Construyendo hasta el cielo con cimientos de realidad | Emilio Andrade | TEDxSagrario

23 Oct 2024 (1 month ago)

Introduction to Sales

The concept of sales is a shared dream for many people, and it is a relevant topic, but often the factor that drives all companies and businesses is overlooked, which is the impulse to build relationships with clients and the market in the short, medium, and long term (9s).
The word "sale" has a very extensive meaning, and in the construction industry, it is often misunderstood, with some people thinking it is about negotiating or conflicting with the client, or that offering a higher price is winning (53s).
However, the true meaning of a sale is a sequence where both parties win, and nobody likes to lose, so the goal is to find a mutually beneficial agreement that leads to long-term satisfaction and durable relationships (1m23s).
People do not like being sold to, but they do like buying things they have been searching for, and the most important thing is finding an advisor who can help them find what they are looking for (2m7s).

The term "advisor" is preferred over "salesperson" because it implies a more collaborative and helpful approach, and finding a successful outcome with clients generates a satisfaction that is 10 times greater than just personal benefit (2m25s).
Emilio Andrade has 10 years of experience in the commercial field and is currently the commercial manager of Diamond Developers, a 22-year-old construction company with 52 buildings delivered on time (2m54s).
The construction industry is a significant source of employment and job creation, both directly and indirectly, and Emilio Andrade started selling apartments at the age of 16, but did not sell any in his first two years due to his age and focus on personal objectives rather than the client's needs (3m25s).
After 10 years of experience, Emilio Andrade has learned that the primary focus should be on building relationships with clients and understanding their needs, rather than just pursuing personal objectives (4m11s).

After selling $20 million, the realization of the true meaning of the word "sale" was understood, which is about both parties winning in an agreement, rather than just focusing on the sale itself (4m17s).
The focus should be on reaching agreements where both parties feel satisfied and no one feels disadvantaged, which is often not the case when the focus is solely on the sale (4m57s).

In business, it's essential to understand the needs of the market and the people involved, rather than just trying to sell a product or project (5m19s).
Sometimes, advisors or real estate agents try to influence people's needs to sell their products, but this approach lacks the necessary empathy to truly meet the clients' needs (5m49s).
The ideal advisor would be someone who becomes a partner in achieving the client's objectives, such as finding their first home or ideal living space (6m5s).

A crucial concept in changing the approach to real estate development is to focus on making people buy, rather than just selling products, which involves understanding the target audience and their needs (6m32s).
To achieve this, a thorough planning process is necessary, which includes understanding the target audience's lifestyle and preferences, and creating a project that meets those needs (7m0s).
The lifestyle aspect is broken down into three main areas: comforts, services, and luxuries, which are essential in meeting the evolving standards of living that people are seeking (7m22s).