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Stop Selling The Reasons, Sell The Results.

By Vaden Hoffman, February 04, 2014 | Read this 32 Comments
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Why is this such a valuable piece of information you ask? For anyone who studies the psychology of sales they understand that we are motivated by rewards rather that rationale. If consumers acted (Purchased) rationally… cigarettes, alcohol, ice cream, and the shake weight would still be sitting on store shelves.

Don’t believe me? What are the REASONS one would buy cigarettes?….Cancer, emphysema, bad breath, yellow teeth, addiction, loss of money, the wonderful reasons go on and on.

NOW, what are the RESULTS of buying Cigarettes? pleasure, satisfaction, image, etc.

Ok great, so what does this mean for MY BUSINESS?? Luckily any business, anywhere can make a conscious shift to stop selling reasons and start selling results. Here’s how it WILL work in Real estate:

YOUR LISTING:
Reasons: location, price, well built, year built, sq footage, etc
Results: Family time in a large living room, great backyard for BBQ and parties, Neighborhood that says something about your status, investment, space, etc.

Takeaways: When showing your next house, focus more on the results of the property. Don’t worry about year built, new/old roof, square footage, etc as selling points. Instead paint a picture in their mind of how incredible life will be in the new home. Mention the RESULTS of the large kitchen rather than “It’s a good size kitchen.” Instead of saying “Large backyard with a deck” give them a visual of their housewarming partY in the warm summer.  How nice it will be to have their kids birthday outside rather than the party destroying the inside of the house.  As you can see, you’re working with the same space, the same house, but it’s your job as an agent to transform the reasons behind every aspect of the home into a result that will drive them to make an offer.

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