Industry NewsNews Brief

Death of the hard sell

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Can you tell people what you do, in one or two sentences? This is commonly known as an elevator speech. In a time where self-promotion has become tarnished as a business strategy, how can you create "promotional moments" for your business? Alexandra Seigel of coined the phrase "promotional moments" to describe that moment of opportunity when someone has a problem for which you have a solution. When someone indicates he or she is thinking about buying or selling a home, many agents would pounce on the opportunity to explain why he or she is the right person to get the job done.To convince the person that this is true, they may say, "I'm the No. 1 agent in this area," or "I work for the No. 1 real estate company in our area." Today, these strategies actually push potential clients away rather than motivating them to do business with you. What's the best way to handle a promotional moment? First, dump the hard sell. ...