Commercial Investment Real Estate November/December 2018 | Página 23

To reach a successful close, it is essential that you interact with each of the players based on the way they think, act, and feel — not the way you do. age the deal is directly related to your ability to persuade others. Your ability to persuade others is based on your ability to convey thoughts, ideas, and action steps that are internalized easily by the person with whom you are communicating. Strategies to Gain Control Countless psychological strategies and marketing, advertising, and sales techniques can help to accomplish these goals. For instance, take FUD from the advertising world — fear, uncertainty, and doubt. Psychology tells us that many people are motivated by fear and are more likely to do something when they are uncomfortable than when they are comfortable. “If you don’t do this right now, you will be really sorry” is an example of a FUD statement. In advertising, the assumption is that a certain percentage of people viewing an ad will be motivated by FUD; other non-FUD-based ads created for the same product or service will reach the rest of the targeted audience. When you use FUD as the transaction manager, you are using it because you have determined that the person to whom you are delivering the message is more likely to act when uncomfortable — assuming that you spent the extra time to determine this as a driving factor for that individual. Controlling the deal and establishing yourself as the transaction manager isn’t easy. It requires a huge investment of time to study each player in the deal to determine the best way to infl uence that player’s actions. The payoff is also huge. It means your deals will run smoother and quicker, and closings will happen more often and more frequently, benefi ting all parties. And isn’t that worth the investment? Mark Polon, CCIM, is president of Polon Consulting in Middle Haddam, Conn., and a CCIM instructor. Contact him at [email protected]. Editor’s Note: This article is adapted from CCIM Institute’s online course, Controlling the Deal. The course shows how to use proven psychological and relational techniques to move up the value chain, build trust, and successfully manage every transaction. Visit www.ccim.com for more details. Lifelong Learning Access complimentary education and research to help you adapt and thrive Free to all CCIM Institute members, CCIM Institue offers complimentary webinars and industry reports which cover a variety of topics affecting your business, including blockchain, lease accounting, tax policy, real estate market cycles, and more. To learn more and gain access visit www.ccim.com/members-only CCIM.COM November | December 2018 21