Real estate agents are essentially salespeople and, as such, must understand that rejection is part of the business.
If prospective clients responded positively to everything, agents would be demoted to basic order takers and their value – and compensation – would decline as a result. Realty practitioners can justify their commissions because they provide solutions when none seem apparent or readily available. Handling rejection with panache is critical in order to succeed.
Still, research shows that most sales associates actually bail out before a transaction closes because they do not deal well with rejection – 44 percent quit at the first sign of resistance. Another 22 percent give up after the second “no” from a prospect; 14 percent stop trying when a prospect turns them away a third time; and 12 percent are finally discouraged by the fourth “no.”
Those statistics account for 92 percent of sales professionals, meaning that 8 percent continue to pursue a sale after the fourth rejection.
Unfortunately for most practitioners, studies also reveal that the majority of sales (60 percent) close after the prospect has said “no” at least four times. Those 8 percent of agents and salespeople who stick to their guns rejection after rejection are the ones who are there when a prospect finally comes around – and they are the ones who successfully land listings.
WASHINGTON – Sept. 19, 2011 –
Source: Realty Times (09/16/11) Zeller, Dirk
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