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The key to successful selling is not describing what you offer, but asking questions about your clients' situations and needs, according to real estate trainer Cindy Tate.
“Great people show their knowledge through the questions they ask, not the statements they make,” she said.
At the recent Australasian Property Management Conference Ms Tate addressed an audience of 500 property managers, advising them to use sales tactics in the propetry management sphere, including using a SPIN model of asking questions, which covered four issues: situation, problem, impact and the needs of a client.
She also encouraged agents to turn negative feedback into something that was positive for the company.
“Find the three most common complaints and come up with a solution. Name the solutions to your complaints and they’ll become your biggest selling point,” she said.
Ms Tate said it was also important property managers treated their clients how they wanted to be treated, rather than how they thought they needed to be treated.
“Think about their personality profile. Think about the way they communicate with you. If they send an email, chances are they want an email back," she said.
“Don’t be so focused on all the relevant information. Give them what they need to make a decision. Don’t show up and throw up."
She added that property managers did not need to be afraid of asking for business.
“At the end of the day, if you don’t ask for the business there’s a good chance you won’t get it,” she said.
Ms Tate concluded her presentation by encouraging property managers to continually assess the way they operated.
“Step up and improve the way you do things because you have more potential than you know,” she said. “I strongly urge you to find out what’s not working for you and make the changes.”
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