Survive & Thrive!Survive & Thrive!

Larry KendallLarry Kendall

Evolve Evolve oror

Dissolve!Dissolve!

The Goal of Ninja SellingThe Goal of Ninja Selling

“Increase your income per hour so you can have a life!”

Ninja SellingNinja Selling

“A User-friendly

Selling System”

Stop Selling!Stop Selling!

ProactiveProactiveTrusted AdvisorTrusted Advisor

What is a system?What is a system?• You can hand it to someoneYou can hand it to someone• Gives predictable resultsGives predictable results• Regardless of personalityRegardless of personality• Regardless of market Regardless of market

On-Purpose RealtorOn-Purpose Realtor

““On-Accident” RealtorOn-Accident” Realtor

Ninja Sales ProcessNinja Sales Process • Connection Connection • InformationInformation• Presentation Presentation • SolutionSolution

Strategy 1:Strategy 1:

Know your customerKnow your customer

High Net Worth IndividualsHigh Net Worth Individuals($5,000,000 to $500,000,000)($5,000,000 to $500,000,000)

7% - Doctors7% - Doctors

8% - Lawyers8% - Lawyers

9% - CEO/CFO 9% - CEO/CFO

55%55% - Self-employed - Self-employed

79% 79%

High Net Worth IndividualsHigh Net Worth Individuals($5,000,000 to $500,000,000)($5,000,000 to $500,000,000)

• ““Language of business”Language of business”• Over-achieversOver-achievers• Creative/people skillsCreative/people skills• ““Street smart”Street smart”• ““Market smart”Market smart”• Use “Trusted Advisors”Use “Trusted Advisors”

Wealth vs. IncomeWealth vs. Income

““Stressed Affluent”Stressed Affluent”

““Big Hat – No Cattle”Big Hat – No Cattle”

Survey of Buying DecisionsSurvey of Buying Decisions

15%15% Lowest PriceLowest Price

5%5% Highest PriceHighest Price

80%80% ValueValue

PricePrice QualityQuality

Generally, people will:Generally, people will:• Pay less for “commodities”Pay less for “commodities”• Pay more for: Pay more for:

quality services, quality services, skills, skills, adviceadvice

People are willing to pay People are willing to pay $ for two things:$ for two things:

• Solve a problemSolve a problem• Feel GoodFeel Good

• ““Pain” & “Pleasure”Pain” & “Pleasure”

Strategy 2:Strategy 2:Attract!Attract!

• Pursuer–distancer dancePursuer–distancer dance• Add value – every timeAdd value – every time

Two keys to Two keys to adding value:adding value:

• Solve a problem (pain)Solve a problem (pain)• Feel good (pleasure)Feel good (pleasure)

““Most Americans have Most Americans have everything they need, and everything they need, and

most everything they want. most everything they want. Except time.”Except time.”

- Seth Godin- Seth GodinPurple CowPurple Cow

Strategy 3:Strategy 3:

Position yourself as aPosition yourself as a “ “Proactive Proactive Trusted Advisor”Trusted Advisor”

3 Keys to Success in Sales3 Keys to Success in Sales(Yale University Research - 1958)(Yale University Research - 1958)

• TrustworthinessTrustworthiness

1. Consistent look 1. Consistent look

2. Verbal & non-verbal cues2. Verbal & non-verbal cues

• Confidence/CompetenceConfidence/Competence

• Connection – listening skillsConnection – listening skills

Strategy 4:Strategy 4:ConnectConnect

• Greet & meet - separateGreet & meet - separate• 3 Steps3 Steps• Ask F.O.R.D. questionsAsk F.O.R.D. questions

F.O.R.D.F.O.R.D.• Family/FriendsFamily/Friends• OccupationOccupation• RecreationRecreation• DreamsDreams

We use F.O.R.D for:We use F.O.R.D for: • Rapport BuildingRapport Building• ProspectingProspecting• NegotiatingNegotiating

Three StepsThree Steps(This order!)(This order!)

• EnrollEnroll• AcknowledgeAcknowledge• Who you areWho you are

Strategy 5:Strategy 5:The First 2 MinutesThe First 2 Minutes

(“Grand Openings!”)(“Grand Openings!”)

• ConnectConnect• Take control - processTake control - process

Your customer:Your customer: Controls the decisions.Controls the decisions.

You:You:Control the process.Control the process.

Ninja Sales ProcessNinja Sales Process • Connection Connection • InformationInformation• Presentation Presentation • SolutionSolution

Strategy 6:Strategy 6:InformationInformation

• Ask questionsAsk questions• Pay attentionPay attention

Activate Prior LearningActivate Prior Learning

5 Buyer Questions5 Buyer Questions1.1. Own your home? How long?Own your home? How long?2.2. How many homes purchased?How many homes purchased?3.3. What was your process?What was your process?4.4. How did that work for you?How did that work for you?5.5. Know how real estate works here? The current market?Know how real estate works here? The current market?

BebeBebe

Socratic method!Socratic method!

(ask questions & listen)(ask questions & listen)

““Time of possession?”Time of possession?”

During Information Phase: During Information Phase: “Read the customer.”“Read the customer.”

• Personality typePersonality type• Learning modalityLearning modality• Motivation – pain/pleasureMotivation – pain/pleasure• ““Language” Language” • Truth & TrustTruth & Trust

Quality of Quality of

CommunicationCommunication

7% - Words7% - Words

38% - Pitch, Tone, Tempo38% - Pitch, Tone, Tempo

55% - Body Language55% - Body Language

Body Language BasicsBody Language Basics Professor Bill Acheson, University of Pittsburgh

We have 3 “brains”We have 3 “brains”

• HeadHead

• HeartHeart

• StomachStomach

Pay Attention!Pay Attention!• Body position, breathing, skinBody position, breathing, skin

• Eyes Eyes

• Voice – tone, volume, tempoVoice – tone, volume, tempo

• Speech - predicatesSpeech - predicates

• Language – “from/toward”Language – “from/toward”

• GesturesGestures

Men & Women DifferencesMen & Women Differences

• Eye ContactEye Contact

Men – 77%; Women – 81%Men – 77%; Women – 81%

• Decision MakingDecision Making

• Listening Skills Listening Skills

Nodding – understand/agreeNodding – understand/agree

Head TiltHead Tilt

Amateur DeceptionAmateur Deception• Eye ContactEye Contact

Pupils dilatePupils dilate

Downward glance Downward glance

Rapid blinking Rapid blinking

““Darting” eyesDarting” eyes• VoiceVoice

Vocal hesitancyVocal hesitancy

““Truth” languageTruth” language

Raises vocal pitchRaises vocal pitch

Amateur DeceptionAmateur Deception• Body Body

Electrical energy - adrenalinElectrical energy - adrenalin

Skin color changes and or perspirationSkin color changes and or perspiration

Escalated breathingEscalated breathing

Dry mouth – lick lipsDry mouth – lick lips

SwallowingSwallowing

Fidgety hands or “foot grinding”Fidgety hands or “foot grinding”

Lower body turns toward openingLower body turns toward opening

Hands over mouth – talks through handsHands over mouth – talks through hands

Professional DeceptionProfessional Deception• Eye ContactEye Contact

Too much contact – over 90%Too much contact – over 90%

Eyes dilateEyes dilate• VoiceVoice

Hyper fluency – “slick”Hyper fluency – “slick”

Raises vocal pitchRaises vocal pitch• BodyBody

Gesture package changes – covers handsGesture package changes – covers hands

Lower body turns toward openingLower body turns toward opening

High Net Worth IndividualsHigh Net Worth Individuals(Body Language)(Body Language)

• ““Relaxed (non-anxious) presence”Relaxed (non-anxious) presence”

• Relaxed muscles & breathingRelaxed muscles & breathing

• Emotionally detached – backward leanEmotionally detached – backward lean

• Spreads out – takes spaceSpreads out – takes space

• Asymmetrical body position – foot upAsymmetrical body position – foot up

3 Learning Modalities3 Learning Modalities

• Visual – 60%Visual – 60%• Auditory – 15%Auditory – 15%• Kinesthetic – 25%Kinesthetic – 25%• Eye movementsEye movements• Voice – tempo, predicatesVoice – tempo, predicates

Personality ProfilesPersonality Profiles • Power People (D) Power People (D) • Party People (I)Party People (I)• Peace People (S) Peace People (S) • Perfection People (C) Perfection People (C)

Information Phase Information Phase Now we know:Now we know:

• Personality typePersonality type• Motivation – pain/pleasureMotivation – pain/pleasure• Learning modalityLearning modality• ““Language” - match Language” - match • Decision strategy/processDecision strategy/process• Truth & TrustTruth & Trust

Jack TaylorJack Taylor

Ninja Sales ProcessNinja Sales Process • Connection Connection • InformationInformation• Presentation Presentation • SolutionSolution

Strategy 7:Strategy 7:PresentationPresentation

• Present “solutions”Present “solutions”• Add value – pain/pleasureAdd value – pain/pleasure• Differentiate Differentiate • Match personalitiesMatch personalities• Socratic Selling Socratic Selling

3 Modes of 3 Modes of CommunicationCommunication

• Command (telling)Command (telling)• Question (dialogue)Question (dialogue)• Sharing (story/metaphor)Sharing (story/metaphor)

““Time of possession?”Time of possession?”

Blah! Blah! Blah!Blah! Blah! Blah!Blah! Blah! Blah!Blah! Blah! Blah!

3 Learning Modalities3 Learning Modalities

• Visual – 60%Visual – 60%• Auditory – 15%Auditory – 15%• Kinesthetic – 25%Kinesthetic – 25% (Hit on all three!)(Hit on all three!)

Powerful PresentationsPowerful Presentations• Showing is better than telling. Showing is better than telling. • Asking is better than telling.Asking is better than telling.• It matters who says it.It matters who says it.

*Homes Listed and Sold on Northern Colorado’s Multiple List Service Copyright © 2007 The Group, Inc. Real Estate

Fort Collins Housing MarketResidential Listing Inventory

5,806

7,1427,593

6,3596,661

6,325

5,7465,717

7,499

6,593

6,017

4,008

3,109 3,165

4,0593,6743,8553,834

4,1753,821

4,0873,701

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06

Homes Listed

Homes Sold

External DialoguesExternal Dialogues&&

Internal DialoguesInternal Dialogues

““Pretend States”Pretend States”

Strategy 8: Solution Strategy 8: Solution “Green Light” Selling“Green Light” Selling

““Green Light” SellingGreen Light” Selling• Stop Selling!Stop Selling!• Handle fears in advanceHandle fears in advance• Present a solutionPresent a solution• Open “Gate of the mind” Open “Gate of the mind” • Soft closesSoft closes

Keith HuntsmanKeith Huntsman

What are a buyer’s three What are a buyer’s three greatest fears?greatest fears?

• Losing the propertyLosing the property• Missing somethingMissing something• Paying too muchPaying too much

Strategy 9: Strategy 9: Buyer Interview Buyer Interview

ProcessProcess(Page 10)(Page 10)

““Funnel” ProcessFunnel” Process

““Funnel” ProcessFunnel” Process

Key Points:Key Points: • ““Elimination vs. selection” Elimination vs. selection” • ““Don’t miss anything”Don’t miss anything”• ““Don’t pay too much”Don’t pay too much”• Draw it! Be visual!Draw it! Be visual!

10 Step – Buyer 10 Step – Buyer Interview ProcessInterview Process

1.1. Greet – Connect & ControlGreet – Connect & Control2.2. Meet – separate locationMeet – separate location3.3. Five buyer questionsFive buyer questions4.4. Buyer packet/agencyBuyer packet/agency5.5. ““Funnel” processFunnel” process

10 Step – Buyer 10 Step – Buyer Interview ProcessInterview Process

6.6. Scale of 1 – 10Scale of 1 – 107.7. Cash? Loan? Sell house?Cash? Loan? Sell house?8.8. 2 pieces of paper – 3 things2 pieces of paper – 3 things9.9. What & why?What & why?10.10. If we find it . . . (story)If we find it . . . (story)

Strategy 10: Strategy 10: Converting BuyersConverting Buyers

(Prospects - Customers - Advocates)(Prospects - Customers - Advocates)

(Page 11-14)(Page 11-14)

Strategy 11: Strategy 11: The Seller ProcessThe Seller Process

(Page 15 -21)(Page 15 -21)

What are a seller’s three What are a seller’s three greatest fears?greatest fears?

• Selling property too cheapSelling property too cheap• Paying Realtor too much Paying Realtor too much • Property not sellingProperty not selling

““Sweet 16” Sweet 16” Listing QuestionsListing Questions

Power of a Power of a “Prelisting Package”“Prelisting Package”

• Explains the processExplains the process

• Overview of the marketOverview of the market

• Introduces/pre-sells youIntroduces/pre-sells you

• Differentiates youDifferentiates you

““Would you like to see Would you like to see your odds?your odds?