I got "sold” by a good salesman the other day. Yep, buying a pair of sneakers. It was at a fancy outlet mall, and a big national brand. I tried on the sneaks, and they felt a little uncomfortable. The salesman, quite personable, said "You’ll get used to them” and that they were the "best sneakers he ever wore”…. He seemed knowledgeable about shoe construction and foot mechanics. So, with a little knot of hesitation, I took his word for it and bought the sneakers.
Wrong! They hurt. After a few days of attempting to wear them, they would not even fit. The salesman was just TOO good. He had "sold” me-- I didn’t buy. Now I won’t go back to that store again nor ever buy a pair of that brand shoes.
What does this mean to the real estate salesman? Sometimes you can be TOO GOOD at "selling” – what people don’t want.
Some examples of being "too good” when selling to a buyer?
Convincing them it’s the "house for them”, even though they might barely qualify for the mortgage.
Commenting that "the home just needs a little work” to make it perfect, when they aren’t handy.
Saying they’ll "get used to the commute”, even though they complain about gas prices.
Telling them "It’s a great buy!” despite knowing they don’t love the home.
Now everyone normally has some minor objections when they are making a buying decision. It’s part of the customer’s "gut check” process and we all do it. But when you KNOW you are "selling” versus helping them overcome their own objections, you’re headed for disaster.
In the end, what is the outcome? Deals fall through. That’s right. The buyers really didn’t want the home. They found an out. It might be the home inspection. It might be their mortgage qualifications suddenly change. Or they might walk. You see, they didn’t choose to make the purchase, the salesperson pushed them.
The same thing can happen with sellers who don’t really want to sell. They list high. They don’t cooperate. They default, too. The salesman was just too good and "sold” them on listing.
So if you are suave, charming and have a silver tongue, keep it in check. Listen to the customer. Don’t sell them what they don’t want. You may make less "sales", but will certainly have more "closings".
It's Wendy!
Wendy Rulnick, Broker, Rulnick Realty, Inc.
Call toll-free 1-877-ITS-WNDY (1-877-487-9639) or local 850-650-7883 ext 204
Email Wendy: itswendy@rulnickrealty.com
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Wendy is a short sale and pre-foreclosure specialist and has been featured in "Kiplinger Personal Finance Magazine" and "Florida Realtor Magazine". Call Wendy Rulnick, Broker/Owner,to list and sell your home or condo on the Emerald Coast of Florida in Walton, Okaloosa and Santa Rosa County- Destin, Santa Rosa Beach, Fort Walton Beach, Niceville, Bluewater Bay, Navarre, Seagrove Beach, Watercolor, Sandestin, Seaside, Crestview, Rosemary Beach, Mary Esther, Shalimar, Eglin AFB, Hurlburt Field.
you are so right, I am here to build relationships. I love what I do and I get lots of referrals for it!
Love it! And yes - I would much rather run into my past clients a year after they purchase and have them tell me how much they still love the house - than let me know they have regrets.
Wendy, It's tough when the market is slow - we are trained to over come objections , but not at the risk of over selling.
Hi Wendy, what a good point. If you convince them to buy, and they don't love it, they will not pass along referral business.
I had some buyers trying to talk themselves into a strange floorplan the other night, and I had to stop them. They had other good options, and no matter how wonderful the oak trees were in this yard, they would never enjoy the floorplan no matter how much they tried. For once, I was stopping the selling!
Wendy - listing the pros and cons about the house, surroundings etc. is when usually buyers come to their conclusion, no persuasion needed only guidance
Wendy,
If you stick to the truth as apposed to conjecture you'll never have a problem!
"You'll get used to them" is pure conjecture!
Bill
Hi Wendy... Very good point! I have always found that buyer know in their heart what they want and are willing to take on. Sometimes we all just need to do a better job of hearing them over our own selling!
I, too, have a few items that I should not have purchased but the salesperson was too good. Great tips.
Wendy, so true, especially as it relates to homes. We try to ask the right questions and bring out points that buyers may not even think of to make sure they know what they are getting into. May loose a sale here or there, but in the long run loyal customers and referrals are worth it.
Wendy,
When someone has an unhappy experience they tell all their friends. That's the other fallout.
Wendy,
I wasn't going to add this but what the...take the shoes back!
My phases to use when talking to any buyer....Don't fit a square peg in a round hole. and another favorite is "ask yourself...Do you lovvvvve itttt" Past clients will always remind me of that!
No, you don't want to "talk you clients into" any home. If it isn't right, it isn't right.
Sometimes as buyer's agent, I almost feel like it's my job to talk them out of it. I don't really mean it that way, but I say things that may be counter-productive to making a sale.
Early in every transaction, I tell the buyers that one of my requirements is that they both want the same house. And that I don't want them to "settle" for someting - I want them to feel really good about whatever they get. Unless they're in a bind where they have to make a quick decision, I'd much rather they'd look at a few more and wait for one I know they'll go on feeling good about. If they don't feel good about the house, long term, they won't feel good about me.
"But the kids would have to go through the living room to get to the rest of the house."
"Think about the location - cars coming down the other street will be shining their headlights into your bedroom."
"Did you notice that...."
"I'm concerned about ..."
I've been in real estate for many years and can still remember when we all worked for the sellers, even when we were showing property to friends and didn't know the sellers and had nothing to do with the price. In those days, we weren't supposed to do things like the above, and life was maybe simpler. But as buyer's agent, I find that our relationships after settlement are much better when they'd thought of all the pros and cons and maybe have argued against what I saw as possibly an objection. At least, they're made to think about it. My clients know that when I say "this seems to be a good one for you," I'm not just trying to make a sale.
Listen to the customer. Don't sell them what they don't want. You may make less "sales", but will certainly have more "closings".
Hi Wendy,
I agree. Listening is extremely important, in any kind of sales.
HA! Any one who does not have such an item, shoes, bag, case, watch, phone, gadget, widget, jacket, shotgun, etc. that they wish they hadn't bought,
IDENTIFY YOURSELF!
We won't believe you, but it would be fun.
Great example and great advice. It is so important to understand the client's needs in order to really be able to help make the right decision. If we want to keep our clients for years to come they need to be happy before and after the sale.
Good point Wendy. I know there are loads of agents who still think we are in sales. I don't think that quite fits the bill anymore. Selling is too easy. What we do requires more finesse. A good Realtor matches people to houses, they don't "sell" them.
Lenn ~ I have many of those items. With age I'm getting better though. I'm not quite the pushover I used to be!
You are so right. Doing this to people may get them to sign the offer, but once you get into inspections they will find every reason to back out. A home is like your love, you know it when you find it. We have to motive-aid people, not force them. Great article and I hope you find better shoes! New balances tend to be super comfortable for walking.
People pride themselves on different things and being a great salesperson may be one of them. Agents can get caught up in the moment too so it pays to constantly be minding of what our purpose really is.
The shoes might have been great, but just the wrong size. Not all manufacturer's sizes are equal. So yes, take them back. If shoes aren't comfortable from the start, then I don't buy them - any you probably won't either in the future. But this post isn't about shoes.
The customer/client decides what is the priority. If the want something that is impossible or improbable, then we should not work with them. It is helpful to help them explore possibilities. For example: This home is priced so well that you can add the (fill in the blank) and still have a good value.
Some sales people can overemphasize the positives, some can put too much emphasis on cautions. It is good when the buyer can define what they are looking for and the sales person can in a balanced way help them find the best match.
Thanks for the good read today. I' ve enjoyed the read and have bookmarked it for future reference.
Patricia/Seacoast NH
Like Ken said in #1, I build relationships. Forcing a sale onto a Buyer is not going to build that relationship.
BTW, I have a really nice pair of Bally Crocodile-Skin Shoes. Absolutely gorgeous, but about a half size too small for me. They never did "stretch to fit" like the sales guy told me they would... want to buy them from me at a good price?
ABSOLUTELY! If you sell something to someone that they don't really want or need, that's NOT relationship building. It's a one-time-deal. No traction there for your shoe salesman.
When it comes to representing buyers, we shouldn't be trying to sell them anything at all. They're my clients and I'm their real estate consultant. Just as in any other industry. We're there to provide adivce, and facilitate transactions/exchanges. Here in Washington State, we're fiduciaries, so there should be no question as to what our priorities are. Unfortunately, time after time, I see and hear about agents who don't take that seriously.
When representing sellers, we really do need to know how to sell and market the features and benefits of their home. But in addition to that, we want to do our best to make sure that our sellers have a smooth, and transparent transaction. It wouldn't do our seller clients any good to push the hard sell of their home onto an unsuspecting buyer. If the buyer isn't happy at the end of the day with their home purchase, it could come back and bite our seller client in the butt. Not a good thing.
The transaction has to be a "win-win" for all parties involved. If the "shoe" doesn't fit, we have to keep looking until we find the perfect one!
you sold yourself... you wanted those cool shoes
he just helped you realize it
too smooth
Wendy. I have always approached selling as guiding sold to make a decision that is beneficial to them. If we keep their needs as the main focus we'll be OK.
I enjoyed the post, and appreciate the reminder to remain focused on serving our Clients' needs. But, must ask: And why is it that you are upset with the brand and salesman for the decision you made? Also, I know that I sure appreciate the chance to address a Client's issues and concerns, and to have the opportunity to make things right for them. My guess is that you do, too. Might consider giving that salesman and brand that same opportunity, yes? Best, -JC
Petra and Mary - I like your approach!
Fred G - I'll pass on your Bally Croc's!
Vince - I did buy and I foolishly didn't listen to my intuition.
John C - I think I just had a normal consumer reaction. I am done with them - I actually bought two different styles of the same brand that day LOL!
Dan R - That is a balanced way of looking at sales.
Lenn - Every time I make one of those purchases, I chaik it up to another expensive lesson! I am trying to have fewer of those.
Hi Wendy, I hate to hear about new pair of sneakers that you wound up disliking so much. Love the post, though. I remember years ago hearing another agent say, "Sometimes Realtors want houses for their buyers more than their buyers want a house," as she was trying to squeeze, push, heavily recommend that this buyer purchase a particular home. It's about helping that buyer get the house that suits that buyers wants and their needs.
The Honest Broker will tell the buyer his reservations on any home if he has them.
Funny comic from years ago: A guy in a loud 70's style suit is at a job interview. This is a REALLY loud suit. The interviewer says "We are looking for someone with fantastic sales skills, like for instance, the guy who sold you that suit."
Wendy, in the end it has to be the buyers decision. Less "sales" and more "closings" makes sense. Thanks for the reminder.
Wendy, great blog post and topic.
Have always been a believer that you can't and shouldn't try to SELL someone a home. Get their known requirements, show them homes that meet or exceed their requirements, expand the boundaries a little if necessary. They will know the "right" home when they see it!
It happens every time if we just get out of the way and let it!
Yes! I would call the shoe salesman a dis-honest sales person.
selling without the real facts.
Hi Wendy! Great post. I sometimes have the OPPOSITE problem. When I am the buyer's agent I can sometimes unsell someone on a house by pointing out things they don't see at first, especially when outsiders move here.
Sometimes they don't listen to me, and then call later when they want to move because they are not 100% thrilled.
One buyer I explained how long the drive would be to the middle school> His kids were 5 and 7 when he bought the house. I explained the middle school situation and how it could be quite a drive once the boys hit middle school.
Sure enough, 5 years later they called me to list their home and find them one closer to the schools.
True selling is finding a solution for the buyers problem. Most people hate pushy sales people and get turned off then don't buy. Not sure the shoe guy was pushy or you probably would not have bought!
Bought something is the key! We are not here to push or "sell" someone a home. Instead our goal is to help the buy and own what they want!
Wendy - Talking someone into something is a very bad idea. Let them decide wich home speaks to them and then do the best job possible closing their transaction and you will have a client for life. Sometimes "Less is more...".
Wendy...
I am the man with the silver tongue who spoke with forked tongue in my younger years. One day, I prayed that I would reach the point where I knew what I was talking about. Through much suffering and patience, that prayer was answered and now I help people instead of helping myself to them.......thank you
I don't know how many times I have over heard " this house would be perfect for you". How would you know whats perfect for their needs?
Hmmm ... interesting post.
This is a fine line. Most people have a tough time making decisions, and there are many that are making the wrong decision.
One of the comments above said it best ... "True selling is finding a solution for the client's problem."
-- Danny
Jeff Dowler "sold me" on coming over here to comment. Had a similar experience..only I didn't take the shoes back. Have not worn them but will never go back to that very "popular" store.
Margaret
I've said "it just needs a little work" quite a few times, but not so much to sell them, as to agree with them. The last thing I'd want is to have a client call me and tell me they weren't happy, especially if I nudged them in the direction they ended up going.
I never "sell" a property. I assist the buyers buying a property. Great post. Fine line.