Goals are the absolute key to success. But the uncomfortable fact that is ignored is that the goal-setting process fails for 98% of real estate salespeople, who don't earn a respectable living. As a result, they go into debt and are forced to leave the business for economic reasons.
According to the NAR, realtors earn a total of $9,000 before expenses after two years in the business. Thirty-four percent of these realtors leave the business after five years.
It doesn't have to be this way. Eliminating high turnover and improving sales performance by 50% to 100% is easy when agents follow a proven strategy—a strategy we've fine-tuned over the last 25 years.
The Achilles' heel in all training and personal growth programs is the human element. Sales managers are generally closed-minded to new ideas and lack the tools to train properly. Paradoxically, many salespeople don't think they need to be trained.
Such behavior is quite normal, and studies in neuroscience prove most of us resist new ideas with every fiber of our body. Most salespeople only change their direction when the pain of staying where they are becomes unbearable. By then, it is generally too late.
The good news is we can replace bad habits with good habits. The bad habits don't go away, but they are replaced with behaviors that become better habits. Our system has proved itself over time and is based on spaced repetition and holding salespeople accountable. Otherwise, nothing changes long term! There are no quick-fix magic bullets when it comes to personal growth and sales training.
Yes, goal setting is the key to success, but the starting point for all goals is a vision and a need. Once salespeople learn how to trigger the motivation to meet needs, they begin to understand the goal-setting process. Focusing on needs, and being held accountable weekly, will increase and even double sales.
A need is:
- Personal, urgent
- Irritating, nagging
- Immediate
A goal is:
- Imaginary, theoretical
- Dependent on more planning and deep thinking
- Dependent on ownership
Which has a better chance of being acted on, a pressing need or a goal?
By satisfying needs, you'll get your salespeople in action and keep them focused. So, let's work with our sales teams to make sure they are well-positioned.
