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!

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.

December 29, 2025

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.

December 22, 2025

Begin With the End in Mind

Let’s set a realistic income goal and reverse-engineer your plan to hit it. Say your target is $45,000 in year 2. With an average commission of $3,000 per lease, you’ll need to close 15 leases this year. Now let’s break it down: Sounds big? It’s totally doable: Pair this formula with consistent qualifying, tracking, and follow-up, and you’ll not only hit your goal—you’ll outperform it. Rockstars know their numbers and work them like a pro.

December 15, 2025

Always Trade Smart – Every “Give” Deserves a “Get”

In every negotiation, remember this simple rule: if you give something, get something in return. Even if it feels lopsided, both parties are equally invested in reaching an agreement—and no one expects something for nothing. You’re not just filling a space; you’re creating a long-term partnership. So keep the balance: If you’re dealing with a prospect who keeps coming back for more, flip the script: ask for your “get” first. You’ll be amazed how quickly the endless asks taper off when there’s a price attached to every concession.

December 8, 2025

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.

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