Inspiration

The Secret of Turning a NO into a YES

The RAT (Rawlings Agency Tip)

If you have ever been surfing, you’ll know that there are always a few small unsurfable waves between the good ones. Whilst these are a temporary disappointment, you know that sooner or later you’ll be able to catch a big wave. You certainly don’t give up as you know that for every, say, five small waves is one great one. It’s the same with fishing, snooker, darts, and chat-up lines, as well as a host of other situations that require a combination of skill, perseverance and maybe some luck.

However many estate agents overlook the importance of perseverance, and simply give up after their first attempt to secure an instruction, get a price reduction, or protect their fee. This weakness is a well-documented sales phenomenon. Analysis suggests that 44% of salespeople give up after asking for, or defending, something for the first time; 22% give up after the second attempt, 14% after the third and 12% after the fourth time of asking. So 92% of agents give up before they have tried five times. And yet, for those who hang in there and reach the fifth attempt, some 60% of clients/prospects will reward your tenacity by accepting your argument.

This does not mean that you have to bully or push (unless you work for Foxtons or course). It usually means simply rephrasing your request and/or presenting it in a different way and/or at several different times. Try it, and keep count. I promise it works!

Happy surfing!

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© Richard Rawlings 2010
Richard Rawlings is the founding director of Estate Agency Insight, which specialises in helping estate agencies harness opportunity through innovative method, marketing, publicity, and training. He can be contacted at or on 0845 838 1354.

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