Danielle Kennedy posted on October 17, 2009
For 30 years I have been engaged in sales, sales training, and acting in theatre and film. My educational background is speaking, writing and acting. It came in very handy when I became a real estate agent a few decades ago. “To act” means “to do.” The most admired actor is the actor that is alive and not on automatic pilot. Also very true for the authentic salesperson. In the newest edition of How To List and Sell Real Estate—Dominate Every Turn of the Market, (Cengage/Thomson Learning, 3/2010), I devote an entire chapter to how acting techniques can help you make the connection with your prospect.
Your biggest challenge with all prospects is to get to the truth as fast as you can. If the prospect is willing to tell you the truth about their circumstances, you will make a solid connection. Your transactions will close and you will build a lifetime customer.
How do you make that connection? Study the prospect. The actor reads the script multiple times before beginning any memorization process. Then he writes a full biography about the character. It’s called a “back story” in theatrical circles. With each read through the actor looks for clues about this character. He searches for common denominators between the character he will play and himself. Does the role require understanding the experience of death, divorce, falling in love, being a parent, etc? The actor searches for that part of himself/herself that experienced those circumstances. If such experiences are not a part of the actor’s history, then he taps into his imagination. Imagination is the “what if” or “as if” factor. Compassion plays an important part of “as if.” You may not know the pain of losing a spouse, or having a financial breakdown, but your sense of compassion and imagination will supply you with those emotions. Both imagination and experience play a big part in role preparation.
You, too, must study your script. But your script is not pages of words. It is a real human being with needs and wants. And your best method of study is first to listen intently. Listen more than speak. And ask very specific questions. As you listen, you may discover you are both Midwesterners originally. Yes, people from the same parts of the country do have an instant kinship. This factor alone can begin the process of making the connection. So the question: “Where were you originally from?” may be the question that moves you closer to connecting with this strange prospect. As you build trust, the questions become more personal: “Is this a monthly figure you would feel comfortable with?” “Would you consider working exclusively with me to fulfill your housing needs?”
An actor does not put a role “on its feet” during rehearsal until much preparation is accomplished. The script is read dozens of times. The back story is written. With each read-through, the actor is asking himself more questions about the circumstances. Consumate actors are fanatics about preparation. Brad Pitt has been quoted to say that he spends a minimum of 3 hours of preparation per page of script. Robert De Niro is always “off book” (Completed a back story, memorized the script,etc) on the first day of shooting. This type of preparation allows the actor to truly come alive in the moment once the camera rolls or the audience appears. He is free “to do.”
If you listen, ask the right questions and then merge all that you’ve learned with a thorough knowledge of the inventory, financing, location, countless amenities ,etc, you will be ready to put your presentation “on its feet.” You will find yourself taking the prospects to the right houses in the perfect location and in their specific price range.
You listened and then acted upon truthful information. You, too, are ready for your closeup! Lights, camera, action!