Selling Real Estate Services : Third-Level Secrets of Top Producers

by Potter, Robert A

• ISBN13: 9780470375969
• ISBN10: 0470375965
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-10-13
• Publisher: Wiley

Summary

Praise for Selling Real Estate Services"Selling Real Estate Services shows you how to stop being a vendor and start being a partner. Bob Potter's Third-Level concept will help you win more, have more fun, and build greater client loyalty. It's a playbook for success." Roger T. Staubach, Executive Chairman for the Americas, Jones Lang LaSalle, and founder of The Staubach Company"It's not just about selling; it's about winning. Just in time for one of the most competitive markets in a generation. Be prepared to win." Robert A. Ortiz, Executive Managing Director U.S. Operations, Cushman & Wakefield Inc."Bob Potter's Third-Level Selling offers a progressive, advanced approach to building trust, demonstrating value, and winning. Whether you are new to real estate or a seasoned veteran, it will take your career to the next level." Craig Robbins, Chief Knowledge Officer, Colliers International"Business development never stops for successful real estate companies. Bob Potter gets it, and his simple strategies and techniques can be implemented immediately across a sales-oriented organization. This book is a gem." Tom Donnelly, President and COO, ValleyCrest Landscape Development"Rarely do books capture the essence of success in our industry. Third-Level Selling helps one understand how you build long-term committed relationships with clients. This book is a road map to becoming a top producer; I only hope that my competition doesn't read it!" Dan Winey, Managing Principal, Gensler

Author Biography

Robert A. Potter is a commercial real estate sales and strategy speaker, trainer, and consultant. His clients include many of the best-known real estate service firms.

Table of Contents

It's About Winning: Why You?	p. 1
Airbag versus Differentiator	p. 2
Third-Level Selling	p. 5
Vendor Differentiation versus Client Differentiation	p. 5
Vendors Pitch (Airbags)	p. 10
Preferred Providers Position Their Offering Against the Competition's	p. 13
Third-Level Selling: Strategic Partners Differentiate on the Client	p. 14
Deliberate Practice: Are Great Sales People Born or Made?	p. 16
Deliberate Practice for Third-Level Selling	p. 19
How (and Why) Clients Choose You	p. 21
How Clients Choose You	p. 22
Client Differentiators	p. 24
Vendor Differentiators	p. 25
Standard Life Investments Real Estate (SLIRE) Example	p. 28
Pick Your Battles	p. 33
Deliberate Practice: How (and Why) Clients Choose You	p. 35
Navigating From Vendor (Level 1) to Preferred Provider (Level 2)	p. 37
Search Phase: Level 1 - Pitch to Get Invited!	p. 37
Screening Phase: Level 2 - Position versus Competition	p. 39
Position Difference, Preference, and Proof	p. 43
Harvesting Specific Testimonials	p. 47
Rank as Proof	p. 48
Experience Is Simply the Name We Give Our Mistakes. (Oscar Wilde)	p. 49
Best Outcome	p. 50
Congratulations! You Made the Short List of Preferred Providers	p. 53
Deliberate Practice: From Vendor to Preferred Provider	p. 56
Third Level: From Preferred Provider to Chosen Partner	p. 59
Client Eyes	p. 59
Deliberate Practice: Third-Level Client Profile	p. 64
Accelerating Personal Relationships	p. 67
Find Common Ground to Accelerate Relationships	p. 71
The Relationship Game: Three to Five Questions to Uncover "Amazing Stories"	p. 71
Deliberate Practice for Accelerating Relationships	p. 78
Accelerating Professional Relationships	p. 79
"We Research the Hell Out of Them"	p. 80
Raise the Flashlight	p. 81
What's Changed? The Ultimate Strategic Question	p. 83
Looking for CID	p. 84
Give-and-Take Questions	p. 86
Gaining Agreement to Explore Solutions	p. 87
Deliberate Practice to Accelerate Professional Relationships	p. 89
Finding Project/Property Difference	p. 91
"Our Brokers Need to Know our Buildings Better Than We Do."	p. 95
"Because You Didn't Ask"	p. 96
Start the Project before the Mandate	p. 97
Deliberate Practice: Project/Property Differentiation	p. 99
Finding and Aligning to Client Preferences	p. 101
Previous Experience	p. 102
Educating Client Concerns	p. 103
What Could Go Wrong?	p. 105
Client Visions	p. 106
Your Competition	p. 107
Unhooking an Incumbant Competitors	p. 109
Deliberate Practice: Finding Differences in Client Preferences	p. 111
Finding and Aligning to the Client's Decision Process	p. 113
Deliberate Practice: Find and Align to the Decision Process	p. 118
Third-Level Proposals and Presentations	p. 119
From Vendor-centric to Client-centric	p. 119
Third-Level Presentations Are Client-centric	p. 120
Deliberate Practice: Third-Level Proposals and Presentations	p. 128
Pricing and Third-Level Negotiation	p. 131
We Lost on Price?	p. 132
"Who Would You Choose If Prices Were The Same?"	p. 133
Third-Level Negotiating	p. 134
Deliberate Practice: Pricing and Third-Level Negotiation	p. 140
Winning without Competition	p. 141
Third-Level Client Satisfaction	p. 143
Highly Satisfied (versus Satisfied) Clients Twice as Loyal	p. 143
Take Care of It (Satisfied) and Take Care of Me (Highly Satisfied)	p. 146
Referral: The Best Measure	p. 149
Client Advocates: Taking Care of You	p. 150
Deliberate Practice: Delighting Clients	p. 151
Winning in the Invisible Market	p. 153
Invisible Market Danger: Unqualified Clients	p. 155
Does This Client Have the Problems You Solve?	p. 159
Finding and Aligning to the Service Decision	p. 161
Deliberate Practice: Winning in the Invisible Market	p. 166
Managing Third-Level Selling Skills	p. 169
Track Performance Metrics to Drive Third-Level Best Practices	p. 170
Coaching Results Not Just Behavior	p. 173
Call Preparation and Momentum Recommendations	p. 177
Call Review and Diagnostics	p. 178
Coaching	p. 179
Presentations and Recommendations	p. 180
Final Thoughts	p. 181
Get with Clients	p. 183
Enlightened Self-Interest	p. 184
BCCI Value Proposition	p. 187
Company Message Acceleration Example	p. 191
Client Profile	p. 195
Client Profile with Questions	p. 197
About the Author	p. 199
Index	p. 201
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