The Best Sale Is The One Not Made

bill cosby hat“Decide that you want it more than you are afraid of it”
~ Bill Cosby

lao tzuThe Chinese military sage Lao Tzu never said anything about selling. But if he did, he might have said this: “The best sale is the one not made.”
In other words, the easiest, most-profitable sales happen when your current clients buy from you again OR they send you a hot, pre-qualified referral.
In either case, little or no selling is required on your part. So, anything you can do to encourage repurchases and referrals is an extremely valuable activity.

Here are 3 ways to “sell without selling” by earning more repurchases and referrals.
(By the way, a repurchase; could mean a second home, investment property — you get the picture)…

1. Surprise gifts
What do you deliver, in person or by email/snail mail, to pleasantly surprise your BEST clients?
Nothing? Uh-oh. Fix that. Start by mailing a simple, hand written (or at least hand-signed) thank-you note.

2. Welcome package
What can you do to make sure that new clients get the most from their relationship with you?
Here’s a hint: Think of all the questions new clients usually ask you. Now answer them in writing. Then send that “how to” guide to clients along with a thank you card. Etc…
Clients will appreciate your thoughtfulness and get better results with what you’re selling – two ways to ensure a repurchase or referral later.

3. Something extra
Beyond any surprise gift or welcome package, what can you do for clients that will delight them?
Don’t have the time or money to mail your clients gifts? You can at least email them links to helpful articles, with the message: “Saw this, thought of you.”

Bottom line: The best sale is one not made. Anything you can do to “sell without selling” – by fostering repurchases and referrals – is among the very BEST uses of your time and energy.


Thanks for allowing me to rant…

bill cosby gol“In order to succeed, your desire for success should be greater than your fear of failure.”
~ Bill Cosby


About Lance Berwald, Coldwell Banker Burnet

I am a real estate aspirant and scholar. Always seeking to learn more about an every changing world and industry. Come and seek the truth about life, real estate and what motivates us each and every day!
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