쉐도잉 연습: The #1 Sales Skill That Changed My Real Estate Sales Career - YouTube로 영어 말하기 배우기
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all right you can screw up every other sales skill but
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all right you can screw up every other sales skill but
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if you get this one down it will be a lot easier for you to convert the leads
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that you're getting right now into actual appointments
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and then most importantly it'll be a lot easier for you to close
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and enroll new clients
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so i want to talk about the number one sales skill
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for you to really focus on this year all right doesn't matter
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if you're in real estate sales
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or you sell something else we're going to focus primarily today in today's video on real estate sales specifically
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but this would pertain to any salesperson out there all right
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so i want to talk about what we already know about human beings you see
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when we think about selling what is it
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that has to occur for a sale to be made well we already know
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that requires a human being to change to go from what they're doing today to doing something different
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So this is human behavior and we're talking about humans making a change.
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Well, what do we know about people in their decision making process?
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Yes, we already know that people make decisions either to avoid pain or to get closer to pleasure.
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We already know that's where the bulk of their motivation comes from.
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However, how do they actually get down to the decision to do or to not do something?
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Well, there's really what we would call the three rules of influence.
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And here's where most untrained salespeople make a lot of mistakes.
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And we'll talk a lot about that in today's episode.
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So number one, people in general don't believe what you,
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the salesperson, tells them.
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Because of what we already know, which is perceived bias.
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They believe that everything that you tell them that they should do,
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you're doing so for your benefit, not for theirs.
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Even if they were to benefit,
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most people can't see it because of that perceived bias.
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You're the salesperson.
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You're the one who's going to benefit from what it is that you're saying.
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So therefore, I put this defensive wall up and I don't believe what you say.
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That's rule number one.
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Rule number two is people more times than not will believe what other people tell them.
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So like a third party validation or a third party referral, right?
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That's why the power of referrals works so well.
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Hey, listen, I worked with this service provider before.
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He or she did an awesome job.
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That helps people get to some type of decision.
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But nothing comes close to rule number three,
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which is people always believe what they tell themselves.
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And so in other words,
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what we're going to uncover or unpack in today's episode is this whole idea of what psychologists call self-persuasion.
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How do we as salespeople ask questions in a way that help the prospect discover their reasons for change,
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not your reasons for why they should change.
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That's a massive difference because good salespeople ask questions that help them to learn about the prospect.
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But listen closely.
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Great salespeople ask questions to help prospects learn about themselves.
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So the whole idea, the whole foundation of the reverse selling methodology
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and what we're going to talk about in today's video is how do you form the questions in which you ask?
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Because we all know we've got to ask great questions.
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Well, what does that mean?
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What makes up a good question versus a bad question?
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What type of questions can you ask that would elicit this self persuasion.
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Where in other words, you're getting the prospect
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to verbalize their own reasons for why they should
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or should not do something rather than you imposing your reasons on why they should
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or should not do something so let me give you an example
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because we're talking to mostly real estate agents today what we
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often see is with the the the mainstream scripts out there that have been used for 30,
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40, 50 years.
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These are all questions that,
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when asked, elicit a lot of rejection,
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a lot of pushback, a lot of what I would call psychological reactance.
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You're met with a lot of friction.
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Why?
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Because the questions that we're being asked to ask are all designed to,
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well, elicit your benefit.
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Right.
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So things like, listen, with the market being the way that it is,
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up or up or down, doesn't matter.
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It would probably make more sense for you to sell now versus wait.
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That is an that is a script or a language pattern,
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rather, that comes across for the salesperson's benefit.
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That would be the salesperson coming up with their reason on why the prospect should do something.
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and nobody likes to be told what to do.
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The second that we feel that our freedom to choose is at risk,
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psychological reactance goes up.
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That's the resistance you're often met with a lot of these scripts
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that are floating around out there in the real estate world.
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So we need to ask questions that are what we would call of Socratic nature.
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So when we ask a question that is based around the Socratic method,
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we ask questions that are solely designed to get the prospects to think
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and to verbalize their own reasons for change without the perceived bias,
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without the risk for eliciting psychological reactance.
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How do we do this?
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Well, one of the things we can do is we can ask questions
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that are perceived in a way that are against the salesperson's best interest.
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So let me give you a really, really good example.
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Most real estate people, most real estate salespeople,
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most real estate agents, when they're communicating with somebody who's thinking about selling their home,
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are all presenting the reasons on why the prospect should sell the home.
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So most people we talk to are ambivalent.
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Meaning they've got a reason in their mind of why they should do something
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and they've got a reason in their mind of why they should not.
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And all too often, the eager real estate salesperson who's paid on commission that the prospect are all aware of,
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they're making the case for why the prospects should do something now.
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They're giving them all these creative reasons on why the prospect should sell now.
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And these are all what we talked about,
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the salesperson's reasons for why the prospect should change.
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And when we do that,
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we have to defend the status quo,
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we being the consumer in that example.
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So if a salesperson says,
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hey, here's why you should do something now,
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all that that does is elicit all of the reasons why the prospect should not.
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And the salesperson is to blame.
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The salesperson is at fault because we are responsible for how prospects respond to us.
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So if you're getting a lot of pushback,
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you're getting a lot of resistance,
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you're getting a lot of objections that are difficult to respond to,
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most likely it's how in which you're communicating that is eliciting that type of response.
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So what do we do instead?
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So rather than present an argument for why the prospect maybe should do something,
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we're going to do the exact opposite.
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All right, this is all backed by research.
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This is all backed by science.
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This is all backed by human psychology.
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And so So when we speak in terms of potentially in a way that would go against your interest,
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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.
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Let me give you a great example.
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So let's go back to the example we just talked about.
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Rather than you giving a homeowner all these reasons for why they should sell now because of rates,
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because of home values, whatever else you can come up with,
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why not present a case for the status quo?
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Why not ask a question to the prospect that is of Socratic nature and we say,
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Mr. Prospect, what's wrong with where you live now?
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Now think about that for a second.
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Every one of your competitors,
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maybe even yourself, have tried to come up with some type of fancy script to get that appointment,
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to get that person to list their house with you,
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to meet with you now.
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And you're maybe the first person who presents a case for the status quo.
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You present a case for why the prospect should do nothing.
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Well, what do we know?
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Let's go back to what we just talked about a minute ago.
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It's almost like this teeter-totter, okay?
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What happens is when you present an argument for why the prospect should do something,
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they argue why they should not.
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So what do we know about reverse psychology?
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What do we know about self-persuasion?
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If we present the case for why they should not,
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this gets the person to verbalize their reasons for why they should.
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That is how you get the prospects to verbalize their reasons for change,
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not your reasons for change.
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So let's go back to the question.
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Mr. Prospect, well, I mean,
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I'm looking at the property right now.
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It looks like a beautiful home.
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You're in a great neighborhood.
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What's wrong with where you're at now?
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Can you just stay put?
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Well, Brandon, we'd love to stay put,
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but reason one, reason two,
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reason three, reason four, now who's doing the selling?
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Now the prospect is verbalizing to themselves all of the reasons why they,
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in this case, should make the move.
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Well, we've got to get something bigger.
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We've got to get something smaller.
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The baby is due.
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I'm going through a divorce.
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We're going through a job transfer.
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We want to get the kids in another school district by this time frame.
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We love it here, but here are all the reasons why I can't stay here.
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You're the first salesperson who's presented a case
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that would go against your interest or the perceived interest because what do you want?
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You want a listing.
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You told them to stay put.
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That's one way to do that.
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Okay, let me give you another example.
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So when we're prospecting, we're calling expired listings for sale by owners,
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probates, absentee owners, just listed just sold calls.
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We're trying to make a case for why this person should meet with us.
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We're trying to set the appointment.
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This is what I've been asking you to do for the last 10 years, right?
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Well, there's a way in which to do it
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that would allow you to get more prospects to do exactly what it is that is in their best interest,
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which is to perhaps meet with you.
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When you are presenting all the reasons why they should meet with you,
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what's happening to you often?
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They're giving you reasons of why they can't.
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They're giving you pushback.
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They're giving you objections.
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You're met with all of that.
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I hear it every single day.
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Well, what have you learned in this video that we could do differently?
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What if we said, listen,
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Mr. Prospect, I don't know if it makes sense or not,
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but what benefit, if any,
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would there be in you and I getting together for 15,
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20 minutes and looking at a plan
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that would cause your property to actually sell at a price that works for you or more?
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what benefit if any would there be in you
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and i potentially getting together for 15 20 minutes
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and having a conversation now instead of what i think a
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lot of people are asking you to do in this industry is well let's get together
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because of this this this and this
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and this prospect says nope i'm not interested i gotta talk to my spouse they're just being polite
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and trying to get you off the phone,
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what we're going to do is we're going to use language that would support the prospect's autonomy to choose for themselves.
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What benefit, if any?
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Well, I'm not saying we're going to meet,
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Brandon, but if we did meet,
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I guess it would be nice to meet with a real estate agent who can actually get the property sold.
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Because I'll tell you what,
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the last two agents that we had gave us a bunch of BS and here we are,
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property's been on the market for nine and a half months and it's still not sold.
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That's the prospect's reasons.
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You've done a great job asking Socratic style questions to elicit self-persuasion,
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getting the prospect to verbalize their reasons for doing something,
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not your reasons for doing something.
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Okay.
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Let me give you a couple more examples.
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Okay.
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What about when we look at timelines?
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So a lot of people are,
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again, trying to get prospects to do something now because you want to get a listing and you want to get paid.
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I understand.
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Prospects know that too.
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That's why they resist you most of the time.
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So if you want to talk about timelines,
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maybe you ask a question like this.
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Listen, if you were presented with an offer with a price
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that works for you or more with all the terms that made sense,
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I mean, what issues would that cause if any?
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What issues would that cause, if any?
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Because we're trying to get the prospect,
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this is a no-oriented question.
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Well, I mean, that wouldn't cause any issues.
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That's exactly what we're trying to do.
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We're trying to get out of here as soon as possible.
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It's them verbalizing all of their reasons,
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and then it only makes sense for us to take the next step.
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Well, if you're looking to move right away,
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which is what it sounds like you guys want to do,
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if you want, and I'm happy to do so,
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but it's totally up to you.
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Be happy to get together with you one day this week.
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We could take a look at a couple of things that would cause your home to actually sell.
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And then listen, I mean,
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let's not make each other any promises.
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You can decide after our meeting if working together with me makes sense or not.
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Is that reasonable?
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right and so when we start to approach our sales conversation in a way
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that gets the prospect to start verbalizing their own motivation for buying
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or selling a house rather than trying to pressure them using
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our reasons i think what you will find is not only do the conversations get much much better,
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but you start dealing with a lot less rejection, a lot less resistance.
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Your hesitation to prospecting and calling your leads actually starts to dissipate
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because you're not having to deal with all of the conflict
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that you're probably dealing with right now in your lead generation or your lead conversion efforts.
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And so if you want more help with this and you want to see kind of how these language patterns come together,
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I'm going to put a link right in the description,
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download my brand new script book,
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you can kind of see some of this stuff come together.
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맥락에서의 문법 및 표현
- “People in general don’t believe what you, the salesperson, tells them.” - 신뢰성과 회의감을 나타내는 표현으로, 판매자가 직면한 도전 과제를 보여줍니다.
- “They believe that everything that you tell them that they should do, you're doing so for your benefit.” - 상대방의 관점을 이해하고 그에 대한 동의를 얻는 것이 얼마나 중요한지를 강조하는 구조입니다.
- “Great salespeople ask questions to help prospects learn about themselves.” - 자기 인식을 촉진하는 질문의 중요성을 설명하며, 효과적인 소통 기술을 강조합니다.
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비디오에서 몇 가지 발음이 도전적일 수 있습니다. 특히 “salesperson”과 “believe” 와 같은 단어에서 발생할 수 있는 발음 문제를 유의하세요. 이를 통해 자연스럽고 정확한 발음을 갖추기 위해 반복적으로 연습하는 것이 중요합니다. 특히 shadowspeaks 기법을 사용하여 이러한 단어를 반복 청취하고 발음하는 연습을 진행해 보세요.
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