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Being schooled:
Selling for
today’s in-tune
smashing the real estate myth with Agent Dynamics
Thank you for taking
the time to read
our e-book series,
smashing the real
estate myth with
Agent Dynamics.
This series was written to
give you, Agency Principals
and Agents, an alternative
approach on how to manage
ourselves and our teams and
how to recruit better.
The Agent Dynamics system applies to
all facets of Real Estate and all types of
real estate professionals - Salespeople,
Property Managers, Business Owners
and importantly support teams.
To be fair, each book in the series was not
written to be a quick fix ‘How To” guide or
instruction manual but rather as a study
on how our industry is changing and
what we can do because of that change.
Our goal is to promote alternate, or
lateral, thinking and for readers to
see that the “perfect” sales person or
property manager does not exist, they
just think they do.
We hope that you will identify with
our little anecdotes, case studies,
testimonials and stories and that you
will see how we can help you fufill your
business and personal goals.
Julie Davis and Neil Williams
Understanding Purpose Reality
The relevance of old
school and new school
sales skills in today’s
ever changing market
Your role in the
connection economy.
Are you in-tune with
your audience?
Get schooled on how
to remain relevant
in your market and
how to adapt to a
‘tuned-in” audience of
highly educated sellers
and buyers.
Cause for alarm -
Failure to adapt to the
changes and impact
that technology
continues to wield
is the surest and
straightest path to
becoming irrelevant .
It used to be that
you had to know
your numbers and
be skillful in the art
of pursuassion to
succeed at a career in
real estate. And while
these skills still have
some validity today’s
agents, like never before, are having
to adapt to a new school selling
appropriate for the new millenia.
As a result of the seemingly never
ending daily change in technology
our clients or customers - our
audience - now have an abundance
of information and additional
resources available to them.
They have become more wary
and aware of the standard “sales
pitch”, which has been exposed and
caricatured in movies and television
shows time and time again.
Few and far between are the
customers who can be “convinced”
that they need or want your product
when they are not already looking to
purchase it in some form. Even less
common are the sales professionals
who are successful using this
method for very long, as is evident
in the high turnover rate found in
the majority of sales jobs today.
To be successful in sales in the
modern era, you must adopt a brand
Technology will continue to impact the way we do business but
never before has it been more important to be in-tune with how
your audience wants to engage with you - on their terms.
Remaining relevant to
your audience is about
connecting with them
in a manner that they
are in-tune with.
Julie Davis
new, more effective and connected
There is an underlying truth in
the sales process that must be
recognized and adjusted to. This
truth is very simple at its core, but
more complex in its application.
The truth is that all people are
different in personality and style.
While this sounds like an obvious
statement, it is possible that most
people have never applied this in
a sales environment. There are
basic personality types meaning
that different people react and
respond differently to different
approaches. But don’t be fooled, it
extends beyond simply adjusting
your speaking style for dialect or
complexity of thoughts.
These personality types, or more
accurately - frequencies - are at
the centre of the Agent Dynamics
approach to ‘new school selling’.
However, before you can tune in to
the frequencies of others, you must
first understand your own frequency
and how you yourself operate and
react to things. Once you are aware
of and have an understanding of
yourself and the type of personality
and frequency that you are, you can
then have a better understanding
and control of how you interact
with others, how you can better
yourself, and why certain things that
are successful for others are not for
you, and vice-versa.
A nice play on words perhaps but
we call this system or approach for
being more in-tune, RADIO.
An acronym for the five steps in
the selling process for a connected
This approach does not completely
replace the old school way of
selling; instead it adjusts it to be
customer focused rather than
product focused. That is, you adjust
your approach to a particular client
according to their ‘frequency’, fine
tuning the interaction during the
selling process to be ‘in flow’.
Old School selling is heavily geared
towards the traditional act of
closing. Which when you consider it
is really the process of “closing off”
paths that the customer may take
in order to lead them down a path
predetermined by the salesperson
Whereas with RADIO the focus is
on achieving an outcome that the
Value builds trust and the more the team value
each other the more trust that will be
cemented into the foundations of the business.
Team cultures starts with the simple things
that mean a lot.
client is satisfied with and relies
heavily on open-ended questions
followed by either/or choices, giving
the customer a choice between one
package or product and another.
You are taught to never ask
questions that could lead to a yes or
no answer, because psychologically-
speaking once a customer starts
giving “no” or negative answers, the
likelihood of closing the sale drops
exponentially. Your questions are
instead something like “Which of
these options do you think would
work best for you?” There is nothing
inherently wrong with these types
of questions, but when they are part
of a product-focused selling process
instead of a customer-focused
selling process, you are much less
likely to create long-term success in
your selling - even if you generate
sales in the short-term. Customers
want to trust that what they are
buying has value to them and that
they are getting the best value for
their money.
The RADIO process helps to build
that trust.
For the most part, rapport is the result of trust. Adjusting your body
language, choice of words, tempo and volume of speech will improve the
strength of the rapport you build and the speed with which it is built.
Sharing insights, knowledge and expertise so that your audience can
make an informed decision is key to your perceived, and real, position
of authority. Given that your audience now comes to you with a depth
and understanding of the market place like never before your position of
authority hinges on your authenticity, the quality of your information and
your ability to transfer it, regardless of how detailed or complex.
A willing participant, your audience craves engagement and only when
they are fully enrolled and trusting in you and your authority over the
situation will they be open to any sort of direction from you. Like the
conductor of an orchestra you are not playing an instrument in this
concerto but you are directing the flow, the tempo and the dynamics.
Be wise with the information you share with your audience. Too much
and they will be overloaded. Too little and your position of authority is
eroded. Like never before the focus is on where your audience sees value.
Do you add value or do you erode it? A genuine understanding of their
wants and needs is the key to delivering the appropriate outcome, all of
which is centred on asking better questions - not just answering them.
You have delved deep into the wants and needs of your audience, they
are receptive to your knowledge and value your authority with regards
to the matter. The last step, ownership, is achieved when they see just
how much what you have to offer will benefit them. They are completely
agreeable to what you have shared and you have solved their problem.
They are now ready to ‘own it’.
Being in-tune with your
audience is the key to
being successful in the
connection economy.
A genuine awareness for what it
is that your clients’ want or need,
like or dont like, can be obtained
by asking better questions.
Be in tune with your audience
and success will follow.
At Agent Dynamics we
help you tune in and tune up.
Regardless of your role, your experience, where you work and your position we can help.
Learn about us through what
our CLIENT’S are saying:
Client case studies and lasting impressions
What frequency are you & are you in tune?
Read more about the pesonality frequencies
Need some help getting in tune & up to scratch?
Tell us more and we’ll reach out to you
To get more information or to
book in a time to talk please
contact us in one of these ways:
Social Media:
0412 752 366 Julie
0417 249 688 Neil