Discover why less is more in real estate persuasion and how focusing on concise, relevant information can improve your success rate. Learn effective strategies from London Business School professor Niro Sivanathan to make a stronger impact with your prospects.
When you're trying to convince a prospect to see things from your perspective, you may think that presenting as much evidence as possible will strengthen your case. But, according to London Business School professor Niro Sivanathan, you'd be wrong.
The Information Overload Problem
Humans can only process so much information at once. When we get bombarded with too many details, our brains start to struggle. To cope, we quickly sort the input into two categories: diagnostic and non-diagnostic. Diagnostic information is relevant and helps with decision-making. Non-diagnostic information, on the other hand, is irrelevant and just clutters our minds.
The Dilution Effect
When both types of information are mixed, dilution occurs. It’s like adding water to juice – too much, and the flavor is lost. The same happens with your message. Piling on the facts can actually weaken your argument instead of strengthening it.
Keep It Focused and Relevant
Instead of overwhelming your prospects, focus on delivering a short, concentrated argument that addresses their specific needs and interests. If you have 30 minutes with a prospect, spend the first 20 minutes asking questions and understanding their unique situation. Then, use the remaining time to make one strong, relevant point.
Quality Over Quantity
As Dr. Sivanathan suggests, stick to your strongest point and resist the temptation to overpower others with sheer volume. It's not about the number of points you make, but the quality of the information you provide. By focusing on what's truly important to your prospect, you'll make a more compelling and memorable case.
Conclusion: Mastering the Art of Persuasion
Persuasion isn't about overwhelming your prospects with information. It's about understanding their needs and delivering a clear, concise message that resonates with them. So next time you're in a meeting, remember – less is more.
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