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Note from Jason Forrest: A man, a ham, and a pan

Sales Pros:

Man with Hand on Head-Questioning-Jason Forrest-Forrest Performance GroupI recently heard a story about a man, a ham, and a pan. Arnold said his mother always cut both ends off of her hams before putting them in the oven. So when Arnold noticed that his wife stuck the whole ham in, he questioned his mom’s practice for the first time. Until then, he had thought nothing of it–it was just the way it was done. When he asked his mom why she did it that way, she said, “The pan was too small to hold a whole ham.”

Maybe you can relate. Ask yourself why you do certain aspects of your new home sales process. Look at your process–your opening greeting, model tour, home site tour, etc. Then ask yourself, “Why do I do it this way?”

If your answer is “because it just feels right” or “that’s the way I’ve always done it,” or “that’s what I saw my partner do,” dig deeper.  If you can’t come up with strategic reasons (that it’s the most effective way of moving the sale forward, for example) then use it as an opportunity to make adjustments.

Consider what room you start your presentation in and why you go from room to room the way you do. This will force you to have conviction about the way you are doing things. If you don’t have conviction/swagger in why you do what you do, then you’ll be thrown off your game the first time a customer throws a curve ball at you.

But being introspective on your sales process and presentation will force you to have conviction around your presentation and process. That conviction will lead to swagger. And swagger? Well that’s 85% of the battle.

Here’s to earning what you’re worth!

Jason Forrest


Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at

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