Service Outsells Sales…
I hear a lot of time to compete on value. In my own business, there are people who are trying so desperately to garner clients, that they cut their commissions significantly just to do a trade. Many people out there, will charge 1% on a listing if you work with them on a purchase. There are 48,000 Toronto real estate agents and lets face it, many of them don’t deliver a high level of value.
Then there are the chosen few. The agents who are in high demand. The agents who get called for many appointments. The agents who are quite busy. I’m proud to say that I’m one of those agents. So what causes this effect??
I wanted to look at my own purchase process. Not for a property… but for a car. Let’s see if there are similarities…
My car hunting started over a year ago. I’m one of those buyers that likes to know as much as I can when I’m spending large sums of money. Some of my research including the New York Auto Show, going to different dealerships, crowd sourcing on Facebook and of course online shopping. Auto trader and Google helped me with getting a gauge on pricing and car specs.
Aside from all the “independent” work I did, the common thread through this purchase process was Leslie Wong from Parkview BMW. Leslie isn’t the typical “car sales guy” that is so iconically stereotyped. Leslie is a family guy, with an infectious pleasantry and almost too non-abrasive style. He is the type of guy that you can picture wearing a chef’s hat barbecuing in the back yard or taking his daughter on his shoulders and walking through the CNE (Les… if you’re reading this, please don’t take offence, just trying to paint an image).
What I appreciated about Leslie, is that he never tried to “close” me. Leslie was helping me in an educational process. He knew his product, understood his offering and listened to his customer.
Interestingly, through this year long car hunt, I came across great deals and was recommended different sales reps along the way. A lot of people I spoke to had a guy at BMW or dealt with the dealership as a wholesaler. Many people wanted to connect me and “hook me up”. Leslie kept delivering value. Answering my questions, taking my calls and helping me along the way.
When it came down to it, I wanted to see Leslie get this sale. I ended up spending more than my budget and I’m now behind the wheels of an Alpine White, BMW X5 35D with all the bells and whistles. And I couldn’t be happier.
My deduction… service outsells sales. In my own business, I’m going to continue operating the way I do. I’m not your sales rep… I’m your real estate advisor. Your consultant on all things real estate. Your friend in the business. I may make mistakes from time to time, but I’ve got your back. I negotiate harder than anyone I know and I know the downtown and the east end like the back of my hand.
At the end of the day… Leslie and myself aren’t that different. We compete on value. In the service industry.. the value we deliver is the level to which we serve.
Some pics of my new BMW are on my Instagram and Facebook. One above too.
For all things Real Estate… we’re here to help!