"So WHAT!" Sounds insolent or rude, doesn't it? Wait a minute. It might just be the key to a successful future.
Before real estate, which BTW is the most profitable career I've ever had, I spent a few years as a traveling sales rep. That company put salespeople through periodic "sales training" courses. The most dreaded part of the yearly cycle for me, though, was filling out what the manager referred to as the yearly commitment forms.
One of the trainers kept saying "so WHAT?" during discussions with sales reps about their goal-setting or sales activities. I thought he was being a smart a**(smart aleck would be a nicer way to put it). In fact, most of the time, I did not like the brash, cavalier man who constantly challenged everything I said and seemed to have little faith that I would ever succeed in sales. Then the sales manager also started using the dreaded mantra, so WHAT?
I see the wisdom of his smart crack, now. He was not dissing the activity in question; he was demanding that I develop clarity about what I expected the outcome to be. Was this activity going to bring a successful result or merely make me FEEL productive?
We should ask ourselves that question as we evaluate every single career activity. SO WHAT? If we cannot quantify a result, it's time to focus on activities that produce measurable results. If open houses do not work for me, for example, I avoid doing them or re-evaluate why they do not. I don't keep doing them without expecting a measurable result. I hated giving sales pitches in that earlier job, and that's probably why I do not like listing presentations. So WHAT if I don't like listing presentations? Well, I miss getting the listings, and the people who would have benefited from working with me chose some slick-talking agent who did a better presentation. That's WHAT!
I am a REALTOR®; and in that capacity, I never give a "sales pitch." I do not miss that part of my former job, not for a minute. I do, however, have to close sales to make money, so I must adjust my systems and my techniques to the ever-changing market realities. I need to work on those listing presentations. I have been pretty successful without a hard-sell listing presentation, but I'm probably selling myself short.
Another thing I do not do is fill out an annual "commitment" form for a sales manager. My commitment is to myself. "So WHAT!" is a challenge I now pose to myself as I prepare for a new year. It's a challenge, not just a question, that's WHAT. And isn't it strange that I now can accept both the so WHAT and the commitment? Maybe this year, I will also embrace the listing presentations...
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38 Comments on So WHAT?
WE all need to close sales. However, we continue to master and develop new techniques as we continue to build our business-so what
Please allow me to refocus the discussion. So WHAT is a challenge which seeks to know the planned result of an action. At its core, it can be a way to turn from busynes to business.
Ed~Telling a client what results are expected from each component of a market plan can be the ultimate in accountabiltiy.
So what you are not OK with listing presentations. . you should concentrate and get better in the things you already are. .
The last two years I stopped working with buyers. . completely!
That was the most liberating thing I've accomplished
I gave myself permission to do what I 'm good at. .and my production shows me that I was right.
Thanks, Fernando. The result of your decision was your increased productivity. In terms of listing presentations, the end goal is to operate a business based on referrals. That will overshadow the need for the shuck and jive.
Liz, I love this post because it shows how we are accountable first and foremost to ourselves. IMO that's what the so what is for -- ourselves. Thanks, I'm going to re-blog this!
Hi, Liz
Love the post!! Good luck on your listing presentation...you know C-21 has great ideas on the listing presentations!! Good luck in 2011!!
Tinker
Liz, my brother-in-law is an agent in IL. He recently became part owner of a KW office there. They require that each agent turn in his/her business plan for the year. I also work for a KW franchise in TN. He asked if I was required to do that? No. We are independent contractors and aren't required to turn one in. Hmm, I'm thinking their way is the better way to go. As someone said earlier, it's hard to follow through on a plan when you haven't written it down.
Hi Liz~ I think that most of us can always improve our skills. I have been in sales for many years and I am so happy to be out of the road warrior scene. All of that driving was just no fun!
Clarifying our goals can motivate us to take action toward their accomplishment. Any question that helps us do this is a good one.
A few years back I was complaining to a coach who stopped me cold.
"GOY! GET OVER YOURSELF! No one cares if you don't like it, no one cares if you don't show up. No one cares about your business but you. Make it work."
It turned me around right there.
I think the most important thing for us is to be experts on our market and be able to 'teach' facilitate to the consumer. Good Luck in 2011!
Love the twist on the words SO WHAT. I normally think so negatively of those words...today though I will say, So what? And it will help me evaluate what I am doing. Wishing you a wondeful 2011.
Pamela~Thanks for the reblog and the invite to the accountability consortium. I look forward to getting to know folks over there. http://activerain.com/groups/accountabilityconsortium
Tinker~Yes, I do know about the C21 materials, and I have used them. You are correct. They are great materials. It's my dislike going to the appointment that I have to work on.
Tammie~While I understand any brokerage's desire to guide agents, I would not affiliate with a company that REQUIRED me to turn in a written business plan. Been there, done that in my former life where I worked off of a commission draw. I'm an independent contractor now with no commission draw, and my financial success is up to ME. Granted, I am a seasoned salesperson, so I may be seeing this from a different perspective because of that; but I am not in a place in my career where I want or need that kind of oversight on the part of a manager. I do like the idea of accountability partners, though (see the link above to the new group).
Vickie~Ahh, another reformed road warrior! I do not miss the road or the reassurance that I will be able to wake up and go to bed in the same state at night. I do make it a point to take myself to some sort of "sales" rejuvenation classes on a regular basis--not just CE.
John~You get it! Good luck with your 2011 goals.