By Gil Davis
If you are like most salespeople, your selling record will go through a series of peaks and troughs which will look something like the graph below:
In this example, the average income to the office is approximately $16,500. Now imagine you could get rid of the down bits – those months where you are lucky to make a single sale. Your income would go up enormously.
So what goes wrong? Why can’t you make lots of sales each and every month?
The answer is simple. When you have got listings, you work hard at them because they are the immediate focus of your attention. This is good because you make the sales, but bad if you stop doing the things necessary to get more listings.
The secret is consistency, and that requires a disciplined approach to your week irrespective of the number of listings you have at any given time. You have to allocate a certain amount of time to a range of listing-related activities WITHOUT FAIL in EVERY week. What those activities are depends on you and your office.
My listings were based around open-for-inspections and referrals, and this made it easier to combine listing and selling. I spent Saturday and Wednesdays doing OFIs, following up people who had inspected (every one!), and seeing my vendors. Mondays I chased people who had left a work number and wrote a comprehensive letter giving feedback on the inspections – this was a useful way of demonstrating to the vendors that I had left no stone unturned and that I really had followed up everyone. It is amazing how many of those people who said they were “just looking” turned out to be potential vendors. The rest of the week was shared between sales and listing activities, such as writing ads and editorials, appraisals, following up past clients and so forth.
I would not go home any day until I had completed some listing-related activity.
A further problem is comfort level. Sadly, most sales people reach a level of activity that suits them. So if they have worked hard for a few weeks, they are actually rather happy to then have a bit of a rest. Unfortunately, it subsequently takes a while to get going again because they have nothing in the pipeline.
Believe me when I say it is much easier to list when you have just made a good sale or two. If you want to limit how much you work, you should simply be more selective about what business you take on in terms of the saleability of the property (i.e. vendor motivation and price).
You also should aim at raising the bar slowly over time to accomodate your skills, planning and endurance. I reached an average of two sales per week, year in, year out. It is possible if you work at it.