You already have your most powerful selling tool

As a Realtor®, your presence is your most powerful selling tool, according to author and speaker Todd Cohen, CSP.

Cohen said to be successful, Realtors® need to have have “great listening skills,” and that agents should not strive to fix problems or solve issues before the client can fully express their concerns. Realtors® should be “very mindful of listening skills, maintaining eye contact and being someone who demonstrates an understanding of body language,” he said. “Tone of voice is crucial,” he added.

“A good Realtor® who is aware of their behavior and keeps the clients’ interests first is a Realtor® who is present. Being on time is being present. Paying attention at the closing table and not texting or taking calls is a present Realtor®. Being ready to show homes based on your knowing of what your client wants and doing your homework is being present,” he said.

Cohen stressed that Realtors® should not put their own agenda first, and should avoid “trying to solve objections that don’t exist, overselling and being afraid to ask for something, such as the order, the next step or anything that moves the sales forward,” he said.

“Showing me a product that will not meet my needs is not being present,” added Cohen.

Cohen again stressed listening more than speaking, and acknowledging your clients’ questions and concerns before offering a response.

“Presence is a skill and it is silent. If you are not a self-aware person, you will not be present. If you have a good understanding of when you are present, you will see a marked difference in how people react to you and whether they respond to you in a positive way,” added Cohen.

Cohen is an accomplished and sought-after speaker, sales culture expert and author of Everyone’s in Sales and Everyone’s in Sales; STOP Apologizing.