"I didn’t invent the principles of selling, I was just smart enough to apply them and make them my own." – Floyd Wickman

Dialogue selling is the art of knowing what to say and how to say it at the right time in any real estate situation. When you are able to use history-proven dialogue with the right intent and with enough people consistently, you can accomplish anything you want.

Principle #1

Fear of loss is a greater motivator than opportunity to gain.

Floyd says:

If you want someone to want something, show them the benefits. If you want people to act and act now, show them what they might lose if they don't. 

When you show them what they might lose, use their numbers, because their numbers are more believable.

Principle #2

Facts with emotional words.

Floyd says:

Most of the time we are selling to a couple, and opposites attract. If one of them makes decisions based on logic (facts, stats, data, benefits, etc.), the other one makes decisions based on emotion (drawbacks, life without, the opposite of a benefit).

Whenever you show them a fact, use phrases like, "prevent you from making a mistake", "avoid a tragedy", "not cost yourself a small fortune".

Principle #3

Never tell people something you can also show them.

Floyd says:

Seeing is believing. A picture is worth a thousand . . .  dollars! Whenever you want to make a point, always back it up with a visual. The right visual with a few well-chosen words will always get you further than just the words.

Principle #4

Questions

Floyd says:

Questions keep you in control, and keep the conversation going. Being a good listener shows people you care about what matters to them. The difference between telling and selling is asking questions.

When you are qualifying, learn how to ask questions conversationally, and in a progressively gutsier order. Start with the questions that are easy to answer and work your way up to the difficult ones. Never make more than one or two statements in a row without throwing in a question. Okay?

Principle #5

Break your presentation down into parts or steps.

Floyd says:

Parts, steps, numbers or ingredients make you look organized to the logicals, and easier to grasp for the emotionals. They also help you stay on track.

Principle #6

Tracks

Floyd says:

Scripts only work when the customer has their half in advance. Instead of memorizing scripts, use tracks. A track is a series of things you want to accomplish in a scientific order. Use your own words and develop your own unique selling style. Just take things one step at a time and stay on track.

Now that you know the principles, be smart and apply them to every presentation.

The Floyd Wickman Team blog by Mike Pallin