You are responsible for your own success (or failure). Following the fundamental rules of commercial real estate selling success will lead to sales success faster than anything else. In part 2 of this article, I will reveal the second 13 rules. Here they are:

1. Features are OUT, Benefits are IN
   Get in the habit of letting your prospects know how your listing, property, or service will help instead of telling them about features. People “buy” solutions.

2. Establish Rapport
   Find some common ground early in the relationship. Maybe it’s golf, tennis or even your love for running. Perhaps you both have small children and can trade funny stories. Establish a bond.

3. Use Humor
   Have fun with your client or project.

4. Be Honest
   This one is simple; don’t get caught in a web of lies or exaggerations. It’s much easier to be honest. And, bad news is better than no news.

5. Keep Your Promises
   Under promise, over deliver — you’ll be impressive. Keep your word when you do promise, it will be remembered.

6. Don’t Slam Your Competition
   If you have nothing nice to say, say nothing. Following this golden rule left over from childhood will keep you out of trouble and will make you look good, always.

7. Know What You Offer
   Whether you are leasing a property, representing a tenant, or producing a sale – know your product and client well, it will save you embarrassment.

8. Have Lots and Lots of Testimonials
   Few commercial real estate representatives actually make a point of collecting testimonials. Testimonials act as “social proof”. You can never have too many. And, when a prospect sees them, it is very reassuring.

9. Look For Signs the Client is Ready to Buy
   If your client is ready to pull the trigger, go for it or you risk loosing the deal. TIME KILLS ALL DEALS.

10. Anticipate Objections
    Rehearse answers to common objections.

11. Overcome Objections
    Be familiar with all of the objections you may hear and be prepared to answer them. This is an area many fail. Be solution oriented.

12. Ask For the Sale!
    SIMPLE, ask for the sale. This may seem easy but often time neglected.

13. Ask Lots of Questions and Then Be Quiet
    Do yourself a favor and carry around an index card with 100 common questions that will help you be the best and then use them! The one who asks the most questions wins at the end of the day.

Success is being confident and performing at your best, resulting in winning experiences. Failure is a simple lack of good planning and execution.
Look for part 3 next week!

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