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Top Producers Don't Set Goals!

Apr 11, 2008
After all, I have read all the materials on goal setting (Napoleon Hill, Jack Canfield, Zig Zigler, Anthony Robbins) and I even wrote books on goal setting myself (Affirmations of Wealth, Your Spiritual Gold Mind). It took a tremendous gut check, brutal honesty and a massive paradigm shift to admit, goal setting is an old technique that just isn't as effective as it used to be.

Keep in mind. goal setting is a good starting point for most people; like riding a bike with training wheels before you graduate to a two wheeler or attending high school before moving on to college. However goal setting is not the latest or best technology available to help you fulfill your mission in life. Another example would be; a 1967 Chrysler Newport automobile may run just fine. No fancy gadgets, no cd player, no GPS, yet the car (if maintained properly) still would run fine. Yet there aren't many people (if any) driving 1967 Chrysler Newport cars anymore. Why? It doesn't make sense. Technology changes, safety standards change, styles change, etc. And so it is true with "goal setting."

The top achievers in any industry (and the coaches who work in those industries) understand that "Promise Setting" is much more powerful than "Goal Setting." A friend of mine by the name of Bill Bartmann actually did a study on this distinction several years ago. He found that less than 20% of people who set goals ever achieve them, yet over 90% of people who make promises fulfill their promises! Why? What's the difference?

Before we answer those questions, let's look at some disturbing trends in the real estate coaching business. Clients are dropping like flies out of traditional real estate coaching programs. I've heard personal testimony from dozens of people who are just fed up with the "one size fits all" approach to coaching. Many people have told me they have followed their coach's advice faithfully for many years and have yet to meet or exceed their production or financial goals (some for as many as ten years). Now I certainly am not unequivocally blaming the coaches however I can confidently state, "most coaches in the real estate sales training and coaching business are using old methodologies that just don't work in today's world."

A typical coaching call for the "old coaching companies", you know the ones that have been around for more than 2 or 3 years, goes something like this:

Coach: Tell me your numbers for the week. How many contacts, how many appointments, how many new listings, how many sales?

Client: I made all my prospecting calls but the market has turned against me and I'm not getting any results.

Coach: You're not prospecting enough. You have to double the amount of calls you are making.

Client: It's just not working for me.

Coach: You're not accountable enough. You don't have enough discipline.

Client: I'm doing everything I can. I practice my scripts, I make my lead generation calls and I attend training but my numbers keep going down.

Coach: Stop whining. You're being negative. You just have to have a positive attitude and make more calls. Sooner or later things will go your way. I'm telling you, you just have to have more discipline.

Client: Okay, I just don't feel motivated right now.

Coach: That's a cop out. Go and buy a new car. A car that really makes you stretch. The car of your dreams. Once you have the new car, you'll work harder and make more calls.

Client: Will that really work?

Coach: Yes. You just aren't dreaming big enough.

Client: Okay.

Coach: Our 30 minutes is up. Email me your numbers. Talk with you next week.

Sound familiar?

So what should be different here?

For starters, coaches should be having their clients make promises, not set goals. That's a very powerful word "Promise." There are all types of conscious and unconscious connotations that go along with that word. When you make a promise, it is a covenant. You were taught since you were two years old, "Never make a promise you don't intend to keep", "A promise is a promise", etc. We have been trained since we were infants to take promises seriously and only make them when we intend to keep them.

Making promises (in writing) is the most powerful "goal setting" technique in the world today. And by the way, there's a specific sequence in promise writing that virtually guarantees the fulfillment of the promise (but that's an article for another day).

Second, most coaches don't know how to help their client's face reality; most coaches instruct their clients with the "shoot for the moon" theory. You know, shoot for the moon and even if you miss you'll land among the stars. That's cute, but it still sets the client up for failure. The greatest coaches set their clients up for victory; winning small victories, than another, then another until winning becomes a habit. Shooting for the moon is typically taught by over-exuberant coaches who aren't accomplishing their own goals (in most cases). It's an easy way out from learning how to be a coach or mentor who knows how to guide and partner with their clients in good times and in bad; who takes equal responsibility for the accomplishments of their clients and who is willing to be accountable to their clients.

Imagine that. A real estate coach who is equally accountable to their client's as the client is to them. A real estate coach who knows the current methodologies to help people succeed in any market condition. A real estate coach that has the real life experience to guide their clients through the real life issues that impact their clients' bottom line. Those coaches do exist; you just have to know where to look.

So here's the due diligence you should do before hiring any real estate coach or joining any real estate coaching company. Find out if,

1. The coach offers a written guarantee of their coaching services.
2. The coach has at least 10 years experience in real estate sales, brokerage and/or management.
3. The coach has personally experienced both good and down markets in the past and has succeeded in both.
4. The coach offers 1 hour coaching calls, not a half hour.
5. The coach reveals the success rate of his or her clients. Ask the coach, how many of your clients have met or exceeded their sales and profitability "goals" in the past 12 months. The response should be at least 80%.
6. Ask the coach for testimonials and contact numbers of the people who have met or exceeded the goals and verify the information.

If the coach or coaching company isn't willing to (at a minimum) do all of the above, find another company.

The bottom line is this: you can and should be succeeding in your real estate sales business regardless of what the market is doing. You may have to make a paradigm shift, change the actions you are taking and do things differently.

At times like this, it's best to let go of the old and move on to the new.
About the Author
John Alexandrov helps as many real estate professionals as possible survive and even thrive in today's real estate economy. His proven success system is the most advanced real estate coaching process available in the world today. Learn more at www.realestateinnercircle.net.
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