On Being Patient

You may have heard the expression that patience is a virtue. Certainly in sales it's an admirable trait, but it is often misinterpreted.

Patience is not a sign of weakness or of reluctance. Actually, patience is a sign of self-control and of courage.

Asking for the sale when the customer is not ready is playing by our own agenda and not that of the customer.

Waiting until the presentation has run its course - either during one visit or on more than one, after questions and issues have been resolved, when the customer understands what they are getting and how it will help them, and then when the customer has indicated that they are open to the possibility of making a decision, that's the time to pursue the sale. Waiting for this to happen is the hallmark of patience.

Our customers won't always be ready to make a decision based on our timetable. We can be straightforward and assumptive in making our case, but patience calls for us to wait until a decision seems possible or reasonable.

It's not a reluctance or inability to ask for the sale that causes us to wait - and if it is, that's a entirely different matter that needs to be addressed.

Rather, it's a prudence that comes from asking good questions, listening well, and reading our customers so that we know when they are ready to say "yes." It is being patient.

It takes courage to be patient lest anyone should say that we are not be forceful or aggressive enough, that we're not piling up the cancellations, that we're spending too much time with a customer before getting the order.

One other thing about patience. Treating the customers according to their level of comfort in making a decision - though not necessarily accepting what they say with regard to what they want or when they want it as the absolute truth - is a perfect way to gain positive word-of-mouth testimonials and referrals.

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For more information about my consulting, teaching, and coaching services visit my website at stevehoffacker.com (click here to visit). I also maintain a blog on the real estate network Active Rain (click to access), and you can join this site and begin participating in the fun and networking opportunities by clicking here.