Have you ever found yourself at the end of a promising sales conversation, feeling that awkward hesitation when it’s finally time to ask for the business? It’s a common scenario, leaving many sales professionals wondering, “How do I close?” This feeling often stems from a fundamental misunderstanding of what closing truly entails. In the accompanying video, real estate mogul Ryan Serhant shares profound insights from his journey, especially his unique approach to closing sales that might just flip your entire strategy on its head.
Rethinking the Sales Close: It Starts at the Beginning
Many believe closing is a distinct, often uncomfortable event that happens at the very end of a sales process. This mindset, according to Serhant, is precisely why so many find it challenging. When you view closing as a final hurdle, it automatically feels forced and unnatural.
Serhant champions a counter-intuitive but highly effective philosophy: you close first. This doesn’t mean pressuring a client into an immediate decision. Instead, it’s about establishing a clear framework and setting expectations right from the initial interaction. This proactive approach transforms the entire sales journey, making the eventual decision a natural progression rather than a high-stakes confrontation.
1. Setting Crystal-Clear Expectations
Imagine showing a client dozens of houses over two months without ever discussing the next steps – making offers, negotiations, or timelines. When you finally broach the subject of buying, it feels strange and abrupt, doesn’t it? This is the pitfall Serhant highlights.
Instead, Serhant advises outlining the entire process from day one. When meeting a new client, particularly in a competitive market like New York City with its 80,000 real estate agents, he lays down the roadmap. “This is how we’ll work together,” he might say. “We’ll identify the best few options, view them, and then decide which one to move forward with.” This clear communication removes ambiguity and positions you as a guide, not just a salesperson.
He humorously contrasts this with dating: you wouldn’t walk up to someone in a bar and immediately dictate the terms of your evening. While sales allows for a more direct approach to process, the underlying psychology is similar. People are more comfortable when they understand the journey ahead, making the ‘close’ a natural part of a mutually agreed-upon process, not a sudden ambush.
2. The Power of Early Prospect Qualification
Setting expectations early also serves as a powerful qualification tool. When you outline your process, clients who aren’t truly ready or serious about buying will often reveal themselves. They might say, “Oh, I’m not ready to make an offer so soon,” or “I prefer a much longer, exploratory process.”
This early feedback is invaluable. It helps you identify prospects who might not be a good fit for your fast-paced, results-oriented approach. As Serhant points out, why waste months with a client who ultimately won’t buy, when you could focus on those who are genuinely prepared to move forward? In an environment as dense and competitive as New York City real estate, every moment saved on an unqualified lead is an opportunity reinvested in a serious one.
Serhant is candid about this: he’d rather lose a potential client upfront if they’re not serious than drag out a relationship that won’t lead to a transaction. He even offers to connect them with other agents who might be better suited as “tour guides” for less committed shoppers. This confidence and commitment to his process not only filters out unsuitable clients but also elevates his perceived value to those who are serious.
Beyond the Sale: Building Trust and Rapport
“No one likes to be sold,” Serhant emphasizes, a sentiment universally understood. But he quickly follows it with an equally powerful truth: “people love shopping with their friends.” This insight is crucial for effective sales closing strategies.
The goal is to transition from being a transactional salesperson to a trusted advisor, a “short-term friend” who guides them through a process they understand. When clients perceive you as an expert helping them solve a problem, rather than someone just pushing a product, their guard comes down. They become more receptive to your expertise and more likely to follow your recommendations – what Serhant calls “doctor’s orders.”
By establishing this relationship early and setting clear expectations, the sales process feels less like a negotiation and more like a collaborative effort. Your role becomes one of bringing expertise and problem-solving skills to the table, ensuring that when the moment to commit arrives, it feels right and logical for the client, not coerced.
Leveraging Pressure and Self-Promotion for Massive Growth
Ryan Serhant’s journey from a fledgling real estate agent to a celebrated mogul offers compelling lessons beyond just closing. His rise, significantly propelled by *Million Dollar Listing*, highlights the intersection of opportunity, preparation, and relentless self-belief.
From Amateur to Mogul: The “Luck Meets Preparation” Equation
Serhant’s career didn’t begin with a bang. Entering the real estate business at the end of 2008, he was initially juggling acting and hand modeling gigs. His biggest deal at that point was a modest $369,000 co-op sale that he personally had to paint. This humble beginning underscores the sheer grit required to ascend in a hyper-competitive field.
His “lucky break” on *Million Dollar Listing* wasn’t mere chance. The casting process was an arduous, nine-month marathon, starting with 3,000 agents in March 2010. This number was whittled down to a thousand, then five hundred, then sixteen, and finally, four potential cast members for the first season. The intense pressure of being one of four, knowing one would be cut, pushed Serhant to his limits, causing him to lose 20 pounds from stress. This wasn’t a handout; it was a crucible that forged his drive. He felt the metaphorical “shotgun to the head,” the fear of public embarrassment to millions (potentially 25 million viewers), forcing him to become the best real estate agent New York had ever seen.
The Art of Shameless Self-Promotion
Despite the dramatic lead-up, Serhant reveals that the initial airing of *Million Dollar Listing* in March 2012 didn’t immediately flood his phone with calls. There was no instant celebrity effect; the phone didn’t “ring off the hook” as one might expect. This experience taught him a crucial lesson about personal branding and effective sales. It solidified his belief that if you don’t promote your own successes, no one else will.
This realization ignited his passion for “shameless self-promotion.” He understood that he had to be his own biggest fan, screaming his achievements from the mountaintop. This isn’t about arrogance; it’s about strategic visibility. In today’s digital age, this means leveraging platforms like YouTube, social media, email marketing, direct mail, and even direct conversations. By consistently putting himself and his successes out there, Serhant created the momentum that eventually turned television exposure into real business growth and cemented his status as a real estate powerhouse. It’s a testament to the idea that opportunity often requires a powerful, persistent voice to make its presence felt.
Ryan Serhant’s Closing Playbook: Your Questions Answered
What is the traditional way many people think about ‘closing’ a sale?
Many sales professionals often view ‘closing’ as a difficult or awkward event that only happens at the very end of a sales conversation.
What is Ryan Serhant’s main idea about closing a sale?
Ryan Serhant believes in ‘closing first,’ which means setting clear expectations and outlining the entire sales process right from your initial interaction with a client.
Why is it helpful to set expectations with clients at the beginning?
Setting expectations early makes the sales journey feel like a natural progression and helps clients understand the steps involved, making them more comfortable with the process.
How does setting expectations early help build trust with clients?
By clearly outlining the process, you position yourself as a trusted advisor who is guiding them, rather than just someone trying to push a product or service.
