Call Reluctance No More

If you think you're the only one with misgivings about the telephone, think again. In an internal memo from 1876, Western Union -- the fabled telegraph company -- had this to say:

"This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us."

A memo written, no doubt, out of fear.

It seems we've feared the phone for a very long time. You know what I mean.

And so I pose a question:

Why is it that so many agents have "call reluctance"?

• My theory is that we spend so much time on the phone every day that we become concerned that we're going to "bother" someone. And I'm not necessarily talking about "cold calling." I'm simply talking about follow-up phone calls or calls to people who know and like us.

• The other reason that no one dares mention, of course, is fear of rejection. "What if the people I call are angry or rude to me?" We have all experienced that concern at one time or another, but ask yourself: What if they were angry or rude? What's the worst that could happen? They could hang up … or, if they are really rude, you could.

• Or how about this one: "I just don't have time to make calls!" That's a copout, because as you know, it's less about time management and much more about self-management. You don't want to make those calls you know you should be making, so you don't make the time … and then talk yourself into believing you just can't fit it in with everything else that's demanding your limited time.

We all are given the same 24 hours in a day. Isn't it amazing how some agents accomplish so much in that brief span? Here's the difference between successful agents and everyone else: Successful agents do the things unsuccessful agents won't do. It's really that simple. Especially in this market, you not only have to work smarter, you really have to work a little harder.

You also have to believe your service has real value to existing and potential clients.

Some agents don't pick up the phone because they don't believe in their own value. When I trained new agents, I asked them to write down what I refer to as their value proposition. For example, I'd ask them to answer the question, "Why should I list with you?" Many new agents can't answer that question. They'd say, "I don't know. Good question. I'm new, why would you list with me?" Remarkably, even experienced agents sometimes struggled to answer that question.

If you don't believe in your value, you won't talk to prospects. Nor will you ask for business when you meet a prospect, or a friend, or even a family member. I have often heard, "I don't want to be pushy!" Don't you want your friends and family members to buy or sell through you? Who else will take better care of their interests than you?

All of these fears keep us from reaching our financial goals.

In this market, you really need to find the people who are motivated to buy and/or sell. That means simply talking to more people. Real estate is a numbers game and a people business. We get so focused on the people part of the business that we forget about the numbers. If you are working with non-motivated people, you are wasting your time and damaging your ability to make more money and take your career to new levels.

I have often mentioned the concept of agents becoming the CEOs of their own business. It's a mindset -- and a practiced way of life -- that can pay rich dividends.

Think of yourself as a small business. Let's say you were opening a pizza parlor. If you served five people and they raved about your service and told several more people, wouldn't that be great? But would it keep the doors open or pay for the pizza ingredients or the help? NO. You still would need to do more volume. It's no different with your real estate business. As the CEO of your own mini-business as an independent contractor within a brokerage firm, you have to make sure that your sales volume is high enough for you to be profitable.

You can put this proven method to work in your real estate career today: