SANTIAGO– Nobody wants to buy a product to benefit someone else, but rather for their own benefit. The salesperson must connect with the customer and solve their problem, meeting with the potential buyer with the mindset of creating a new life for them.
This is the opinion of public speaking expert Francisco Montalvo, who gave a lecture at the training day held by Noval Academy on May 11 in Santiago de los Caballeros, where he advised real estate agents not to project anxiety to the client because that type of feeling scares them away.
“Change your style; if that client doesn’t run away, they will multiply the information. When you focus, money eventually reaches you more powerfully and keeps you relevant in the market,” he explained.
He calls for empathy with the customer, “sometimes we only think about the rational. When I empathize, I go to a higher level of the sale because there is a connection between me and the customer.”.
He recommends always acting truthfully. “It’s about knowing there’s a problem with the property; you shouldn’t deny it, cover up the obvious, or hide anything. For example, if there’s a leak, you have to acknowledge the problem and commit to fixing it, not conceal it. You shouldn’t try to change the client’s perspective. I’ll take care of finding you a property that matches what you’re looking for, so you see a sincere advisor who wants to help you.”.
He spoke about active listening, suggesting clearing your mind of other matters, because to understand, you have to pay attention. You have to listen to the client; if you're going to meet with a client, don't rush it, dedicate time to them, listen with all your senses, make eye contact, nod your head, and repeat in your own words what you understood. That fosters empathy because you show them that you're listening; there's nothing like making the other person feel valued.
People buy people, Montalvo stated, recommending to the more than 300 real estate brokers who attended the event, not only to sell the property, "but to sell yourselves as people.".
He referred to the power of persuasion. High demand fuels the buying impulse. When a customer sees someone interested, they become more interested, just as a strategic call fuels the need to accelerate the buying process.
The communicator also referred to the "Yes Set technique," which he explained is used to put the client in a more positive state than they usually are. "It's when we get the client to say 'yes' several times before showing them a property. If there are three positive arguments, they're more predisposed to buying. Human psychology is diverse; not everything works the same for everyone, but it paves the way because the client is more willing to listen.".
Non-verbal communication
In his lecture, Francisco Montalvo referred to non-verbal communication or body language, which he understands is important because every customer naturally evaluates the seller.
"Evaluate the micro-signals—whether they buy or reject you. What your body projects. Make your facial expressions conscious and communicative. Start loving your cell phone and camera. Ask acquaintances to tell you what your expressions tell you, and in a real sale, have them put their cell phones out and record themselves so you can evaluate your expressions. A bad expression can ruin everything. Small expressions can spoil a sale; make sure your face reflects a pleasant expression.".
Your posture reflects your state of mind, she says. Avoid intimidation or ego clashes; instead, adopt closed postures. “Avoid crossing your arms, keeping your hands and arms in natural, neutral positions.”.
She offered greeting techniques because, she said, communication is everywhere. Therefore, she encouraged participants to read books on communication and expand their knowledge in this area, because communication is constant; everything communicates. “Good communication sets you apart from the rest; there are those who know how to communicate and those who don't, and those who do will make all the difference.”.
