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Commercial Real Estate Prospecting: Here’s One Idea to Just Let That Rejection Bounce Right off of You

By Jim Gillespie | June 18, 2014

One of the biggest factors that keeps brokers from prospecting is dealing with the rejection. I mean, who normally wants to pick up the phone and dial people for several hours, knowing that you’re going to be talking to people who really don’t want to talk to you?

So the better you become at handling the rejection, and understanding that it’s all just part of you making an amount of money that you’ll be absolutely thrilled with, the more successful you’re going to be in your brokerage business.

One of the most interesting ways I’ve ever heard of dealing with this rejection came to me from a top Cushman & Wakefield broker who I interviewed several years ago. He told me that what he does is he pretends that he’s stepping into being a "prospecting character" whenever he’s doing his prospecting…much like an actor would do whenever they’re playing a role. So by imagining that he’s stepping into his prospecting character, it’s no longer him that’s being rejected by these people. These people on the other end of the phone are rejecting his prospecting character instead of him, and they’re not rejecting him personally.

So this makes it much easier for him to handle any rejection that comes his way whenever he‘s calling other people on the telephone.

Once his prospecting session is then over, he steps out of being this prospecting character, and steps back into becoming himself once again.

This is one of the most creative and innovative approaches I’ve ever heard of someone doing whenever they’re prospecting. Just as an actor acting in a movie wouldn’t take it personally whenever another actor is yelling at them as part of the role that they’re playing, this broker is now doing the exact same thing whenever he’s prospecting.

With this in mind, since moving beyond rejection is a very important component within commercial real estate prospecting, I wanted to tell you about this idea because if you like it and it begins working for you, you’ll be doing more prospecting, and you’ll end up making a lot more money.

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