If you knew how your prospect or client processed information and made decisions, would you be in a better position to help them? Would it be easier to persuade them to hire you, accept an offer or purchase a property?

Masterful salespeople have learned the skills to understand people better, connect with people faster and gain trust quickly.

A person’s actions and behaviours are easy for us to see; our teenager comes home after curfew, our partner brings us flowers, a seller client refuses a showing appointment.

What matters is what is underneath that action or behaviour.  Most of us will make assumptions based on our own frame of reference.

For example, we may be upset with the teen for being inconsiderate and irresponsible; we may be fearful that alcohol or drugs have been involved; we are perhaps angry that our sleep has been disturbed.    What happens if we view the situation through the teen’s frame of reference?  We begin to see what lies beneath the action or behaviour.

Actions and behaviours are fueled by thoughts and feelings.  In the teen’s case, perhaps fear, loneliness or sadness is driving the behaviour.  Perhaps excitement and joy are driving it.  Maybe it’s love. They may think that their action is best in the situation. It doesn’t necessarily excuse the actions, but if we can get to the internal drivers we have a much better chance to influence the behaviours.

What lies below the thoughts and feelings?  Mindsets and Attitudes do, and while we have a choice about our own mindsets and attitudes, shifting the mindset of others isn’t usually an option. However, understanding them is.  If we can understand and accept their mindset, our ability to connect, build trust and therefore influence and persuade their actions,  increases significantly.

So what we can see, the external, are the actions and behaviours.  What isn’t so obvious, the internal, are thoughts and feelings–mindsets and attitudes.

Do people make decisions based on internal or external processing?  Likely it’s a combination of both but the ratio is unique to each individual.  How do you know? Next time ask your real estate clients:

“Jane, how will you know when we have found a house that is right for you?”

“Mr. Acerbi, what is important to you in the agent you hire?”

“Sam, what do you need from me to help you make this decision?”

The answer will give you a clear picture of how they process information.    If their answer involves tangibles, they are more external processors.  If their answer is based more in emotions or intuition, they favour internal processors.   By understanding and responding appropriately to their preferences, you’ll be able to help them achieve their desired outcome.