Full transcript
0:00all right you can screw up every other
0:02sales skill but if you get this one down
0:05it will be a lot easier for you to
0:07convert the leads that you're getting
0:09right now into actual appointments and
0:11then most importantly it'll be a lot
0:13easier for you to close and enroll new
0:16clients so I want to talk about the
0:18number one sales skill for you to really
0:22focus on this year all right doesn't
0:23matter if you're in real estate sales or
0:25you sell something else we're going to
0:26focus primarily today in today's video
0:29uh on real estate sales specifically uh
0:32but this would pertain to any
0:33salesperson out there all right so I
0:35want to talk about what we already know
0:38about human beings you see when we think
0:40about selling what is it that has to
0:44occur for a sale to be made well we
0:47already know that requires a human being
0:49to change to go from uh what they're
0:53doing today to doing something different
0:55so this is human behavior and we're
0:57talking about humans making a change
1:00well what do we know about people in
1:02their decision making process yes we
1:05already know that people make decision
1:08uh decisions either to avoid pain or to
1:10get closer to pleasure we already know
1:12that's where the bulk of their
1:14motivation comes from however how do
1:16they actually get down to uh the
1:19decision to do or to not do something
1:22well there's there's really what we
1:25would call the three rules of influence
1:27and here's where most untrained salese
1:30make a lot of mistakes and we'll talk a
1:32lot about that in today's episode so
1:35number
1:36one people in people in general don't
1:40believe what you the salesperson tells
1:44them because of what we already know
1:47which is perceived bias they believe
1:50that everything that you tell them that
1:53they should do you're doing so for your
1:57benefit not for theirs even if if they
2:00were to benefit most people can't see it
2:03because of that perceived bias you're
2:04the salesperson you're the one who's
2:06going to benefit from what it is that
2:09you're saying so therefore I put this
2:12defensive wall up and I don't believe
2:14what you say that's rule number one rule
2:16number two is people uh more times than
2:21not will believe what other people tell
2:24them so like a third-party validation or
2:26a thirdparty referral right that's why
2:28the power of referral
2:30uh works so well Hey listen I worked
2:32with this service provider before he or
2:34she did an awesome job uh that helps
2:38people get to some type of decision but
2:40nothing comes close to rule number three
2:42which is people always believe what they
2:46tell
2:48themselves and so in other words what
2:50we're going to uncover or unpack in
2:52today's episode is this whole idea of
2:55what psychologists call self-persuasion
2:58how do we as salespeople ask questions
3:02in a way that help the
3:04prospect discover their reasons for
3:08change not your reasons for why they
3:11should change that's a massive
3:13difference because good salespeople ask
3:16questions that help them to learn about
3:19the prospect but listen closely great
3:22salespeople ask questions to help
3:25prospects learn about themselves so the
3:28whole idea the whole
3:31foundation of the reverse selling
3:33methodology and what we're going to talk
3:34about in today's video is how do you
3:37form the questions in which you ask
3:40because we all know we've got to ask
3:41great questions well what does that mean
3:43what makes up a good question versus a
3:46bad question what type of questions can
3:48you ask that would elicit this
3:51self-persuasion where in other words
3:53you're getting the prospect to verbalize
3:57their own reasons for why they should or
3:59or should not do something rather than
4:01you imposing your reasons on why they
4:04should or should not do something so let
4:06me give you an example because we're
4:09talking to mostly real estate agents
4:11today what we often see is with the the
4:15mainstream scripts out there that have
4:17been used for 30 40 50 years these are
4:20all questions uh that when asked elicit
4:24a lot of rejection a lot of push back a
4:26lot of what I would call Psychological
4:28reactants you're met with a lot of
4:30friction why because the questions that
4:33we're being asked to ask are all
4:36designed to
4:39uh well elicit your benefit right so
4:43things like listen with the market being
4:46the way that it is up or up or down
4:48doesn't matter uh it would probably make
4:50more sense for you to sell Now versus
4:53wait that is an that is a a script or a
4:57language pattern rather that comes
4:59across for the salesperson's benefit
5:03that would be the salesperson coming up
5:05with their reason on why the prospect
5:08should do something and nobody likes to
5:12be told what to do the second that we
5:16feel that our freedom to choose is is uh
5:20at
5:21risk psychological reactant goes up
5:25that's the resistance you're often met
5:27with a lot of these scripts that are
5:28floating around out there in the real
5:30estate world so we need to ask questions
5:33that are what we would call of Socratic
5:37nature so when we ask a question that is
5:40based around the Socratic method we ask
5:43questions that are solely designed to
5:46get the prospects to
5:47think and to
5:49verbalize their own reasons for change
5:53without the perceived bias without
5:56the risk for eliciting psych ological
5:59reactants how do we do this well one of
6:02the things we can do is we can ask
6:05questions
6:07that the P that that are perceived in a
6:10way that are against the salesperson's
6:13best interest so let me give you a
6:15really really good example most real
6:17estate people most real estate
6:19salespeople most real estate
6:21agents when they're communicating with
6:23somebody who's thinking about selling
6:25their home are all presenting the
6:28reasons on why the prospect should sell
6:32the home so most people we talk to are
6:35ambivalent meaning they've got a reason
6:38in their mind of why they should do
6:40something and they've got a reason in
6:42their mind of why they should not and
6:44all to often the eager real estate
6:47salesperson who's paid on commission
6:50that uh the prospect are all aware of
6:53they're making the case for why the
6:55prospects should do something now
6:58they're giving them all all these
7:00creative reasons and why the prospect
7:01should sell now and these are all what
7:05we talked about the salesperson's
7:07reasons for why the prospect should
7:09change and when we do that we have to
7:12defend the status quo we being the
7:15consumer in that example so if a
7:17salesperson says hey here's why you
7:19should do something now that all that
7:21that does is elicit all of the reasons
7:24why the prospect should not and the
7:26salesperson is is to blame the sales
7:29person is at fault because we are
7:32responsible for how prospects respond to
7:35us so if you're getting a lot of push
7:38back you're getting a lot of resistance
7:40you're getting a lot of objections that
7:42are difficult to respond to most likely
7:45it's how in which you're communicating
7:48that is eliciting that type of
7:50response so what do we do uh instead so
7:55rather than present an argument for why
7:58the prospect maybe should do something
8:01we're going to do the exact opposite all
8:03right this is all backed by research
8:05this is all backed by science this is
8:06all backed by human psychology and so
8:09when we speak in terms of potentially uh
8:14in a way that would go against your
8:16interest prospects don't prospects don't
8:18resist because they don't feel any
8:21perceived threat that you're trying to
8:23just close a deal or sell them something
8:26let me give you a great example so let's
8:28go back to the example we just talked
8:29about rather than you giving uh a
8:34homeowner all these reasons for why they
8:35should sell now because of rates because
8:37of home values whatever else you can
8:38come up with why not present a case for
8:42the status quo why not ask a question to
8:45the prospect that is of Socratic nature
8:46and we say Mr Prospect what's wrong with
8:49where you live
8:51now now think about that for a
8:53second every one of your competitors
8:56maybe even yourself have
9:00uh tried to come up with some type of
9:03fancy script to get that appointment to
9:06get that person to list their house with
9:08you to meet with you now and you're
9:10maybe the first person who presents a
9:14case for the status quo you present a
9:16case for why the prospect should do
9:19nothing well what do we know let's go
9:22back to what we just talked about on a
9:23minute ago it's it's almost like this
9:25teeter totter okay what happens is when
9:28you present uh an argument for why the
9:30prospect should do something they argue
9:34why they should not so what do we know
9:36about reverse psychology what do we know
9:38about self-persuasion if we present the
9:41case for why they should not this gets
9:44the person to verbalize their reasons
9:46for why they should that is how you get
9:49the prospects to verbalize their reasons
9:54for change not your reasons for change
9:57so let's go back to the question Mr Pro
9:59Prospect well you I mean I'm looking at
10:01the property right now it looks like a
10:02beautiful home you're in a great
10:03neighborhood what's wrong with where
10:05you're at now can you just stay put well
10:08Brandon we'd love to stay put but reason
10:11one reason two reason three reason four
10:15now who's doing the selling now the
10:18prospect is verbalizing to
10:21themselves all of the reasons why they
10:24in this case should make the move well
10:27we've got to get something bigger we've
10:29got to get something smaller the baby is
10:31due uh I'm going through a divorce I am
10:35doing we're going through a job transfer
10:37we want to get the kids in another
10:38school district by this time frame we
10:40love it here but here are all the
10:42reasons why I can't stay here you're the
10:45first salesperson who's presented a case
10:48that would go against your interest or
10:52the perceived interest because what do
10:54you want you want a listing you told
10:55them to stay put okay that's one way to
10:59do that okay let me give you another
11:01example so when we're prospecting we're
11:04calling expired listings for sale by
11:06owners probates absentee owners just
11:08list of just sold calls we're trying to
11:10make a case for why this person should
11:12meet with us we're trying to set the
11:13appointment it's what I've been asking
11:15you to do for the last 10 years right
11:17well there's a way in which to do it
11:19that would allow you to get more
11:21prospects to do exactly what it is that
11:24uh is in their best interest which is to
11:26perhaps meet with you when you are
11:29presenting all the reasons why they
11:30should meet with you what's happening to
11:32you often they're giving you reasons and
11:35why they can't they're giving you push
11:37back they're giving you objections
11:38you're met with all of that I hear it
11:40every single day well what have you
11:42learned in this video that we could do
11:45differently what if we said listen Mr
11:49Prospect I don't know if it makes sense
11:50or not but what benefit if any would
11:54there be in you and I getting together
11:56for 15 20 minutes and looking at a plan
11:59that would cause your property to
12:00actually sell at a price that works for
12:03you or more what benefit if Annie would
12:08there be in you and I potentially
12:10getting together for 15 20 minutes and
12:13having a conversation now instead of
12:17what I think a lot of people are asking
12:19you to do in this industry is well let's
12:21get together because of this this this
12:23and this and this Prospect says nope I'm
12:25not interested I gotta talk to my spouse
12:27they're just being polite
12:29and trying to get you off the
12:31phone what we're going to do is we're
12:33going to we're going to uh uh use
12:35language that would support the
12:36prospects autonomy to choose for
12:39themselves what benefit if any well I'm
12:43not saying we're going to meet Brandon
12:44but if we did meet you know I guess it
12:47would be nice to meet with a real estate
12:49agent who can actually get the property
12:51sold because I'll tell you what the last
12:53two agents that we had gave us a bunch
12:55of BS and here we are property's been on
12:58the market for 9 and A2 months and it's
13:00still not
13:01sold that's the prospects reasons you've
13:05done a great job asking Socratic style
13:08questions to elicit self-persuasion
13:10getting the prospect to verbalize their
13:14reasons for doing something not your
13:16reasons for doing something okay let's
13:19uh let me give you a couple more
13:20examples
13:22okay what about uh when we when we look
13:25at timelines Okay so a lot of people are
13:30again trying to get prospects to do
13:32something now because you want to get a
13:33listing and you want to get paid I
13:35understand prospects know that too
13:36that's why they resist you most of the
13:37time so if you want to talk about
13:40timelines maybe you ask a question like
13:43this listen if you were presented with
13:44an offer with a price that works for you
13:46or more with all the terms that made
13:47sense I mean what issues would that
13:50cause if
13:52any what issues would that cause if any
13:57because we're trying to get the prospect
13:58this is a a no oriented question well I
14:02mean that wouldn't cause any issues
14:03that's exactly what we're trying to do
14:05we're trying to get out of here as soon
14:06as possible it's them verbalizing all of
14:08their reasons and then it only makes
14:10sense for us to take the next step well
14:11if you're looking to move right away
14:15which is what it sounds like uh you guys
14:16want to do if you want and I'm happy to
14:19do so uh but it's totally up to you be
14:21happy to get together with you one day
14:23this week we can take a look at a couple
14:25things that would cause your home to
14:28actually sell and then listen I mean
14:30let's not make each other any promises
14:32you can decide after our meeting if
14:33working together with me makes sense or
14:35not is that
14:38reasonable right and so when we start to
14:41approach our sales conversation in a way
14:46that gets the prospect to start
14:48verbalizing their own motivation for
14:51buying or selling a house rather than
14:53trying to uh pressure them using our
14:56reasons I think what you will find is
14:58not only do the conversations get much
15:00much better but you start dealing with a
15:03lot less rejection a lot less resistance
15:06your your hesitation to prospecting and
15:09calling your leads actually uh starts to
15:12dissipate because you're not having to
15:14deal with all of the conflict that
15:16you're probably dealing with right now
15:18in your lead generation or your lead
15:20conversion efforts and so if you want
15:23more help with this and you want to see
15:26kind of how these language patterns come
15:28together I'm going to put a link right
15:29in the description download my brand new
15:31scriptbook you can kind of see some of
15:33this stuff come together