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The Person To See™ Blog

Tim in Action

JLL RBC 2017 195

Piercing through all of the noise

Three Things That Matter When Trying to Stand Out. Uniqueness, Uniqueness and Uniqueness

Coming up with real differentiators is tough. It is no surprise then, that those who invest the time to discover what makes them unique have both an easier time selling themselves and enjoy far more success than those who do it the way it’s always been done.

Problem is…

“Man will do anything he can to avoid the hardest of all labors. Think for himself.”

  • Thomas Edison, American Inventor

I do a lot of work in the real estate industry and I see this pitfall all the time. Here is how it usually goes:

  • Broker is invited, along with 3-4 other brokers, to do a pitch
  • Each team is given 60 minutes to make their case
  • Every pitch follows the same format:
    • Intros which typically takes 10-15 minutes depending upon the size of the team
    • Overview of market conditions. Another 15 min/li>
    • Presentation of service offerings (i.e. What we are going to do for you) 20 min/li>
    • And a 5 to 10-minute wrap up on what makes the broker and his/her team unique/li>

How do you think the potential client is feeling after the 2nd pitch? Let alone after the 3rd, 4th and 5th. Yikes!

What if the broker and his/her team had the courage to flip things upside down?

Start with a bold Agenda Statement:

  • “We’re going to be very brief on the introductions because you would not have invited us in if you didn’t think we had the credentials”-5 min tops.
  • “Next, we know everyone else has talked about the market, so we are going to be brief and highlight the top three drivers in the market” – 10 min
  • “We are going to spend the next 45 minutes explaining why we are unique.”

Boom!

That will wake them up for sure. As a matter of fact, if the broker is prepared to deliver on this promise, he/she could even go last and still blow the competition away. Problem is, for most people this is too much work and too scary.

There are three areas that offer opportunity for differentiation:

  • Services
  • Results
  • You (or your team)

You can focus on one, two or all three. One word of caution. Don’t put pressure on yourself to come up with something that only you have. You don’t need to have something as unique as a Google algorithm. Don’t let perfection be the enemy of good. Good is good enough.

A lot of times your enthusiasm that you are sharing something unique is, in fact, your uniqueness. Enthusiasm is contagious.

Discover your uniqueness and sell it with gusto and you just might find yourself pulling away from the competition. Don’t let a little hard work scare you off.

Remember, YOU are YOUR best bet!

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