Have you noticed that most ‘Salespeople’ these days, especially real estate salespeople, are calling themselves ‘Consultants’? The specific term used is “Sales Consultant”.
Tell me, what exactly is a “Sales Consultant”?
I mean, come on, it’s an oxymoron if ever I’ve seen one. They are either a ‘salesperson’ or a ‘consultant’. They are either selling you on something (convincing, persuading, closing), or they are consulting with you (advising, serving, protecting, representing).
It’s one or the other. They can’t be both.
The term “Sales Consultant” is, in itself, a clue. It’s intention is to get you to drop your guard. To put you at ease. To imply they are a ‘consultant’ when they are in fact a ‘salesperson’. On reflection, it’s a misleading term that only a ‘salesperson’ would use.
The easiest way to tell the difference between a ‘salesperson’ and a ‘consultant’ is how they are remunerated. Are you engaging them for their expertise, advice, counsel and services? Or do they only get a commission?
Your Doctor, for example, is a true consultant, sworn to protect and advise. However, if she only received a commission for each prescription written, then by definition, she would become a ‘salesperson’. In which case you may question her integrity.
When it comes to real estate, commission is the life blood of a traditional ‘salespersons’ existence.
Firstly understand this undeniable truth: the ‘sales job’ in real estate is not persuading buyers to buy your home, it’s convincing you to sell it. You (as the seller) are the one being “sold to”. Unless they first persuade you to list with them, then convince you to accept the offers on the table, they starve. In that context it’s surely laughable for them to imply they’ll place your interests above all others, including their own survival. Who do they think they are kidding?
For any traditional real estate ‘salespeople’ squirming and crying foul at these truths. Here’s a couple of simple questions for you to ponder…
If you really are a ‘consultant’, if you really do care about putting your clients best interests above all else, then why do you only work on commission? Why do you only offer a type of renumeration that instantly creates a conflict between your clients best interests and your own?
Could it be that the system keeps you trapped? That the entire industry from the ground up revolves around the commission-only model and self-serving sales culture? That’s the way it works, so fall into line or leave. Could it be that it gives you, and therefore your clients, no choice? Could it be that you want to act as a true ‘consultant’ for your clients, but don’t know how to break free of the current sales system? … If so we should talk. There is another way.
If on the other hand, you are proud to be a ‘commission-only salesperson’ and love the way the sales culture treats it’s clients… then why on earth do you try and conceal the fact by calling yourself a “Consultant”?