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Note from Jason Forrest: The X factor’s fear factor

Sales pros: Just-Do-It-Now Note from Jason Forrest new home sales professionals new home sales training and development real estate Forrest Performance Group x factor beliefs x factor sales professionals

Does it surprise you to hear that the very top sales pros are driven by fear just like the average sales pros? The difference is just what they’re afraid of. The x factor‘s biggest fear is that the prospect in front of them is never coming back. And it drives them to give their very best and make sure they don’t leave anything on the table. The average are afraid of being rejected. And that drives them too. It just drives them the other direction–to pull back and disengage.

We have found that only 20% of registered prospects return for a second visit. So that means 80% eliminate you the first time they see you. The x factor sales professional is constantly aware of this and is therefore driven to either close them on that first visit or increase their probability of getting them to come back for a second look.

Coaches say, “Leave it all on the field.” They’re saying, “Don’t put yourself in position to regret anything or to look back and wonder if there’s more you could’ve done. Don’t leave this situation with a list of shoulda, woulda, couldas a mile long.”

So if the top 1% are driven by the fear that this customer isn’t coming back, they’re not going to leave anything undone or walk away saying, “I wish I woulda asked more questions. I wish I woulda asked what they needed to think about. I wish I woulda sited them.”

So get out there and act like that x factor…always. Operate under that x factor fear–that you may never see the prospect in front of you again. That this is your only chance to give everything you’ve got.

Here’s to earning what you’re worth!

Jason Forrest


Contributed by Jason Forrest, new home sales trainer/coach

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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