Discounting is NOT negotiating

I was with an estate agent last week who met with a seller and at the end of his presentation said “our fees are 1.5%” and then he zipped up. The seller replied “that’s a fortune and other agents are 1%”. After some debate they shook hands at 1.2% and he won the deal.

When we got outside he said to me “I’m a

Good Negotiator aren’t I?” I replied “you’re horrendous; you didn’t negotiate, you dropped your fees!” He didn’t have a clue what I was saying and he truly felt he had negotiated.

I explained he should have traded. He should have said “my fees are 1.5%; I’m keen to work with you as I know I’ll find you the right buyer, in the right time and the right price.” Once I demonstrate that, there’s 3 things I’ll ask in return:

  • A video testimonial from you sharing your experience.
  • You mentioned you are a member of the local golf club. I’d like to come down one morning and meet your Network and introduce my agency
  • You spoke earlier about your friends are thinking of selling. I’d like to be introduced to them once I show you how good we are.

If you’re happy with that, then I’m comfortable in moving forward at 1.3%.

My question to you is, what can you trade?

We deliver bespoke sales training that improves your sales success

Flexible & bespoke sales training to accommodate the needs of you & your team.


Practical techniques you can easily implement for instant improvements.


Free on-going support via phone or email, after training is complete.


A proven track record working with businesses of all types & sizes.

Latest from our blog
Aug 2018

Sales training is a vital part of any business’s operations and growth. Whilst you may have the best product or service available in your field, if no one knows about it or can be convinced of its value then it will not sell. Training your...

Aug 2018

If you’ve just started a career in estate agency, brushing up on your communication skills is essential to your performance. Even if you have masses of experience, there are always new skills to learn and new ways to think about communication. Body language From meeting...

Jul 2018

Whilst some people are natural talkers who appear a perfect fit for a career in sales, the act of selling is a skill in its own right, which must be learnt and perfected. Sales training encompasses many different elements which provide sales professionals with the...