3.
Simple Language that Closes Your Clients
and Prospects Language
is one of the most powerful tools you
can utilize as a real estate agent to
successfully move your clients and
prospects forward and close more
transactions with them. Yet there is
almost zero training in our industry
that actually teaches agents how to
utilize language in the most effective
ways imaginable.
As
a Trainer and Master Practitioner of
both Hypnotherapy and Neurolinguistic
Programming (NLP), as well as being a
24-year veteran of our industry, the
combination of these arenas offers me
great opportunities to teach agents how
to utilize their language much more
effectively in real estate sales
situations.
To
summarize around this, you really have
to watch what you say to your clients
and prospects. Because what you say to
them will either direct their thoughts
towards successfully moving forward on
the transaction, or, in the alternative,
direct them them away from closing the
transaction altogether.
To
give you an example of this, here's a
typical mistake that I hear agents make
when talking to their clients:
"If
we can get the owner to agree to both
the price and contingency period you
want, do you see any problem in moving
ahead with this transaction?"
This
is a major, major linguistic mistake for
a salesperson to make. What you are in
effect doing here is directing the
client's mind to try and find another
problem with moving ahead with the
transaction. It would be like me asking
you, "Do you see any problems in
being able to make 25% more than your
stated income goal over the next 12
months?" Notice where your mind and
internal feelings will tend to go with
how
that question has been phrased to you.
It is designed to have you look for the
problems in trying to increase your
income by an additional 25%. Compare
that with, for example, "Do you
feel that if you really applied yourself
and stayed focused in working a great
game plan, that you could maybe even
make an additional 25% in income over
the next 12 months?"
The
two questions are basically asking you
the same thing, but just notice the
difference in how you feel when you read
each one. The second one is more likely
to have you feel more positive about
what you can accomplish with your income
over the next 12 months when compared
with the first one. So in noticing this
one difference, just imagine all the
possibilities for how you can more
successfully move your clients forward
in transactions if you just do a little
work on the language you choose when
you're talking with them.
In
the original example I gave you above
where the agent is talking with his or
her client about moving forward, a more
effective choice of words would be,
"If we can get the owner to agree
to both the price and contingency period
you want, do you recognize that this is
definitely something that you will now
want to move forward with?"
Again,
notice the difference in how this new
version feels and how it gets you as the
listener to focus more on moving forward
with the transaction instead of looking
for still another problem with it. If
you ask your clients and prospects to
focus on finding problems, they will
find problems. If you lead them instead
towards having what they want by moving
forward in the transaction, you increase
the probability that this is exactly
what they will do. This assumes of
course that the property itself is one
that they would like to own.
So
watch what you say to your clients and
prospects. Recognize that every word you
choose has its own particular
characteristics and feelings associated
with it, and make sure you're
continually choosing the words that will
successfully move your clients and
prospects towards closing more
transactions with you.
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