PDF Summary:Ninja Selling, by Larry Kendall

What if the key to higher sales and a more fulfilling life lies in mastering your mindset? In Ninja Selling, Larry Kendall dives deep into techniques for managing your mental and emotional state to exude positive energy that attracts clients. Learn practices for rewiring your subconscious, adopting an abundance mindset, and using personal consultations to better understand and serve customers' unique needs.

Along the way, Kendall shares a systematic approach to building connections, delivering value beyond core services, and tailoring communications for different personality types. His insights reveal how aligning your words and actions with a customer's buying style instills trust and fosters long-lasting relationships—the foundation for sustained sales success.

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Assuming the role of a proactive and trustworthy advisor.

Larry Kendall describes the trio of fundamental components that define a Proactively Reliable Counselor. Initiating contact with clients rather than waiting for them to reach out is what being proactive entails. You prioritize their needs over your own. Clients will get the impression that your presence is to offer assistance, rather than to finalize a transaction. As a consultant, it is crucial to deeply comprehend market trends, your assessments, and the tactics you employ to achieve successful outcomes.

The author recounts a decision made within his own company to discontinue a profitable real estate training program, prioritizing the clients' welfare over financial gain due to the market conditions at that time. The Group's decision resulted in a notable decrease in revenue, but it also strengthened customer loyalty, which in turn generated numerous recommendations and renewed dedication.

Utilizing the principles of client decision-making and interaction.

In the current sales environment, your achievements are intrinsically linked to understanding the unique characteristics, decision-making tendencies, and favored communication styles of your clientele. Kendall emphasizes the significance of engaging with people according to their unique inclinations, championing the concept commonly known as the Platinum Rule. A method for pinpointing customer desires employs a structured approach to inquiry referred to as the Ninja Consultation.

Inquiries should cover topics such as their familial connections, professional life, leisure activities, and aspirations, commonly abbreviated as FORD. By consistently initiating conversations with the customer, you cultivate a stronger connection that deepens as their participation in the exchange grows. By observing the changes that cause unease or happiness in their lives, you can devise customized strategies that cater to their unique property needs.

Creating effective habits and organizational methods to guarantee a consistent influx of clientele.

The author emphasizes the essential components necessary for establishing a thriving sales enterprise. Starting out in business is crucial. Numerous sales professionals understand the concept and have the requisite abilities to showcase properties, prepare contracts, and complete deals. This element relates to the functional side of your enterprise. The writer underscores that possessing these skills constitutes merely a single element of a larger formula. The second skill, which is perhaps even more essential, is known as "Business Generation." Your prosperity depends on creating a consistent flow of clients who proactively approach you, necessitating an emphasis on the operational elements of your enterprise. The nine fundamental tenets, known as the Ninja Nine, play a vital role in refining your business practices and drawing in customers.

He contrasts the salesperson who often stumbles upon sales with the adept salesperson who systematically applies consistent processes and methods to achieve regular results.

Regular participation in the nine critical tasks identified with the Ninja system is crucial.

The author introduces a set of guidelines referred to as the Ninja principles, which, when applied regularly, result in an expanded client base for purchasing and selling, along with a rise in recommendations. Start your day with gratitude, then move on to your work-related activities, stick to your schedule, write two personal notes, focus on your key relationships, and direct your efforts towards those potential clients who have demonstrated interest.

Make it a point to regularly strengthen relationships with clients through service follow-ups, scheduling two property evaluations, and having at least fifty professional conversations, all the while maintaining current records in your customer databases. The core elements of the Ninja Nine encompass the frequency of your interactions with past clients, potential clients, and your broader network, as described by Kendall. Regular participation in business activities ensures you remain at the forefront of people's thoughts, thereby increasing your likelihood of receiving referrals.

Creating a strong and well-structured system to foster connections

Kendall emphasizes the critical role of managing and utilizing your company's primary data network, which is comparable to its vital operational hub, to ensure the success of your enterprise. Larry Kendall highlights the significant advantage sales professionals gain by maintaining a database, as they typically earn over twice as much as their counterparts who do not.

Larry Kendall emphasizes the significance of organizing your contact list by considering the nature of your connection with each individual and when they might be ready to participate in property dealings. Clients can be categorized into four unique segments: (A) your most enthusiastic advocates who proactively endorse your services, (B) people willing to vouch for your work when asked, (C) clients who have utilized your services yet have not recommended you to anyone, and (D) those with whom you aim to establish a relationship. Your prospective clients can be categorized into two main types: those who are prepared to make decisions swiftly, called your "priority prospects," and those who need additional nurturing and convincing over time, which you designate as your "nurturing list." The writer details the creation of a form, termed "Fun Facts," intended to compile personal information including family member names, key dates such as anniversaries, favored restaurants, beloved sports, and various hobbies. You are gathering knowledge that underpins the success of a thriving enterprise, which thrives on nurturing relationships and delivering value, referred to as your unique rhythm of business operations.

Stand out by providing exceptional customer service and creating significant value.

Larry Kendall outlines a structured method for providing real estate services, categorizing them into four essential tiers: Core, Differentiated, Custom, and those that offer ease of use. Larry Kendall highlights that for the majority of customers, who make up 80 percent, the primary concern is to secure substantial value that is determined by the cost-quality equilibrium. Demonstrating to customers that the benefits they receive far exceed the expenses they bear eliminates the necessity to lower your prices, even in a competitive market.

Larry Kendall shares an anecdote about a student from his Ninja program who became known as the preferred broker for discounted services in her area. Despite her considerable efforts, she was earning minimal income. Kendall suggested that she expand her range to include high-end services at a higher price, and initially, she was reluctant to accept the idea. How did she manage to entirely change her business methods and industry standing after such a long period? She asked every new client if they knew about the full spectrum of services provided. She modified her business strategy, shifting from a focus on discounted offerings to a structure in which the majority, constituting 80% of her customers, chose the higher-priced premium option, thus departing from the hourly billing approach that generated lower revenue.

Providing essential services to purchasers and vendors.

The perception of a product or service's quality is always determined by the customer. The author stresses that the industry typically places importance on offering services that cater to our own tastes rather than concentrating on the unique requirements of the client. The book assembles a collection of offerings that are highly valued by buyers and sellers, as determined by various market studies. Ninja Selling's effectiveness is rooted in its alignment with the core values that customers hold dear.

The primary services sought by both purchasers and vendors are largely comparable, which include: 1. A packet that offers insight and clarity to prospective purchasers, 3. A method designed to yield consistent outcomes. Clients are in search of a real estate agent who embodies reliability, diligence, and expertise. A transaction that proceeds seamlessly and without unexpected events. Regular interaction. By focusing on the elements that are of utmost importance to your clients, you evolve into a highly esteemed professional, earning their respect for your work, their willingness to refer you to others, and their profound gratitude for what you've done for them.

Employing strategies that dynamically adjust prices along with tools that graphically represent pricing.

Kendall advocates for the adoption of a visual approach to pricing that emphasizes the quintet of value factors: cost, positioning, dimensions, state, and features, as such methods are generally more comprehensible to individuals. In the current real estate landscape, employing visual tools that elucidate market values for both buyers and sellers is essential, aiding them in understanding the importance of setting the right prices for properties to achieve their goals. The author advises demonstrating rather than merely describing when engaging with property owners.

Joanne DeLeon, a skilled Ninja, utilized innovative pricing visualization techniques and active pricing strategies to achieve a higher sale price for a property that had been on the market for half a year. The sellers, frustrated that their property was still on the market, reached out to Joanne. Joanne started to search for comparable homes in the area that had changed hands recently after she concluded that the house's listed price was excessively high. She swiftly concluded that the potential transaction and value assessment of the real estate could surpass the original listing price by a margin of sixteen thousand dollars. The notable result was attained by utilizing visual tools that improved the seller's understanding of market movements, along with timely price modifications in preparation for the expected market shifts in the spring period.

Practical Tips

• You can create a personalized video message to initiate contact with clients, showing genuine interest in their needs. Instead of a standard email, record a brief video where you address the client by name, mention something you know they're interested in, and offer your assistance in that area. This approach demonstrates a modern, customer-first attitude and acknowledges their likely research-savvy background.
• Develop a simple feedback tool for clients to express their service preferences and experiences. Use a free online survey platform to design a questionnaire that clients can fill out after an interaction or purchase. Ask questions about their communication preferences, their perception of the value they received, and any additional services they wish you offered. This data can help you tailor your approach and services to better meet client expectations.
• Experiment with a 'value-first' discount strategy where you offer a premium service at a standard price for first-time clients. This allows clients to experience the full range of your services without the initial barrier of higher costs. After they've experienced the value, they're more likely to return for the premium service at its regular price, having already seen its worth firsthand.

Developing proficiency in engaging and interacting with clients.

Tailoring your communication approach to suit different individual personalities.

Kendall identifies four unique personality traits that define individuals: those motivated by power, those who desire social interaction, those who value peace, and those who focus on precision. The DISC assessment categorizes various personality types, underscoring their unique traits, decision-making preferences, and preferred methods of engagement with other people. Larry Kendall emphasizes the necessity of tailoring your interaction style to match the distinct preferences of each person, which involves engaging with them in a way they consider most favorable.

For instance, the writer illustrates that individuals with significant influence are driven by their objectives, swiftly choose paths that align with their desires while steering clear of the undesirable, make choices rapidly, engage in rapid conversation, and exhibit a positive and dynamic demeanor. Individuals who prioritize peace tend to shy away from confrontations and changes, think thoroughly to confirm that their decisions are thoroughly thought out, and are driven by the desire to maintain an environment of calm and harmony. People driven by a desire for control in a sales setting prioritize rapid information acquisition, whereas those who prioritize harmony generally prefer a more measured pace. Anticipating someone who values tranquility to make a decision that interrupts their natural rhythm is like expecting a turtle to move swiftly.

In interactions with clients, it's crucial to recognize and respect the guideline commonly known as the Platinum Rule.

Establishing trust requires understanding and engaging with each client according to their individual preferences, which also strengthens relationships and encourages referrals. Kendall emphasizes the importance of identifying signals that indicate how an individual prefers to make decisions, process information, and their chosen methods of communication, such as email, telephone, or face-to-face conversations. He argues that by acknowledging and respecting your clients' decisions, you build trust and rapport, setting yourself apart from competitors who do not demonstrate this degree of attentiveness and responsiveness.

He demonstrates a technique in which, once a rapport with the client is built, he proposes to proceed with their agreement by saying, "With your permission, may we review all the particulars we covered in our discussion as we take a seat together." To better assist you in finding the perfect home, may I inquire about a few details? Is that setup suitable for your requirements? This seemingly simple sentence is actually very powerful for three reasons: first, you’re controlling the process; second, you’re letting your customers make the decisions; and third, you’re acknowledging their preferences.

Harnessing the influence of imagined scenarios and granting consent

Frequently, the main barrier preventing your customers from committing to a choice is their sense of apprehension. Kendall advises engaging in inquiries that lead individuals to imagine hypothetical situations, allowing them to consider various potential outcomes. Can you envision a scenario in which you possess the capability to guarantee a seamless transaction that aligns perfectly with your objectives, and if so, could you articulate your perfect rendition of this occurrence? If you could be instantly transported to any location in the world, where would you prefer to live?

This captivating conversation resonates with the deepest ambitions and wishes that are present in the subconscious of individuals, which are revealed through discussions on one's kin, profession, leisure activities, and aspirations. Larry Kendall shares a story about a time when he asked his wife, Pat, what she would desire if she had a magical tool, which resulted in her becoming so thrilled that she was ready to abandon their breakfast within five minutes to begin house-hunting. She had unearthed the knowledge residing within her subconscious.

Assisting clients by leading them through a clear and systematic consultation procedure.

Kendall presents a unique method known as a process that encompasses four stages: Connection, Information, Solution, and Proposal, distinguishing it from the traditional three-step model of sales presentations.

He emphasizes the necessity of establishing a connection with the client initially. Do they feel a connection with you? Now is the moment to collect data. A frequent error among sales professionals is to hastily move into the subsequent stage and commence with their pitch. Ninjas distinguish themselves by asking questions to understand the specific needs, preferences, decision-making approaches, and preferred communication styles of their clients. After gathering all the required information, propose a variety of possible remedies to address the issue. Arriving at a resolution might necessitate several meetings, which allows the client sufficient time to contemplate, grasp, and attain the necessary comfort level for commitment. A Ninja's responsibility is to skillfully manage the process, ensuring it supports the customer in their decision-making.

Inquiring appropriately to foster understanding and assurance.

In the method known as the Ninja Consultation, Kendall emphasizes the importance of asking insightful and pivotal questions when collecting information. By building a strong base of trust and assurance, customers feel comfortable to share their motivations and obstacles openly. By asking detailed questions, you can gain a comprehensive understanding of the specific details of your client's situation. The questions are designed based on fundamental concepts first presented by Thomas Freese in his influential book, "Secrets of Question-Based Selling."

The author shares a story in which he helped a business lessee decide to open a retail space in a Colorado mall by asking a series of simple yet insightful questions. He initiated the conversation by inviting the CEO of the clothing company to share the story of the company's inception, followed by a series of questions that built on what he already knew. The author's methodical approach to questioning served to establish a connection while also uncovering the key criteria the chief executive used to reach an affirmative decision.

Assisting clients in making decisions

In their book "Green Light Selling," Don Aspromonte and Diane Austin illustrate that customer satisfaction stems from decisions that balance rational thought with emotional considerations. Kendall underscores the importance of clients feeling confident about the decisions they make, stemming from deep comprehension and self-confidence.

Buyers frequently pause to consider their options when they feel inundated with information and unsure, as this affects their decision-making capacity. Ninjas assist their clients in reaching informed and conclusive choices by posing straightforward inquiries, for instance, asking if they can picture a specific house as their own, if it stands out among their preferred choices, and if they would experience regret if another buyer acquired the property that very day. The author contends that when you excel in this approach, your clients will proactively seek to finalize the deal with you, eliminating the necessity for aggressive, insistent sales strategies.

Maximizing the effectiveness and influence of your interactions with clients.

Kendall identifies three guidelines for enhancing communication quality. Actions often speak louder than mere descriptions. The impact of a presentation is significantly enhanced by its visual elements. Asking questions rather than simply presenting allows for a more profound comprehension of the customer's needs and fosters a balanced dialogue. The messenger's identity is of significant importance. As an example, a testimonial from a mutual friend is far more powerful than you, the Realtor, telling a customer how great you are.

He advises paying close attention to the subtle and hidden elements during interactions with your client. By paying close attention, you can understand their preferred ways of organizing information (visual, auditory, kinesthetic) and their unique styles of communication, which include not only their chosen modality but also the forcefulness of their speech and its rhythm, in addition to the use of gestures and posture to express what they are thinking. Clients are more inclined to confide in sales representatives who share similarities with them. Establishing a connection and fostering a sense of reliability fortifies relationships.

Harnessing the full potential of in-person and direct communication

Kendall highlights the importance of personal or telephonic communication, pointing out that research shows a vast number of clients, about 80%, prefer to get updates over the phone instead of through email from the agent handling their real estate affairs. By consistently providing interactions of exceptional value, you strengthen relationships with clients and acquaintances, which turns them into the most dependable sources for new referrals. An in-person conversation is more influential due to its interactive nature, which permits inquiries, the observation of emotional shifts, and the prompt clarification of any confusions.

The use of digital communication methods like emails and texts has resulted in a deterioration in the richness of information shared. He emphasizes that clients, now having access to a wealth of information, can easily get distracted. To differentiate oneself amidst numerous distractions, engaging in personal conversations where you can inquire, pay close attention, and present ways to address their challenges or seize opportunities is unparalleled.

Ensure that your spoken words and body language align with your customer's preferences, including the modulation of your voice's tone and speed.

The author recommends adopting the behaviors of those whom you assist. This involves carefully noting their communication style and then adjusting your method to be in harmony with theirs. Match your speaking tempo to theirs if they communicate more rapidly. Adjust the volume of your speech to align with their quieter tone. To establish a strong connection, it's advantageous to match the energy of customers who show expressiveness and enthusiasm in a genuine way.

He also emphasizes the importance of being sensitive to unspoken signals and synchronizing your posture and actions with those of the people you assist. For example, if you are sitting in a conference room with a potential client, and they’re seated back from the table with their legs crossed, mirror them by doing the same. To effectively connect with them, it's crucial to match their level of engagement by demonstrating equal enthusiasm and a lively presence. This introspection nurtures a subconscious connection that, in turn, strengthens their feeling of assurance and trust within the partnership.

Other Perspectives

• While tailoring communication to individual personalities is beneficial, it can lead to overgeneralization and stereotyping, potentially overlooking the complexity and fluidity of human behavior.
• The Platinum Rule assumes that all clients have a clear understanding of their preferences, which may not always be the case, and it may not account for situations where clients' desires are not in their best interests.
• Imagined scenarios can be a double-edged sword, potentially leading clients to make decisions based on fantasy rather than reality, which could result in dissatisfaction if expectations are not met.
• A systematic consultation process is ideal but may not be flexible enough to accommodate unique or rapidly changing client needs that require a more adaptive approach.
• The emphasis on asking questions, while generally positive, can become intrusive or overwhelming for some clients, leading to discomfort or disengagement.
• Balancing rational and emotional considerations is complex, and there's a risk of manipulating emotions to sway decisions rather than ensuring they are well-informed.
• Enhancing communication with visual elements and storytelling can be effective, but it may also distract from the substantive details that are crucial for decision-making.
• The focus on in-person and direct communication may not always be practical or preferred in the digital age, where many clients may favor convenience and efficiency over face-to-face interactions.
• Aligning spoken words and body language with customer preferences can be seen as inauthentic or manipulative if not done with genuine understanding and respect for the client's individuality.