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The Book Every Real Estate Agent Needs To Read

Jimmy Mackin

Jimmy Mackin is the co-founder of Curaytor, a full-service digital marketing company specializing in Facebook marketing and advertising...

Jimmy Mackin is the co-founder of Curaytor, a full-service digital marketing company specializing in Facebook marketing and advertising...

Oct 17 4 minutes read

"The single biggest problem in communication is the illusion that it has taken place." 

- George Bernard Shaw 

At the core of being a great marketer, salesperson and real estate agent is your ability to communicate the value you add to your prospects, clients and team. 

I first discovered Chris Voss through Michael Port's podcast Steal The Show

Voss applies his experience as a former FBI lead hostage negotiator to everyday interactions. 

Here's why this is a #gamechanger for us: 

Communication is one of those undeveloped skills (like management and interviewing) that we just assume we're good at because nobody tells us otherwise. 

Voss' book Never Split The Difference provides clear and actionable advice. Once applied, it can have an immediate and profound impact on your ability to drive change. 

Here are 3 of my favorite takeaways from the book: 

1.  The No-Update Update 

Voss explains that we either communicate when we have good news or bad news.  That creates unpredictability in the minds of the consumer, thus resulting in unnecessary anxiety.  

Tip #1: We need to begin to condition ourselves to become predictable.  That means, we need to start communicating when we have good news, bad news and no news.

I use a techinique called the "no-update, update email".  


2.  Replace Yes With No

We are conditioned to say no.  

You drive to the mall, park your car, walk into the store and you're greeted by the smiling sales rep that asks "Can I help you today?" -- 

Your instinctive response is, "No. I'm just looking." 

Tip #2:  Turn your "Yes" questions into "No" questions

Replace: "Is now a good time to talk?" with "Is now a bad time to talk?" 

Two things will likely happen: Either they will say, "No," which helps you overcome the first barrier to any sales call, keeping the prospect on the phone. Or they will say, "Yes," and give you a valid reason which will increase your likelihood of a follow up conversation.

"Yes, now is a bad time to talk but I'm available at 6pm". 

Your prospective clients will feel obligated to give you a reason compared to just shutting you down. 

You'll marvel in amazement in how simple changes to common questions can have a profound impact on performance.

3. That's Right > You're Right  

When we are either too polite to get into a disagreement or we simply want the conversation to end, we use the phrase "you're right."

You're Right = Leave Me Alone. 

We think we're convincing the person to change their behavior.

We're not. 

We're appeasing them. 

Their behavior doesn't change. 

Tip #3: Voss coaches his clients to use empathy to achieve a "That's Right"

"That's Right" is a verbal confirmation that the prospective client knows we understand their problem from their point of view.

It leaves the other person feeling that they've been undersood. 

Changing the way we communicate requires practice. As Voss explains, it requires us to develop new neurological pathways in our brains for it to become a habit.

Breaking these bad habits can be hard. But once you've overcome them, you can unlock the huge benefits of being a great communicator.

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