The Washington times., 1929-03-23
SALES
CONVENTION
IS HELD

III uLLU
With the cooperation of the Ma.
&ional Association of Real Estate
Boards, the Washington Real
Estate Board held a sales conven.
Stion Wednesday at the Willard
Hotel, which from the point. Of
attendance was the largest event
held since the annual convention
OF the national organization here
in 1924, according to Ben T. Web
ster, president Of the local board.
More than 800 realtors and asso-
ciateS attended the afternoon ses-
sion and more than 500 at the
addition, members of the Alex
andria-Arlington-Fa Fairfax, Va. Real
Estate Board participated.
The sales convention created by
the National association of Real
Estate Boards is designed to bring
to the membership of the consti-
tuent boards throughout the coun
try, the most modern ideas and
practices evolved by the leading
realtors Of the country, which have
been collected and organized by "a.
John Berge, sales counselor of the
National Association, who lead the
technical discussions of sales
efforts. With the cooperation of
William E. Herren, director of the
extension department, the confer
ence covered not only the technical
phases of salesmanship and real
estate selling, but the broader prin-
ciples of business building and the
development Of intelligent, honest
service in real estate.
Use of Maps
Discussing the use of maps, |
charts and diagrams as aids in
selling, Mr.. Berge pointed out that |
the problem of the realtor and his |
statesmen was not one of selling |
property to a purchaser, but rather |
one of helping him determine the
property best suited for his require
ments, and which offered him the
maximum Of service and use.
Analysing human impressions, he
gave a table of percentages based |
on a survey and analysis which |
showed that the average person re-
ceives 81 per cent of his impression |
from the eye, and only Z per cent |
through the sense of hearing. Illus |
trating this fact with graphic |
charts, he demonstrated that sales |
talks do not help the purchaser |
come to a conclusion and make up
his mind in anything like the de- |
gree that it is believed sales talk |
accomplishes. On the other hand |
it was demonstrated that ones mind |
functions more freely from impress
sions of sight rather than that of
hearing.
Taking for his subject the broader
aspects of business building, Mr..
Herren indicated number of fun
damental reasons for the failure to
build good will, which is just as
important in the real estate pro-
fession as in any mercantile busi- |
ness. He referred to statistics |
which showed that any business
failing to retain IS per cent of it's |
old customers and obtaining 15 per |
cent in new ones is doomed to dis |
aster.
Why of Sales Loss
"A recent investigation in the re-
tail field. as to why customers quit. !
reveals some interesting facts
which Mr.. Herren referred to as
follows: SIN an analysis of several
thousand instances, it wa found
SS~~A
cent quit doing business with their
store because Of indifference on the |
part of the firm. Only IA per cent
quit because of unadjusted griev-
,ances, and minor percentages for
other reasons. This illustration
clearly indicated the necessity for
constantly and carefully guarded |
Goodwill in order to build a |
clientele. 1t showed no progress
can be made unless interest is dis. |
played in all of the buyers or
customers or clients.
Indifference on the part of sales
men or realtors, unquestionably, |
causes the loss of the greatest num- |
ber of clients in the real-estate |
field" he said. ION the other hand, |
a more careful consideration of the |
client will most certainly prevent |
any feeling of Indifference which |
automatically creates goodwill"
Mr.. Herren pointed out three |
fundamental steps in building a |
clientele: First, making the custo-
mer a friend and also one of the |
firm: second, arousing his enthu-
siasm for what he has purchased, |
and, third. getting him to help you
obtain other clients. None of these
things can be accomplished, he
stated. if the customer fails to have
a favorable impression of the knowl-
edge, ability. or integrity of the
salesman. When such favorable
impression exists. the customer
spontaneously develops a desire to
help the realtor or the salesman
and tells his friends of the salts.
factory manner in which his trans |
action was handled. He tells his
friends how pleased he was with
the service, the benefits, advantages,
and profits he gained, and this is
the most lasting factor in building
goodwill or developing a clientele.
At the close of the convention,
Mr.. Webster. president of the
Washington board, extended his
congratulations to the membership
at large for their attendance and
complimented the national associa.
tion on conceiving the idea of fur |
nishing two of it's outstanding Of |
ficials to develop these conferences
with the boards throughout the