What Makes Clients Tick?

Ed Hatch, CRB, CRS®, president of Ed Hatch Seminars in Greenbelt, Md., uses this three-step approach to find out what's important to clients:

  1. Observe. Pay attention to details of personal appearance and speech that offer clues to a client's values and motivations.
  2. Listen. Supplement observation with information by asking open-ended questions that elicit revealing responses: "What are you looking for in a home?" or "What are your main concerns in selling a home?"
  3. Create choices. To get a feel for a client's hierarchy of values, offer comparison choices. If the buyers want an energy-efficient home that's located close to their family, ask them which feature would be most important to them if you could not find a home that had both in their price range.
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