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6 minutes reading time (1230 words)

Educating Tom – The Right Words.

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ChrisArnold

Sunday, 05 June 2022

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Educating Tom - The Right Words.

Tom - as in Tom Ferry. Guru of real estate sales training.

I've never been much of a fan of his work. We don't have many ideas in common.

This might have a lot to do with the fact that he is the epitome of a salesperson, in a sales culture.

"If you're in sales, you're always competing." was one of his early pronouncements.

Competition, in my world, kills it for realtors/estate agents.

Competition invites a comparison from a potential client that doesn't know a great agent from a huckster - too often the latter 'wins'.

Simon Sinek refers to it as "playing an infinite game - where there are no defined rules and the 'participants' can change how they play the 'game' at any time, and for any reason."

"When we lead with a finite (competitive) mindset in an infinite game , it leads to all kinds of problems, the most common of which include the decline of trust."

There's the real estate industry in a nutshell.

No trust!

So back to Tom.

Plenty of free resources, but much like any trainer, you have to pay for the good stuff. Problem is the good stuff isn't all it might be and you have to pay to find that out. Usually around $1400/ month to begin.

Scanning the Better Business Bureau site, numerous complaints were logged about his organisation. The "money-back guarantee" reviews make for somber reading.

Many centered on the quality and compatibility of the available licensed 'trainers'.

So, I was somewhat skeptical when a client of mine forwarded me a Tom Ferry video/podcast.

The guest was Phil M. Jones, author of Exactly What To Say.

The headline "Objection Handling with Dignity and the 6 P's of First Impressions" sounded somewhat typical of salespeople, in a sales culture.

I've always countered "objection handling" with the need to do a better presentation.

People Tell Me No - What Should I Say?was a blog I wrote about this very subject, nearly four years ago.

But, Phil Jones started with promise.

"The difference between the good and the great is that those who do great, know the importance of the critical conversations, the importance of finding the right words at the right time..... and do it in a way that is laced with integrity as opposed to the sleazy, slimy that is often associated with real estate."

He continues: " People need to feel good about the decision they make, today, tomorrow, six months, 24 months into the future and that's the world we now live in."

So far, so good.

Then, an interjection from Tom "I've been referred to as the 'Intel Chip', I speed things up for everybody and that's what you do."

Alarms bells primed and ready to ring.

Speeding things up is all well and good when you're directionally correct. If you do questionable things faster, that doesn't benefit the potential client.

Then, we get into role play and it was fascinating to watch Tom struggle to win the discussion.

"You're hard to role play and do objections with." said Tom of Phil, at the end.

And he was.

Because he wasn't overcoming objections, he wasn't using scripts, he was genuinely interested in where the conversation could go.

It reminded me of one of my favorite books, Thank You For Arguing , by Jay Heinrichs.

"Persuade on your terms" - through framing.

In essence, framing deals with one side refusing to accept the opponent's definition of what the issue is about and then submitting your own. You define the issue in your terms.

It was hard not to be impressed with the logic of Phil's argument on discounting his fee whilst achieving a premium price for Tom's home.

"I'm confused - you want me to discount my price in order to help you not have to discount your price?"

The importance of finding the right words, at the right time is, as Phil mentions, critical to persuasion.

It's something far too few realtors even think about and because of that, they allow others to do their thinking for them.

"If you cannot write well, you cannot think well. And if you cannot think well, others will do your thinking for you." - Oscar Wilde

It's the basis for much of the estate agency training available these days. Telling agents how to think and what to say.

Nobody likes to be sold.

Instead, persuade.

Destroy the option of the potential client saying No.

"People think that success in selling is embellishing the option of Yes - it's not, it's about destroying the option of No."

Helping reach the conclusion without pressure, without scripted responses and without manipulation.

"What's important isn't me telling you, but you figuring this out."

"It's not, here's three good reasons why you should sell right now, it's ONE good reason why we don't want to stay in this house one more day."

The Six P's of First Impressions?

Looks at possibly a video where the agent tries to impress.

Perspective, Problem, Pain, Possibility, Pleasure, Plan - watch the video, here's the link.

At the end, Tom is keen to agree that having a plan, a call to action, is essential.

"We have a 7 step plan - First, schedule an appointment"

"No, No, No", you don't start by asking for an appointment."

Thankfully, Phil dismisses that as premature.

"Click the link and let's get to know each other" is his sage recommendation.

Patience.

Something tells me is lacking in Tom.

"The second mouse gets the cheese." is another great analogy from Phil.

Letting others rush in and hustle their worth. Letting others get told No.

It's a great video. I have watched it several times.

Here's my problem:

Will it persuade Tom to change his hugely successful business from an aggressive, dynamic sales culture, founded on scripts and what other agents have done? Into one that more softly persuades and attracts, rather than one that interrupts?

I'm not holding my breath.

There's a quote from Ayn Rand on the wall behind Tom in his studio.

"The question isn't who is going to let me; it's who is going to stop me."

Kinda suggests an arrogance and low regard for permission, that will be hard to temper.

Which is a shame.

Because for all his irritating qualities and ideas, I can't help but like the man.

But to conclude, from Phil Jones' book, this nugget:

"If you want to prompt a near-instant decision, then frame the options with the "there are two types of people narrative. The little voice in their head immediately wonders which one they are and they wait with bated breath to hear the choices."

Here they are:

The millions of realtors that compete by striving to be better than each other.

That small group of realtors that stand out by being different from the rest.