Colin Sprake shows why finding the emotional reason behind a customer's request beats just finding the stated need. In a real estate role-play, one agent lists features while another uncovers that a buyer wants security for her kids after dealing with an unstable landlord, then tailors her pitch to that fear instead of the checklist.
I'll teach you something very quickly tonight which I don't normally do at this event on sales. This is what most people teach you. Find the need, you agree. Find the need of the customer. I'm good on time. Okay, so find the need of the customer. How many of you have heard that before? Okay, this is what I teach. Find the true need. What's the difference? What's the difference? Okay, good. Yeah, good. To have and have to have as opposed to what you, your opinion of what they need. Getting close. Getting closer. Okay, thank you very much. What does it say? It comes down to when you hit the emotion. So people say, give me an example. So I'll give you an example if you can. See, I do a lot of training in the realtor in the real estate industry. So, so let's just say I go to Brian. Any realtors in the room? Any realtors? That's unusual. I have no realtors. No one too scared to say yes. The good realtors would have jumped out of their chairs. Okay, so the key thing is so not a bad thing. But. So if I'm going to go to Brian to buy a condo and let's call Brian. So Brian's realtor A, and it's Yona, Yona's realtor B. So if I go to Brian first and I'll say, brian, I'm I'm looking for a condo. He says, colin, what are you looking for? Well, two bedroom, two bathroom, Cloverdale, close to the schools. Elementary schools. Great. He writes it down. Colin, thanks very much. Great meeting. Off he goes. I go to Yona and Yona says, colin, what are you looking for? 2 bedroom, 2 bathroom, close to schools. Why close to schools? Well, I've got two kids. So where do you live now? No, I live in a kaos. You live in a house now, you move to a condo. What do you want to move from a house to a condo for? Just keeps on asking questions. She'll get down to. The real reason why I want a condo is I can't afford the house I'm living in because I'm renting. So I want to buy a condo so that I can have a secure roof over my kids head because the landlord keeps on wanting to sell and keeps on putting the thing on the market and driving us crazy. And it drives my kids crazy emotionally. So now if Yona and Brian phone me and leave a voicemail, this is two typical voicemails between need and true need. So if Brian phones me and he says, hey Colin, it's Brian. Thank you so much for meeting earlier in the week. I found you four two bedroom, two bathroom condos close to elementary schools in Cloverdale. I'd like to take you out on Saturday afternoon between 2 and 5. Give me a call back. Let's make a meeting or tell me it's convenient. Put the phone down. Pretty average Realtor Yoana on the other hand phones me and says the following to me or leaves me a voicemail. Hey Colin, it's Yana. I found some amazing properties for you. They're in Cloverdale. I cannot wait to assist you to get a roof over your kids heads, get you out of that situation with your landlord. I can show you four condos on Saturday, two bedroom, two bathrooms in Cloverdale between 2 and 5. Who do you think I'm going to phone back? But most of us don't do this. Most of us only go to the need because clients only tell you what they need. But right below that need and deep down is emotional reason why they want it in the first place. That makes sense. Do you have a question, Deborah?
Just a comment that because I did sell real estate for a while and a lot of agents would just say buyers are liars.
Yeah.
And it really boiled down to that. They weren't qualifying, they weren't asking enough questions.
They weren't asking enough questions. That's the whole thing. So that's what happens with most. With most, sadly enough with most realtors, they don't ask enough questions. Actually just forget about realtors. Most salespeople don't ask enough questions. They don't really know why people even want to buy their product. Sam.
