EXECUTIVE AGENT MAGAZINE - OCTOBER 2019 INLAND EMPIRE

EXECUTIVEAGENT MAGAZINE

Gloria Martinez Executive Agent of the Month

Inside Features Richard Hedrick Todd Picconi

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THE FUTURE OF LENDING meets

THE FUTURE OF REAL ESTATE HOW IT WORKS

loanDepot aggregates digital inquiries, pre-qualifies buyers and works with our sister company, mellohome to match them with local real estate agents!

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BORROWER(S)

LOAN CONSULTANT

CONCIERGE

REAL ESTATE AGENT

Borrower(s) complete an online inquiry and connects with Loan Consultant.

loanDepot Loan Consultant establishes relationship, gathers info, pre-qualifies the client and continues to work with the borrower until they are ready to begin their home search.

Borrower is referred to mellohome concierge team member to be matched with an expert local real estate agent.

Top local real estate agent connects with borrower and begins helping them find the home of their dreams.

Contact me to learn about what mellohome can do for you! loanDepot.com, LLC (NMLS# 174457, www.nmlsconsumeraccess.org) and mellohome (Texas brokerage license #9006745) are sister companies. (021919 178856)

RICHARD HEDRICK

NMLS# 1059650 District Manager (909) 912-7835 office (714) 400-2753 cell 3281 E Guasti Rd, Suite 550 Ontario, CA 91761 rhedrick@loanDepot.com www.loanDepot.com/rhedrick

ONTARIO BRANCH

RIVERSIDE BRANCH

TEMECULA BRANCH

SAN JUAN CAPISTRANO BRANCH

(909) 912-7810 3281 E Guasti Rd, Suite 550 Ontario, CA 91761

(951) 375-4800 41607 Margarita Rd, Suite 101 Temecula, CA 92591

loanDepot.com, LLC NMLS ID 174457. Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040.

(909) 912-7835 21804 Cactus Avenue, Suite 102 Riverside, CA 92518

(949) 799-3050 30448 Rancho Viejo Rd, Suite 250 San Juan Capistrano, CA 92675

EXECUTIVE AGENT OF THE MONTH

Gloria Martinez Berkshire Hathaway HomeServices

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Inside Features

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Richard Hedrick

Todd Picconi

loanDepotÂŽ

Todd Picconi Real Estate ExecutiveAgent Magazine

INLAND EMPIRE - OCTOBER, 2019

Editorials

E XECUTIVE AGENT

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MAGAZINE

Having Faith And Trust Will Lead To Success -Mark Victor Hansen

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Fred Arrias Executive Publisher PO Box 73384 San Clemente, CA 92673 Ph: (949) 297-8323 Fax: (949) 266-8757 Fred@ExecutiveAgentMagazine.com www.ExecutiveAgentMagazine.com

ADVERTISERS’ INDEX Believe In What You Sell Or You Won’t Sell It -Pam Lontos

City of Hope..........................................................34 Finance of America Mortgage.................................36

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iPhotography Studio...............................................23 Kinecta Federal Credit Union................................29 loanDepot®..............................................................2

Creating A Niche -Nancy Michaels

PWR..................................................................................14 NAHREP...........................................................................28

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The Termite Guy......................................................3 Ticor Title Company...................................................25 VAREP.....................................................................15

Becoming a Peak Performer -Peggy Morrow

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Talking to Yourself -Zig Ziglar

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Photography: iPhotography Studio, Michelle Fairless Photography, Rob Paino Graphic Designer: Garon T. Arrias Editorial Manager: Trudy Van Writers: Ben Angel, John Boe, Haley Freeman, Jim Rohn, Walter Sanford, Dirk Zeller, Zig Ziglar Craig Harrison, Simma Lieberman, Chris Widener © Copyright 2019 Executive Agent Magazine. All rights reserved.

Reproduction in whole or in part without written permission is prohibited. Although every precaution is taken to ensure accuracy of published materials, Executive Agent Magazine cannot be held responsible for opinions expressed or facts supplied by its authors.

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E XECUTIVE AGENT

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Written by H. K. Wilson

Richard Hedrick

“EXCELLENCE IS MY BRAND” This is how Richard Hedrick, District Manager at loanDepot, describes his 30-plus year presence in the mortgage lending sector. Born and raised in SoCal, Richard’s mother was one of the first women to make her career as a loan originator, and he grew up spending time in her office and helping with tasks from answering phones to delivering documents. He went on to earn his degree in finance with a real estate emphasis from California State University, Fullerton, and after a brief stint as a financial analyst, was called back to his mortgage roots.

Richard says that as a young loan originator, he was fortunate to encounter Arnie Sheets and his team at GMAC mortgage in San Diego. “Every person in that office was a super star, and it was a great learning experience. Arnie was an excellent mentor who paved the way for me. He was bold enough to say he guaranteed my success if I did things his way, and I grew into a nationally ranked originator. From there, I decided I wanted to lead people.

Helping others has become my calling and a fulfilling part of my life.”

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Throughout his career as a top originator and sales leader for some of the industry’s foremost institutions, Richard’s ability to inspire and develop others has contributed to his legacy of excellence. He joined loanDepot as a branch manager in 2014 and has continuously expanded the brand in the region. “I started out with nine people in one location, and we grew to about 50 people in four locations. In my new role, I’m still providing leadership to branches, with the added responsibility of recruiting and growing new locations and new territory. The biggest change is that I have more time to identify good recruits and develop relationships with them.”

Richard says he is looking primarily for people who are already successful and could take their businesses to new heights with the support and technology available at loanDepot. His recruiting challenge is that many of these professionals are not thinking about leaving the companies they are currently with. “Many are in their comfort zone and not thinking there is more they can get out of their career by working for another company, when in reality, this is the best place I’ve ever worked. I’ve been working with people who want to succeed, and most importantly, treat people well in the process. Even if they never come to work for me, maybe a fulfilling professional relationship will be the collateral benefit.”

He continues, “Technology is top of mind for a lot of people, and there is a perception that technology is the same everywhere. That’s not the case. There is a big difference in what loanDepot is doing. We’re launching new AI in the fourth quarter of this year that will essentially allow people to give us their financial documents to upload and then extract qualifying data directly from those. We can already use our automated system to digitally access income and asset information, but some consumers are still not comfortable and want to give us documents instead.

This new technology is another way to reduce the cost and time to approve a loan. The system can sign off on income and assets, making it possible to clear a loan to close in eight days, when the standard has been 30. Other companies will eventually make this transformation, but not as fast as we will. Speed and convenience are what consumers are saying they want, and we’re delivering it.”

Richard’s commitment to helping people goes beyond business and extends to his active role in the community.

He was a founding member and chairman of the board for the Interfaith Council of North Orange County, and a board member and president for Home Aid, Inland Empire.

“Being part of these organizations has been an opportunity to remain open-minded about people and how we are all different. It brings humility to see how others are living and need a hand up. For me, it’s far more fulfilling than a big paycheck, and it’s been great for my children to grow up participating in that environment and learning to accept and care for all kinds of people.”

Richard invites industry professionals to come talk with him. And be prepared — once you hear what Richard has to say, you’ll probably want to work for him. “Let’s share our successes and failures and get to know each other.

Consider stepping out of your comfort zone and into new opportunities you may not have considered before. I enjoy listening to people, holding them accountable and helping them to grow and succeed. There’s nothing more fulfilling than that.”

Richard Hedrick, District Manager loanDepot® 3281 E. Guasti Rd., Ste. 550 Ontario, CA 91761 Tel: 909-912-7835 Email: rhedrick@loandepot.com Web: www.loandepot.com/loan-officers/rhedrick NMLS ID #1059650

Rates, terms, and availability of programs are subject to change without notice. loanDepot.com, LLC NMLS ID 174457.

Licensed by the Department of Business Oversight under the California Residential Mortgage Lending Act CRMLA 4131040.

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Having Faith And Trust Will Lead To Success

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am a big believer in goal setting. I know for sure that when you set a goal, and believe in your heart of hearts that it’s going to come true. This Universal law has been proven to me over and over again throughout the years – basically it is “ask and you shall receive.” The thing you desire the most will eventually come to fruition.

But it’s the “eventually” part that can be frustrating.

What do you do when you have been wanting the same thing for so long – maybe waiting for years – and you still don’t get it? Just hang in there, knowing that what you want is already yours.

When you know what you want and have done everything you can, the only thing you can do is have faith and trust that Infinite Intelligence is working to make your dreams a reality. Sometimes it takes a while. We have to know our dreams were ours the minute we decided we wanted them. They are manifesting themselves. We just need to be patient.

Is being patient an easy task? Not always. Sometimes it can even be depressing waiting for what we want to show up in physical form. But we have to realize if we weren’t supposed to have what we dream about then we would never have had the dream. We just need to believe in our dreams and ourselves and allow the Universe to work in its own divine time.

You need dedication combined with perspiration moving toward a destination to get your ideal realization.

In closing this week, I’d like to offer an exercise to complete in the week ahead:

So, how do you keep the faith when it doesn’t seem like anything is happening? Stay focused. Stay focused. Stay focused. Keep your mind focused on your goal. Don’t allow present circumstances to fool you into thinking that this is your future circumstance. You know your future.

You know what you’ll be doing. It’s manifesting itself right now. You just have to meet it and be ready when it arrives.

One way to do this is by “acting as if”. Act as if you are already living in your dream home. (After all, you will be). Act as if the promotion or new job you desire is already yours. (In reality, it is.)

When you wake up in the morning I want you to close your eyes and see yourself living your dream. If a new job is what you really want, see yourself arriving at that new job, smiling and ready to go to work. If a new home is your dream, watch yourself as you walk outside to retrieve the morning paper. Turn around and look at your dream house. It’s there. It’s yours. You dreamed about it.

Now it’s a reality.

Do this 10 minutes every day, first thing in the morning and last thing at night. “Act as if” until you’re living your dream.

Mark Victor Hansen, “that Chicken Soup for the Soul guy®”, inspires NEW VISION that generates innovation, productivity and profitability. markvictorhansen.com.

Copyright(c) 2003, Mark Victor Hansen. All rights reserved.

For information about Mark’s Keynote Presentations, contact the Frog Pond at 800.704.FROG(3764) or email susie@frogpond.com; http://www.frogpond.com.

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E XECUTIVE AGENT

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Todd Picconi A Master of Good Deeds Written by H. K. Wilson

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hen Todd Picconi, broker/owner of Todd Picconi Real Estate in Rancho Cucamonga, put his name on the door, he resolved to be someone people could always count on to do the right thing. A homeowner in the area for more than 30 years, Todd is a vested member of the community and a professional who is trusted by clients and peers alike.

After the tragic loss of his mother when he was only 8 years old, Todd and his sister were raised by their grandmother and Father, both Italian immigrants who, after the loss of her (his Nonna’s) own husband, had worked five jobs to raise Todd’s Father.

“They taught me to work hard,” Todd says, “and because of them, I have always tried to be a master of good deeds! I think those experiences when I was young gave me the gift of appreciating life and the people in my life more, and being able to start afresh anytime it is necessary. Recently, I’ve become more appreciative of the moment and time I’m living in. I am focused on looking for the positive. My favorite quote is, ‘Think positive; accomplish anything.’”

Todd earned his accounting degree from California Polytechnic University, Pomona and went on to apply his tireless work ethic and unswerving integrity to a career in real estate. In addition to being a successful independent broker, licensed for 27+ years, Todd is also an industry leader who served as a director for the California Association of Realtors® (CAR). “I realized that in real estate, I could earn a living while being of service to others. I love the excitement of helping create someone’s future and provide the best service possible to Buyers and Sellers alike. I like to pamper and be a team player with my Clients, as well as enhance transactions for all, ensuring only the best of everything — whether escrow services or lender services or my own service.

I like to detail expectations and let them know what is going to be happening in the process. If there is something I can do to make their experience better, I will do it. When they look back, I want them to be happy with the process and results.” Todd has a reputation within his client and Realtor® circles for playing full out. “Bringing excellence to my industry is important to me. If I have a legacy, that’s what I want it to be.”

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A consummate salesperson whose talent manifested in 7th grade when he achieved top sales in a magazine subscription campaign for Lone Hill Middle School in San Dimas, Todd’s warmth and enthusiasm are evident from the moment he says hello. While he states that he is starting to feel like a classic after 27 years of selling real estate, he also says that each day is still an adventure for him, one fueled by encounters with new people and fresh challenges.

Todd describes himself as extremely protective of the clients in his charge, especially when they have children or pets to consider. “If I’m moving you, I’m very aware of the fact that I’m also moving you physically and emotionally. I’m very concerned about the safety and compatibility of not only the house, but the neighborhood. I’ve owned a home here since 1988, and I’ve watched the area change. I have clients everywhere in the region, so I know people to ask about each neighborhood for a first-hand point of view. If someone in my family was looking for real estate, I’d be so thankful if somebody treated them that way.”

In his free time, Todd enjoys reading, journaling and cycling. He is a passionate animal lover, and his cat, Toni Picconi, who he rescued on Mother’s Day 2007, holds a special place in his heart. Above all, family is most important to Todd, and he believes that his ever-deepening bond with his family directly impacts the manner in which he serves others.

“The thing I love most about real estate is the people,” he says. “My relationships with my clients always outweigh the challenges.”

Personal service separates Todd from large brokerages where clients are potentially often passed off to underlings. He returns phone calls, listens with empathy and always delivers service with compassion. Todd strives for excellence, while also bonding and having fun with clients. “Even when I end up doing the other agent’s job, I’m fine with that, because I’m committed to my clients. They deserve the best, and I take pride in what I do.”

ExecutiveAgent Magazine

Serving SoCal’s Inland Empire and Coastal Communities Todd Picconi Todd Picconi Real Estate 7211 N. Haven Ave., Suite # E442 Rancho Cucamonga, CA 91701 Tel: 909-908-7376 Email: todd.picconi@gmail.com Web: www.PicconiProperties.com DRE # 01142052

Talking to Yourself

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ne of the most moving experiences of my life took place on Sept. 13, 1997, when I was autographing books. . .One lady who asked for an autograph had such a compelling expression on her face that I knew I had to listen carefully to what she had to say. She shared with me that when she got the self-talk card that was included in one of my audiotape programs, she couldn’t even read the first list of qualities that she was supposed to claim.

Throughout her life she had been so beaten down by her family and husband that it was impossible for her to believe that she had the character and success qualities that I identified. It took two or three weeks of listening to the tapes to build herself up to the point where she could look herself in the eye and claim that she was an honest, intelligent, goal-setting person. . . .She continued to claim additional qualities until she could go through the entire list of 60-plus positive qualities. As a result, her demeanor and attitude changed dramatically. She started standing up straight, smiling, and even laughing.

Then something truly fascinating happened. Her husband watched her new attitude emerge. . .and decided

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maybe claiming the qualities could do the same for him.

He started claiming the qualities and he, too, started to change. “He especially changed in the way he treated me,” the woman told me. “Today we’re getting along better than ever and are happier than we’ve ever been.”

The first part of her story was interrupted by tears. She was very emotional. In the last part of her story, as she talked about the changes in her husband and their relationship, she smiled.

The most important opinion you have is the opinion you have of yourself, and the most important conversations you will ever have are the conversations you have with yourself. . .The reality is that you cannot consistently, consciously claim all the qualities on the self-talk card without changing.

Zig Ziglar is a beloved author and America’s motivator.

He is the author of 25 books and offers training and consulting to organizations all across the globe. To learn more about Zig and his business visit his website at www. ziglar.com.

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HELPING MILITARY & VETERAN

FAMILIES REALIZE THE

AMERICAN DREAM! 2,600 + VETERANS

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Nomination Form Nominate a fellow REALTORÂŽ to be featured in one of our feature stories; on the cover as Executive Agent of the Month, or as a special feature story. All candidates must be nominated by a real estate professional. The selection process includes a questionnaire, personal interview, reference check and final approval by the Advisory Council. Candidates are evaluated based upon professionalism, length of service and uniqueness of story, as well as industry and community involvement.

I Nominate: Name_______________________________ Company___________________________ Address____________________________ _____________________________________ City, State, Zip_____________________ _____________________________________ Phone______________________________ Email_______________________________ Submitted By: Fax/Email nomination to: Executive Agent Magazine PO Box 73384 San Clemente, CA 92673 Fax: 949.266.8757 Email: Fred@ExecutiveAgentMagazine.com Tel: 949.297.8323

Name_______________________________ Company___________________________ Phone______________________________ Email_______________________________

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Cover Story

Gloria Martinez Executive Agent of the Month

ExecutiveAgent Magazine

Gloria Martinez A Warm Welcome Home

Written by H. K. Wilson - Ian Wiant Photographer

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or Gloria Martinez, real estate is more than a career; it’s a calling. She remembers growing up in 1970sera Southern California, when oil rationing and home foreclosures were common occurrences. “It was a tough situation then, and there were a lot of ‘For Sale’ signs in front of people’s homes,” she says. “I always wanted my name up there. It seemed like an important job. Then I went to college and took a real estate class, and I realized this is definitely what I wanted to do.”

ago. Today, she is strategically positioned at Berkshire Hathaway HomeServices California Realty in Moreno Valley, where she is leveraging the power of one of the most recognized and respected brands in the world to deliver unparalleled real estate representation to buyers and sellers in markets in the Inland Empire and beyond.

“I chose this company because I think when you say Berkshire Hathaway, people pay attention. We have the technology and support to give people the best service in the industry.”

Gloria began selling real estate more than two decades

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Over the years, Gloria has established herself as an honest and caring expert who puts the best interests of her clients above all else. Even when she is managing multiple escrows, she has the gift of making every person feel as if he or she is her only client. As a result, Gloria works exclusively by referral. “We’re not selling candy bars; we’re selling homes. It’s a big deal, and I believe you have to be willing to hold your clients’ hands

every step of the way and be available to them. I’m used to the process, but I realize this is all new to them. I generally put my phone on silent at 11:00 p.m., but I try to remain available and respond to messages as soon as I can. I tell my clients that if they wake up in the middle of the night, to write down whatever is on their mind, and we’ll resolve it first thing in the morning. For me, my clients are number one.”

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Gloria’s down-to-earth nature and genuine care for the families she represents distinguish her from other agents.

One buyer described her as “the warmest agent. She listened and found us a perfect home.”

A recent seller said that Gloria is “very knowledgeable.

She knew how to negotiate and get top dollar for my property. Very personable, warm and friendly. Kept me in the loop every step of the way. Would totally use her again if/ when needed.”

Nearly half of Gloria’s business comes from real estate investors. They rely upon her comprehensive knowledge of the area and ongoing analysis of changing markets to

make lucrative buying and selling decisions. “When I see a home that I think has potential, I research the area and tell my investor why I think it will sell for this much. I actually have investors who text me every day to ask if I have anything for them. I understand what they are looking for as a return, and I can evaluate their profit margin on a cash versus a hard money deal. I’ve never lost money for an investor.”

Her relationships with various contractors and vendors are another asset Gloria brings not only to investors, but to her whole community of clients, family and friends.

“When I call, they go out right away, because I refer them business.”

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Gloria says that real estate has become a family business for her, since her husband, James, along with children and grandchildren, all support her so that she can give her clients the attention they deserve. “I strongly believe that it’s important to have a good support system at home if you are going to be successful in real estate. My husband lets me be who I am and helps me out if I have an open house.

He will put signs up or sit with me. My family knows to give me quiet time when I’m on the phone with a client, so I’m able to really focus on customer service.”

Gloria’s passion for real estate is evident in her warm, upbeat spirit and in the quality of her client care. “I always tell people that I make dreams come true. It’s the American Dream to own a home, and it’s special to be part of it. I’m still excited when I get to make that call and tell someone they are homeowners. Especially when I come across young couples who are buying their first home and are so excited, it really is like a dream.”

ExecutiveAgent Magazine

Gloria Martinez Berkshire Hathaway HomeServices California Realty 12652 Frederick Street, Ste. E8, Moreno Valley, CA 92553 Tel: 951-570-9275 - Email: gloriamrealty@hotmail.com Web: www.berkshirehathawayhs.com/gloria-martinez-real-estate-agent - DRE # 01189195 ExecutiveAgent Magazine

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Executive Agent Magazine www.ExecutiveAgentMagazine.com 949.366.3349 Info@eamag.net www.ExecutiveAgentMagazine.com 949.297.8323 Fred@ExecutiveAgentMagazine.com

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Creating A Niche

S

tarbucks did it. So did Sam’s Club. For that matter, McDonald’s did, too. They carved themselves a successful business niche.

When Starbucks came on the scene, it raised coffee from a mere beverage to a culture in its own right. Warehouse clubs like Sam’s made shopping in bulk fashionable, and we all know that before McDonald’s, fast food was downright slow.

In today’s’ competitive business climate, you’ve got to separate yourself from the pack -- you’ve got to create a niche. By offering something no one else has and by targeting your business to a few select markets, you protect yourself not just from the competition, but from the twists, turns, and plunges of the economy.

Before Starbucks, coffee came in two ways: regular or decaf. Now you have your choice of latte, cappuccino, espresso... The people who have grown to depend on specialty coffee roasters for their freshly brewed cup of Columbian premium would no longer dream of plunking 75 cents into a vending machine for a watery cup of joe.

The lesson here is to create a product or service that so completely fills a need, that your customers will have a hard time imagining life before you came on the scene.

Finding your own niche is often a matter of putting a new spin on what you already do. Ask yourself, how can I differentiate my business from others? How can I create the perception that my market simply cannot live without me and what I have to offer?

1. Decide who you want your customers to be. Be specific, listing their names and companies.

2. Decide on your focus. If you have trouble, then examine the needs of your customers.

3. Match what you’re selling to what the customer wants to buy. List your potential clients’ interest, concerns, ambitions, and goals.

4. Make sure your niche is special, unlike anything else out there.

5. Make sure your niche is viable. Is there a market?

Is it a strong one?

6. Test your product or service with real people.

7. Market your business like crazy.

8. Commit yourself to your business.

9. Do it all over again when your niche has grown old. Look at where your market has been and where it’s going. And be prepared to respond to change. The secret to successful niche marketing is the ability to grow and evolve with the times.

You don’t have to be a Starbucks, McDonald’s or Sam’s to be a successful niche marketer, but you can follow their lead for doing business. Find an unmet need, or create one, then position your company to fill it. Do that, and you will have found your niche.

Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. Copyright© 2005, Nancy Michaels.

All rights reserved. For information, contact Frog Pond at 800.704.FROG(3764) or email Susiefrogpond.com; http:// www.frogpond.com.

In her book, “Nichecraft,” Lynda Falkenstein lays out the following steps for creating a niche:

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W E ’ R E

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Becoming a Peak Performer

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hat makes someone a peak performer? You know, the kind of person who is outstanding in his job? According to researchers, outstanding individuals share certain attitudes and skills which contribute to their beyond-the-ordinary performances.

Many of these can be learned. And often we are the only ones holding ourselves back. Check yourself to see how you rate on some of these ideas of how to become a peak performer.

Affirm yourself. If you don’t believe in yourself, no one else will either. Peak performers focus on strengths and recognize their limitations for what they are, simple limitations, not personal failings. They realize that no one is perfect and so they concentrate on making their strengths as strong as possible to overcome any weaknesses they have.

Take one risk every day. In order to become a peak performer, you must be able to take risks. Daily risk-taking is a confidence-boosting exercise and a requirement for those who won’t let unrealistic fears stand in the way of their goals. Everyone feels some fear – but the peak performers overcome these fears that are unrealistic by tapping the reserve of inner strength built on taking risks regularly.

Successful risk takers build the inner strength it takes to combat unrealistic fears: fear of rejection, fear of failure or fear of the unknown. You must begin by purposely taking one risk each day. It doesn’t have to be big—it could just be driving a different way to work, or cold calling several prospects. Pick a challenge about which you feel fearful and do it anyway.

They manage their “down times” more effectively than average performers by continuing to focus on what is good about themselves, rather than what is bad, peak performers motivate themselves to approach work and life’s challenges with confidence.

Seek results, not perfection. Peak performers understand that perfectionists seem to have only two standards of performance, letter perfect or forget it.

Since everything cannot be done perfectly, perfectionists jeopardize their performance by simply not attempting any task they can’t or don’t know how to do well. Strive, not for perfection, but for excellence in everything you do.

Using reassurance and compassion, they tell themselves, “One setback does not make me a failure as a person. I can learn from this experience and succeed again”. They pick themselves up and continue to try again and again.

Learn to embrace mistakes as signals that you’re moving forward; avoiding becoming frozen in the cement of perfectionism. Remember the words of Marla Collins, “If you can’t make a mistake, you can’t make it!”

So you didn’t get that listing. Analyze what went wrong and try for another one.

Peggy Morrow, CSP, is a professional speaker and training consultant. Audiences love to laugh and learn as she keeps them involved, energized and enthused.

Copyright© 1999, Peggy Morrow. All rights reserved.

Peggy is a contributing author in the just released new book, Celebrate Customer Service-Insider Secrets.

For information about Peggy’s Keynote presentations and training seminars, please contact The Frog Pond Group at 800-704-FROG or email susie@frogpondgroup.com.

Imagine it to make it happen. Superior achievers have developed the ability to translate their goals from words into pictures. They keep this picture constantly in front of themselves to serve as a motivator.

A swimmer, preparing for an important race visualizes herself using just the perfect stroke to win the race.

Peak performers do this in their work environment, mentally picturing themselves doing all the tasks in their job at an outstanding level.

ExecutiveAgent Magazine

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ExecutiveAgent Magazine

Believe In What You Sell Or You Won’t Sell It

I

recently went into a store that sells expensive ergonomic furniture. I asked the price of a particular lounge chair. “About a thousand,” said the salesperson. “About a thousand?”, I questioned. “Around that.” I was browsing some other choices when she went over to help someone who had just come in.

He was looking at ergonomic pillows. I heard her telling him all about these $50 pillows: how the shape was good for your neck, what the interior material was composed of, about the hypoallergenic covering. She was selling this pillow as though it were a ...well, as though it were a thousand dollar chair.

If you don’t believe in what you sell, you won’t sell it.

Or at least, you won’t sell it frequently as you should. How can you possibly become comfortable selling a home for $750,000, when you think anything beyond the minimum essentials is extravagant? If you think what you’re selling isn’t worth it, that’s what will show when you try to get someone else to buy it.

There is a way to overcome this. Start looking at things from the customer’s perspective. There are plenty of people who will buy a home that costs $750,000. As a matter of fact, there are people who will pay more than they have to just for the prestige value or because of an emotional need to own a certain house. People buy things for many other reasons than price. You don’t necessarily have to figure out every customer’s motivation. Just understand that location, design, status, and comfort are all reasons people will spend more money on a home.

Look at your inventory and mentally note or write down all the reasons someone would want to own each property at the price it is marked. When a customer asks about a particular house, find out if any of these reasons are important to them. Then sell by focusing on that reason.

A $1,000 chair may have seemed a luxury to my salesperson. But to someone in pain from a bad back, it would be well worth it. Seeing it in that perspective, the salesperson would have felt comfortable selling that chair at that price.

Every house on the market is there because there are people who will buy it. If there is not a niche who need a certain house at a certain price, it is taken off the market.

This goes for extravagantly priced luxury homes as well as cut rate “fixer uppers.” Don’t second guess your customers.

Sell according to their wants and needs, not yours.

Pam Lontos, CSP, MA, is one of the country’s top sales trainers and motivators. Copyright© 1999, Pam Lontos.

All rights reserved. She is President of Lontos Sales & Motivation, Inc. Her seminars, keynotes, and consulting are customized to your company or association. For information, please contact The Frog Pond Group at 800-704-FROG (3764) or email Susie@frogpondgroup.com.

ExecutiveAgent Magazine

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Our bone marrow transplant reunion is now standing room only.

Each year, City of Hope invites bone marrow transplant recipients and their families to attend the “Celebration of Life” event. It’s a joyous time during which survivors of blood cancers such as lymphoma, leukemia and myeloma embrace their health, their life and each other. It began more than 35 years ago when City of Hope created what is now one of the largest and most successful bone marrow transplant programs in the world. In fact, we’ve completed over 11,000 transplants and, according to national reports, our outcomes are among the best in the nation. The goal of curing cancer isn’t just something we work at. It’s what we live for.

If you have cancer, make us your first call. Or ask your doctor for a referral. We accept most insurance.

800-826-HOPE

COH-0726_BMT_Hem_fp_4c_ExecAgt.indd 1

WE LIVE TO CURE CANCER. Science saving lives. cityofhope.org/bmt

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