Win Every Day

When you define success in narrow terms, you set agents up for failure and discouragement.

March 2, 2015

Real estate has always been focused on “the sale.” We tally our sales, talk about them constantly, and breathe a sigh of relief when they’re finally closed. But, while it’s not the most glamorous part of the journey, the daily grind is what really gets us to the mountaintop. When we’re focused on a narrow, sales-based definition of success, we miss the victories along the way. This creates a culture where it seems like we fail more often than we succeed.

Consider an agent who sells two houses a month. Even with this decent record, the agent fails on 236 of the 260 workdays in a year. That’s more than 90 percent of the time! We must redefine success and create a culture where we can celebrate the work that goes into every day.

Instead of focusing primarily on listings and sales, consider all the behaviors that lead to those eventual victories, whether it’s having an engaging conversation with a potential prospect, taking an opportunity to present the company’s brand, or making an initial contact with a future prospect.

When you feel like you’re in control of your success, you feel confident. It’s much easier to continue a winning streak than it is to fight out of a slump. But for this type of culture to take hold systemwide, leaders have to communicate that they are just as proud of the team for doing the legwork as they are for the final sale. You can implement this idea wholesale using this 30-day challenge:

  1. Create a list of “success activities” to empower yourself and your team. Try to come up with 100 tasks or accomplishments that help your company or team achieve its ultimate goals.
  2. Print off calendars for agents and encourage them to write at least one “win” from the list in each of the calendar days.
  3. Create a “Win Every Day”huddle meeting where team members talk about their “wins” from the day before.

This makes coaching more productive, too. Rather than making agents feel bad because they haven’t achieved the end result, ask them if they’ve been managing the behaviors and tasks that are in their control. If they haven’t, you can have a conversation about them not performing to their full potential. You can say, “I wanted you on this team because I know you’re capable.”

A football team that only celebrates the Super Bowl championship is going to see itself as a loser most of the time. There wouldn’t be the end result without individuals doing extra reps and a coach recognizing the increased passing yards and the developing teamwork. The same is true in business. Our brains can’t hold both confidence and shame at the same time, so if we’re down on ourselves for not “winning” at halftime, we can’t go back into the game with the self-assurance we’ll need to win it in the end. When we define a win in such narrow terms, we unknowingly set our agents up for failure and discouragement. On the other hand, when we put success into our control, we can have 260 winning days a year. Let’s celebrate the small efforts, day in and day out.

Jason Forrest is a sales trainer, management coach, member of the National Speakers Association’s Million Dollar Speakers Group, and author of three books, including his latest, Leadership Sales Coaching. Learn more at