Vulnerability = Strength

Vulnerability = Strength
Strength = Vulnerability

Most everyone agrees that listening to your prospect is the best path to a sale. But many people that I observe on a daily basis practice the “show up & throw up” technique of selling; they think their job is to verbally download every last feature and benefit of their product, and hope while they are talking (i.e. not listening), something they say will click and the prospect will say YES!

This NEVER works… Ever! So how does the salesperson get in the listening mode? I believe that one of the best ways to do this is, to let your very important ego, take a back seat for the moment and get vulnerable. Let the prospect know you don’t know everything; you are not sure your product will match his needs, but you would like to find out! Then you ASK (not tell) a series of questions.

Get vulnerable. Get curious. Be sincerely interested! Don’t act like you are interested when the prospect can see through your eyes that you are not even listening to the answer, and are just waiting for them to finish, so you can say the next thing.

Vulnerability is not easy. It’s not easy because we are taught to be confident; to instill confidence in others and to have expert product knowledge. But what I firmly believe, is you can have all of that confidence, and still need information from your prospect. You can’t expect to know everything about everyone. It’s impossible, so by asking the right smart questions, you will show more strength and self-confidence than if you blow through the 47 reasons why you think they would be the perfect fit for your product.

At the risk of getting bombarded with tweets and emails, I’ve seen that it is much easier for women to employ this process than men. I think men have a very hard time being vulnerable and offering up to the prospect that they don’t have all the answers.

Whether male of female, the salesperson who gets vulnerable, puts their ego in check, and asks a bunch of appropriate questions, is the stronger salesperson. They will definitely have the stronger results!

For a list of “must ask” questions for prospects who call in for space in your shopping center, CLICK HERE.

P.S. I am really into podcasts lately. A few of my faves are:

  • The Moment with Brian Koppelman
  • The Art of Charm
  • Tony Robbins

Send me your faves!

Share

Blog Comments

More Posts

Mirror Before You Move

You’ve asked the questions, done the listening, and now it’s time to show your prospect that you get it. Before you pitch a space or schedule a tour, mirror back what you heard. Repeat their key needs, using their own words if possible. This does two powerful things: Try to prioritize their pain points so when you do present a solution, it lands emotionally, not just logically. You’re not just showing space — you’re solving a problem. Now, if one of your properties doesn’t meet their needs, don’t waste their time (or yours). Be honest. Ask if they’d like you to keep them in mind or refer them to another agent who might have a better fit. That kind of integrity is what Rockstars are known for — and it pays off long-term. ROCKSTAR TIPNever tour just to tour. If there’s no match, don’t show. Be the agent who listens more than talks, and who only books tours with purpose. Your goal? Progress the conversation – but only when the path forward is real.

Read More

Help Your Tenants Succeed

Smart leasing agents know that strong tenant revenues lead to a thriving shopping center. More successful tenants mean more traffic, stronger synergy, and easier leasing. Even if you’re not in marketing or property management, here’s how you can support your tenants: Rockstars don’t wait for someone else to market the center. They pitch in, build relationships with tenants, and help turn their locations into community destinations.

Read More

Considering Retail Leasing? Read This First.

If you’re coming from a commission-only sales job, you already understand the financial risk. But if this is your first role—or you’re transitioning from a salaried job—you need to know: Retail leasing is a long game. Commercial real estate has a much longer deal cycle than most sales roles. Deals can take 3–12 months to close, and you likely won’t see your first commission check for 4–5 months. Be Smart. Be Ready. Retail leasing can be wildly lucrative, but only if you prepare properly for the ramp-up. Don’t let short-term pressure kill your long-term potential.

Read More

To Succeed Faster, Find a Mentor.

The best way to learn this job is to do the job—and a great mentor can help you do it better, sooner. Ideally, you’ve already been paired with a successful leasing agent to shadow. If not, identify a Rockstar in your office or market who’s willing to pay it forward. No luck? Reach out to your school’s career center—or give me a call: (305) 970-0416. Yes, it’s a real number. Once you’ve found your person, here’s how to get the most from the mentorship: Mentorship isn’t just about learning the business. It’s about building real-world confidence, faster. And Rockstars know—it’s not just what you know, but who helps you learn it.

Read More

Beth's Resources

Beth has established a reputation for “giving back” and creating a legacy of helping others. To support this mission, she offers a wealth of FREE resources for individuals in the retail leasing industry, whether you’re a newcomer or a seasoned professional. Her collection includes case studies from her nearly 40 years of experience, providing practical insights and guidance. With Beth’s resources, you’ll gain valuable tools to navigate the complexities of retail leasing and achieve your professional goals.

E-News

Subscribe to the Beth Azor e-news to stay up to date with commercial real estate trends, events, and expert advice.

We promise, no spam. Just great content.

E-News

Subscribe to the Beth Azor e-news to stay up to date with commercial real estate trends, events, and expert advice.

We promise, no spam. Just great content.