Old-Fashioned Sales Techniques Can Still Work
Aug 1, 2024
In the rapidly evolving world of sales, the emphasis has largely shifted toward digital tools, data analytics, and virtual meetings. However, the essence of successful sales techniques often harks back to simpler times when relationships and in-depth market knowledge were paramount. One illustrative example of this is the story of Harry Forst, a commercial real estate broker in San Francisco whose old-fashioned methods remain relevant and effective even today.
Years ago, Harry Forst operated as a lone broker specializing in office leasing in San Francisco’s Financial District. Originally trained as a Lanier copy machine salesperson, Harry’s approach was deeply rooted in the principles of focus, commitment, and personal connection. Unlike today’s brokers who rely heavily on technology, Harry’s success was built on a thorough understanding of his niche market and a relentless dedication to knowing every detail about the companies within his designated area.
Harry’s strategy was straightforward yet powerful. He targeted companies that occupied 4,000 to 6,000 square feet within a tight geographic boundary in the financial district. This narrow focus allowed him to develop an intimate knowledge of his market. Before the advent of computers, Harry knew everything about the companies he worked with. He made it a point to familiarize himself with the receptionists, office managers, and most importantly, the key decision-makers within each organization. This depth of knowledge was not just about collecting data; it was about building relationships and trust.
One of Harry’s most remarkable practices was his dedication to keeping track of every deal done in the marketplace. He meticulously gathered comps (comparative market analyses) and used this real-time data to inform and advise his clients. Unlike today’s brokers who have instant access to data at their fingertips, Harry’s information was gathered through face-to-face interactions and handwritten notes on index cards. This hands-on approach meant that he was not just a broker but a true market expert who physically knew his marketplace, not just through a keyboard.
In today’s world, the landscape of sales has transformed dramatically. The reliance on technology means that face-to-face interactions are rare, and salespeople often cast a wider net across various marketplaces. While this allows for broader reach and efficiency, it also means that the deep, personal knowledge of a specific market, as exemplified by Harry Forst, is often lacking. Modern salespeople can access vast amounts of data quickly, but this does not equate to the nuanced understanding that Harry had.
Harry’s story is a testament to the enduring power of traditional sales techniques. His approach underscores the importance of specialization, deep market knowledge, and personal relationships. Even in an age where digital tools dominate, these old-fashioned methods can still provide a significant competitive edge.
For instance, focusing on a specific niche market can allow salespeople to develop a more profound understanding of their clients’ needs and preferences. This specialization can lead to more personalized and effective service, which in turn fosters stronger client relationships. Additionally, investing time in face-to-face interactions can build trust and rapport in ways that virtual meetings cannot.
Moreover, the practice of meticulously tracking market data and trends, as Harry did with his index cards, remains crucial. While modern tools make this easier, the principle of being an informed advisor who provides real-time, accurate information is timeless. Clients still value brokers who can offer insights that go beyond what is readily available online.
While the tools and methods of sales have evolved, the core principles that made Harry Forst a successful broker remain relevant. His story serves as a powerful reminder that old-fashioned sales techniques, characterized by focus, commitment, and personal connection, can still work effectively in today’s fast-paced, technology-driven world. Embracing these timeless strategies can help modern salespeople stand out in a crowded marketplace and build lasting relationships with their clients.
Written by: Hans Hansson
Hans Hansson is the President of Starboard Commercial Real Estate. Hans has been an active broker for over 35 years in the San Francisco Bay Area and specializes in office leasing and investments. If you have any questions or comments please email [email protected] or call him at (415) 765-6897. You may also check out his website, https://www.hanshansson.com