Presentations – People Don’t Care What You Know Until They Know You Care

Make it personal.

Believe it or not, the single most important reason people do business with you is rarely because of your ability to get the job done, or because of your knowledge of the market. It’s almost always because the client likes and trusts you.

People don’t care what you know until they know you care.

The most important questions you can ask a client aren’t about real estate. Long term relationships are built when your client feels comfortable with YOU.

Clients are most likely to feel the most comfortable with you when there are common interests. For example, by asking questions about their family, occupation, recreation, and plans for the future (FORBES), you build much better rapport as you get to know your client on a personal level. Also, don’t forget, most people like talking about themselves.

About 75-80% of your efforts in developing relationships with your clients should be attributed to selling yourself by getting to know your client. To do that, you must ask as many questions as possible.

What’s the best way to begin building rapport by finding common ground? In every situation, with every buyer and seller, use the following phrases:

“If you don’t mind, I’d like to ask you a few questions to help me determine how I can help. That way I can be specific with the information and suggestions I believe will best meet your needs (goals, objectives, expectations).”

Asking permission is not only respectful, it’s also the best way to take the lead or establish control. Take the time to really get to know your clients. It’s the most important part of any presentation.