Coffee is for closers....

Coffee is for closers....

Ever seen the 90's black comedy classic Glengarry Glen Ross? This film reveals the unique insight into the dog-eat-dog world of property selling, whilst covering brokers trying to close property transactions....and to do it hard.

Having personally been in the sales industry (i.e. as an occupation) for the last 15 years, I have heard the following phrase: "Coffee is for closers" used in jest. This phrase (questionably applauding achieving sales individuals) is from the film aforementioned, and was communicated in an insulting manner by the boss (played by Alec Baldwin) to his staff of a high pressured US Real Estate firm. The position being: if you are not selling property, then you don't have the time or right to be drinking the company's coffee.

Its a phrase I associate with the past. I really do. Yes, there are certainly sales organisations that are relentless in pursuit of targets but this culture inevitably filters down the hierarchy. It creates pressure on individuals to behave a certain way towards its customers. I personally think this results in a more likely outcome to be aggressive and a higher chance to act possibly unethically.

Its a short term outlook that could only damage the ability to build long lasting relationships.

What we believe at Jeremy Jacob is not about "closing" but "opening": by unlocking and opening the objection door that will help the customer/client find what they need.

Then you master the true art of selling (thus making the seller a giver, and not a taker). To be an opener, you need to have the following skills:


1. To show patience.
2. The ability to listen to the customer/client.
3. To genuinely want the best outcome for the customer/client. Therefore showing that one cares.
4. To be willing to go back to the drawing board every time to find a solution that can help the customer/client. To believe that there can always be a solution.
5. To earn the trust of every customer/client.
6. Developing emotional intelligence, i.e. to understand the different nuances that human beings posses. Customers/clients can't be racked and stacked. Treat every person as an individual.
7. Strive for "Win/Win": Therefore, to encourage all involved parties to win. Is it worth winning when the other party knows they have lost? This possibly just creates a feeling of resentment. It further causes difficult (or severing of) relationships. If you hold yourself accountable to ensure that all parties achieve win/win, it makes everyone feel good.


In conclusion, and specifically to Letting properties, we as an agency always endeavour to open the letting process up as wide as possible for the Tenant and Landlord. We want to identify everyone's wants, needs, considerations and then finally be in a position to help. No cutting corners. When done correctly, we passionately believe that the Tenant and Landlord will decide themselves its time to close.

"Closing" therefore is prehistoric. Its aggressive and counter intuitive.

We get excited when we learn that our customers/clients are having property or customer service related dinner table conversation with family and friends, and to speak of Jeremy Jacob Letting Specialists in a purely positive way. I think this can only be rewarded if we act as a helpful and effective agency - time and time again.

We want you to return warmly, every time.