EXECUTIVE AGENT MAGAZINE OCTOBER 2019 ORANGE COUNTY

EXECUTIVEAGENT MAGAZINE

Penny Pattillo Executive Agent of the Month

Inside Features Richard Lee Todd Picconi

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ORANGE COUNTY BRANCH 320 Commerce | Suite 100 | Irvine, CA 92602

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EXECUTIVE AGENT OF THE MONTH

Penny Pattillo COMPASS

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Inside Features

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Richard Lee

Todd Picconi

Nationwide Real Estate Executives

Todd Picconi Real Estate

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ORANGE COUNTY - OCTOBER, 2019

Editorials

E XECUTIVE AGENT

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MAGAZINE

Having Faith And Trust Will Lead To Success -Mark Victor Hansen

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Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 297-8323 Fax: (949) 266-8757 Fred@ExecutiveAgentMagazine.com www.ExecutiveAgentMagazine.com

ADVERTISERS’ INDEX Believe In What You Sell Or You Won’t Sell It -Pam Lontos

City of Hope..........................................................34 Finance of America Mortgage...........................2 & 27

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Kinecta Federal Credit Union................................11 Michelle Fairless Photography..............................23 NAHREP...........................................................................30

Creating A Niche -Nancy Michaels

PWR...................................................................................10

The Termite Guy......................................................3

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Ticor Title Company...................................................36 VAREP.....................................................................31

Becoming a Peak Performer -Peggy Morrow

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Photography: iPhotography Studio, Michelle Fairless Photography, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Ben Angel, John Boe, Haley Freeman, Jim Rohn, Walter Sanford, Dirk Zeller, Zig Ziglar Craig Harrison, Simma Lieberman, Chris Widener © Copyright 2019 Executive Agent Magazine. All rights reserved.

Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

Talking to Yourself -Zig Ziglar

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E XECUTIVE AGENT

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Richard Lee Specializing in Client Satisfaction Written by H. K. Wilson

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first-generation American and MBA graduate of the prestigious Hult International Business School, Realtor® Richard Lee says he learned two things from his Korean parents: a strong work ethic and the value of family.

After beginning his career in the corporate sector, Richard soon realized that the rigid structure did not fit with his intuitive people skills. He read Robert Kiyosaki’s “Rich Dad Poor Dad,” and the door opened to the exciting world of real estate, where Richard specializes in client satisfaction. “I love real estate,” Ricard says. “It makes me happy to talk to people and build relationships. I like meeting with clients face to face and really seeing them meet their financial goals. It gives me joy to help people achieve the American Dream.”

When Richard began his real estate career, he chose Nationwide Real Estate Executives in Irvine for its vibrant team atmosphere. Located just off the 5 Freeway near the Irvine Spectrum, the office is accessible and welcoming to clients. “We are big enough to have all the resources to give our clients the best service, but small enough to be more like a family. Everyone is here to help each other succeed, and I think our clients feel that.”

Born in LA and raised in the Inland Empire, Richard now lives in Orange County. While much of his real estate practice is focused in South OC, his familiarity with neighborhoods throughout Southern California equips him to guide clients to hidden gems across the region. “A lot of people want to move to the Inland Empire because it’s more affordable. Since I used to live there, I know first-hand what the different cities have to offer.”

As a young professional, Richard is proficient in the latest technologies, but he prefers to do busi-

ness the old fashioned way: face to face. “If a conversation over the phone is going to take more than 10 minutes, I’d rather just meet in person. I’ve found that the baby boomers I work with love faceto-face interaction, and with the rise of the internet, they’re getting less and less of that. I’m there for them and willing to drive to their house for appointments. I enjoy talking to people and seeing what they are all about. I like it when they share their life stories and I can really get to know someone I’m helping with a major life decision.”

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His enthusiasm and willingness to roll up his sleeves to get the job done are hallmarks of Richard’s service. He goes above and beyond what others are willing to do. “When someone is trying to sell a home, they’re expecting boots on the ground to start finding buyers instead of just putting it on the MLS and laying back. I give that level of service. I’m willing to go the extra mile to help out, whether it’s helping someone move furniture or clean out things they need to get rid of.” Richard is a keen supporter of the local Salvation Army, and he often facilitates donations to the organization by clients who are in the process of moving.

to and able to serve them in a way that makes them comfortable.”

Richard strikes the ideal balance as a professional who is energetic, educated and up-to-date on market trends, while also being client-focused.

“When someone is making their biggest financial decision, it’s important to counsel with a qualified agent who can guide them about the best route. I’m committed to my clients’ success, and I never give up on a client when times get rough. If someone is downsizing or buying their first home, I’ll be their face-to-face agent from start to finish.”

Richard’s advanced aptitude for analyzing financial markets further sets him apart from Realtors® who are less informed about investing. Richard says, “A home purchase is a huge financial investment for any individual, so any agent who doesn’t know about taxes or how to reach financial goals is not giving their clients full service.”

While earning his MBA, Richard traveled to Shanghai, where he worked as a consultant tasked with expanding the Nike sports apparel market in China. In addition to an international perspective derived from his Korean heritage and extensive overseas travel, Richard is also fluent in Korean and conversant in Chinese and Spanish. “Working in real estate, I’m always talking with people from different countries, and being able to relate culturally is a big plus. The level of respect to elders seen in Asia is different from the way people relate here in the U.S. It makes me more aware of who I’m talking ExecutiveAgent Magazine

Richard Lee Nationwide Real Estate Executives 9170 Irvine Center Dr., Ste. 100 Irvine, CA 92618 Tel: 909-921-8127 Email: RichardL@nreliving.com Web: http://richardlee.nre.cloud DRE # 02071577

Having Faith And Trust Will Lead To Success

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ExecutiveAgent Magazine

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am a big believer in goal setting. I know for sure that when you set a goal, and believe in your heart of hearts that it’s going to come true. This Universal law has been proven to me over and over again throughout the years – basically it is “ask and you shall receive.” The thing you desire the most will eventually come to fruition.

But it’s the “eventually” part that can be frustrating.

What do you do when you have been wanting the same thing for so long – maybe waiting for years – and you still don’t get it? Just hang in there, knowing that what you want is already yours.

When you know what you want and have done everything you can, the only thing you can do is have faith and trust that Infinite Intelligence is working to make your dreams a reality. Sometimes it takes a while. We have to know our dreams were ours the minute we decided we wanted them. They are manifesting themselves. We just need to be patient.

Is being patient an easy task? Not always. Sometimes it can even be depressing waiting for what we want to show up in physical form. But we have to realize if we weren’t supposed to have what we dream about then we would never have had the dream. We just need to believe in our dreams and ourselves and allow the Universe to work in its own divine time.

You need dedication combined with perspiration moving toward a destination to get your ideal realization.

In closing this week, I’d like to offer an exercise to complete in the week ahead:

So, how do you keep the faith when it doesn’t seem like anything is happening? Stay focused. Stay focused. Stay focused. Keep your mind focused on your goal. Don’t allow present circumstances to fool you into thinking that this is your future circumstance. You know your future.

You know what you’ll be doing. It’s manifesting itself right now. You just have to meet it and be ready when it arrives.

One way to do this is by “acting as if”. Act as if you are already living in your dream home. (After all, you will be). Act as if the promotion or new job you desire is already yours. (In reality, it is.)

When you wake up in the morning I want you to close your eyes and see yourself living your dream. If a new job is what you really want, see yourself arriving at that new job, smiling and ready to go to work. If a new home is your dream, watch yourself as you walk outside to retrieve the morning paper. Turn around and look at your dream house. It’s there. It’s yours. You dreamed about it.

Now it’s a reality.

Do this 10 minutes every day, first thing in the morning and last thing at night. “Act as if” until you’re living your dream.

Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen.com.

Copyright(c) 2003, Mark Victor Hansen. All rights reserved.

For information about Mark’s Keynote Presentations, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

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Todd Picconi A Master of Good Deeds Written by H. K. Wilson

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hen Todd Picconi, broker/owner of Todd Picconi Real Estate in Rancho Cucamonga, put his name on the door, he resolved to be someone people could always count on to do the right thing. A homeowner in the area for more than 30 years, Todd is a vested member of the community and a professional who is trusted by clients and peers alike.

After the tragic loss of his mother when he was only 8 years old, Todd and his sister were raised by their grandmother and Father, both Italian immigrants who, after the loss of her (his Nonna’s) own husband, had worked five jobs to raise Todd’s Father.

“They taught me to work hard,” Todd says, “and because of them, I have always tried to be a master of good deeds! I think those experiences when I was young gave me the gift of appreciating life and the people in my life more, and being able to start afresh anytime it is necessary. Recently, I’ve become more appreciative of the moment and time I’m living in. I am focused on looking for the positive. My favorite quote is, ‘Think positive; accomplish anything.’”

Todd earned his accounting degree from California Polytechnic University, Pomona and went on to apply his tireless work ethic and unswerving integrity to a career in real estate. In addition to being a successful independent broker, licensed for 27+ years, Todd is also an industry leader who served as a director for the California Association of Realtors® (CAR). “I realized that in real estate, I could earn a living while being of service to others. I love the excitement of helping create someone’s future and provide the best service possible to Buyers and Sellers alike. I like to pamper and be a team player with my Clients, as well as enhance transactions for all, ensuring only the best of everything — whether escrow services or lender services or my own service.

I like to detail expectations and let them know what is going to be happening in the process. If there is something I can do to make their experience better, I will do it. When they look back, I want them to be happy with the process and results.” Todd has a reputation within his client and Realtor® circles for playing full out. “Bringing excellence to my industry is important to me. If I have a legacy, that’s what I want it to be.”

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A consummate salesperson whose talent manifested in 7th grade when he achieved top sales in a magazine subscription campaign for Lone Hill Middle School in San Dimas, Todd’s warmth and enthusiasm are evident from the moment he says hello. While he states that he is starting to feel like a classic after 27 years of selling real estate, he also says that each day is still an adventure for him, one fueled by encounters with new people and fresh challenges.

Todd describes himself as extremely protective of the clients in his charge, especially when they have children or pets to consider. “If I’m moving you, I’m very aware of the fact that I’m also moving you physically and emotionally. I’m very concerned about the safety and compatibility of not only the house, but the neighborhood. I’ve owned a home here since 1988, and I’ve watched the area change. I have clients everywhere in the region, so I know people to ask about each neighborhood for a first-hand point of view. If someone in my family was looking for real estate, I’d be so thankful if somebody treated them that way.”

In his free time, Todd enjoys reading, journaling and cycling. He is a passionate animal lover, and his cat, Toni Picconi, who he rescued on Mother’s Day 2007, holds a special place in his heart. Above all, family is most important to Todd, and he believes that his ever-deepening bond with his family directly impacts the manner in which he serves others.

“The thing I love most about real estate is the people,” he says. “My relationships with my clients always outweigh the challenges.”

Personal service separates Todd from large brokerages where clients are potentially often passed off to underlings. He returns phone calls, listens with empathy and always delivers service with compassion. Todd strives for excellence, while also bonding and having fun with clients. “Even when I end up doing the other agent’s job, I’m fine with that, because I’m committed to my clients. They deserve the best, and I take pride in what I do.”

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Serving SoCal’s Inland Empire and Coastal Communities Todd Picconi Todd Picconi Real Estate 7211 N. Haven Ave., Suite # E442 Rancho Cucamonga, CA 91701 Tel: 909-908-7376 Email: todd.picconi@gmail.com Web: www.PicconiProperties.com DRE # 01142052

Talking to Yourself

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ne of the most moving experiences of my life took place on Sept. 13, 1997, when I was autographing books. . .One lady who asked for an autograph had such a compelling expression on her face that I knew I had to listen carefully to what she had to say. She shared with me that when she got the self-talk card that was included in one of my audiotape programs, she couldn’t even read the first list of qualities that she was supposed to claim.

Throughout her life she had been so beaten down by her family and husband that it was impossible for her to believe that she had the character and success qualities that I identified. It took two or three weeks of listening to the tapes to build herself up to the point where she could look herself in the eye and claim that she was an honest, intelligent, goal-setting person. . . .She continued to claim additional qualities until she could go through the entire list of 60-plus positive qualities. As a result, her demeanor and attitude changed dramatically. She started standing up straight, smiling, and even laughing.

Then something truly fascinating happened. Her husband watched her new attitude emerge. . .and decided

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maybe claiming the qualities could do the same for him.

He started claiming the qualities and he, too, started to change. “He especially changed in the way he treated me,” the woman told me. “Today we’re getting along better than ever and are happier than we’ve ever been.”

The first part of her story was interrupted by tears. She was very emotional. In the last part of her story, as she talked about the changes in her husband and their relationship, she smiled.

The most important opinion you have is the opinion you have of yourself, and the most important conversations you will ever have are the conversations you have with yourself. . .The reality is that you cannot consistently, consciously claim all the qualities on the self-talk card without changing.

Zig Ziglar is a beloved author and America’s motivator.

He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www. ziglar.com.

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EXECUTIVEAGENT MAGAZINE

Nomination Form Nominate a fellow REALTORÂŽ to be featured in one of our feature stories; on the cover as Executive Agent of the Month, or as a special feature story. All candidates must be nominated by a real estate professional. The selection process includes a questionnaire, personal interview, reference check and final approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of service and uniqueness of story, as well as industry and community involvement.

I Nominate: Name_______________________________ Company___________________________ Address____________________________ _____________________________________ City, State, Zip_____________________ _____________________________________ Phone______________________________ Email_______________________________ Submitted By: Fax/Email nomination to: Executive Agent Magazine PO Box 73384 San Clemente, CA 92673 Fax: 949.266.8757 Email: Fred@ExecutiveAgentMagazine.com Tel: 949.297.8323

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________

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Cover Story

Penny Pattillo Executive Agent of the Month

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Penny Pattillo Setting Your Compass to Home Written by H. K. Wilson - Photography by David Pattillo

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wife, mom, social advocate and real estate broker and investor, Penny Pattillo is a dynamic force in the Laguna Beach community. Few in the real estate sector possess her breadth of experience or depth of passion for work. As principal of the Penny Pattillo Team, Penny is expertly guiding clients who have set their sights on a home in Southern California’s sought-after coastal marketplace.

From a family of humble means, Penny put herself through college, and it is there that she encountered real estate. “I got involved in a real estate internship through a course I was taking,” she recalls. “I loved it. To this day, I really value that time in my life and find that I still use what I learned.”

Penny began investing for herself early in her career, and she eventually moved to Laguna Beach to pursue building and flipping homes. After honing her craft for more than 20 years in luxury new home development and resale markets across Los Angeles, Orange, and Riverside counties, Penny joined COMPASS, a groundbreaking real estate company that is pairing the industry’s top talent with technology to give buyers and sellers an unparalleled experience. “I could not be more excited about being part of the culture here. I love that it’s a technology company that is reinventing the real estate space. There is so much energy here, and our CEO, Robert Reffkin, is beyond an amazing leader.

Everyone at COMPASS is of his caliber and working for one goal: to make the industry better.”

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Penny has curated her own extraordinary team, which includes her husband, Realtor® Don Pattillo. Don has spent the last two decades buying, selling, and managing income properties. His knowledge of the Laguna Beach area is unmatched and he offers an insiders perspective into the nuances of each of the cities unique enclaves.

Their nephew, Realtor® Jonathan Pattillo, and two longtime friends and colleagues, Traci Landis and Bernadette Whelan, who bring an array of professional talents to the

team, including interior design and staging. This family business will soon be rounded out by the addition of Penny’s son and newly licensed agent, Ayrton Svenson.

“I am super proud of my team. They are all amazing individuals, and each contributes something special to our clients. We all have each other’s backs, and we work stronger as a team than as individuals. We also have a great creative marketing team that does our video and stop motion effects.”

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According to Penny, technology, and in particular, social media, plays an important role in helping their buyers and sellers get what they want in this competitive marketplace.

“It has made a huge impact for our clients and for us. First, it is a great way for potential clients to get to know us as people and identify if we are someone they want to work with; and second, it has made it possible for us to expose our seller’s properties to thousands who typically wouldn’t see them, and help buyers find their dream home.”

As a seasoned investor, Penny says she believes it’s

always a great time to buy real estate. “You’ll never regret it 10 years from now. We love helping our investors, and we are constantly looking for things to buy.

Part of the value I bring is that my clients can learn from my mistakes. I will tell you what not to do, or what I think is a better suggestion. Investors differ so much from coastal OC to L.A. We’ve done both, so we can recommend the best options. We represent investors from start to finish, with purchase, sale and leasing of units for the highest amount possible so they can flip in the right market.”

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This high-energy professional is up at 5:00 am every morning making the call into the 5am club with Sharran Srivatsaa, eager to take on the day. Her enthusiasm for real estate is evident not only in the results she creates, but in the fun she has while doing it. She says her profession is also her hobby, but Penny and Don still make time for European travel each year. They also enjoy spending time with their “Brady Bunch” family of five children: Ayrton and Aiden Svenson; and Noah, Jack and Paige Pattillo.

Giving back is another of Penny’s passions, and she offers generous support to numerous organizations, including

the American Cancer Society, Wounded Warriors, Laguna Food Pantry, CHOC Hospital, Laguna Beach Boys and Girls Club, and Laguna Beach School Power.

“I love helping people,” Penny says. “That is my ‘why,’ whether someone is selling a home, downsizing, moving out of state, investing, or finding their dream home, I want to create a seamless transaction and become lifelong friends.”

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PENNY PATTILLO COMPASS 384 Forest Ave., # 19, Laguna Beach, CA 92651 Tel: 949-632-2252 - Email: penny.pattillo@compass.com Web: www.ThePennyPattilloTeam.com - Facebook: fb.com/teampattillo Instagram: @penny.don.pattillo - DRE # 01031073 ExecutiveAgent Magazine

Head Shot Session 20 Minute Session Includes: Private Preview Gallery for you to choose your favorite photos 2 Fully Edited High Res Digital Downloads $150.00 South Orange County Only No refunds please Dates and locations based upon my availability

Home - Family - Head Shots - Real Estate Photography Events - Fashion - Boudoir Life Is About The People And The Moments That Take Your Breath Away

Creating A Niche

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tarbucks did it. So did Sam’s Club. For that matter, McDonald’s did, too. They carved themselves a successful business niche.

When Starbucks came on the scene, it raised coffee from a mere beverage to a culture in its own right. Warehouse clubs like Sam’s made shopping in bulk fashionable, and we all know that before McDonald’s, fast food was downright slow.

In today’s’ competitive business climate, you’ve got to separate yourself from the pack -- you’ve got to create a niche. By offering something no one else has and by targeting your business to a few select markets, you protect yourself not just from the competition, but from the twists, turns, and plunges of the economy.

Before Starbucks, coffee came in two ways: regular or decaf. Now you have your choice of latte, cappuccino, espresso... The people who have grown to depend on specialty coffee roasters for their freshly brewed cup of Columbian premium would no longer dream of plunking 75 cents into a vending machine for a watery cup of joe.

The lesson here is to create a product or service that so completely fills a need, that your customers will have a hard time imagining life before you came on the scene.

Finding your own niche is often a matter of putting a new spin on what you already do. Ask yourself, how can I differentiate my business from others? How can I create the perception that my market simply cannot live without me and what I have to offer?

1. Decide who you want your customers to be. Be specific, listing their names and companies.

2. Decide on your focus. If you have trouble, then examine the needs of your customers.

3. Match what you’re selling to what the customer wants to buy. List your potential clients’ interest, concerns, ambitions, and goals.

4. Make sure your niche is special, unlike anything else out there.

5. Make sure your niche is viable. Is there a market?

Is it a strong one?

6. Test your product or service with real people.

7. Market your business like crazy.

8. Commit yourself to your business.

9. Do it all over again when your niche has grown old. Look at where your market has been and where it’s going. And be prepared to respond to change. The secret to successful niche marketing is the ability to grow and evolve with the times.

You don’t have to be a Starbucks, McDonald’s or Sam’s to be a successful niche marketer, but you can follow their lead for doing business. Find an unmet need, or create one, then position your company to fill it. Do that, and you will have found your niche.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright© 2005, Nancy Michaels.

All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susiefrogpond.com; http:// www.frogpond.com.

In her book, “Nichecraft,” Lynda Falkenstein lays out the following steps for creating a niche:

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Becoming a Peak Performer

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hat makes someone a peak performer? You know, the kind of person who is outstanding in his job? According to researchers, outstanding individuals share certain attitudes and skills which contribute to their beyond-the-ordinary performances.

Many of these can be learned. And often we are the only ones holding ourselves back. Check yourself to see how you rate on some of these ideas of how to become a peak performer.

Affirm yourself. If you don’t believe in yourself, no one else will either. Peak performers focus on strengths and recognize their limitations for what they are, simple limitations, not personal failings. They realize that no one is perfect and so they concentrate on making their strengths as strong as possible to overcome any weaknesses they have.

Take one risk every day. In order to become a peak performer, you must be able to take risks. Daily risk-taking is a confidence-boosting exercise and a requirement for those who won’t let unrealistic fears stand in the way of their goals. Everyone feels some fear – but the peak performers overcome these fears that are unrealistic by tapping the reserve of inner strength built on taking risks regularly.

Successful risk takers build the inner strength it takes to combat unrealistic fears: fear of rejection, fear of failure or fear of the unknown. You must begin by purposely taking one risk each day. It doesn’t have to be big—it could just be driving a different way to work, or cold calling several prospects. Pick a challenge about which you feel fearful and do it anyway.

They manage their “down times” more effectively than average performers by continuing to focus on what is good about themselves, rather than what is bad, peak performers motivate themselves to approach work and life’s challenges with confidence.

Seek results, not perfection. Peak performers understand that perfectionists seem to have only two standards of performance, letter perfect or forget it.

Since everything cannot be done perfectly, perfectionists jeopardize their performance by simply not attempting any task they can’t or don’t know how to do well. Strive, not for perfection, but for excellence in everything you do.

Using reassurance and compassion, they tell themselves, “One setback does not make me a failure as a person. I can learn from this experience and succeed again”. They pick themselves up and continue to try again and again.

Learn to embrace mistakes as signals that you’re moving forward; avoiding becoming frozen in the cement of perfectionism. Remember the words of Marla Collins, “If you can’t make a mistake, you can’t make it!”

So you didn’t get that listing. Analyze what went wrong and try for another one.

Peggy Morrow, CSP, is a professional speaker and training consultant. Audiences love to laugh and learn as she keeps them involved, energized and enthused.

Copyright© 1999, Peggy Morrow. All rights reserved.

Peggy is a contributing author in the just released new book, Celebrate Customer Service-Insider Secrets.

For information about Peggy’s Keynote presentations and training seminars, please contact The Frog Pond Group at 800-704-FROG or email susie@frogpondgroup.com.

Imagine it to make it happen. Superior achievers have developed the ability to translate their goals from words into pictures. They keep this picture constantly in front of themselves to serve as a motivator.

A swimmer, preparing for an important race visualizes herself using just the perfect stroke to win the race.

Peak performers do this in their work environment, mentally picturing themselves doing all the tasks in their job at an outstanding level.

ExecutiveAgent Magazine

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W E ’ R E

A

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VAREP San Bernardino - Veterans Housing Summit Saturday · September 22, 2018 Check In 8:00AM Event 9:00AM - 2:00PM Ontario Chamber Of Commerce Education Training Room 3200 Inland Empire Blvd., Ste 130 Ontario, CA 91764 VAREP San Diego - Golf Tournament September 26, 2018 Riverwalk Golf Club 1150 Fashion Valley Road · San Diego CA 92108 View the full VAREP Events Calendar at:

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info@VAREP.net | w w w .VAR EP. n e t | 951-444-7363 VAREP IS A 501.C.3 NON-PROFIT ORGANIZATION AND YOUR CONTRIBUTION IS TAX DEDUCTIBLE. USA HOMEOWNERSHIP DBA VETERANS ASSOCIATION OF REAL ESTATE PROFESSIONALS TAX ID: 45-2458485

32

ExecutiveAgent Magazine

Believe In What You Sell Or You Won’t Sell It recently went into a store that sells expensive ergonomic furniture. I asked the price of a particular lounge chair. “About a thousand,” said the salesperson. “About a thousand?”, I questioned. “Around that.” I was browsing some other choices when she went over to help someone who had just come in.

I

Look at your inventory and mentally note or write down all the reasons someone would want to own each property at the price it is marked. When a customer asks about a particular house, find out if any of these reasons are important to them. Then sell by focusing on that reason.

He was looking at ergonomic pillows. I heard her telling him all about these $50 pillows: how the shape was good for your neck, what the interior material was composed of, about the hypoallergenic covering. She was selling this pillow as though it were a ...well, as though it were a thousand dollar chair.

A $1,000 chair may have seemed a luxury to my salesperson. But to someone in pain from a bad back, it would be well worth it. Seeing it in that perspective, the salesperson would have felt comfortable selling that chair at that price.

If you don’t believe in what you sell, you won’t sell it.

Or at least, you won’t sell it frequently as you should.

How can you possibly become comfortable selling a home for $750,000, when you think anything beyond the minimum essentials is extravagant? If you think what you’re selling isn’t worth it, that’s what will show when you try to get someone else to buy it.

There is a way to overcome this. Start looking at things from the customer’s perspective. There are plenty of people who will buy a home that costs $750,000. As a matter of fact, there are people who will pay more than they have to just for the prestige value or because of an emotional need to own a certain house. People buy things for many other reasons than price. You don’t necessarily have to figure out every customer’s motivation. Just understand that location, design, status, and comfort are all reasons people will spend more money on a home.

Every house on the market is there because there are people who will buy it. If there is not a niche who need a certain house at a certain price, it is taken off the market. This goes for extravagantly priced luxury homes as well as cut rate “fixer uppers.” Don’t second guess your customers. Sell according to their wants and needs, not yours.

Pam Lontos, CSP, MA, is one of the country’s top sales trainers and motivators. Copyright© 1999, Pam Lontos. All rights reserved. She is President of Lontos Sales & Motivation, Inc. Her seminars, keynotes, and consulting are customized to your company or association. For information, please contact The Frog Pond Group at 800-704-FROG (3764) or email Susie@frogpondgroup.com.

ExecutiveAgent Magazine

33

Our bone marrow transplant reunion is now standing room only.

Each year, City of Hope invites bone marrow transplant recipients and their families to attend the “Celebration of Life” event. It’s a joyous time during which survivors of blood cancers such as lymphoma, leukemia and myeloma embrace their health, their life and each other. It began more than 35 years ago when City of Hope created what is now one of the largest and most successful bone marrow transplant programs in the world. In fact, we’ve completed over 11,000 transplants and, according to national reports, our outcomes are among the best in the nation. The goal of curing cancer isn’t just something we work at. It’s what we live for.

If you have cancer, make us your first call. Or ask your doctor for a referral. We accept most insurance.

800-826-HOPE

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WE LIVE TO CURE CANCER. Science saving lives. cityofhope.org/bmt

11/25/13 6:02 PM

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