+DEVELOP trust
Sellers have to trust you enough to let you set the market value on possibly the largest
asset their family owns. They have to trust you enough to set the time schedule for a
successful liquidation of that asset. They have to trust you enough to set a fair fee to handle
the liquidation of that asset. Therefore, you want to make sure they trust you enough at the
conclusion of your presentation.
Here’s your challenge...
Whenever we become more involved in any
situation, we enter a hyper-sensitive state of
awareness. That is, when something becomes
important to us, we become more sensitive to it.
Let’s assume you went out to buy a car and the
reason you bought that particular car is because
it was unique. Not very many people have that car.
You were going to look pretty cool driving that car.
However, as soon as you pull out of the dealership
and hit the road in your hot new wheels, what
do you see all over the highway? THAT CAR! The
dealership didn’t sell millions last night. You’re just
now in a hyper-sensitive state of awareness.
This same phenomenon occurs when someone
is considering a real estate transaction. Once a
homeowner decides to sell their home they enter
this hyper-sensitive state of awareness. They begin
following housing news more closely. They watch
the real estate segments on CNBC, listen for them
on Bloomberg radio and read them in the Wall
Street Journal. They get a good idea of the national
housing news.
What they need is an EXPERT.
And experts speak with CONFIDENCE
That’s how you build TRUST.
If what you are saying about your market differs at
all from what they heard on CNBC last night or read
in the Wall Street Journal this morning, they have to
decide if they’re going to believe you or some of the
most trusted news sources in the world. Don’t put
them in that position.
Here’s your solution...
At this moment, what they really need is someone
to explain how what they heard on the radio, what
they saw on television, what they read in every
newspaper does—or doesn’t— apply to your
market. And you have to prove it to them. Not
until then can you discuss how what they’ve seen
impacts their situation.