The first quarter of 2010 has now come and gone and many brokers are finding small changes from the prior calendar year.  Others are finding velocity, at least in terms of inquiries, if not transactions, have risen dramatically.  The difference is not a matter of market or sector of focus, but on performance.  The greatest increase in client inquiries and interest  are being generated by brokers who also have the highest failure rate.  These are the commercial brokers who will be the leading income producers both this year and next.  To them failure is an option, why – well you will need to read on.

I was recently reviewing “The Best Damn Sales Book Ever” by Warren Greshes, a national best seller.  Warren makes the point that the salesperson who gets to the most “no’s” in business is usually the top salesman in an organization.   Seems counterproductive on the surface, but it’s ironically accurate.  Top performers don’t mind getting “no’s”.  Yes, rejection is a failure in terms of not getting a listing, leasing assignment or tenant rep assignment, but it is also substantial proof that you are at least getting in front of enough decision makers to build a business.

For example, at the Massimo Group we make between 300 and 1,000 calls a month to potential clients.  Heck, I personally make between 300 and 400 myself each and every month.  Why?  Because I know that if we contact less, our business will suffer and if we contact more, our business will grow.  To me, getting a “no” is the second best possible answer, after “yes” of course.  The “maybes” and “call me in x months” are the worse replies of all.  This is not a decision, it’s just a way to keep a fish on the hook while it frantically twists to get back in the water.  Who wants that?  Not me.

So for all those who feel “failure is NOT an option”, and suggest, perhaps you are not making enough effort in your sales – it’s ok to fail, in fact it’s one of the best barometers of success!