Below is the Table Of Contents of my book, The Path To Success In New Home Sales (A Step-By-Step Guide in Becoming A Top Producer). Below that please find the book's Introduction. It's yours to read for free. If you like the information presented, you may purchase the book by clicking on the link at the bottom of the page. Enjoy!

INTRODUCTION
I knew I was in trouble when one of the owners of the Real-estate Company that had just hired me finished his motivational speech with the statement, "Selling is an art." I couldn't draw a stick figure and I was certainly not right brain dominant (right side - art, left side - logic), in fact my previous career was in a very mechanical field. I was one of the hundreds of thousands of aspiring souls who obtain a license to sell real estate with little or no selling experience in hopes of making the big bucks.

Because this was a new career for me I realized very quickly that if I was going to become successful I had better learn everything I could about selling. As fate would have it I was fired from my first job because of a low conversion ratio. In other words I talked to too many people and had too few sales. With six months of experience under my belt I went to work for a company that represented ten new-home builders in a huge master planned community. My new bosses provided some basic sales training but really believed that selling was an art form and you had to be somewhat of an actor to become successful. This was an important lesson for me to learn. However, I learned later it was putting the cart before the horse.

One afternoon when I was taking a customer through one of the model homes, the Division President of that particular company observed my presentation. I was approached the following week and offered a position. Little did I know that this was to be the start of a very long journey towards my education in mastering the selling of real estate?

Their training program filled in the missing piece, the science of selling. This is where I learned that selling was both an art and a science. Over the next four years I continued to learn, practice, and teach myself, as well as my co-workers, new and exciting sales techniques, which allowed all of us to become top producers wherever we went.

When I became a manager I implemented these new techniques with tremendous results. This sales model is referred to as, "A Criteria Driven Sales Model". The best way I can define this is that you identify the criteria necessary for your customers to make a buying decision then you use that information to drive the sales presentation in a step-by-step format referred to as the Critical Path. The Critical Path mirrors the natural hierarchy of questions a customer must have answers to before they can make an intelligent buying decision. Bear in mind that your customers may not realize all information that is necessary to purchase a home when they first start their home-buying journey. However, when it comes time for them to make a buying decision that they can stick to without the chance of canceling they will have successfully garnered answers to all of these required questions. This is one of the most important principles for you to remember and though it may not make sense right now it will by the end of the book. Let me give you one example of what I am talking about. What is the first decision most customers make before they start looking for a new home? The answer is obviously, "The location they want to live in?" Wouldn't you agree it makes sense to find out if your location fits the customer's criteria before you start discussing the floor plans?

I will also spend a great deal of time discussing the buying process. This is an area most all other trainers neglect in their teachings. Once I understood what emotions the buyer experienced as well as when they normally appeared in the presentation I was better prepared to handle both the positive and negative emotions. For example have you ever wondered why a customer seems so excited during the first half of your presentation and all of sudden they go cold on you? This is just one example being prepared by understanding the buying process.

I will also discuss questioning and listening techniques, a model to handle objections, tie-downs and trial closes, and final closes. If you will make a commitment to learn these techniques and put them into practice everyday I promise you will increase your income and your enjoyment in the selling of real estate.

~End Of Introduction~
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