Are You Increasing Sales at the Expense of Relationships?

Real Estate Agent with Dirt Road Real Estate SA676002000

In the 1992 movie, Glengarry Glen Ross, the sales trainer emphasizes the ABC of selling – Always Be Closing. This high-pressure strategy may increase sales, but in that process will lose or destroy a lot of relationships.


Yesterday, I invested a 45-minute telephone call with an out of town couple who purchased a vacant lot from a local builder. The builder was building one of their custom homes on this lot.


Unfortunately, the builder and the broker associated with this builder have not been as forthcoming as they should be.  The couple were quite frustrated and to the point of by angry.  Their frustration and anger were directed not only at the builder, but at themselves for not knowing more.


What I told the couple is I would go visit the new build site and then go and talk to the builder. My goal was to do everything I could do to ensure they would not lose their nearly $5,000 in earnest funds as they were discussing canceling the purchase contract.  


Since my extended conversation with the couple, I have reviewed their purchase contract, the preliminary title work and ordered a flood plain report via email from the County. What I discovered is the purchase contract had an outdated Homeowner’s Addendum.  Also, the builder failed to deliver the CCR’s and the By-Laws for the HOA as per the AZ contract.


How often as professional salespeople do, we take actions that go beyond the dollar?  Sometimes these actions cost us dollars out of our own pocketbooks. Also by embracing the the Code of Ethics, we must adhere to a higher standard than other sales professionals.


This past week, I purchased new front and back door locks for an out of town client. My husband was gracious enough to travel the 30 minutes one way with me to replace the locks.  These real estate clients should be here within the next day to receive their keys. I also paid for the termite inspection for another out of state client with a VA loan. 


In these instances, I did not have to undertake these actions.  Yet, I believe to increase sales means to go strengthen relationships by doing the right thing. 


People buy from people they know and trust. More importantly people make referrals because they know and trust the person or business whom they are referring. What I have learned very quickly in real estate, referrals are the Titanium Key.  Note: Titanium is a harder metal than Platinum.


There is a lot of emphasis on relationship selling as there should be.  When we as professional salespeople recognize that relationship selling is the foundation for referral sales success, we will increase sales.


Of course, this may take much more time than the past ABC of selling. However, at the end of our real estate day, relationship selling is far more rewarding and emphasizes our commitment to the Code of Ethics.


Graphics courtesy of


Posted by

Leanne M. Smith, MS, GRI, rCRMS

2018 KGVAR Rookie Realtor of the Year-55+
219.508.2859 MST
Life Begins Where the Pavement Ends
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Comments (3)

Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Happy Sunday Leanne and I like the ABC "Always be closing"  believe it or not I never heard that before.


Aug 02, 2020 08:16 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Leanne Smith -  I love the way Dan Pink treats the ABC in his book, To Sell is Human.

Aug 02, 2020 01:59 PM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Leanne - The 'coffee is for closers' line is repeated in offices in addition to reciting those ABCs.  What works for some doesn't necessarily work for all.  

Aug 03, 2020 06:45 AM