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88 S*
effectively. I find out exactly what it is he needs by getting real specific. Then I eliminate all houses but one that seems to fit him most and call him. I'm anxious to show it to him. Its terrific. I have exhausted the whole book and this one is for him. We go out. I know that this man is tired from having been shown too many houses by real estate salesmen who wanted to take him on the 'tour.' Not many were concerned to find him ONE house that suited him.
5 "Another thing I try to do in making a sale is to point out the differences in a home ... its good features as well as the bad ones. If the back yard is triangular and pieshaped plus a little cramped, tell him so right off. If that third bedroom is really too small and would make a better sewing room — tell his wife that too. This builds up his confidence in you and soon the buyer is leaning on you for advice instead of looking for things wrong with the house. In time I am able to eliminate all but one home and when I do I sell him that one. (Sometimes the buyer buys a home over Bill's objections to it and later finds out Biggerstaff was right. This buyer can't send him enough prospects from then on.)
9 "I always try to take the husband and wife out together to look at homes. I have found out in my few years of real estate selling that even though the husband likes a home, the wife has to approve it. This makes two trips! Why not cut it down at the beginning?
7 "I always try to take any reasonable offer to the seller. A lot of salesmen miss this point. A house is
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priced at $19,500 and the prospect I t am showing it to likes it and offers I $17,500 tops. Some sales-people let i that go and begin showing them more i homes. I make sure to take this reasonable offer to the seller and tell him I have sold his home for $17,500 and i would he like to buy it back and try i to sell it at a higher price. For that is actually what he is doing when he turns down the offer. Sometimes, not all the time, you make the sale.
8 "Never get into an argument with the customer. This is a rule every salesman knows, but I still hear my colleagues argue a customer down 'because I know real estate and don't tell you how to make bottle tops in your factory.' This is a 'maybe' approach I use with a good deal of effectiveness when a customer points out some minor detail which he seems to feel is important. I always say: 'Mr. Bell, that may be true as you have pointed out. However, I wonder if you have considered . . .' and we flatter him first for having seen something he is proud of having discovered. Then we switch his thinking for him.
9 "I always check with the salesmen around our main office to learn what they think of a home before I I ever show it. This may sound like a lack of confidence in my own judgment, but I have always found I learned something from discussing a | house's points with the rest of the staff. The Nichols sales staff knows I do this constantly as I first told them at a sales conference where I was invited to speak and discuss my sales methods. Then, after I have learned all about the home, I'm ready to show it to a prospect. But first I tell him