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Mastering Persuasion in Your Commercial Real Estate Brokerage Business

By Jim Gillespie | March 10, 2010

Commercial brokers often ask me if there are any books that I recommend to read to help them persuade their clients and prospects more effectively. And with this being said I definitely recommend the following three books to you:

1) Unlimited Selling Power: How to Master Hypnotic Selling Skills by Donald Moine and Kenneth Lloyd

This book does a solid job of showing you the language patterns that effective salespeople utilize to move their clients and prospects towards the sale, and you’re given examples of the language patterns that less effective salespeople will often utilize, too.

2) The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking by Kevin Hogan

I recommend reading Unlimited Selling Power before reading Kevin Hogan’s book, because it will give you a solid foundation for the detailed persuasion techniques described in Hogan’s book. These techniques and approaches are powerful and will spin your head at times when trying to understand them for the very first time. But I recommend reading this book if you truly want to become a master of persuasion.

3) Influence: The Psychology of Persuasion by Robert Cialdini

This book is one of the most acclaimed books ever for understanding what motivates people, how to influence people with integrity, and how to recognize more often when you’re being influenced by others yourself.

Take a look at people’s ratings of these books and what readers have had to say about them on sites like www.Amazon.com, and you’ll understand even more why I’m recommending these books to you.


If you’re interested in one-on-one coaching to take your commercial real estate brokerage business to the next level, click here to send me an E-mail.

"We own a commercial brokerage company, a real estate development company, and a property management company. With Jim’s help we’ve now substantially reduced our overhead, and have implemented a marketing approach that’s bringing us more quality transactions than we ever would have imagined."

Jeffrey Weitz & Matt Schweitzer
North Rim Partners

Click here to see more testimonials from my coaching clients.

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