When I was in politics, there was one maxim I lived by, no matter whom I was talking to. That was to never, ever argue with a voter. I didn't win that election run, but I did come excruciatingly close in a riding where I should have been decimated. Long story, but the lesson stands.
When I was a real estate agent, I adhered to the same no-arguing rule. I would sit on my hands and tape my mouth shut before I would engage combat with a client. It took will power because I'm opinionated. But I trained myself to shut my mouth more than I talked. This one tactic had a remarkable impact on my business, and my reputation. Here's how it can work for you.
The key thing to remember is that ALL purchase decisions are emotional; therefore, arguing with a client---or prospective client---is inherently inflammatory. It can only surface discomfort. Yet how many sales scripts are just rehearsed arguing?
For example, since time immemorial, real estate trainers and coaches have told agents to use the following 'objection handler' when a customer asks if they'll cut their commission:
"Thank you for the question, Mr. Seller. How effectively do you think I'll negotiate for the value of your home if I can't defend the price of my services?"
Yuck! We all know this is a condescending answer to a good-faith question.
There are many ways to hold the line on your business model, the most effective of which is to not defend it at all. I'm serious. If you're playing defence, you've already lost control of the sales conversation.
Sales is a negotiation that concludes when two people agree to move forward together, comfortably! It is therefore understandable that agents have an aversion to learning salesmanship if they believe that to negotiate is to argue. Who wants to argue for a living?
Sadly, trainers and coaches continue to advise agents one method or another of sanctioned arguing. As if the only way to close a deal is to strong arm people into something they don't sincerely agree with.
Arguing with the customer---the person paying our bills---is counter to our survival instinct to collaborate with others. Clients want someone who will fight for them, but they do not want to fight with you.
Put another way: a sage does not arrive to the party and make demands. A sage shows up with curiosity.
Let yourself off the hook and decide today that the next customer you talk to will enjoy the benefit of your best listening ear before you pitch or sell anything. Promise yourself that you will not argue when they say something out of line with your understanding of the world.
Instead of throwing an 'objection handler' at them, or stammering through a clumsy defence of your value, seek out the client's concerns and hold each one up to the light like a gemstone. Dance with their resistance and meet it with joy, because vulnerability is an act of trust, and we are in the trust business.
You'll close the deal effortlessly because the person in front of you can't help but lean into this comfortable space you've created. Your customer can breathe. Your customer feels heard. And to be heard in today’s noisy, impersonal world? The customer will give almost anything to have it, including a vote for you.
Looking for guidance, support and accountability in running your own 5-star business? Check out my Business Coaching program and apply!
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