This hit me as I was reading a conversation on a blog about one franchise over another. It kind of hit home with me. I had a similar conversation with a representative from a large franchise who was trying to recruit me. After the pleasantries the conversation moved towards how much better his company was than mine. Hmmm did he just call me stupid? Or did he call my decision to work there stupid? Isn't that the same thing?
When talking to "For Sale by Owners" (notice I did not call them FSBOs or any other nickname designed to make them feel inferior), do you start with belittling their decision and tell them how they are too stupid to sell it themselves? I know many agents who use this approach. Notice I did not say successful agents.
When talking to other agents you would like to see join your company; do you say negative things about their existing company and call their decision to be there stupid?
When trying to pick up a listing that had expired do you start by calling any of the owner's previous decisions stupid?
If the answer is yes to any of the above, you may want to rethink who is the one lacking the intelligence, it may not be them. No one responds well to having their intelligence questioned. I try to keep the conversation upbeat most of the time.
When talking to the owner of a For Sale by Owner or an Expired Listing you can't start by insulting them and expect to get their business. If you start by complimenting their home or their courage to try it themselves and share what you have to offer to improve their lives you may have a chance. Let me repeat that in other words: Tell them what value you will bring to their lives without insulting them!
I learned this many years ago while selling large machinery. I was new in the business; my biggest competitor had been around for many years. He would go around and tell customers what a piece of junk they had and how much better his was.
Did you hear the two insults? He called their decision to buy that machine stupid. He also called their product junk, because after all, that machine produced their product.
I visit the same customer, research his business and his needs. Then compliment the great job they were doing and offer them ways to enhance their business through improved profits while continuing to improve their products. You can guess which tactic was better received. You can also guess who sold more machines.
This is salesmanship 101. If you call someone's decision stupid you just called them stupid. Ok I will get off my soap box, I promised my family we would hand Christmas decorations today.