The Art of Persuasion

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10 essential tricks every real estate agent should know.

Dear Friend & Colleague,

Amazing, isn’t it? How when you listen to one of the selling masters you say to yourself “Why didn’t I think of that? It seems so obvious…so easy.”

The masters always seem to come up with the perfect phrase…a few
words…sometimes even just one word…that grabs you by the lapels and drags you into their presentation.

The perfect words make you want to buy whatever they’re selling before they’ve even mentioned a product.

It’s the Art of Persuasion. Right?

But let me assure you right now that it’s less of an art and more of a
science.

The Art of Persuasion is something you can learn. And the good news is the fundamental building block to any good persuasive presentation is simply building rapport.

As the motivational trainer Peter Lowe says, “The three keys to
persuasion are: Establish rapport, Establish rapport, Establish rapport.”

And to build that rapport, you need to cultivate behaviors that will make people trust you and make them feel it’s in their best interest to
follow your lead.

Here, are some ideas, big and small, for making yourself more persuasive:

1. Before a presentation, ask yourself “What do I really want?” Ask
   soul-searching questions to understand your true motivation: family,
   money, fame, power. You’re looking for what makes you tick, what
   drives you.
2. Develop the knack for making the other person feel like the center of the universe.
3. Be quick to compliment.
4. Train yourself to remember other people’s names. One of the best ways: when you shake hands with a new person, note the color of his or her eyes. That forces you to make eye contact and, after a while, will also send a signal to your brain to store that person’s name in your
   long-term memory. Also use the name soon afterwards, and you’ll have a lock on it.
5. Empower others. Follow the maxims of legendary 3M leader William McKnight: “Listen to anybody with an idea. Encourage experimental doodling. If you put fences around people, you get sheep; give people the room they need.”
6. Try to arouse positive emotion.
7. Take a clue from your audience—whether it’s a single seller or a family of buyers. Really make an effort to communicate in a manner that matches your message to the receiver.
8. Hone your sense of humor.
9. Practice being a better questioner. Follow up by asking, “How does
   that make you feel?” or “Have you ever experienced anything else
   like that?” or “How could that be handled differently in the
   future?” or “I wonder what lessons we can take from that?”
10. Keep your perspective. Remember: Even though you’re passionate about your point of view, lighten up. Tomorrow’s another day-and another opportunity to persuade.