Brokers and Agents: Revere Sales

by Jason Forrest


Jason Forrest is a sales professional, author, professional speaker, and consultant to homebuilders.

“A man who works with his hands is a laborer; a man who works with his hands and his brain is a craftsman; but a man who works with his hands and his brain and his heart is an artist.”

—Louis Mizer

Average Realtors and brokers like getting sales, but the pros revere the science and the art of selling.

Because of his love and respect for the game of football, NFL Coach Bill Walsh celebrated the science and the art of a well-executed play, whether or not the play was successful. Success to him was when his people did what they were trained to do with precision. On the other hand, a play that resulted in the desired result, but was executed sloppily, earned his correction.

A world-class coach like Bill Walsh reveres disciplined football. Reverence is a special word, conveying an intangible but intense passion and respect for something or someone. Do you revere the science and the art of a well-executed sales process?

We could add something to Louis Mizer’s quote about an artist, because the best Realtors and brokers engage at every level. Beyond the hands, brain and heart required for artistry, selling requires being present on every level – even the soul. So a man who works with his hands, his brain, his heart and his soul is a true sales professional. It is harder to be a great Realtor than it is to be a laborer, a craftsman or even an artist. As a broker, consider who you are leading. Do you come across to your team as someone who truly understands their role?

Whether you are a Realtor or a broker, you’ll be most effective when you revere and respect sales. That’s why I use the term “sales professional” instead of salesperson or sales counselor. It comes from my reverence for the role.

If you revere the science and the art of selling, you’ll still get sales, but you’ll do it with integrity. And as a broker, your sales pros will feel respected and valued. That’s a team they’re going to want to be a part of.

Reflection: To revere means to “feel deep respect or admiration for (something/someone).”

What do you revere about the art of selling? Why do you revere those things?

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. His newest book, Leadership Sales Coaching, is now available here.

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