As I’ve been discussing over the past couple of weeks, Top producers (those 20% of sales agents that account for 80% of new home sales) have similar skills that help them survive and even flourish in the most difficult markets. The most exciting part of this research is that these skills can be learned and perfected by anyone with the right attitude.

 

 

·         Masters of Persuasion. The key to persuasion is motivation. Top producers listen extremely well and are constantly discovering what motivates prospects so they can provide for that motivation with “one of a kind” solutions. Top producers often discuss the benefits of features to better communicate compelling value. Top producers are also keenly aware that people have two major motivations: the desire to achieve and the fear of loss. The desire to achieve motivates people to want more. The fear of loss, often stronger than the desire to achieve, is also a motivator to act. Top producers, when possible, work both motivators simultaneously to make the sale.

 

 

·         Infectious attitude and compelling confidence. Buyers today are scared and apprehensive, making it all the more imperative that the sale person possesses an extremely upbeat attitude. In bad markets it’s easy to succumb to a negative atmosphere and unconsciously project that onto prospects. Top Producers know that when a prospect walks through the door that they are on stage. “Its Lights camera action” time and they are ready to impress. Top Producers are also confidant; they know they offer the best product and a customer who purchase’s is truly fortunate. Their excitement and enthusiasm for their product is contagious and essential to providing an environment conducive to sales success.