The Art of Commercial Real Estate Leasing by R. Craig Coppola

Author:R. Craig Coppola [Coppola, R. Craig]
Language: eng
Format: epub
ISBN: 9780991110438
Publisher: RDA Press, LLC

FIVE TIPS TO MAKE YOU A BETTER SALESPERSON

I want to reiterate that one of the most important functions of leasing is your ability to sell well. If you can’t sell, don’t try to lease.

That being said, I’m a firm believer that anyone who is willing to sell can develop the skills necessary to do so. If you’re ready and willing to sell, here are five tips to help make you a better salesperson:

Understand Your Business: There’s a television commercial that I find clever. The scene is a big-box electronics store that obviously is supposed to represent Best Buy. The camera is focused on a young salesman trying to sell the customer a laptop, “The difference between the two…?” the salesman says. He bends over and squints as he reads the two cards that give the information about the computers, looks to the camera, and smiles sheepishly. Then the commercial cuts to information about a website for geeks with real reviews by people who know what they’re talking about.

The point is clear; if you don’t know your product and your business, you’re going to be a terrible salesperson. If you’re new to commercial real estate, you’re facing a learning curve. You need to be diligent to learn as much as you can as quickly as you can. If you don’t know your business, people who do will be able to tell. Part of being a great salesperson is having great knowledge about what you’re selling.

Build a Process: How will you track your deals and efficiently follow up on them? How will you find deals? When you find them, how will you make them? What will be your strategy for starting and cultivating relationships? How will you multitask and still be successful? What is your tour path? What are you selling? What are the standard objections and how can you overcome them?

All these questions are answered through your ability to build processes that work well for you. A process is a system that allows you to be your most productive, not letting any detail fall through the cracks, and hitting on all cylinders from a lead to a close. Different things work for different people, and it’s essential that you determine what your processes will be. Sales is a lot of work, and you need to be able to hold it all together. Dropping the ball will lead to a lost sale—and a lot of lost money.

Practice Makes Perfect: This is a pretty obvious one, but I’ll reiterate a point I’ve made in this book already: Very few people are natural salespeople. Rather, it takes a lot of practice and a lot of deals to perfect your technique. You will fail. But don’t let it get you down. Let failure be your guide to success by learning from your mistakes and growing.

As you do more deals, be conscious of the areas where you need to grow and be ready to learn. Review your negotiations and decide where you could have done better and where you hit the nail on the head.

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