I’m often asked what it’s like to blaze a new trail with our business. To go against the “norm” of traditional luxury real estate sales. To constantly innovate. To be doubted daily, and to prove our case with a smile.
Setting the stage: It’s 1:15am on a Thursday night (err… Friday morning), and I’m on a 4-hour-snowstorm-delayed Delta flight from Newark to Austin. Estimated arrival: 2:45am. Eek. At least I’ll be able to peek into my girls’ cribs before I fall into bed!
Back to the subject…
Going “against the grain” can be a daunting task, but I’ve learned to be invigorated by the challenge. Here are five tips that I hope will help you feel the same:
1. Fill a need.
Successful businesses are born out of necessity, even though the potential clients may not know yet that they’re needed. They fill a void. They outperform the status quo.
This is simple, but oh-so important. If your business serves a valid need, and you have a clear view of your customer, you’re starting with a solid foundation. Good — Keep reading.
2. Know your $h!t.
I rarely use obscenities, but the seriousness of this point calls for some crazy. If you’re going to prove yourself, your good, or your service, you better darn well believe in it. And, in the business world, that belief should be backed by knowledge. By stats. By data. Sure, gut instinct is important, but to gain new clients and beat out the competition, knowledge is power.
Study the market. Know the void that you’re filling. Be able to clearly articulate why you’re needed. And, believe what you’re preaching.
My tip: Before every important meeting, press interview, and speaking opportunity, I jot down the 3-5 most important points I want to get across. The majority are factual data points — others are stories of experience. I make sure they’re top-of-mind, so I remember to weave them into the discussion and prove that I know my $h!t.
3. Choose courage.
“You can choose comfort or courage, but you can’t have both.” – Dr. Brene Brown
Going against norms is by no means easy. It takes guts, perseverance and persistence. And, knowing your $h!t is your best ammunition.
Once you have your $h!t down, don’t waste it by sitting back. Lean forward, and spread your knowledge. Speak with every potential-naysayer with enthusiasm in your voice. Remember, you’re filling a need, and you have evidence (and thus, confidence) that you’re on the right track.
4. Stick to your guns.
When trying to prove to others that you’re on the right track — that your new, innovative business is worthy of success — no wavering is allowed. Sure, you will likely have to take some swift left and right turns as you figure out what works and doesn’t over time, but once you know your $h!t and you’re preaching it with confidence, you cannot back down.
If others tell you it’s a bad idea or it won’t work, go back to the facts. Remind yourself why you’re right. Or, if you’re starting to believe their points are valid, find new facts. Research more. Dig deeper. Sure, in some instances your $h!t may be proven incorrect or no longer valid, and you might need to change directions. But, if the data is still on your side, reach back to your courage, and keep moving forward.
5. Prove them wrong.
Ahh… sweet victory! After knowing and believing in a new business, there’s nothing better than celebrating success. In the early days of Concierge Auctions, we KNEW we were on the right track. The facts supported our service. We stuck to our goals, spread the good word about the void we were filling, and proved to the market that we were a force to be reckoned with.
Initially, real estate agents and brokers felt threatened (even though we partner with them on every sale, and their commissions are fully protected), and sellers were worried that the “stigma” of real estate auctions would have a negative impact on their reputation (a challenge we rarely face anymore). But, with every successful sale, we gained more and more supporters. People came to know us — and to believe.
As my mentor and friend, Barbara Corcoran says, “There’s no better fuel than being knocked down.” It gives you fire to get back up. To charge forward with conviction. To address the challenge head-on and prove those meanies wrong.
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Seven years after founding our luxury real estate auction firm, Concierge Auctions, we’re certainly still challenged daily — as we expand our reach and innovate our services. However, because we have overwhelming facts to support our success, I’m invigorated by people who doubt the power of our platform. It’s fun to explain the benefits with confidence and enthusiasm.
Going against the grain in your life or business? Good for you! I’d love to hear about your journey and offer support however I can. Comment below, or email me at laura.brady@conciergeauctions.com.