Alison Rogers recently penned a fascinating article in Inman News in which she interviews sales coach Alice Heiman. It is a must-read for anyone who wants to flip a house. Heiman and Rogers tackle the popular belief that client and our customer behavior needs to be changed in order for the real estate professional to become successful. Heiman, who has experience in teaching theory, notes that while it is possible to retrain customers, it is important to retrain in the way that is most accessible to the customer. Some people learn best by hearing something, while others learn visually or through metaphor. Using a range of communication styles and targeting the communication preferences of your customers can help you increase sales dramatically.

Other tips that Heiman offers include:

1) Consider your customer’s needs and adapt your behavior accordingly. Does the potential customer think he or she can find a better deal on their own? If so, you might have to show this person that you can get insider information about properties. Does the person have lots of time but little money? If so, he or she might be able to look at lots of properties but might need help finding something in their price range. Find out what your potential customers need and supply that need to turn these individuals into loyal customers.

2) If you get a referral, do not be shy about asking your referring person for information about ways you can help his or her friend. Do not just get the name of someone looking for a house – ask the person referring you about the needs of the buyer, what they are like, and any other information. This information is very useful. Knowing that the potential customer is on a limited budget, for example, lets you start off on the right foot with this customer since it allows you to focus on affordability right away.

3) Build credibility by understanding why customers look askance at sales people. Many customers have had trouble with a pushy seller who wanted to pressure them into buying something they did not need. Others think that there are enough resources online that they do not need real estate professional to buy a property. Build credibility by showing that you have information that is more detailed and accurate than online information. When speaking to a customer, do not be afraid of mentioning other choices other than what you are offering. Do not be afraid to send a potential customer to a competitor, for example. It might hurt to possibly lose the sale, but you will establish yourself as very trustworthy if you put your customer first. Your customers will see this and recommend you to others – who may need what you offer.

4) Do not treat your entire potential client list the same. Divide your list by needs and address each group of customers differently. If you do not, you are just sending spam. Divide your list by interests, income levels, or needs. Just keep in mind that the single mother and the investor on your list will have different needs – don’t treat them the same way or they will ignore you.

5) Find time each week to prospect. At the start of your week, set aside a specific amount of hours to market your business and interact with people who might buy what you have to sell. If you want to flip a house, you must find buyers. Buyers will not magically appear just as the home is renovated. You need to start looking early and consistently.

6) Focus on closing. That is what makes you money. Each day, focus on those tasks on your to-do list that will bring you closest to closing. Block out everything else, and you will still make money.

7) Don’t ignore who you know now. Many real estate professionals spend time prospecting but fail to follow up on already-happy customers – even though these customers are those most likely to lead to a new sale. Keep up with existing customers so that they remember you and don’t be afraid to ask these customers for referrals. If you want to flip a house, you will have more luck if you contact buyers who already think highly of you because a friend recommended you. You will have to work less to establish credibility as well.