By Jeremy Williams
After receiving a multitude of sales calls this week from various vendors across the nation, I came up with the new phrase “hocus pocus focus.”
Normally I would hang up the phone with one of these sales representatives after politely saying that I am not interested at this time. But this week I listened to their pitches.
I define “hocus pocus focus” as the ability to conjure and disguise a service, with or without deception, that focuses on our desire as real estate pros to do more business. Who does not want more business? So our human nature to fulfill this desire can lead to making bad financial decisions in our businesses, when we already know in our gut that we are submitting to an illusion. The focus on meeting our needs to do more business is the hook these sales representatives focus on because they know it is hard to reject.
“Hocus Pocus Focus” is dangerous to real estate practitioners, so beware. Here are some things you should listen to very carefully when you are contacted by a sales representative wanting to sell you a service that will “grow your business.”
1. Name dropping: “So and so is using this product in your office and having amazing results.” A lot of these sales representatives work off lists so it is easy to drop a name. Ask the sales representative if you could get their name and number to get back to them after you have followed up with those that are “getting amazing results” from their product.
2. Price deadline: “You will need to sign up for our service today to get the price break, if not I will not be able to offer this pricing again.” This is a typical pressure sell. In some cases this is true, but in most cases this is not. If the service provider truly wants you to purchase their product, they will work with you at the same price at a later date. Don’t be forced into something without taking the time to weigh out the pros and cons. Do your research.
3. Focused pressure: “You’re not interested at this time? So you are telling me you would not be interested in growing your business.” Here is the “focus” portion of “hocus pocus focus.” The sales representative knows that you have a desire to grow your business as a practitioner and that statement is hard to reject. So they focus in on your desire to grow your business to make the sell. Do not give into this without taking the time to do the research. To me, this is the sales representative more focused on the sell over the actual benefit of the service they are providing.
So the next time you listen to sales representatives on the phone, think “Hocus Pocus Focus.” Be careful. As a real estate practitioner there are many obstacles in your business, but one of the largest obstacles is the expenses you incur to maintain, expand, and market your business. Be protective and stand guard to those that may try to take advantage. Saying this, there are incredible services out there for practitioners to take advantage of for the previous purposes. Be careful, listen closely, ask for and follow up on references and you will minimize your risk when signing up for a particular service.
Now it is time for my final act, I will make this coffee in the cup next to my computer disappear. Hocus pocus!
Jeremy Williams of Keller Williams Realty NE in Kingwood, Texas specializes in the residential real estate market of Kingwood, Atascocita, and Humble, Texas. Visit his Web site at www.williams4yourhome.com.