In commercial real estate sales and leasing, it is ever so common to hear an agent or a salesperson criticise the competition in the presence of the client. Whilst you may not like the competition agents in your local area, the criticism in the presence of the client is ill advised.
Having competition around you is not a bad thing, and respect for your competitors will be professionally sensible. It is that professionalism that the client needs to see as part of your presentation and connection with them.
When an agent criticises another fellow competitor, the following situation evolves with the client:
- They can see that you are not as professional as you should be
- They see your negative attitude shine through and view it as a weakness
- They start to assess your actions and presentations more critically
The best agents and the top agents in your area are not concerned with the competition. They are only concerned about the personal brand they present to the marketplace and the clients that they work with. Professional attitude is part of that we’ve all prospects and clients. When they are in the presence of clients, personal image and credibility really matters.
If the client comments regards any of your competitors, it is better to take the approach of acknowledgement and respect. Your professionalism is at stake and the client is assessing your ability to handle your presentation and sales pitch. They will test you. If you criticise the opposition or competition, you are more likely to lose the listing than win the listing.
To build credibility in your sales presentation it can be very productive to refer to the other agents locally. Do so in a positive way and then a highlight your different approach to the marketing and negotiating of commercial property currently. Show your client how your marketing efforts are unique can be much more successful in this current prevailing economy. Relevance and knowledge in the marketplace are the keys to the process. Show your differences and highlight the advantages to the client.
The clients and customers that we work with when selling and leasing commercial property want to appoint the agents that are professionally positive and successful in their marketing. Criticising other agents only produces a negative image in the clients mind. The best agents don’t criticise.
If you are as good as you claim to be, the other agents will be of no consequence to your services and client interaction. Build your sales presentation and listing pitch on the back of consistent professionalism and let the client see that.