Mastering the complex lease
Keeping assets occupied is the name of the multifamily game. It may be called leasing, it's still a matter of selling your community to prospects. So what does Jeff Thull, best selling author of Mastering the Complex Sale have to say? Here's a 10-point primer.
Every sale is not a good sale. About 35 percent of all sales are bad sales. In one way or another, they leave the customer disappointed or the seller with excess costs and diminished returns. Often salespeople are so concerned with "getting the order" that they write business that is not good for themselves, their company or the customer.
Walking away from a situation that is not profitable for anyone is the right thing to do. It requires that the salesperson become comfortable with both hearing and saying "no" and moving on to the next opportunity. When professionals move on, they open themselves more quickly to higher levels of opportunity and success.
Spectacular success is always preceded by unspectacular presentation. Traditional selling maintains that if the salesperson is clever enough to say all the right "sales stuff," he or she will be successful. This is far from the truth. Sales professionals know that the preparation put into understanding the customer and his or her industry is vital to success. Understanding the customer's critical issues and dissatisfactions-and recognizing the business opportunities that arise from them -- takes research time and dedication.
Do not allow the customer to self-diagnose.
