One of the things we do on the tenant side of the business is help our clients interview architects and engineers for projects. It’s not the most exciting way to spend a morning or afternoon, but it’s nice to be on the other side of a sales pitch once in a while.
The part I enjoy about this process is listening to how they s connect their experience to my clients’ needs. In general, when speaking to other people it is important to know one’s audience. Whether it’s a colleague, friend, authority figure, or a child, we all change our tone, approach and general topic to suit the audience.
From the real estate selling side, most brokers tend to talk about real estate because it is what we know best. I am often guilty of this as well. “The market’s doing this. Rents are doing that.” We talk about positive absorption, net effective rents and a myriad of other terms that probably don’t rank in our clients’ top 10 list of concerns.
One of the most important things is to put ourselves in our their shoes and say “What would be my major anxiety if I was running a real estate project?” Then it is our job to address these issues.
In the end, it is important that we connect with our clients on the topics they find most important. Every one of them have to defend why they made a decision. As a vendor, it’s our job to give them the necessary information to support these decisions.