all right you can screw up every other sales skill but if you get this one down it will be a lot easier for you to convert the leads that you're getting right now into actual appointments and then most importantly it'll be a lot easier for you to close and enroll new clients so I want to talk about the number one sales skill for you to really focus on this year all right doesn't matter if you're in real estate sales or you sell something else we're going to focus primarily today in today's video uh on real
estate sales specifically uh but this would pertain to any salesperson out there all right so I want to talk about what we already know about human beings you see when we think about selling what is it that has to occur for a sale to be made well we already know that requires a human being to change to go from uh what they're doing today to doing something different so this is human behavior and we're talking about humans making a change well what do we know about people in their decision making process yes we already know
that people make decision uh decisions either to avoid pain or to get closer to pleasure we already know that's where the bulk of their motivation comes from however how do they actually get down to uh the decision to do or to not do something well there's there's really what we would call the three rules of influence and here's where most untrained salese make a lot of mistakes and we'll talk a lot about that in today's episode so number one people in people in general don't believe what you the salesperson tells them because of what we
already know which is perceived bias they believe that everything that you tell them that they should do you're doing so for your benefit not for theirs even if if they were to benefit most people can't see it because of that perceived bias you're the salesperson you're the one who's going to benefit from what it is that you're saying so therefore I put this defensive wall up and I don't believe what you say that's rule number one rule number two is people uh more times than not will believe what other people tell them so like a
third-party validation or a thirdparty referral right that's why the power of referral uh works so well Hey listen I worked with this service provider before he or she did an awesome job uh that helps people get to some type of decision but nothing comes close to rule number three which is people always believe what they tell themselves and so in other words what we're going to uncover or unpack in today's episode is this whole idea of what psychologists call self-persuasion how do we as salespeople ask questions in a way that help the prospect discover their
reasons for change not your reasons for why they should change that's a massive difference because good salespeople ask questions that help them to learn about the prospect but listen closely great salespeople ask questions to help prospects learn about themselves so the whole idea the whole foundation of the reverse selling methodology and what we're going to talk about in today's video is how do you form the questions in which you ask because we all know we've got to ask great questions well what does that mean what makes up a good question versus a bad question what
type of questions can you ask that would elicit this self-persuasion where in other words you're getting the prospect to verbalize their own reasons for why they should or or should not do something rather than you imposing your reasons on why they should or should not do something so let me give you an example because we're talking to mostly real estate agents today what we often see is with the the mainstream scripts out there that have been used for 30 40 50 years these are all questions uh that when asked elicit a lot of rejection a
lot of push back a lot of what I would call Psychological reactants you're met with a lot of friction why because the questions that we're being asked to ask are all designed to uh well elicit your benefit right so things like listen with the market being the way that it is up or up or down doesn't matter uh it would probably make more sense for you to sell Now versus wait that is an that is a a script or a language pattern rather that comes across for the salesperson's benefit that would be the salesperson coming
up with their reason on why the prospect should do something and nobody likes to be told what to do the second that we feel that our freedom to choose is is uh at risk psychological reactant goes up that's the resistance you're often met with a lot of these scripts that are floating around out there in the real estate world so we need to ask questions that are what we would call of Socratic nature so when we ask a question that is based around the Socratic method we ask questions that are solely designed to get the
prospects to think and to verbalize their own reasons for change without the perceived bias without the risk for eliciting psych ological reactants how do we do this well one of the things we can do is we can ask questions that the P that that are perceived in a way that are against the salesperson's best interest so let me give you a really really good example most real estate people most real estate salespeople most real estate agents when they're communicating with somebody who's thinking about selling their home are all presenting the reasons on why the prospect
should sell the home so most people we talk to are ambivalent meaning they've got a reason in their mind of why they should do something and they've got a reason in their mind of why they should not and all to often the eager real estate salesperson who's paid on commission that uh the prospect are all aware of they're making the case for why the prospects should do something now they're giving them all all these creative reasons and why the prospect should sell now and these are all what we talked about the salesperson's reasons for why
the prospect should change and when we do that we have to defend the status quo we being the consumer in that example so if a salesperson says hey here's why you should do something now that all that that does is elicit all of the reasons why the prospect should not and the salesperson is is to blame the sales person is at fault because we are responsible for how prospects respond to us so if you're getting a lot of push back you're getting a lot of resistance you're getting a lot of objections that are difficult to
respond to most likely it's how in which you're communicating that is eliciting that type of response so what do we do uh instead so rather than present an argument for why the prospect maybe should do something we're going to do the exact opposite all right this is all backed by research this is all backed by science this is all backed by human psychology and so when we speak in terms of potentially uh in a way that would go against your interest prospects don't prospects don't resist because they don't feel any perceived threat that you're trying
to just close a deal or sell them something let me give you a great example so let's go back to the example we just talked about rather than you giving uh a homeowner all these reasons for why they should sell now because of rates because of home values whatever else you can come up with why not present a case for the status quo why not ask a question to the prospect that is of Socratic nature and we say Mr Prospect what's wrong with where you live now now think about that for a second every one
of your competitors maybe even yourself have uh tried to come up with some type of fancy script to get that appointment to get that person to list their house with you to meet with you now and you're maybe the first person who presents a case for the status quo you present a case for why the prospect should do nothing well what do we know let's go back to what we just talked about on a minute ago it's it's almost like this teeter totter okay what happens is when you present uh an argument for why the
prospect should do something they argue why they should not so what do we know about reverse psychology what do we know about self-persuasion if we present the case for why they should not this gets the person to verbalize their reasons for why they should that is how you get the prospects to verbalize their reasons for change not your reasons for change so let's go back to the question Mr Pro Prospect well you I mean I'm looking at the property right now it looks like a beautiful home you're in a great neighborhood what's wrong with where
you're at now can you just stay put well Brandon we'd love to stay put but reason one reason two reason three reason four now who's doing the selling now the prospect is verbalizing to themselves all of the reasons why they in this case should make the move well we've got to get something bigger we've got to get something smaller the baby is due uh I'm going through a divorce I am doing we're going through a job transfer we want to get the kids in another school district by this time frame we love it here but
here are all the reasons why I can't stay here you're the first salesperson who's presented a case that would go against your interest or the perceived interest because what do you want you want a listing you told them to stay put okay that's one way to do that okay let me give you another example so when we're prospecting we're calling expired listings for sale by owners probates absentee owners just list of just sold calls we're trying to make a case for why this person should meet with us we're trying to set the appointment it's what
I've been asking you to do for the last 10 years right well there's a way in which to do it that would allow you to get more prospects to do exactly what it is that uh is in their best interest which is to perhaps meet with you when you are presenting all the reasons why they should meet with you what's happening to you often they're giving you reasons and why they can't they're giving you push back they're giving you objections you're met with all of that I hear it every single day well what have you
learned in this video that we could do differently what if we said listen Mr Prospect I don't know if it makes sense or not but what benefit if any would there be in you and I getting together for 15 20 minutes and looking at a plan that would cause your property to actually sell at a price that works for you or more what benefit if Annie would there be in you and I potentially getting together for 15 20 minutes and having a conversation now instead of what I think a lot of people are asking you
to do in this industry is well let's get together because of this this this and this and this Prospect says nope I'm not interested I gotta talk to my spouse they're just being polite and trying to get you off the phone what we're going to do is we're going to we're going to uh uh use language that would support the prospects autonomy to choose for themselves what benefit if any well I'm not saying we're going to meet Brandon but if we did meet you know I guess it would be nice to meet with a real
estate agent who can actually get the property sold because I'll tell you what the last two agents that we had gave us a bunch of BS and here we are property's been on the market for 9 and A2 months and it's still not sold that's the prospects reasons you've done a great job asking Socratic style questions to elicit self-persuasion getting the prospect to verbalize their reasons for doing something not your reasons for doing something okay let's uh let me give you a couple more examples okay what about uh when we when we look at timelines
Okay so a lot of people are again trying to get prospects to do something now because you want to get a listing and you want to get paid I understand prospects know that too that's why they resist you most of the time so if you want to talk about timelines maybe you ask a question like this listen if you were presented with an offer with a price that works for you or more with all the terms that made sense I mean what issues would that cause if any what issues would that cause if any because
we're trying to get the prospect this is a a no oriented question well I mean that wouldn't cause any issues that's exactly what we're trying to do we're trying to get out of here as soon as possible it's them verbalizing all of their reasons and then it only makes sense for us to take the next step well if you're looking to move right away which is what it sounds like uh you guys want to do if you want and I'm happy to do so uh but it's totally up to you be happy to get together
with you one day this week we can take a look at a couple things that would cause your home to actually sell and then listen I mean let's not make each other any promises you can decide after our meeting if working together with me makes sense or not is that reasonable right and so when we start to approach our sales conversation in a way that gets the prospect to start verbalizing their own motivation for buying or selling a house rather than trying to uh pressure them using our reasons I think what you will find is
not only do the conversations get much much better but you start dealing with a lot less rejection a lot less resistance your your hesitation to prospecting and calling your leads actually uh starts to dissipate because you're not having to deal with all of the conflict that you're probably dealing with right now in your lead generation or your lead conversion efforts and so if you want more help with this and you want to see kind of how these language patterns come together I'm going to put a link right in the description download my brand new scriptbook
you can kind of see some of this stuff come together
