out of bed.

3.  Look and listen. Being online should raise the grain on this one for you, not make it seem unnecessary. Don’t hide behind the digital shield that is cyberspace. People want to feel seen and heard. Validate their pain. Empathize with their life experience. Keep your mouth shut (and your newsletters to a human-centric publishing schedule) until they?re ready to hear what you have to say.

4.  Different is good. Every sales situation will present you with an angle you?ve probably not considered before. Step straight into that discomfort with your prospect. It?s what they need from you. Trust that you?ll figure out the right thing to do (because you?re such a good listener).

5.  Be calm in the face of adversity. Life is messy. So are sales. When your prospect shows his humanity?imperfect and irrational as that may be?don?t sweat it. Especially don’t let the anxiety become a contagion. Allow your customer space to express his feelings. Stay the course. Wait it out. Lend your hand when it?s needed most.

Marketing at its heart is a creative, forward-looking process. Nothing is certain. Everything is possible. But possibility doesn?t become reality until someone closes a sale, which means ?sales? isn?t a dirty word but an empowering one. Sales is where rubber meets the road. Where dreams become reality. And ideas move to action.

And this is how I choose to look at sales from now on. How about you?

Appreciatory note: shout out to Mark Silver of Heart of Business for inspiring in me a fresh way of experiencing sales in my own business.

Honorary nod: Jeffrey Gitomer’s Sales Bible provides much enlightenment around the importance of listening in sales.

  • http://www.poweroffood.com adam

    Thanks Karri

    I too often suffer when it comes to sales. I believe so much in my products and services and know my clients love their experiences with them, but I still find the sales part challenging. It seems to be getting better daily, but it would be nice to just be that sales expert who esily and smoothly closes the deal each and every time.

    Thanks again for the post
    Adam

  • http://courageousauthenticity.com John Geraghty

    Karri,

    Thanks for sharing your newly gleaned insights. You are certainly not alone in that love hate relationship, and it is experienced not only by the sellers, but typically the clients as well. One resource that I had found invaluable for helping to engage in the selling process more functionally is Mahan Khalsa’s “Let’s Get Real or Let’s Not Play.” You might enjoy it as well, and benefit from his very clear style of engagement.

    Live on purpose!

    John

  • http://www.heartofbusiness.com Mark Silver

    Isn’t it crazy where the lessons come from? I love what you’ve pulled from that show- and I especially like the combo of #1 and #2. It’s so easy to get caught up in resisting the whole “style over substance” paradigm… and then forget that presentation DOES matter. You don’t want it to be the tail that wags the dog, but you need to care enough to show up in a way that your clients can connect and trust you.

    You rock- thanks for the shout out.

  • Karri

    3 high quality comments from 3 high quality colleagues. I’m both humbled and emboldened!

    @Adam I feel ya on that. i.e. “If past clients think I rock, why is it still tough to get new ones?” Mark Silver (see comments) taught me to just breathe a little more during the sales conversation. Kinda like public speaking I suppose ;) Be passionate but don’t forget to just inhale the energy around you!

    @John A much forgotten point! And one that ties in nicely with Million Dollar Listing theme here. People get nervous about spending money and we as sellers much respect this sincerely. We’ve all been on both sides of the equation haven’t we?

    @Mark Indeed, if we can combine humility in our value promise with great pride in our work, now that’s rare!