| Because psychology is the study of human behavior, isn t itlogical to apply such a study to a business that is so dependent on thevagaries of human behavior? Actually, the successful selling of real estate is not as muchconcerned with the physical aspects of real property as it is with theactions and reactions of the people with whom you are dealing. Theirdreams, desires, goals and motives are much more important tounderstand than the pragmatic details of real estate. Hence a book onmotivation and persuasion can be of considerable value to you to helpyou understand your clients in your everyday negotiations. Motivation may be defined as "the reasons why a person doessomething or does not do something." If a person is motivated to dosomething, it may be termed positive motivation. If he is motivatednot to do something, we call it negative motivation. Most people areinclined not to do anything when presented with a proposal. That sthe line of least resistance. It avoids having to make a decision. Itavoids having to exert one s mental apparatus. It avoids taking thechance of" being wrong. If you are to change a prospect s thinking from a negativemotivation (not to take any action) to a positive one (to do what youwant them to do), you need some sort of a tool to help you. That tool iscalled persuasion. But there is also a third force that enters into the business ofselling and that is the degree of force in your own motivhtionalmakeup. Without sufficient motivation on your part, no amount ofinformation 1 can give you to help you understand your buyers andsellers better will be of much help unless you .feel compelled to put itto good use. This book is divided into three parts. The first part is aboutsellers--what motivates sellers, where you can find motivated sellers,and what to do with them after you find them. |
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