"Each and every day, you'll have to choose between Right and Wrong. Fair or unfair. Respectful or Disrespectful. Every time you meet with or talk to a client...a prospect...a buyer...a seller...every time you make a judgement call or "executive decision" on a matter with no clear-cut answer...you'll need to choose on which side to hang your hat. The side with Soul...or No Soul."
This is how Jennifer Allan begins her book entitled, Sell With Soul, Creating an Extraordinary Career in Real Estate without Losing your Friends, your Principles or your Self-Respect. Clear from the get go is the fact that Allan walks the walk. In fact, one of the things that make this goldmine of a book such a good read is the way Allan endears herself to her audience by awknowledging her own awkwardness in social settings. An admitted analytical type, Allan's own success in selling real estate demonstrats that you don't have to be a people person in order to carve out an excellent income. Due to the fact that many agents are indeed people-people, virtually anyone that reads this book and adopts the proper mind-set and skills can indeed rise to the top in any given market.
While the primary premise of the book emphasis the fact that agents will find more success when they sell with soul, Allan is clearly a stickler for a job well done. She is steadfast in her belief that in order to be successful you don't necessarily need amazing social skills, but indeed, you better know how to solve a problem and write a contract. She alludes quite clearly to the fact that being a successful agent means being a competent agent. At a time in our industry when agents are dropping like flies, it has never been so apparent, in this reviewer's eyes, that the agent who survive are the ones who know what they're doing and how to do. Let's face it folks, we're no longer order takers!
So how do you sell with soul?
Here's what Allan promises to deliver: "Throughout this book, you will see many specific examples of Selling with Soul. You will see how a soulful real estate agent wields tremendous power over his or her business by simply being competent and following the Golden Rule. And that power is intoxicating."
And Allan keeps her promise. The book is jam-packed with strategies and techniques that can take or make any agent looking to increase productivity to the next level. I am particularly fond of the fact that Allan dislikes cold calls as much as I do and only advocates them if that's what floats your boat.
Since there's just too much to cover here, why not join me as I pick Jennifer Allan's brain (about her book) on my show tomorrow.Visit www.blogtalkradio.com/realestatetherapist We go live at 11:00 AM California time (PST) but the show will recorded and archievd for later listing. If you listen in live, feel free to call in and chat with Jennifer yourself.