From Struggle to Streak: How I Learned to Overcome Obstacles that Led to 20 Straight Quota-hitting Months

I'm thrilled to share my recent success with you, even though it may come across as a humble brag. I've been on an impressive sales streak, consistently hitting and surpassing my sales targets month after month. The purpose of this message isn't to brag but to provide valuable insights and strategies that have propelled my sales performance. These strategies can help you supercharge your sales figures too.

Before I dive into the tactics that have fueled my sales success, let me take you back to a time when I was just a mediocre salesperson.

I kickstarted my sales career selling merchant services, specifically credit card processing machines and services. While I achieved some sporadic success, I couldn't maintain consistency. In those years, I only reached the quarterly goal once! And that was only due to landing a whale of a deal.

Reflecting on my past, I realize I made two critical mistakes:

Mistake 1: I took rejection personally, allowing it to dent my confidence. Every "no" from a prospect felt like a personal blow, leading me to withdraw from prospecting.

Mistake 2: Inconsistent sales call activity plagued my performance. The fear of facing more rejections deterred me from making a consistent number of sales calls each day.

Had I addressed these issues earlier, I could have enjoyed a steadier income, honed my sales skills, and developed unwavering confidence in myself. But as they say, hindsight is 20/20, and we all learn from our mistakes at our own pace.

Fast forward through various job changes until I found my niche in leasing apartments, where I've been for seven successful years. Initially, as a leasing agent, I leased only one apartment in my first month, which left me doubting my ability to succeed in this role. However, persistence and quick adaptation propelled me forward.

Over the next four years, I remained at an average performance level. I diligently posted ads, set appointments, showed apartments, and closed leases. However, I knew I wasn't living up to my full potential. In my quest for excellence, I experimented with various tactics, hoping to find the elusive "magic solution." I tried auto-scheduling software, organized open houses, and posted more ads on platforms like Craigslist. While these strategies yielded slight improvements, they didn't have a significant impact on my sales numbers.

Then, the COVID-19 pandemic hit, turning San Francisco into a ghost town. People were reluctant to lease expensive apartments when they could work remotely from more affordable locations. However, the scenario shifted when rent prices dropped and people started showing interest again. Many were still hesitant to visit in person, which led to extensive phone calls with clients who had numerous questions.

During these interactions, I noticed a pattern: clients' questions fell into 2 categories, obstacles and objections.

An obstacle could be a client's observation, like, "There seems to be a lot of homeless people in the area."

An objection might be as simple as, "I need to think about it."

I began diligently cataloging these obstacle statements or questions whenever I encountered a new one. Upon reviewing them, I realized that most of these obstacles were just mere concerns. I implemented a strategy from Russell Brunson's "Expert Secrets," where I responded to each obstacle with a positive perspective or drew comparisons.

For example:

Client: "There's construction next door/above/below me. That sounds loud/bothersome."

Agent: "This (historical) building is very old, and the owner/company prioritizes maintenance, unlike some other building owners. We take pride in craftsmanship and maintenance, just like the renovated unit you're getting. While it might be a short-term nuisance, you'll end up with a high-quality neighbor, much like yourself. These apartments are kind of like classic cars. Sometimes when people move out, they haven't been updated in 30 years. And like an old car it takes a lot of work to bring it back to life."

Another Example:

Client: "This kitchen doesn't have a garbage disposal."

Agent: "You're right; the city discourages food waste entering the water system and encourages the use of food waste bins to reduce water bills for everyone."

Client: "There seems to be a lot of homeless people in the area."

Agent: "That's one reason prices are more affordable in this area."

The key is to anticipate and address each obstacle in a way that provides a positive perspective. Whenever possible, use personal stories to make clients feel more comfortable.

Once I implemented this strategy, keeping the conversation focused on the apartment and the client, my sales numbers surged. If the conversation veered too much toward casual chit-chat, I redirected it by asking questions about the client and the apartment, encouraging them to share their obstacles. This allowed me to answer their questions with the positive insights I had compiled. I made time to practice how I would answer each obstacle.

The point is that the more you understand your prospects, the more they will open up. The questions aren't merely for small talk; they serve the purpose of uncovering their pain points and determining if one of your apartments can resolve their issues.

Disclaimer: I've overcome my sensitivity to rejection, understanding that people have numerous choices, and if they don't choose to rent with me, they've found something better suited to their needs. I've also learned the importance of consistency in my activities, no longer succumbing to self-pity. I put in the work to achieve the goals I set for myself.

P.S. On the 21st month, I missed the goal! I rented 17 apartments, and the goal was 18. The streak is broken! It's time to start a new one.

P.S.S. Overcoming obstacles is just one part of the sales process that I've mastered. The other aspects, including opening and qualifying, overcoming objections, closing, and securing referrals, are equally vital for success in the world of sales.