Farming – Quality vs. Quantity

Shortly after graduating my wife and I went for a Sunday afternoon drive. We had no intention other than a leisurely drive in our neighbourhood. A local real estate representative flagged us down and asked if we were interested in purchasing a house… we laughed! We had $2,000 in our bank account and saw home ownership as something we might consider a few years down the line. To make a long story short, we bought a house that day and managed to scrape together the $20,000 we needed as our downpayment.

The reason I am sharing this story with you is that this rep gave me the first insight into ‘Farming’. In other words, having a distinct territory that you manage and maximize your return from. This rep had an aerial photo of his neighbourhood and knew every house and home owner in his district. He estimated there was an annual 25% turnover of families in his district and he was the predominant rep that helped families buy & sell in this particular area. He was also the No. 1 rep in his company! His lesson has stayed with me ever since.

Improving our verbal and strategic selling skills are critical to our success. So are our Time & Territory Management skills. Where we spend our time, how we prioritize our Return On Time Invested (R.O.T.I.) and how we manage our territory have direct and significant impact on our performance. This real estate rep had realized that managing a larger territory was not as important as maximizing his return from a smaller territory.

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