In the best of markets, customers can signal a deep need to negotiate on the final terms of the sale. Negotiating is a ritual, a game of behaviour that is a natural trait for some and a game that others are happy to avoid. 

So, what comes first, the chicken or the egg – selling or negotiating? At Ellare, we believe that selling comes first and negotiating comes second.  

Selling is all about helping customers to find a new home that suits their lifestyle and financial goals. While the sale is dependent on how willing, able and ready a customer is to purchase a new home, the selling is based on how a Sales Consultant helps a customer, the level of trust created and how valued the customer feels. 

Trust is a vitally important thread in the relationship between selling and negotiating. The higher the degree of trust we have, the deeper the level of conversation. With trust comes openness and when we are open with others, we'll go deeper in conversation and we unveil real needs. The less trust there is whilst looking for a home to buy, the more contentious and earlier the negotiations are likely to be in sales transactions.   

Negotiating should not be the main part of the sales process.

Trust between a sales consultant and a potential purchaser comes from taking the time to listen. By respecting what the other person shares, listening, not passing judgment and showing expertise and care for people. We believe that by creating trust through integrity, the close of a sale becomes the agreement of what a customer wants to buy and the negotiation is the conversation that clarifies how the home will be purchased, the terms and timing. 

How well do your team deflect from negotiating when it is still too early in the sales process to instead build up their understanding of the customer’s economics, financial ability and 'proceedability' before crafting a sale around the home and the customer? 

Negotiating should not be the main part of the sales process. Customers should enjoy getting to know where their future lives may play out and should enjoy working with the salesperson; a sales professional who signals all along that they are a willing seller, ready to work with each customer to achieve the best result for them.

Only when the sales person has a real understanding of the customer, their unique story, how they will fund the home and the timeline that needs to be managed between all parties can they become home or house type specific. Negotiation only has a place when we know the home that will work for the customer , their unique economics, when we know enough to craft the sale around the individual.

Read more: What Kind of Negotiator Are You?

The more able we are to play poker rather than snap with our hand, the more effective we can be in any negotiation necessary to craft the terms of a sale and achieving the desired win-win.

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