Joe Meyer 5 articles
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Aristotle Knew How to Sell

  • Posted by Joe Meyer
  • April 9, 2012 8:41:14 AM MDT
  • 1 comment
  • 3,267 views
It's ironic that 2,500 years later, those three rules still pertain to achieving success in your real estate career. To succeed today, there are many tools, but we still have to deal with our customers/clients on a one to one basis. How are your selling skills right now?

   As a national sales trainer and motivational speaker for nearly 30 years, I've always made it my business to study every aspect of sales possible. Today, with technology taking so much of the training programs throughout the real estate industry, I thought it would be fun to share what a "sales philosopher" had to say about 2,500 years ago.

    The Greek philospher; Aristotle, has been known for his keen wisdom and insights for two and a half milleniums now. One of his topics to a group of merchants gathering around him one day was about how to achieve success with their clientele. Aristotle broke down the success formula into three categories.

  1. Logos
  2. Pathos
  3. Ethos

   These three words translated into our modern times and language simply mean

  1. Logic
  2. Emotions
  3. Ethics

    Aristotle was teaching his audience the skills of selling revolved around selling their goods in a logical way to their customers so that they see the benefit of what they are selling. This way, the customer could justify paying their hard earned money for their goods. He also explained that in virtually every sale, the customer will buy because of an emotional appeal. Whether that emotion is greed, vanity, happiness or whatever. In other words, people buy emotionally but justify logically. The third part is ethics. Even back then, merchants were concerned with their reputations and receiving referral business and repeat business.

    It's ironic that 2,500 years later, those three rules still pertain to achieving success in your real estate career. To succeed today, there are many tools, but we still have to deal with our customers/clients on a one to one basis. How are your selling skills right now?

When making a presentation, do you appeal to their emotions so they feel good about you and their decision to work with you? Are you consistently able to effectively overcome their concerns and objections through logical explanations, analogies and facts? Do you always stay true to yourself, your broker, your industry code of ethics and most of all your customers and clients by not straying in your ethics, even if it means losing a commission?

    I believe that if you follow Aristotle's rules of sales, success will follow you throughout your real estate career. I know they always have worked for me.

1 comment
  • Aaron Eden, Ian Cayle, and Sandy Bay like this
  • Sandy Bay
    Sandy Bay Great and touching insight. I would agree that by applying these three things one can really be successful. I just hope it would include me. :)
    May 5, 2012