Death of the hard sell

Take a service-based approach

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, most agents pounce on the opportunity to explain how they are 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.