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Selling Real Estate Services


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Table of Contents

PART I: It's About Winning: Why You? Airbag versus Differentiator Chapter 1 Third-Level Selling Vendor Differentiation versus Client Differentiation Level 1: Vendors Pitch (Airbags) Level 2: Preferred Providers Position Their Offering Against the Competition's Third-Level Selling: Strategic Partners Differentiate on the Client Deliberate Practice: Are Great Sales People Born or Made? Deliberate Practice for Third-Level Selling Chapter 2 How (and Why) Clients Choose You How Clients Choose You Client Differentiators Vendor Differentiators Standard Life Investments Real Estate (SLIRE) Example Pick Your Battles Deliberate Practice: How (and Why) Clients Choose You Chapter 3 Navigating From Vendor (Level 1) to Preferred Provider (Level 2) Search Phase: Level 1 - Pitch to Get Invited! Screening Phase: Level 2 - Position versus Competition Position Difference, Preference, and Proof Harvesting Specific Testimonials Rank as Proof Experience Is Simply the Name We Give Our Mistakes. (Oscar Wilde) Best Outcome Congratulations! You Made the Short List of Preferred Providers Deliberate Practice: From Vendor to Preferred Provider PART II: Third Level: From Preferred Provider to Chosen Partner Client Eyes Deliberate Practice: Third-Level Client Profile Chapter 4 Accelerating Personal Relationships Find Common Ground to Accelerate Relationships The Relationship Game: Three to Five Questions to Uncover "Amazing Stories" Deliberate Practice for Accelerating Relationships Chapter 5 Accelerating Professional Relationships "We Research the Hell Out of Them" Raise the Flashlight What's Changed? The Ultimate Strategic Question Looking for CID Give-and-Take Questions Gaining Agreement to Explore Solutions Deliberate Practice to Accelerate Professional Relationships Chapter 6 Finding Project/Property Difference "Our Brokers Need to Know our Buildings Better Than We Do" "Because You Didn't Ask" Start the Project before the Mandate Deliberate Practice: Project/Property Differentiation Chapter 7 Finding and Aligning to Client Preferences Previous Experience Educating Client Concerns What Could Go Wrong? Client Visions Your Competition Unhooking an Incumbant Competitors Deliberate Practice: Finding Differences in Client Preferences Chapter 8 Finding and Aligning to the Client's Decision Process Deliberate Practice: Find and Align to the Decision Process Chapter 9 Third-Level Proposals and Presentations From Vendor-centric to Client-centric Third-Level Presentations Are Client-centric Deliberate Practice: Third-Level Proposals and Presentations Chapter 10 Pricing and Third-Level Negotiation We Lost on Price? "Who Would You Choose If Prices Were The Same?" Third-Level Negotiating Deliberate Practice: Pricing and Third-Level Negotiation PART III: Winning without Competition Chapter 11 Third-Level Client Satisfaction Highly Satisfied (versus Satisfied) Clients Twice as Loyal Take Care of It (Satisfied) and Take Care of Me (Highly Satisfied) Referral: The Best Measure Client Advocates: Taking Care of You Deliberate Practice: Delighting Clients Chapter 12 Winning in the Invisible Market Invisible Market Danger: Unqualified Clients Does This Client Have the Problems You Solve? Finding and Aligning to the Service Decision Deliberate Practice: Winning in the Invisible Market Chapter 13 Managing Third-Level Selling Skills Track Performance Metrics to Drive Third-Level Best Practices Coaching Results Not Just Behavior Call Preparation and Momentum Recommendations Call Review and Diagnostics Coaching Presentations and Recommendations Chapter 14 Final Thoughts Get with Clients Enlightened Self-Interest Appendix 1: BCCI Value Proposition Appendix 2: Company Message Acceleration Example Appendix 3: Client Profile Appendix 4: Client Profile with Questions About the Author Index

About the Author

Robert A. Potter (San Anselmo, CA; is a commercial real estate sales and strategy speaker, trainer, and consultant. His clients include some of the best-known real estate service firms including Colliers, Grubb & Ellis, PMI Group, Gensler, DPR Construction, Cushman & Wakefield, Wells Fargo and NAI.

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