Sell People What They Want To Buy, Not What You Want To Sell Them!

Mortgage and Lending with George Souto NMLS #65149 FHA, CHFA, VA Mortgages NMLS #65149

About three years ago I attended a seminar by Rick Deluca.  Normally I hate to attend seminars on how to succeed because I find them to all say the same thing, just in different words.  But that was not the case with what Rick Deluca had to share.  He was spot on and caused the light bulb to go on for me several times during his presentation.  The information & advice Rick gave was outstanding and well worth my time to attend.  His message was simple Sell People What They Want To Buy, Not What You Want To Sell Them!

Rick packed a lot of valuable information into his presentation, but there were two points he made which will stick with me for a very long time.  Both of his points centered around his father who owned several Chrysler Car Dealerships, and was very successful.  The first point was from a question he asked his father, and it was simply what did he do that made him such a successful salesman.  By the way even though his father owned several dealerships, he still got out on the sales floor and sold cars.  His father told him "It is simple, I sell people what they want to buy."  

His father went on to explain to Rick "if you listen people tell you what they want, and that is what you sell them."  He told Rick the biggest mistake salespeople make is to not truly listen to their customers, and try to sell them what they want to sell and not what the customer wants to buy.  His father went on to say, by listening to what customers say, and watching their body language, they make the sale for you.  

Now I have listen to similar message about how we have to listen, but the way Peter Deluca, Rick's father, stated it made perfect sense to me.  Peter Deluca sold people the car they wanted, not the car he wanted to sell, and in doing so became a multi-millionaire.

I will share the second point Rick's father made to him which I have printed, and have on the bulletin board by my desk later this week.  It is a quote along this same line of thought.

Sell People What They Want To Buy, Not What You Want To Sell Them! Simple words with a whole lot of truth.  These are words we all need to remember, it is about selling our customers what they want to buy not what we want to sell. 



 Info about the author:

George Souto NMLS# 65149 is a Loan Originator who can assist you with all your #FHA, #CHFA, and #Conventional #mortgage needs in Connecticut. George resides in Middlesex County which includes #Middletown, #Middlefield, #Durham, #Cromwell, #Portland, #Higganum, #Haddam, #East Haddam, #Moodus, #Chester, #Deep River, and #Essex. George can be contacted at (860) 573-1308 or

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 Info about the author:

George Souto NMLS# 65149 is a Loan Originator who is licensed in #CT, #RI, #MA, #NH, & #FL and can assist you with all your #FHA, #Conventional, #VA, #USDA, and #State Bonded Progam #mortgage needs in #CT, #RI, #MA, #NH, & #FL. George resides in Middlesex County which includes #Middletown, #Old Saybrook, #Middlefield, #Durham, #Cromwell, #Portland, #Higganum, #Haddam, #East Haddam, #Moodus, #Chester, #Deep River, and #Essex. George can be contacted at (860) 573-1308 or


Re-Blogged 3 times:

Re-Blogged By Re-Blogged At
  1. JM Padron, CCIM, MRICS 05/24/2016 11:18 PM
  2. Bob Crane 05/28/2016 03:06 PM
  3. Gabe Sanders 06/02/2016 04:07 PM
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Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

George Souto  Listening is the key to success .. Great post and well deserved Feature Post

May 26, 2016 04:11 AM #33
Jeanne Gregory
RE/MAX Southwest - Sugar Land, TX
The most important home I sell is YOURS!

One of my friends, who was also my client, found the house of her dreams.  She asked me what I would pay for the house.  I told her nothing, because I didn't like the house that much, but it was beautiful and she loved it.  We ran the NUMBERS and I helped her determine value.  I wasn't buying.  She was!

May 26, 2016 04:39 AM #34
Raul Rodriguez
Covenant Partners Realty - San Antonio, TX
Looking out for the client's interest and not my p

I agree...that being said I often show properties that are about 10% higher than what the buyer's budget is, if they have all the "must haves".

May 26, 2016 04:49 AM #35
Carla Muss-Jacobs, RETIRED
RETIRED / State License is Inactive - Portland, OR

True dat!  I had an unsolicited door knocker the other day.  He was trying to sell me on pest control services.  I couldn't be bothered and said "I'm not interested" he went on to point out the little cobwebs in the corners of my front porch, and said "Oh, but you need it, look at all the . . . " Again, I'm not interested.  He wouldn't take "I'm not interested" as an answer.  He entered my "space" to try to sell me a product I didn't want and/or need.  Then would not leave and tried to "convince" me . . . grrrrrrrrr.

May 26, 2016 04:57 AM #36
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Catchy title!  yes some truth to that...emphasizing the homes that have the features that buyers say they want.  We've all had the experience though of a buyer purchasing a home...that didn't fit what they said they wanted in the first place!

May 26, 2016 06:36 AM #37
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

Your title points out why listening is a more important skill than talking!

May 26, 2016 07:47 AM #38
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

CONGRATULATIONS George, on having this blog FEATURED in the Old Farts Club group!  

May 26, 2016 07:48 AM #39
Dan Derito
Success! Real Estate - Brockton, MA

It's why we have two ears and one mouth George.  It's also why we do a buyer consultation before we go look at houses.  They have to list the features that are most important to them, and in their own hand writing, so when we find the right one I show them their own list.  Mr. DeLuca is a man I would buy a car from. Good post. 

May 26, 2016 11:19 AM #40
Brenda Mullen
RE/MAX Access - Schertz, TX
Your San Antonio TX Real Estate Agent!!

That is the number one complaint I get from clients who have switched agents.  "My agent just didn't listen to me and kept showing me homes that were out of my price range or homes I never had any interest in".  Listening is so important...brings to mind the one mouth, two ears thing lol!  

May 26, 2016 10:38 PM #41
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

We've all heard the stories of agents that pushed buyers to find another agent.  I agree with your post and have always practiced my profession by working FOR the buyer and helping them to find what they WANT not what I think they should buy.  Thanks for this well written post.

May 27, 2016 02:35 AM #42
Bob Crane
Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities - Stevens Point, WI
Forestland Experts! 715-204-9671

Wise advice George, I do spend a lot of time listening, and listening a bit more to really find out what they want.

May 28, 2016 03:05 PM #43
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

George, I included this post in today's Last Week's Favorites!

Enjoy your long weekend!

May 28, 2016 11:30 PM #44
Andrea Swiedler
Berkshire Hathaway HomeServices New England Properties - New Milford, CT
Realtor, Southern Litchfield County CT

George, glad Pat pointed this out, I would have missed it. Great point, so often I hear people being sold something they don't want. And it is foolish. 

May 29, 2016 12:23 AM #45
Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Hi George Souto What amazes me is that you remember so much of this from three years before. And listening has always been the "key" to success as a salesman.

Bill Roberts

May 29, 2016 01:36 AM #46
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Ah, active listening.  That right there, is a lost art.  There's a reason that we have two ears and only one mouth!

May 29, 2016 10:48 PM #47
Chyna Smith
@ Homes Realty Group - Huntsville, AL

The importance of listening well can't be overstated. There's nothing like having someone try to sell you something that you have no interest in. Great post.

May 30, 2016 02:54 AM #48
Jesse Lennon
Pioneer Realty - Mechanicsville, VA
Broker / Investor / Developer / Coach


May 30, 2016 04:09 AM #49
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

And see it through their eyes when you sell it to them. Sure, YOU wouldn't buy it on a bet, but so what. What we DO have to do, is point out what is WRONG with it, what needs to be fixed, etc.

May 30, 2016 04:33 AM #50
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Fifteen Years Experience in Brevard County

Show properties that match desires as closely as possible and then they will buy...simple, right? 

May 31, 2016 02:32 AM #51
Tammy Adams ~ Realtor / Podcaster
Maricopa Real Estate Co - Maricopa, AZ
A Maricopa Agent who Works, Lives & Loves Maricopa

I let all my clients know that I'll always give my advice but I don't have to live there so I'll never push my thoughts down their throats   :-)

Jun 19, 2016 12:45 PM #52
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