NLP and salesmanship

I am very privileged to have owned and read the advance copy of Jun Garing’s Effective Selling by Reading Your Buyer’s Eyes. And I would like to thank the author himself for personally taking time to send me this new and wonderful addition to my collection of his works with his signature and personal notes for me. For those who are new to the book or Mr. Garing, I recommend you also get a copy of his equally insightful book, The Filipino Art of Breakthrough Selling, and Buyer Based Selling.

For people in the sales profession, especially in real estate marketing, Garing has not only been considered as a mentor in the art, but also an icon when it comes to leveling up the dignity and self-esteem of the ordinary real estate seller – an initiative he took upon himself with passion and great concern for their welfare.

This new book snoops on the behavior of a buyer in the course of a salesman’s presentation and to interpret positive or negative signals from the buyer so that the salesman is able to reinforce his marketing spiel with greater chances of success in closing the deal. I also find the book sincere and sensible having written mostly in Filipino with an overdose of signature humor only Jun Garing can subtly interleave in a serious book as this one. 

True to its title, what makes this book especially interesting is that it pauses from the usual approach to selling which we usually read in a salesman’s guide and takes you to another route in face-to-face selling by literally reading the eyes of a buyer or what is called Neuro-Linguistic Programming (NLP) or what he natively coins as Nakabalangkas na Limian at Pananalita. NLP is a familiar term in psychology which endeavors to understand behavioral patterns. NLP as described in the book helps the salesman derive cues whether the buyer is interested or not or in the process of weighing things up. While NLP is still largely an infantile field of study, the book nevertheless, finds the approval of real estate gurus for its valuable inputs.

Andy Mañalac, known as the Philippines’ authority in the art of Shark Marketing, who is also the Chairman of the National Real Estate Association, says that he has been using NLP for the past 18 years and goes on to say that “Sales people should take extra effort to study and master this and watch their closing rates improve tremendously.” Multi-awarded marketer, and number one real estate broker in the Philippines, Anthony Leuterio, also says “The theories, practices, and methods Jun Garing taught me have been a tremendous help in achieving my goals. His teachings can help you get more out of life personally and professionally. I highly recommend this book to all sales practitioners.” 

My personal endorsement of the book is on the account of the effort, mind and heart poured into every idea and innovation just so to enable every property professional find their place and success in the competitive and complex world of selling. 

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I would like to take this opportunity to invite our Cebuano friends in Qatar to the Cebu Property Show on May 2  to be held at the Torch Hotel in Doha. The Cebu Property Show will help our OFWs in the area, prepare them to investing their hard earned money in real estate and how to profit from it. I will be among the presenters to discuss and personally mentor OFWs who would like to gain long term income from their real estate investment. 

This is free to all Cebuanos working in Qatar and buffet will be served from 3p.m. – 8p.m. The event is sponsored by AppleOne Properties. If you are in Qatar or have friends or relatives there who wish to join us in this investment forum, feel free to send me an email and will be happy to accommodate them.

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