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Note from Jason Forrest: 20 seconds of courage

Sales Pros– We bought a Zoo new home sales training Forrest Performance Group Jason Forrest new home sales training and development

You have a chance to make something extraordinary happen at each sale-stopping moment. And in new home sales, I know you face a ton. There’s potential for rejection around every corner. For example, when:

  • it’s 100 degrees outside, but you know the best thing for your client is to walk the homesite
  • you’re getting ready to go over financing
  • a frowner comes in you don’t think they want to spend time with you
  • you know everything is right and it’s time to ask for the close
  • they’ve already said no to you and you’re going for the second close
  • you’re on the way back to your models and your prospect says, “Yeah, all we need is a price sheet and we’ll be on our way.”

So in any moment when fear is starting to engulf you, your automatic response needs to be 20 seconds of courage.

You may not know what’s going to happen or what they’ll say next, you just know it’s your chance to move the sale forward.

Approach every sales-stopping moment like that and see what happens. Then come back and share what you’ve found. Next, use this image as your screensaver or on your phone. Or write “2o seconds of courage” on your mirror or on a sticky note to remind yourself to push forward every time you want to draw back.

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 builders training & consulting programs at

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