Fredrik Eklund is a bit of a rock star in the real estate world. As one of the nation's top grossing agents and a star of "Million Dollar Listing: New York", Eklund is one of the most recognizable agents in the world. This gives him ample credibility as the author of "The Sell: The Secrets of Selling Anything to Anyone."
And I knew nothing about him prior to reading this book.
Before starting the licensing process, I didn't pay attention to industry news. I also don't watch much reality TV. After reading the book, I just might add his show to my rotation. The book is that good.
As the title suggests, the book is a basic guide to selling anything. While Eklund is involved in real estate (thus making the information even more valuable to real estate agents), he does an excellent job of generalizing the advice to anyone that's involved in the sales game.
The book is broken down into three sections. The first section covers issues related to you as an individual, such as being authentic, identifying your motivations, how to look good, how to take care of yourself, and the basics of social interactions.
The second section covers topics like finding clients, persuasive communication, and basic negotiating.
The final section includes advice on recruiting team members, getting attention, and how to operate your business. All three sections combined create a surprisingly comprehensive collection of selling advice.
I've encountered most of the concepts in psychology (one of my undergrad majors) or in other business books (from folks like Seth Godin, Chris Guillebeau, and the dudes that wrote "Rework.") I had ample opportunity to test the theories and ideas as a high school teacher. Nothing hones your selling skills like trying to make school engaging for 150 apathetic teenagers every day for two decades.
I digress.
Eklund's genius utilizes the same formula I've used in my own writing. He's entertaining, shares ample personal stories, and has a knack for distilling complex ideas in easy-to-understand language. Together, this makes the book an easy read.
If I had a complaint, it wouldn't be about the book itself so much as how the book seems to be used. Eklund spends A LOT of time making the point that successful people follow their own path. They don't simply copy those at the top. Despite this, I see FAR too many real estate agents implementing the exact same ideas he uses as examples. As expected, those attempts at mimicry fall completely flat.
Sigh.
Based on the comprehensive information and easy-to-understand format, this book should be required reading for anyone new to sales in general and real estate in particular. In our office, this book will probably be THE foundation of our new agent training.
Buy the book from Amazon by clicking this link!
Have you read the book? Share your thoughts in the comments section!
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