Relationship Selling
by Belinda Walker, Edmonds REALTOR®
Edmonds WA Real Estate
About this time last year (10/06) I met a great guy named Orv Owens, Ph.D. Dr. Orv's Ph.D is in Psychology and, while residing in the Seattle, WA area, he lectures across the nation to over 50,000 people annually, serves as a consultant to many Fortune 500 companies, government agencies and non-profit organizations. He has also been a successful real estate agent in Florida and has written the book "Official Know-It-All GuideTM Relationship Selling," turning it into a 15 clock hour course accredited by the Department of Licensing in Washington State.
The keys in Dr. Orv's book and course on Relationship Selling are very simple -
- You don't sell a product or a service, you sell a relationship
- When the salesperson establishes a sales relationship with the prospect, the prospect becomes a client - the client will buy, give referrals and repeat business and will remain a client as long as the relationship is in place
- When you develop your abilities in relationship selling, over 50% of your sales will be from repeat and referral business
- Everyone is born with the ability to sell, but it is up to us to develop and maximize that capability
Let me be clear that Dr. Orv's book and course do not advocate role playing, acting for the benefit of impressing the prospect. Rather it promotes developing the ability to put yourself into the prospect's shoes and present your service based upon the prospect's frame of reference rather than yours. How does your service fit their needs and how will it help them meet their goals?
At the very least this book will give you a practical application of concepts and principles to enable you to analyze a sales situation, determine the person's inner motivations and make a presentation which is specially designed for the client's psychological make-up. Definitely worth a read and if you have the chance to take the class, even better!
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