Are you ready to compete for new business in today’s “PUSH BUTTON” world of marketing and sales?
In recent years, I have embraced AI technology. It helps me serve clients of my commercial real estate branding and marketing firm. Every day I’m amazed by the possibilities. It’s mind blowing how these technologies will continue to help us in the future.
I’ve spoken with several respected commercial real estate leaders to get their thoughts on how A.I. and Big Data will affect the commercial real estate industry and how it relates to all salespeople. I was fortunate enough to have a conversation with Brett Hunsaker, a.k.a. Mr. Shmooze, who has managed hundreds of commercial estate brokers during the last 30 years and is known for his relationship building skills.
Q: Brett, within the next few years, everybody in direct sales will be on the same playing field for contact information and social media marketing. With the advancement of AI and Big Data groups – profiling, marketing, and sales to prospects is available with a push of a button. They will be able to reach anyone but so will their competition. How can a salesperson set themselves apart from the competition?
A: Go old school! Put yourself in the best position to meet people in person and build new personal relationships.
Direct sales used to be a handshake or professionals at dinner. Today, it has become code on a server. Both are necessary in our modern world. In this ever-evolving world of business, the adage “It’s not what you know, but who you know” has never been more accurate. Networking and building robust relationships are the linchpins of success in any field.
In today’s digitally driven world, it’s true that many salespeople are often focused on their screens rather than engaging directly with their clients. This can lead to a disconnect where salespeople are more focused on pushing their products or services rather than truly understanding and addressing the needs of their clients.
In a world where everyone has access to the same technology for contact information and social media marketing, setting yourself apart from the competition becomes crucial. While AI and Big Data tools can provide valuable insights and streamline processes, they can’t replace the power of genuine human connection.
Q: You call your approach The Science of Building Relationships. Understanding and connecting with clients on a deeper level is pivotal for fostering strong and lasting relationships in business. What are the principles that can be applied in practice?
A: 1. Creating Warm Calls: Rather than reaching out to clients with a cold, purely transactional approach, aim to establish a warm connection. This could involve leveraging common interests, mutual connections, or shared experiences to initiate contact. For instance, if you both attended the same industry event or share a passion for a particular hobby, referencing these points of connection can help break the ice and make the interaction more comfortable and genuine.
2. Placing Yourself in Natural Environments: Seek out opportunities to engage with clients in settings where relationship-building can occur organically. This might involve attending industry conferences, networking events, or even social gatherings where business discussions naturally arise. By immersing yourself in these environments, you increase the likelihood of encountering potential clients in a context where rapport can develop more naturally.
3. Cultivating Meaningful Connections: Focus on building relationships that extend beyond mere transactional interactions. Take the time to get to know your clients on a personal level, understanding their goals, challenges, and preferences. Actively listen to their concerns and aspirations, and demonstrate empathy and genuine interest in their success. By investing in these deeper connections, you lay the foundation for long-term partnerships built on trust and mutual respect.
4. Fostering Genuine Relationships: Authenticity is key in building meaningful connections with clients. Avoid approaching interactions with a purely sales-oriented mindset, instead, strive to build genuine rapport based on honesty, transparency, and integrity. Be willing to share your own experiences, insights, and seek opportunities to add value to your clients’ lives beyond the scope of your business transactions.
By embracing these four principles, you can elevate your relationships with clients from mere transactions to mutually beneficial partnerships founded on trust, understanding, and shared goals. This approach not only enhances client satisfaction and loyalty but also opens doors to new opportunities for growth and collaboration in the long run.
Q: Brett, how do you suggest building and elevating these relationships?
A: Elevating touch points in relationships involves finding opportunities for in-person interactions or meaningful personal connections alongside digital interactions. The “four P’s” approach can be the thought process for any communications or interactions with the target. Problem, Profit, Promotion, and Passion – can indeed be a valuable framework for enhancing these touch points:
Problem: Actively listen to clients to identify their pain points and challenges. Then, offer solutions tailored to addressing these issues. By demonstrating an understanding of their problems and providing effective solutions, you can build trust and credibility.
Profit: Look for opportunities to add value to your clients’ businesses by helping them identify new revenue streams or cost-saving measures. By demonstrating how your products or services can contribute to their bottom line, you position yourself as a valuable partner rather than just a salesperson.
Promotion: Support your clients in advancing their careers or achieving their company goals. This could involve offering guidance, resources, or networking opportunities that help them excel professionally. By actively promoting their success, you strengthen your relationship and become more than just a vendor.
Passion: Connect with your clients on a personal level by understanding and aligning with their passions and interests. Whether it’s through shared hobbies, philanthropic efforts, or common values, forging these personal connections can deepen the relationship and foster loyalty.
Making memorable personal touch points is crucial for standing out in a competitive market. Whether it’s through creative gestures, thoughtful gestures, or memorable experiences, putting effort into creating outstanding interactions will leave a lasting impression on clients and strengthen your relationship with them.
BUILDING BLOCKS FOR EFFECTIVE NETWORKING
Q: Where do you start your process for building relationships?
A: Know Your Client — Performing a deep dive into existing clients firms and their key decision-makers can provide valuable insights and opportunities for business growth for both the existing client and target clients. Here’s a structured approach to gathering relevant information:
Associations and Memberships: Identify any industry associations or professional groups that the company or key decision-makers are affiliated with. This can provide insights into their interests, industry trends, and potential networking opportunities.
Top Suppliers and Consultants: Research the primary suppliers and consultants that the company works with. Understanding these relationships can offer insights into their strategic partnerships and potential areas for collaboration.
Top Clients: Determine who the company’s top clients are. This information can help you understand their customer base, industry focus, and potential referral opportunities.
Top Competitors: Identify the main competitors in the industry. Understanding the competitive landscape can help you tailor your approach and identify ways to differentiate your offerings.
Review Their Online Presence: Thoroughly review the company’s website, social media platforms, and any available annual reports. Pay attention to recent news, updates, and achievements, as well as their overall messaging and brand image.
Create Cross-Selling Info Piece: Based on the gathered insights, develop a cross-selling information piece tailored to the specific needs and interests of the client. Highlight potential synergies between your products/services and their current operations, emphasizing the value proposition and benefits of collaboration.
By compiling and analyzing this information, you can better understand your clients’ businesses, identify additional opportunities for engagement, and enhance your marketing and sales efforts effectively.
Q: How can salespeople elevate their business relationships by embracing the personal touch?
A: Embracing the personal touch in business relationships is not just a nice add-on, it’s essential in today’s high-tech landscape. While technology enables us to connect globally at the click of a button, it’s the personal, human touch that truly sets salespeople apart and strengthens relationships.
Be Genuine and Personable: Authenticity is key. Show genuine interest in your clients and colleagues. Take the time to listen to their needs, concerns, and interests. Building rapport on a personal level lays a solid foundation for fruitful business relationships.
Remember the Details: Pay attention to the little things. Remembering personal details such as birthdays, anniversaries, hobbies, and interests shows that you value the relationship beyond just the business aspect. Consider using your CRM system (most salespeople use their CRM system as a phonebook) to keep track of these details The more details that you capture will help build that relationship faster.
Thoughtful Gestures: Small acts of kindness can go a long way. Send handwritten notes expressing appreciation, congratulations, or sympathy when appropriate. Surprise your clients with thoughtful gestures like sending a personalized gift, tickets to an event they would enjoy, or arranging a lunch meeting at their favorite restaurant.
Shared Experiences: Find common ground beyond the boardroom. Discover shared interests or hobbies and leverage them to deepen connections. Organize activities or events where you can bond over mutual passions, whether it’s a golf outing, attending a concert, or participating in a charity event together.
Personalized Gifts: Show your appreciation with personalized gifts that resonate with the recipient. Consider their preferences, hobbies, or aspirations when selecting gifts. For example, if a client is a sports enthusiast, signed memorabilia from their favorite team could make a memorable impression.
Celebrate Milestones: Acknowledge important milestones in your clients’ lives or careers. Whether it’s a promotion, a new baby, or a company anniversary, sending a congratulatory message or a small token of appreciation demonstrates that you value their partnership beyond the transactional aspect.
Maintain Regular Communication: Stay in touch with contacts regularly, not just when you have something to sell. Check in periodically through emails, phone calls or in-person meetings to see how they’re doing, share relevant industry insights or resources, or simply catch up over coffee. Keep them updated on market trends, relevant news, or any opportunities that may interest them. Consistent communication helps nurture relationships over time.
Networking Events: Attend industry-related networking events, conferences, and seminars. This provides opportunities to meet potential clients, investors, and other professionals in the field. Make sure to follow up with contacts after the event. If there’s not a networking group or association, that makes sense, I always found it beneficial to create my own networking events one that I particularly like and used often I call principal to principal mixer, bringing my clients together and creating my own business of business network.
Join Industry Associations: Become a member of relevant industry associations such as the Commercial Real Estate Development Association (NAIOP), International Council of Shopping Centers (ICSC), or local Chamber of Commerce. These organizations often host events and offer networking opportunities.
Utilize Social Media: Leverage platforms like LinkedIn to connect with prospects, share industry insights, and engage in discussions. Join industry-related groups and participate actively. Hire an expert to help you be the best in your social media program.
Volunteer Work: Get involved in community or industry-related volunteer work. This not only helps build your network but also demonstrates your commitment to giving back to the community.
Host Workshops or Seminars: Organize educational events on topics relevant to your target audience. This positions you as an expert in your field and allows you to connect with potential clients in a meaningful way.
Client Appreciation Events: Host events or dinners to show appreciation to existing clients and strengthen relationships. Encourage clients to bring along referrals or potential leads.
Referral Programs: Implement a referral program where you incentivize existing clients or contacts to refer new business to you.
Strategic Partnerships: Identify other professionals or businesses that complement your services (e.g., architects, contractors, financial advisors) and establish strategic partnerships. This can lead to referrals and collaborative opportunities.
Cold Calling/Warm Calling: While cold calling can still be effective in some cases, focus on warm calling by leveraging existing connections or referrals to initiate contact with prospects.
Personal Branding: Build your personal brand by showcasing your expertise through blogs, articles, or speaking engagements. This enhances your credibility and visibility within the industry.
CRM System: Utilize a Customer Relationship Management (CRM) system to track interactions, set reminders for follow-ups, and manage your relationships effectively.
By selecting and implementing a combination of these strategies, new salespeople can develop a comprehensive relationship plan to foster connections, build trust, and ultimately lead to business growth in the competitive commercial real estate market.
In the era of AI I wanted to see how Brett’s responses fared compared to the training ChatGPT received.
Q: How can I create better personal relationships in my sales position?
A: Prioritize In-Person Interaction: While digital communication is convenient, nothing beats face-to-face interaction when it comes to building trust and rapport. Make it a priority to attend industry events, conferences, and networking gatherings where you can meet prospects and clients in person. Take the time to engage in meaningful conversations and build genuine connections.
Focus on Personalized Service: With automation becoming more prevalent, personalized service is becoming increasingly rare and valuable. Take the time to understand each prospect’s unique needs and preferences, and tailor your approach accordingly. Show genuine interest in their goals and challenges, and demonstrate how your products or services can address their specific needs.
Emphasize Relationship Building: Building strong relationships is key to long-term success in direct sales. Focus on building trust and credibility with your clients by consistently delivering value and exceeding their expectations. Keep in touch regularly, even when you’re not actively selling, to maintain the relationship and stay top-of-mind.
Provide Value Beyond the Sale: Instead of focusing solely on closing the deal, focus on providing ongoing value to your clients throughout the entire sales process and beyond. Offer resources, support, and expertise that help them achieve their goals and overcome challenges. By positioning yourself as a trusted advisor rather than just a salesperson, you can build deeper, more meaningful relationships.
Differentiate Through Authenticity: In a world where everyone has access to the same technology and information, authenticity becomes a powerful differentiator. Be genuine and transparent in your interactions with clients and let your personality shine through. Authenticity builds trust and makes you more relatable, helping you stand out in a crowded marketplace.
Invest in Continuous Learning: Stay ahead of the competition by continuously learning and adapting to changes in your industry. Keep abreast of emerging trends, technologies, and best practices, and invest in professional development opportunities that help you hone your skills and stay relevant in a rapidly evolving landscape.
AI, it appears, is being trained by the best, by Mr. Shoomze himself. By prioritizing in-person interaction, personalized service, relationship building, authenticity, and continuous learning, you can set yourself apart from the competition and achieve success in direct sales, even in a world where technology levels the playing field.
CHALLENGES AND SOLUTIONS
The path to networking success isn’t without its challenges. Overcoming reluctance, finding time in a busy schedule, and maintaining the sincerity of connections in a digital age are common hurdles. Solutions include setting clear networking goals, dedicating time each week to relationship-building activities, and always prioritizing quality over quantity in your connections. The goal of networking remains the same: to be the person others think of when they need a solution.
CONCLUSION
The art and science of relationship-building are more about quality than quantity. It’s about making genuine connections, understanding the person behind the business card, and nurturing those relationships over time. Networking and building relationships are indispensable tools for any professional looking to thrive in today’s business environment. By adopting a strategic, thoughtful approach to how we connect with others, we can unlock doors to opportunities that were previously unimaginable. As we continue to embrace digital advancements, let us not forget the power of personal touch in business relationships. After all, in a world where everyone can reach anyone, being memorable for the right reasons is what truly sets you apart.
If you want more information about Brett’s relationship building ideas check out the book that features him, called Mr. Shmooze.
Interested in Empower Your Commercial Real Estate Brand with AI?
In the realm of branding, design, and marketing for commercial real estate, AI is a game-changer. The key is about how you implement it. As you navigate this landscape, understanding how to leverage AI across all aspects of your strategy is crucial.
Here’s how you can enhance your commercial real estate brand with AI:
Consult with AI Experts: Seek out professionals skilled in AI, data analytics, design, and marketing to craft comprehensive strategies.
Harness AI Tools: From data analytics to design software, leverage AI-powered tools for insights and efficiency. There are a variety of available tools to enhance your ads, listings, social media and more.
Data-Driven Decision Making: Use AI algorithms to inform branding, design, and marketing decisions based on audience behavior and preferences.
Personalized Experiences: Utilize AI to create tailored experiences for your audience, from property showcases to marketing campaigns.
Automation for Efficiency: Streamline repetitive tasks across branding, design, and marketing processes with automation tools.
Stay Ahead of Trends: Keep your team updated on AI advancements and industry trends to maintain a competitive edge.
Blend Digital Innovation with Personal Touches: Infuse digital strategies with personal interactions to build genuine connections with clients and customers.
Consistent Branding and Design: Ensure a cohesive brand identity and design language across all touchpoints, with AI insights to guide refinements.
Measure and Optimize Performance: Set clear goals and track key metrics across branding, design,
and marketing efforts, optimizing strategies with AI analytics.
Encourage Collaborative Creativity: Foster collaboration among team members to ideate, innovate, and execute impactful branding, design, and marketing campaigns.
Ready to join the technology revolution with AI-driven strategies to enhance your commercial real estate brand? For expert guidance across AI-powered branding, design, and marketing, connect with me for 15-30 minute free discovery call — https://calendly.com/tingencreative/brand-discovery.