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By Erica Christoffer
The Weekly Book Scan catches up with writers Donna Fleetwood and Christy Crouch to talk about their new book Now What Do I Say? Never Be at a Loss for Words Again (BookSurge Publishing, 2008). In case you missed it, be sure to check out a mini review of the book posted last week on the blog.
How did you develop the dialogues for this book?
 Fleetwood: We intended this to be a reference manual for real estate agents who are wanting to study different ways to handle objections. Christy and I have studied neuro-linguistic programming objection handling for quite a number of years in an intense way. We would write 10 sentences a day for different objections, and we did this for years. With our other partner, Scott Friedman, we decided there was no other book on the market like this. It can be a reference manual for agents to use, carry around with them in their car or in their office, that they could practice or actually reference when they are talking to somebody.
 Crouch: It seems like when we get those questions and objections, it can sometimes freeze us and it’s kind of scary. But we found from studying it, that there aren’t all that many new objections. The clients are having the same objections over and over. If we just learn how to powerfully handle them, in a way that benefits the client and sets the agent apart, it would be a great tool for them to have and be able to refer back to.
Fleetwood: One of the things Christy and I truly believe is to align with the client and not to fight with them. Not to try to prove how much we know, but rather use language in a way that brings the two parties together.
I noticed in the book that asking questions of the client was a common way of handling objections in your scenarios. Could you explain a little bit about the importance of asking questions?
Crouch: I think the more questions we can ask our clients, the better position we’ll be able to be in to actually help them with exactly what they’re looking to accomplish. We've learned that the client ultimately cares about getting what they need and having us help them. The more questions you ask, the more you can find out exactly how you can help them.
Fleetwood: I think there are two things: When you’re asking questions, the client feels heard. And, it is also a way for agents to gather their own thoughts. If you’re like a deer caught in headlights, all you have to do is ask a question.
You say objections only come from those who are truly considering doing business. Could you explain why that is?
Crouch: When we get those questions and objections, it’s scary. Especially if you’re not prepared with an answer and to be able to powerfully present it. We found that if you go into
Continue reading "Author Chat: Donna Fleetwood and Christy Crouch" »
By Erica Christoffer
 Quick skim
Handling objections is all part of the job. Authors Donna Fleetwood, Christy Crouch and Scott Friedman wrote Now What Do I Say? Never Be At a Loss for Words Again (BookSurge Publishing, 2008) to help real estate pros handle any objection that comes their way. Using communication methods derived from neuro-linguistic programming, which considers the impact language has on people and their behavior, the authors offer more than 425 answers to more than 70 common real estate questions and objections. Written in dialogue style, the book can serve as a quick reference, recited aloud, or used in role playing.
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From the Book: 5 Ways to Handle Customer Objections
1. There’s more than one right way. Different personalities call for different approaches to an objection. A single answer may suit one client, while turning another off. That’s why the authors offer multiple approaches to every potential objection listed in “Now What Do I Say?”
For example, you might respond to a client who complains that they have not received an offer on their home with the following remark (if the client does well with direct answers): “Exactly! This means they think it’s so overpriced they won’t even waste their time with an offer. So, do you want buyers to make offers, or move on?”
Or, you could use an approach that is suggestive, but solicits more client input: “You’re right! Now, imagine you were at an auction house and the whole audience was silent. No one was bidding on the item for sale at all. The auctioneer would either have to lower the price on the item, or risk not selling it. Which do you want to do?”
2. Practice makes perfect. Take the time to practice objection handlers aloud. Read from the dialogue in the book to yourself or role-play with co-workers. Practice helps boost confidence and alleviates nerves. Since objections are a natural part of the job, practicing how to handle them only makes sense.
You might want to rehearse how you would respond to a person who says they already have an agent in mind. The authors suggest: “You already have an agent in mind? That’s great, and I want you to set an appointment with me so I can give you a second opinion on everything to ensure that you are making the very best decision possible. A second opinion never hurts, does it? Great! I can stop by today or tomorrow at four. Which works best for you?”
3. Focus on your clients. Instead of spending all your time and energy coming up with responses on the fly, think about your clients beforehand—what they might say and questions they might ask—then review potential responses. For instance, if a potential client says, “If we don’t sell it, we’ll rent it.”
Come back with: “Stop and think about what it will mean to rent the house out. You might get
Continue reading "Review: Now What Do I Say? Never Be at a Loss for Words Again" »
By Erica Christoffer
 How are you on the telephone? Real estate professionals use the telephone practically every day to reach out to clients and prospects. Sales coach and author Dirk Zeller wrote a book, Telephone Sales for Dummies, on how you can improve your telephone skills (read a mini book review and get 5 tips to improve your phone presence). The Weekly Book Scan spoke with Zeller recently to get more insights.
What motivated you to write Telephone Sales for Dummies?
ZELLER: I saw a real need for skill building in the telephone sales arena. To me, if anybody is a sales person, they have to use the phone. The phone is still one of the most important mediums of communication in this world. Especially for sales people, because in selling you have to inject emotion, you have to inject energy, you have to inject enthusiasm, you have to inject assertiveness, confidence and conviction. That’s pretty hard to do in an e-mail. E-mail is a communication method that functionally doesn’t translate into selling very well. You’re basically using words on a page that communicate at 7 percent efficiency.
A number of studies have been done on what communication is and how communication is broken down. Seven percent of communication is the words, 38 percent of communication is the tonality, 55 percent is body language. You don’t have tonality or body language engaged in words on a printed page.
But do you think electronic communication – e-mail, text messaging, etc. – has overtaken the telephone in many workplaces?
ZELLER: I think it’s a more universally used method of communication – e-mail and text, but it is not as effective in selling.
What would you say are three bad habits real estate agents do while prospecting on the telephone?
ZELLER: I think the biggest mistake real estate agents make in terms of calling a prospect or a potential prospect is winging it. They haven’t planned out what they’re going to say. They don’t have good quality scripts and dialogues to deliver from. They haven’t practiced those scripts and dialogues. They don’t have a great opening statement that is compelling and draws the prospect in. I got a sales call last night whose opening statement—which in my view is the worst in the history of the planet—was “How are you today?”
You say in your book a sales person has 7 seconds to grab the attention of their prospect on the phone. What advice would you give a sales person to when formulating an introduction?
ZELLER: What’s important to the client? That’s the first and foremost element they
Continue reading "Author Chat with Dirk Zeller on Telephone Sales" »
By Erica Christoffer
 Quick skim
The telephone continues to be an integral part of a sales professional’s business. It is often the first point of contact with clients—so you need to know how to make a good impression. Can you get your point across and grab a person’s attention in seven seconds? Author Dirk Zeller outlines a strategic system in his book Telephone Sales for Dummies (For Dummies, 2007) on how to enhance your sales phone skills. He covers everything from rehearsing dialogue and conducting pre-call research, to preparing for objections and overcoming sales call aversion.
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From the Book: 5 Ways to Improve Your Telephone Presence
Here are just a few of Zeller's tips on bettering your phone presence.
1. Start asking questions. Well though-out questions are one of the best ways to achieve a successful sale. Questions produce greater understanding between you and your client. Find out your clients needs, expectations and reservations. It will help you come to solutions and customize your sales presentation to each of your clients. Even if you don’t land the sale, you'll learn where to make improvements by asking questions.
2. Practice, practice, practice. Know what you’re going to say before you make that phone call and rehearse it. Have an opening script prepared and in front of you. The window of opportunity to get your message across while prospecting is small. Don’t open with the traditional, “How are you today?” Be genuine, says Zeller. Get to the point of why you’re calling and give them a reason to stay on the phone with you.
3. Do some pre-call research. Prospecting takes careful studying beforehand. You have to know your market. Doing research will help in answering questions and problem solving. Plus, it
Continue reading " Book Review: Telephone Sales for Dummies" »
By Erica Christoffer
 Quick skim
If cold calling, door knocking, and spending oodles of money on marketing don’t sound like your cup of tea, don’t sweat it, you can still flourish in the real estate business. Author Jennifer Allan will show you how in her book Sell with Soul (BlueGreen Books, 2008). No longer do you have to tarnish your principles to prospect. Challenging the industry’s status quo, Allan offers fun and easy tips on how to generate business and referrals with respect. Allan uses examples from her own career, while outlining the value of a hard and thorough work ethic to achieve success.
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From the Book: 5 Ways to Generate More Business Leads
1. Take your friends to lunch. Keep in touch with people in your social network by taking one person to lunch each week. Don’t make it an infomercial about your business. Instead use the time as an opportunity to catch up. After all, relationships are key. Next time someone at your friend’s office says they're looking for a REALTOR®, you’ll be the first to pop into mind.
2. Know your market. Look at houses, preview as much as you can, and put together practice market analysis reports. Be the expert your clients expect you to be, plus some. Knowledge and professionalism are impressive traits. Plus, your clients will trust you more when you know what you’re talking about. Allan’s mantra: “Competence gives you confidence.”
3. Spruce up the follow-up. Return calls and e-mails as quickly as possible — even if it’s to say you’ll call them back later. As a service provider, you should make yourself available and
Continue reading "Book Review: Sell With Soul" »
 By Melissa Dittmann Tracey
If you haven't already, be sure to check out our book review on Leadership and the Sexes. The Weekly Book Scan talked with the book's author and gender expert Michael Gurian to gain more insights into how the sexes communicate differently.
Do your findings on gender differences among leaders in the workplace apply to other relationships too—such as real estate professionals' relationships with their customers?
Gurian: This book is for any male and female interaction at any level. When we looked at the companies that provided quantitative data to us for the book, they were using it at all different levels. It's not just training CEOs, but they are training everybody to understand the gender differences. There is an immersion in the culture that transfers to a real estate office or even just a single practitioner to get training in it. These are hard-wired gender differences, and understanding men and women better and getting the tools to improve your communication will make you more effective.
Is there a risk that these findings on gender differences can be used as stereotypes in the workplace?
Gurian: There really needs to be some immersion in it. If the company or individual, does not immerse themselves in understanding it then they will be prone to stereotype. There's so much popular information out there and you can scan an article and in two minutes and believe you understand men and women. That leads to stereotypes.
Think about marriage: You don't Google three tips on marriage and assume you've got it. It's ongoing in developing the relationship and you're constantly gathering data and relational information on each other to do better.
This [gender research] is a million years of human history and brain development. The craft of this book is that it allows for real estate professionals to immerse themselves on how to negotiate and communicate differently, it outlines the sources in the brain, and provides communication tools. It won't leave you stereotyping, but if you just go to one article, you might.
Learning to become strong negotiators is an important skill for real estate professionals. What are some key ways that men and women negotiate differently?
Gurian: There are lots of levels to this [NOTE: If you own the book, see Chapter 5 and the communication tools in Chapter 6]. When men and women are in a negotiation, there's a different biochemistry at work.
When it's a more intense negotiation, testosterone—an aggression chemical—goes up in men. So we might do knife gestures, pointing the finger at the person or a knife gesture at the contract, or we might interrupt the other person more.
At the very same time that men are getting more aggressive, women want more signals of
Continue reading "Author Q&A: Michael Gurian on Leadership and the Sexes" »
By Melissa Dittmann Tracey
 Quick Skim
Do you have a female client who's exceptionally chatty? Or a male client who zones out sometimes? It might be their gender that's to blame. Men and women have different communication styles that often clash in the business world, according to Michael Gurian and Barbara Annis, authors of Leadership and the Sexes (Jossey-Bass, 2008). The authors set out to move beyond gender stereotypes and point to brain imaging studies that can offer you insight into how you can better communicate, lead, and negotiate with people of the opposite sex, so that gender communication blunders never cost you a deal.
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From the Book: 5 Ways Men and Women Communicate Differently
At times, men and women may seem like they really are communicating from two different planets. Why is that? Blood flows differently to varying parts of the brain in males and females, making each gender better at processing certain types of information. The book outlines several of these differences and offers tips to account for these differences and deter misunderstandings.
Here are five differences presented in the book.
1. Women's brains are always "on." Females might appreciate this: "There is more neural activity in the female brain at any given time than in the male brain, as evidenced by 15 to 20 percent more blood flow, with more brain centers 'lit up' in a scan of a female brain than in one of a male brain," according to the book. The female brain tends to be more constantly active, while the male brain is prone to “zoning out” or “blanking out” during conversations. To avoid a zone out, men might unconsciously start an activity, such as tapping their pencils, gazing out the window, or swiveling in a chair.
A woman, particularly during negotiations, might perceive this as he isn’t listening or doesn’t care about what you’re saying. But men’s brains are wired to listen differently than women; men often hold less eye contact and have sporadic “zone out” moments, which might require a little repetition to key points.
2. Men just want the facts. Men usually ask fewer questions to stimulate conversation in their work relationships and often end conversations more abruptly than women, the authors write. Men tend to be more data and fact driven and stay on topic, not getting as personal in conversations as women. That’s because men have six times gray matter in their brain that is related to cognition and intelligence than women. Realizing this, women in conversations with male bosses or clients might want to keep their interactions more targeted to the specific
Continue reading "Book Review: Leadership and the Sexes" »
 Quick Skim
If you’re not one of those people who naturally oozes charisma, communications expert Mark Wiskup has good news: Being likeable is learnable. In his book, The It Factor: Be the One People Like, Listen to, and Remember (AMACOM, 2007) Wiskup doles out advice for perfecting your elevator pitch, mastering small talk, giving good compliments, and steering clear of annoying patronizing patter. The advice may not be groundbreaking, but this quick read’s practical scripts and sample scenarios are great refreshers before any client meeting, party, or networking event.
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From the Book: 5 Ways to Be More Likeable
In real estate, being a “people person” is core to your job. You must forge relationships quickly and earn the trust of those you meet. Say the wrong thing, and you can kiss that first impression goodbye. Wiskup offers these ideas for boosting your likeability factor in almost any situation:
1. Be specific with compliments. Vague, lackluster praise (“I’m really happy to meet with you today”) comes across as insincere, insensitive, and can even leave the other person feeling resentful. Make your compliments stick by being descriptive and showing that you did your homework. Instead of: “Great job on the marketing report. Keep up the good work,” try “Good job on the marketing report. The third-quarter demographic stuff really helped me focus on where the money is for us. I was really impressed with your analysis of the competition.”
2. Don’t talk about the weather. Start small talk with questions about work, hobbies, and (only if they raise it first) spouse and family. These topics can set a great foundation. Try asking several questions about the same topic in succession. Make the first question broad (Where are you from?), the second one more focused (What made you move here?), then narrow the third question (Do you miss Minnesota?). Finally, offer your own information related to their response and ask a follow-up question (“I went to Brainerd for a conference once, but it was summer so I didn’t get a taste of the Minnesota winter. Have you been there before?”). If they ask you a question to keep the conversation going, you’ve made a connection. If not, maybe it’s time to switch topics.
3. Perfect your elevator pitch. Have about five prepared pitches you can use instantly at conferences, networking events, and other situations. Without using any industry jargon, describe specifically what you do for your customers, using conversational phrases such as
Continue reading "Reader’s Choice: The It Factor" »
National syndicated real estate columnist Edith Lank, author of Confessions of a Real Estate Columnist: I've Heard it All and So Should You (Dearborn Financial Publishing, 2007), responds to your questions.
Q: I read in the book blog that you once held a real estate license and that your husband was a REALTOR®. So I'm interested to know your view of the real estate industry and the constant debate over the cost of brokerage services. What's your response to the argument that it costs too much to sell a home?
A: My first reaction is that agents don’t seem to be all driving around in Mercedes Benzes. The practice of real estate can yield a decent income for a hard-working self-starter, but it’s interesting how many people enter the field only to leave within the first year when the work turns out to be too demanding of time and energy, with no guaranteed salary. As for the cost of brokerage services — I think discount brokerages, which charge low commission rates or flat fees for “unbundled” limited services, are just fine as long as sellers know what they’ll have to take on themselves. Problem is, many people think the job consists of finding someone who wants to buy the property. That’s just the tip of the iceberg. Making sure the would-be buyer is financially qualified, negotiating a win-win agreement that suits everyone, and then running interference and clearing up problems all the way to closing are by far the biggest part of the job.
Q: Everyone today talks about the Internet-empowered buyer. Based on the kinds of questions you get, are buyers today more prepared and more savvy compared with buyers a decade or more in the past? What's the implication for real estate practitioners?
A: Real estate professionals worry about the way the Internet has trashed the travel agent business, and it’s true that scads more information is available to the house-hunter now. But in the end, buyers most seem to turn to personal service, as far as I can learn. Home buying is a nervous business, so is selling for that matter, and it seems to require a lot more experienced guidance than planning a cruise. As for my reader mail, I have to say that readers seem just about as clueless as they were when I started the column in 1976. Perhaps the savvy ones don’t write to a newspaper columnist.
Q: What are some of the most common types of questions you get from readers?
Continue reading "AUTHOR Q&A: Edith Lank Answers Your Questions" »
 Quick Skim
Clients say the darndest things! If you haven’t had your fill of comical questions from customers, you’ll get it by paging through this light-hearted book by syndicated real estate columnist Edith Lank. The book is a compilation of hundreds of letters from inquisitive readers. Questions come from consumers who are hungry for more information on all sorts of buying and selling issues, from the particulars of burying a St. Joseph statue in the yard to resolving family dramas. Even Lank is sometimes left speechless.
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From the Book: 7 Questions That Make You Wonder
These are some of the actual questions Lank has received from her readers and are included in her book I’ve Heard It All and So Should You (Dearborn Financial Publishing, 2007):
1. I would appreciate any information on Fanny Mae about buying homes and property. Also if she has any books out.
2. Stamped return envelope enclosed. Please send us all information on how to sell our home without using a realator. I think you call it being a FSOB.
3. I went to a free seminar on real estate and it seems like it would be the best thing for me to do. I don’t have the money for the rest of the course but they said they could arrange a loan for me to borrow it. Do you think this would be a good investment?
4. Upon selling a co-op or condo, would it be mandatory to divulge the fact that, at times, there
Continue reading "BOOK REVIEW: I’ve Heard It All and So Should You: Confessions of a Real Estate Columnist" »
Richard Courtney, author of Buyers Are Liars & Sellers Are Too! (Fireside Books/Simon & Schuster, 2006), responds to your questions about the half-truths and common misperceptions among buyers and sellers.
Q: Your book title uses the word "liars," which is pretty harsh. Do you really think buyers and sellers are liars?
A: The title Buyers Are Liars & Sellers Are Too! is tongue in cheek and a catchy title. However, the reason I wrote the book was after observing buyers and sellers alike bringing unnecessary anxiety into real estate transactions by over strategizing. They each thought the other to be dishonest. At that point I explained the languages of buyerese and sellerese — which is not to be mistaken for lying.
Q: Here’s a scenario: I listen to my buyers' needs, make a list of their must-haves, and then they turn around and buy (from someone else) a home that is so totally different. Any theories on what I’m doing wrong, and how I could have kept their business?
A: Hence the theory that “buyers are liars”. Buyers always think they know what they want, but seldom actually know what they want. You have to learn to translate buyerese, the language of buyers.
Q: What do you think is the biggest lie that buyers most often tell their real estate agents?
Continue reading "AUTHOR Q&A: Richard Courtney Answers Your Questions" »
 Quick Skim
As emotions kick in, buyers and sellers often turn into their own worst enemy. Where does that leave you? In the middle, trying to sort out the half-truths and translate what your clients really mean. Veteran real estate broker Richard Courtney helps decode a language he calls “Buyerese” in his new book. Using a humorous approach, he uncovers the big “lies” of buying and selling a home from four perspectives: the buyer, the seller, and the real estate agents who represent each of them.
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Tips from the Book: 5 Buyer and Seller Misperceptions
In Buyers Are Liars & Sellers Are Too! (Fireside Books/Simon & Schuster, 2006), Courtney points out some of the following popular misperceptions of clients and offers suggestions on how you can get them closer to the truth:
1. Ma and pa approval. Warning about meeting the parents: They can spot a nail hole from 70 feet away through two sets of windows, Courtney writes. When working with first-time home buyers particularly, expect the parents to meddle, to be overly protective, and to question how in the world their little boy or girl will be able to afford such an expense! For a positive working relationship, correct parents gently when they’re wrong, reinforce their ideas when accurate, and thank them for their insight in areas you may have overlooked.
2. Popped nail — the house is falling! Don’t let home inspections scare your clients. Some home inspectors will note every nail pop, paint chip, settlement crack, and squeaky faucet. Encourage clients to educate themselves on what’s major and what’s not. After all, most repairs that inspectors consider necessary are inexpensive and easily fixable. When the inspection is done, work with the sellers and their agent to decide who will pay for the repairs.
3. The dream house, without compromise. Courtney once worked with a couple who adamantly wanted a ranch home, but not on a corner lot, and definitely not near a street with a
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