realestatebusiness logo

Breaking news and updates daily. Subscribe to our Newsletter!

Home of the REB Top 100 Agents
Breaking news and updates daily. Subscribe to our newsletter

Website Notifications

Get notifications in real-time for staying up to date with content that matters to you.

How to win the sales you often miss but never should

By Greg Roworth
04 June 2015 | 1 minute read
Greg Roworth

Have you ever had that thought, when you know you should have made the sale – but somehow they decided not to go ahead with you?

It’s frustrating, but the bigger factor is that failure to make these sales has a direct impact on your bottom line. How much would your profit and cash flow have improved if they only knew what you could really do?

Somehow, you failed to communicate the full value of your product or service to your customer. They won’t get the incredible benefits they would have received. They haven’t understood how special it is, being your customer. And consequently, everyone loses.


Four things have typically gone wrong in these situations.

1 You fail to establish trust. Sometimes we are so concerned with making a sale that we stop listening. We push too hard or too early, instead of understanding our customers’ needs first. We work to our agenda instead of the customer’s. When this happens, we fail to establish trust with our customer. 

2 You fail to create an emotional desire for change. In any sales negotiation, the customer’s desire for change must reach a level where they are compelled to take action. This is a very emotional element of the sales and marketing process that can often be neglected by overly focusing on the logical elements of the decision process.

3) You fail to communicate your unique value. We often fail to communicate how much more value we offer, compared with our competitors. We don’t explain sufficiently why the customer can only get these benefits from us. Consequently, the customer resorts to making a decision based on price.

4) You fail to instil urgency. There is nothing worse, in the sales process, than to hear “I need to think about it”. You have to overcome the inertia caused by fear of making the wrong decision and other factors that cause people to put off making a commitment.

Selling is an interpersonal process
To achieve a high level of conversion in our sales interactions, we need to develop a process that overcomes all four of these issues.

Selling is not a one-step event. You need to court your customers first, by making your business attractive and your products or service desirable. Then you need to develop trust elements in your marketing to build credibility and enable your customers to grow into knowing, liking and trusting you. You also need to communicate your unique value while you communicate the benefits of taking action, so that your solution to their problem can be experienced and enjoyed.

If you can do all this in your marketing processes, you will find the sales process is a breeze. When your customers come to you pre-sold, you don’t have to do much selling to get them to buy.

How is it for you?

If you find yourself frequently worried about how much your competitors charge, you need to work more on your marketing process to let your customers know what you can do. If you find it difficult to get people to make a decision to buy, you need to do more work up front.

It’s not a matter of getting better at closing the sale. Those techniques don’t work very well any more. Now you have to be better at opening opportunities and building the sale, so customers close themselves. That means working more on marketing than selling. It’s about warming customers up to the point where they are compelled to buy your solution, instead of being pushed by a hard sell.

If they only knew what you could really do, your selling and your life would be a whole lot easier and more profitable.

How to win the sales you often miss but never should
Greg Roworth
lawyersweekly logo



Greg Roworth

Greg Roworth

Greg Roworth is a business growth specialist and author of Run Your Business on Autopilot – How to Leverage Your Business for Maximum Profit in Minimum Time. He specialises in assisting smart but frustrated business owners to discover their unique market positioning and to quickly leverage their business by attracting more ideal clients and building the systems to run their businesses on autopilot. He currently leads a team of business growth specialists as chief executive of Business Success Systems. To contact Greg please visit www.BusinessSuccessSystems.com.au or email him at This email address is being protected from spambots. You need JavaScript enabled to view it. 

May 09, 2022

REB Top 50 Women in Real Estate 2022

REB is thrilled to present the Top 50 Women in Real Estate 2022 ranking, which sets t ... LEARN MORE

May 04, 2022

REB Top 100 Agents 2022

Now in its second decade, the REB Top 100 Agents 2022 rankings are the most revered s ... LEARN MORE

May 02, 2022

REB Top 50 Agents NSW 2022

Even a pandemic has not put the brakes on the unstoppable property market in NSW, whi ... LEARN MORE

April 27, 2022

REB Top 50 Agents VIC 2022

The COVID-19 crisis has not deterred the property market in Victoria, which has been ... LEARN MORE

April 25, 2022

REB Top 50 Agents QLD 2022

As the property market continues to roar in Brisbane and Queensland, the REB Top 50 A ... LEARN MORE

Coming up

rankings rankings
Do you have an industry update?

top suburbs

12 month growth
Bawley Point
Walla Walla
Byron Bay
Kiama Heights
South Hobart
Lennox Head
Subscribe to Newsletter

Ensure you never miss an issue of the Real Estate Business Bulletin.
Enter your email to receive the latest real estate advice and tools to help you sell.