Real Estate Selling Strategies: Guy Kawasaki’s The Art of Selling

Guy Kawasaki book

Who is Guy Kawasaki and why is he telling you how to sell? Better yet why should Realtors or real estate professionals care about a man who has made his living in Silicon Valley raising money and capital for start up fame and fortune? Here is why: the man knows how to sell without angering his audience,  he knows how to inspire evangelistic behavior from the most reticent audience, and he knows why most of us do not understand how to sell. Please pay attention to the following quotes from Guy’s book Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition

2 Guy Kawasaki Quotes on Selling

  • Sell don’t enable buying: ” An iPod is bought because people walk into the Apple store intending to buy it. They’ve already made the decision. The products and services of most organizations are sold, not bought. If you don’t have an iPod-like product, you need face-to-face, personalized, and intense contact. Advertising can’t do this, so for most organizations the best lead-generation methods are seminars, presentations by company executives, and schmoozing.”

    dg: Kawasaki’s notions of lead generation are absolutely correct. For Realtors or real estate professionals, lead generation is no longer a print advertising, newspaper or magazine play.  If you want to “enable buying” and you do not have an i-Pod like product:

    • You (the Realtor) must take your case (why I should hire you) live to the people
    • Speak in front of groups & organizations made up of your prospective  targets not your industry associations where you speak to your peers and competitors
    • Webinars are essential. Give free real estate webinars to large companies in your region who have an aggressive relocation policy for staff
    • Differentiate your messages or run with the pack that is dropping out of the industry

    • Make prospects talk:“If prospects are open to buying your product  or service they will usually tell you what it will   take to close them. All you have to do is (A) get them talking about their needs; (B) shut up; (C) listen; (D) explain how your product or service fills their need”

    dg: The following are things that destroy or hinder a sale

    • Lack of product knowledge
    • The person can not listen or stop talking long enough to listen
    • Lack of prepared questions for the prospect
    • Inability to think on their feet (if they had only been listening) and ask questions of the prospect based on the live conversation
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