Jake Burhans tells salespeople that a home sale is often a client's biggest financial decision, not just a transaction. Real closers know when to push and when to back off, a skill he calls sales intelligence. Compassion actually closes more deals and builds better long-term earnings.
This is a huge point, okay? Do not be ignorant to the fact that people are selling their homes in this business. And I get it, people come from different industries, phone sales, and you want to use these tactics and you do want to close and you do want to get deals. But do not be ignorant to the fact that people are selling a home. This might be the biggest sale they've ever had in their life, the most expensive thing that they ever will sell. A lot of times there's a lot of emotion tied to it, a lot of family members involved. So yes, we're always going for the one-call close, we're always pushing to close. You got to have some compassion and understand where people do need space. And you gotta toe that line. That's what I like to call sales intelligence. Understanding, hey, where do I push for the close? When do I give them space? When are they kind of, you know, fibbing that they need space and when is it real? So you have to make that distinction, but you gotta have a little bit of compassion. We're not selling workout programs here, right? We're buying houses. So understand what's going on. And in reality, you're actually gonna make more money in your business because people aren't gonna fall outta contract once you are under contract. They're gonna be real solid contracts. Actually going to get closed and get you paid. You're going to feel better about yourself, you have better reviews from your customers, and overall things will be better for you.
