We’ve all known agents that don’t appear to know very much yet they make money. How is it that these agents can do well without having the proper knowledge? The answer may surprise you and relate to the expression “perception is reality”. You can be the most knowledgeable and efficient agent in your area, but if people don’t perceive you as being good, you won’t make much money. Conversely, you can be terribly inefficient and lack critical knowledge, but if people perceive you to be professional, you can still make a lot of money. According to psychological studies, people are motivated to select the person they want to do business with based on the following:
- Visual Input 55% – What you see or feel represents 55% of the reason a client makes a decision to work with you. These visual cues include:
(a) Facial expression
(b) Dress and grooming
(d) Eye contact
- Vocal 38% – What your prospects hear comprises 38% of the reason they decide to do business with you. The way you say something may actually be more important than what you say. Vocal cues include:
(a) Tone of voice
(b) Vocal clarity
- Content 7% – It’s remarkable that only 7% of the reason that your clients choose you has to do with what you know.
(a) Your knowledge
Remember, people don’t care what you know until they know that you care.