Creating a Positive Dialogue
Mark Schnurman Aug. 25, 2014, 6:12 p.m.
Sales, pitches and arguments are generally won by carefully controlling the dialogue and its parameters.
The importance of framing an issue cannot be understated, especially when it centers around the best approach to marketing a property or what broker to work with. I’ve witnessed firsthand the importance of defining who you are, what you do and your value to a client.
It is imperative to proactively and assertively define your value proposition; you cannot allow others to do it for you. This is one of the most important ways to create your future and enhance your career.
People talk about different types of issues, but the main topics of conversation often are the price you believe you can get for a property and other brokers. Different brokers and firms take different approaches to the pricing number. Generally, you want to define the number as the highest you reasonably believe you can achieve. Not everyone does this as some brokers suggest numbers that are not reasonable, win the opportunity to market a property and fail to sell it – injure their reputation and waste their time in the process. A negative reputation makes success much more difficult as people will question you and your actions.
Deliver on your promises. Talk is cheap. No one wants to hear excuses. We judge others by their actions and results, not their words. Talk less and accomplish more. Do this by under-promising and over-delivering. Exceeding expectations builds trust and generates the right dialogue about your capacities.
If you meet your promises, some people will know; when you fail to achieve them, everyone will know, so it is important to moderate the impact of falling short.
First, don’t commit to anything that you are very uncertain you can deliver. Second, when there are times that you must, hedge and do not provide a full commitment. Qualify it. Then work overtime to get it done. Finally, it is seminal to convey that you will not accomplish the goal before it is due and explain why. People appreciate a heads up.
Communicate selectively and powerfully. Keep calls, e-mails, messages, one-on-ones and comments at meetings brief, pointed, professional and constructive. All business today is predicated on information, and controlling it provides you with power. In fact, by being limited in the information you share, relative to the knowledge you possess, you make yourself vital to others and they will talk positively about you.
Do not be foolish. There are some clear activities you should avoid, such as being late to meetings, showings or failing to make a conference call. Do not provide the fodder.
Don’t talk unnecessarily about others. If you talk about others you are tacitly giving others the right to talk about you. Business conversations often quickly devolve into complaining about people. Do not partake. Nothing good can come from this. That said, it is important to be able to differentiate yourself from the competition and articulate why you are a better option. I am often surprised to hear how some brokers trash the competition.
Monitor your reputation. Once your reputation is framed it is difficult to change it and overcome its presumptive power. In fact, if you are not viewed by others the way you think you should be, it may be easier to find another job than to change the current perception of you at your employer.
Reputation is part what you do and part how others perceive it. These tips will help you create a positive dialogue around your actions and allow others to see you in a more positive light.