Perhaps no other book underscores the CHSA/CHBA approaches to real estate like Chet Holmes’ The Ultimate Sales Machine. That may have to do with the book’s all-encompassing scope: it has practically everything an entrepreneur would need to grow a successful business, and more. But I cannot make this point without implicitly naming the key to understanding the Expert Advisor system: in designing CHSA/CHBA, which together form the Expert Advisor system, Jay Kinder seems to have thought of nearly everything as well. And this explains 1) why the real estate agent wanting to become an Expert Advisor has so much to learn, and 2), why Jay’s process can make the Expert Advisor so successful. In reviewing this book, I would like to examine the connections between Chet Holmes’ book and the way the Expert Advisor approaches real estate.
Instituting higher standards and regular training, Holmes says. If those in your organization perform each aspect of their job not only with a high degree of excellence, but also consistency, then results can be predictable, and client treatment is going to be similar across the board. This is precisely what Jay would like to see, as NAEA members learn the process of the CHSA. This is why both men emphasize training. As Jay often claims, people don’t sell homes, processes do. Training sets standards. Becoming a brilliant strategist is also part of what Holmes advocates. But training prepares NAEA’s members to think on a level of strategy, not tactics. Strategy compels the businessperson to hold a self-reflexive, highly conscious mindset, which gives way to not merely to action, but planned action. In Jay’s vision, the CHSA thinks in terms of strategy, and this gives way to the differentiation setting him or her apart as a successful real estate agent, when a CHSA goes on a listing appointment. Another aspect of Holmes’ formula is getting the best buyer. Again, we see parallels between Jay Kinder’s system, particularly in Law Three, and Holmes’ conception of what brings a good business its success. Finally, Holmes argues in favor of going deeper to sell more. A sale depends in large part of the mood, skills, attitude, and training of the salesperson. But this is all part of the CHSA’s process when it comes to building rapport, prior to going over the listing presentation. Going deeper is what the CHSA is doing when he/she asks, “So, who’s going to give me the tour?” Asking questions such as this one “goes deeper” in that it helps the real estate agent determine who the decision maker is.
If there is any one book an NAEA member could read to help prepare him/her to fully adopt the CHSA’s process, it is The Ultimate Sales Machine. Such a comprehensive book is necessarily going to leave its ideal reader, the entrepreneur, unable to implement all its recommendations quickly. But it is up to the entrepreneur to exercise the freedom to think conceptually about what to do and in what order. And to reach out to a Success Coach who can help, as well.