Wally Bressler: Mastering The Phone
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No matter what specific path will lead you to time and financial freedom, chances are you're going to have to master some aspects of being on the phone, and that's where Wally Bressler comes in. With over 26 years of sales experience and 20 years of business and life coaching, and having conducted over 25,000 coaching calls, Wally helps people get better on the phone. He also gets back to the roots to help people overcome sales call reluctance, so that they can create the business and life of their dreams by improving their mindsets and skillsets. Hear how Wally has overcome personal obstacles himself to be able to help others do the same.
In this episode, hosted by Mike Swenson, we discussed:
- Wally graduated from college in 1990. He taught high school English for a while and he got into mutual fund industry and worked there for 10 years. Later on, he decided to get his real estate license. He sold 72 houses in 14 months.
- He talked about call sales reluctant and quoted the great video from Will Smith entitled “Fault versus Responsibility”
- Wally reminisces his traumas like punishment from his father whereas he’ll go to bed without taking a dinner, he suffered binge eating disorder for about 46 years and he was sexually abused when he was 10.
- Wally talked about the three element of self-compassion and one of them is Common Humanity.
- He discussed the importance of proper mindset in order to get a good result.
Timestamps:
00:00 Intro and overview on Wally’s career
01:22 Wally’s background, work experiences and how he started in real estate.
04:28 Talking about sales call reluctance.
12:59 Wally was reminiscing the dark side of his experiences during childhood.
18:42 He discussed three elements of self-compassion.
22:00 Discussion about the importance of mindset.
31:56 How people can find out more about Wally Bressler.
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Full transcript here:
Mike Swenson
Welcome to the REL freedom podcast where we inspire you to pursue your passion to gain time and financial freedom through opportunities in real estate. I'm your host, Mike Swenson. Let's get some real freedom together.
Mike Swenson
All right. Welcome, everybody to this episode of the real freedom podcast, I'm excited to talk about phone sales, phone sales secrets, best tips for being on the phone. And today, we've got an expert for you. So today, we've got Wally Bressler. And while he has phonesalessecrets.com , you've done over 25,001 on one coaching calls, training sessions, with people inside of real estate and in general. So obviously, you're a master when it comes to phone sales, the mindset around full sales, right? It's not just about the skills, but it's the mindset around it. So just a wealth of information. So you know, whatever you're pursuing in real estate, to help you build wealth to help you gain financial and time freedom, there's going to be some aspect of being on the phone. And so really want to just help people with that skill set and that mindset to be successful. So welcome, Wally, if you wanted to share a little bit more about your background, we'd love to hear.
Wally Bressler
Sure. Yeah, you know, I graduated from college in 1990. And, you know, at the time, it was the, I think it was they said it was the second worst year since world war two to get a job. So I taught high school English for a while. And then I got a job in the mutual fund industry, I worked there for about 10 years, eight years, 810 years. And then I decided to get my real estate license. And so, you know, I've been avoiding getting into sales for a long time, because I had actually suffered from call reluctance at the time. And so I got my license. And then in the next 14 months, I sold 72 houses, and I was hooked. And so I was fortunate to get connected with the right guy in the right system. And I was part of, you know, the team, which helped grow it to a little over 400 transactions a year. And so in 2001, I started doing some training and some coaching. And so, you know, I've been doing it, you know, since 2000 want to be coaching agents, working with them, helping them with all aspects of their business. And, you know, I've been coaching full time since probably 2006.
Wally Bressler
So, I've been very fortunate to work with some of the best agents, you know, in the United States and Canada, and a lot, you know, I can help people with all aspects of their business, I do enjoy helping people with the prospecting side of things, because really, that's where, you know, it all starts, you know, for everybody. You know, it really starts with getting on the phone, making phone calls. And even if you have a great a great fear, even if you have, you know, really good, really strong social media presence or other systems that generate leads for you, you start to pick up the phone and call people, right. So at the end of the day, it all comes down to a phone call. And so that's from that standpoint, I think that's part of why I like it so much. And I gravitated towards building phone sales secret specifically because of, you know, the challenges I had in overcoming sales call reluctance. So that's kind of where we are now. And so I you know, I do I do coach real estate agents. Now. I, you know, and I work with a variety of other people in helping them hire and train inside salespeople up and hire and train their agents, helping them with their own phone sales skills, having people overcome sales call reluctance. So a lot of what I do everyday is really built around people helping people become lights up good on the phone.
Mike Swenson
And well, and, and, you know, one of the things that's interesting, so there's, there's, there's really two types of people in this world, those people that you already know, and those people that you don't know. And so, you know, it's, it's with the people that you know, it's building that relationship, right, so that they know, like and trust you and you know, want to work with you. And then you've got the people that you don't know. And the goal is to be able to turn those people into people that know like and trust you down the road. And, and you know, I've mentioned a couple times now already sales call reluctance, reluctance. And so why don't you just start talking about that a little bit. And just that mindset thing, because you know, as the further and further that I get into real estate, I realize more and more mindset is the key factor that motivates everything, right, because you could be the best person in the world at making phone sales or being on the phone. And yet, if you've got that reluctance, if you're not able to pick up the phone, or if you just have a hard time getting started, and maybe you've got some, some mindset stuff in your head to get started. That can that can hurt you. So part of the battle is just getting going. So talk about that reluctance and talk about that mindset.
Wally Bressler
Sure, thanks. I appreciate the opportunity to talk about that. So, you know, there's there's two types of call reluctance, you know, there's, there's the folks that know, they don't know, they're what they're supposed to say how they're supposed to say it when they're supposed to say it, you know, so they're uncomfortable with the process, but they're willing to jump in, roll their sleeves up and really get started making phone calls. And they're willing to work through the discomfort to get to the point where they're okay with making phone calls. So there's a percentage of people who have call reluctance, but it's more a function of ignorance and you know, Darren Smith said, the true standpoint of not knowing not being ignorant, but purely ignorance and not knowing what they're supposed to do and whatnot. So they they face a little bit of trepidation due to the lack of clarity and the lack of comfort with what they're supposed to say, Okay.
Wally Bressler
And so those folks actually, if they work hard enough at making the phone calls, you know, do some of the coaching programs that are out there, where you get on the phone and you learn how to be a prospecting genius, at some point, there'll be fine. The majority of people who suffer from sales call reluctance suffer from something that's much deeper, it's much more of an emotional issue for them. Okay. And so And usually, I started this call reluctance basically is the the, either the unwillingness or the lack of desire or the inability to get on the phone to make phone calls, due to fear of rejection, fear of embarrassment, okay. fear of getting their feelings hurt for fear of hurting other people's feelings. Sometimes it's literally just complete, like, blank, they don't have any feelings towards it at all. Sometimes, you know, people get sweaty pits and sweaty hands and dry mouth and beating heart upset stomach, sweating head, you know, I mean, so it's, but really, it comes down to either an unwillingness or an inability to pick up the phone and call people, you know, to discuss it in some sort of sales part of the sales process with them.
Wally Bressler
To your point earlier, you know, people we know, we really don't know, there's just as many people out there who fear calling people they know. Right, and so, for you, e x peers out there, you know, I'm saying obviously, you're looking to build a great, you know, rev share downline, and it's gonna start with calling real estate agents that, you know, in most cases, because those are the easiest conversations to have. So, the call reluctance, my guess and just, you know, relegated to making sales calls. You know, it's also, you know, calling to, to recruit for your downline, calling to get referrals for your business. You know, some people have the same issues with making videos, you know, so they have that, that same reluctance, and really, it just has to do with, you know, their self image, their self worth, and what they feel people are going to think about them, okay.
Wally Bressler
And, like most of the junk that happens in our head, and it started when we were a lot younger, okay, at some point in our childhood, something happened, there was some sort of a trauma, we, you know, we were physically, emotionally or sexually abused, we saw something horrible happen, like a parent or a relative die in front of us. We could have been bullied mercilessly. You know, we could have been made fun of for something that we were wearing. Sometimes we make an observation about something, and then we believe that certain thing about ourselves, I thought forever that I was poor. Right? Because, you know, my parents, my mom was a teacher, my dad was, you know, doing odd jobs and everything. And so, you know, I wore Sears and roebucks clothes, and, you know, whatever, my dad, you know, handed down to me as I got older, you know, and so, you know, I go to school kids, and Levi's, Timberland boots, nice, puffy ski jackets, I mean, that lunch envy. I mean, kids had nicer lunches that I had, I still remember, I'm 53. And I still remember the cow tails. Kennedy came in, like, like a long wrapper. It was like, it's had those all day long, I never had a cow tail. And it was funny.
Wally Bressler
Like, I convinced myself that I was poor. And I created like this, this real block in my head about what I was worthy of and what I deserve. I mean, at some points, like I would actually get physically ill about, not about not having money when I was around people that had money. So that was just part of my call reluctance. But the point is, is if something happens, and you know, we have a sympathetic nervous system, right, it's our fight or flight. Right, you know, the component of our nervous system. And so, if you're a fighter looking guy, like Frank shamrock, who went into the UFC and beat the snot out of people for a living, right? He was a fighter, right? He got beat, and emotionally physically abused a child. But he said, Hey, you know what, you're never gonna do that to me again. And he's gonna fight my butt off. You know, I'm saying no, even though his house whose house talks about it too, and being successful, he was a fighter too. But the people that suffer from call reluctance are fighters, right? We turned into include myself and we turned into a puddle.
Wally Bressler
We don't want to put ourselves in a situation where we're going to get hurt, we're going to get embarrassed, we're going to get our feelings hurt. And so what happens is, is you know, we grow these belief systems about ourselves in our head. And then as we get older and older and older and reinforce it by thinking about it in the back of our mind by not putting ourselves in position, or situations where that can happen until the by the time I'm a real estate agent, I'm 25 3035 years old. Hey, it's time to pick up a phone and call people you don't know, you know, I'm saying so. You know, 80% of new sales people suffer from that and 40% of of seasoned sales people suffer from that, okay? I'm great guy in Fredericksburg, Virginia. Jim McLean, seven years old, was one of the top real estate agents in his market for years sold like over 300 homes a year. You know, he reached out to me earlier this year, he says, Man, I'm stuck. This is I don't want to pick up the phone. I can't pick up the phone. You know, and I'm thinking He was selling 4045 homes a year just for people he knew.
Wally Bressler
But he was having a tough time. And so he went through my course we identified where the blockage was, and he worked through it. And then, you know, next thing you know, he's back on the phone making phone calls feeling better than ever, you know. And so it doesn't matter how old you are, what you went through, even if you have Cisco reluctance. It's not something that you're stuck with. Can I just say one more thing? It's not our fault. Like sales call reluctance is not somebody's fault. Okay. There's a great video by Will Smith called fault versus responsibility. He had a chance, it's really fault versus responsibility by Will Smith. It's probably four minute video. But what he says is, hey, listen, you know what, it may not be your fault where you are right now. But it is your responsibility to resolve whatever the problem is. Okay? If you do suffer from sales, call reluctance. Show yourself some some kindness, show yourself some compassion. Don't beat yourself up.
Wally Bressler
Okay, just understand that that something happened that created that, but you're not stuck with it. But now that you know that there's an issue, it's your responsibility to take care of that. And I'm telling you, when people take care of it, it changes their lives. Yeah, not just their business, or their personal lives, you know, being able to pick the phone up and call anybody about anything. Right? I'm sure. You know, we joke around like Mike Reese used to say, he said, Look, you know what? He says, If you pick me up, and you drop me in the middle of a city, and I knew nothing, so the first thing I do pick up the phone and start calling expireds fizz Bo's cancelled, you know, I'm saying we just, you know, and that's really, for a lot of people. That's how it starts, you know,
Mike Swenson
it makes what I love you going back to trauma, you know, and going back deeper than just, Hey, I'm nervous about picking up the phone, my wife's a therapist. And so and she works with, she specializes in working with kids who have experienced trauma. And you know, one of the things that I've learned from her is, how much those things spell out, you know, just play out in the future in various ways that you either you're conscious of her or just completely unconscious of, and, you know, sometimes I kind of jokingly go back to her and say, like, you know, everything later on life, that happens, kind of goes back to some sort of trauma when you were younger, you know, and, and I think that's true. Like, when you when and what you said about, it's not your fault.
Mike Swenson
So put yourself as a as a new agent, or a new person trying to make a dent here in your real estate business. Yeah, it's, it's a lot deeper. And, and you don't have to feel bad about why can I just pick up the phone and call people and like you said, even the example of the guy who's been in the business for a long time, you know, this stuff happens. So I think, normalizing it, and realizing that, just because you're having reluctance about it now, doesn't mean you won't in the future. And if you're doing fine right now, doesn't mean it can't pop up its ugly head in the future as well. And so just know that it's normal. It's okay. And we all go through it at different points in time.
Wally Bressler
Yeah, I mean, you know, most of us, it was spend, like something like, you know, for me, I, you know, I experienced a lot of trauma as a child, you know, I'm saying I mean, you know, when I was six years old, one of the four or five, six years old, one of the punishments from my father was to go to bed without dinner. Hmm. You know, at that age, you know, I'm saying and sorry, I still remember, first day of, of first day, first grade, you know, everybody else is eating snack, and I open up my lunch, see my snack a my entire lunch, because I was afraid I wasn't gonna eat. You know, when I, you know, I suffered with a binge eating disorder for about 46 years, you know, I'm saying, but it just started as a little seed, you know, I'm saying, right, and I was sexually abused when I was 10. And then I started watching pornography consistently and 11. And by the time I was 12, I was having sex. And so none of those things should be happening to kids at that age. And then back then nobody said, Hey, don't when my parents didn't say, Hey, don't let anybody touch your body, you don't touch anybody else's body, but happens, let me know.
Wally Bressler
So, you know, when you're left your own devices, you start you know, and so that's whatever it is, it doesn't have to be that bad. It could be you know, I've had clients who wore a pair of dress shoes or a nice dressy shoes to gym class, and got made fun of for it for a month. And now they were a huge perfectionist, because they don't want to leave their house looking anything perfect, because they're afraid people are going to judge that. Right. So it doesn't have to be something tragic, or horrible. It can be something that's small, and it's like it starts as a seed in many cases. And then we just water it every day, every day, every day with either we're saying to ourselves, or we're saying out loud, or we're saying to other people about ourselves, you know, we start labeling ourselves I'm this I'm that I'm not good at this. I'm not good at that. I can't do this. I couldn't do that. Instead, I'm playing and so in every day, you know, we water it Girls, Girls, Girls, girls, you know, nemesis, gangly, nasty weed in our head. And when it's time to actually pick the phone up or make phone calls or, you know, go and meet with people or get on video, stuff like that.
Wally Bressler
That's when the reluctance comes up, you know? And so, um, but, you know, could have been something your parents said to you, you know, like, imagine if your dad had said to you, hey, listen, you know what, Mike, I don't want you to go into business for yourself, because nothing What happens to the Swenson? Okay, swensons have bad bad luck. Nothing good is ever gonna happen to Swenson. So the lesson should do is go and stick your neck out and try and do something, you know, if that gets reinforced every day, every day, every every day, you know, by the time you're 21, nothing good happens for the Swenson, so I'm not getting I'm gonna try. So it happens. And it's not like parents are most, you know, I believe those parents try and do the best job, you know, I'm saying, I mean, there's some nasty, horrible parents out there who are mean and nasty, but they're, I think our parents did the best they could, but a lot of them some of the faculties to, you know, take care of things. You know, when I was 11, I think I saw my grandmother die on the kitchen floor. And my aunt was performing CPR on her, brought her back to life.
Wally Bressler
But no one sat down with me and said, Hey, you know, this is what happened. And grandma was okay, you know, I'm saying so, and when they suffer, is left unchecked. And then we're left to our own selves to resolve it. And because of the fear, and the trauma and everything else, our solution is to just avoid right, just to block it out. And then over time, and so, you know, I think that there's enough real estate business for everybody. Right, there's five, you know, 5.255 and a half 5.7 million homes sold every year. Lots of houses out there, you know, so, and so you times two, because there's a side, two sides to just better transaction, right. So, you know, they're looking at almost 11 million homes of nine sides, you know, I'm saying everybody should look at 5200 slides and be okay. Right?
Mike Swenson
That's a mindset thing, like, you know, just even that statement is, is really deep in it. And, you know, that's a, that's a message that I tell to my agents on my team is, look, you know, the, the analogy that we've used is, look, if you back up into the ocean, with either like a teaspoon or a cup, or a whole dump truck, the ocean doesn't care how much water got taken out of it, because it's big enough. And I think for people to understand, especially a new person in the business is, look, the, the number one agent in your area, could still be number one, unless your goal is to become number one.
Mike Swenson
But you know, they could still be number one, number two, could still be number two, and you could still have a wildly successful real estate business, and they could still stay one or two, you don't have to, you know, their loss doesn't have to be your gain, there's enough to go around. And there's so many agents out there doing 123456 transactions a year that those are probably the sides that you could pick up. And if they get out of the business, those people get out of the business, but there's so much business to go around. And I think that's a key thing, as well as realizing, I don't have to feel like if somebody else is successful, then I can't be successful, they could be successful. And I can be successful, you know, and that's a key mindset, like a root foundational principle, I think, in real estate, that really matters is they can be successful, and I can too, I don't have to cheer for them to be bad. So that I could be good, we could all win.
Wally Bressler
Not just that excellent point. I mean, it really puts it in perspective, and whoever's watching this, I mean, that's, that's really the mindset you have to have. If you really want to be a successful real estate agent, too. Just to build on that, Mike, I'm the number one agent your marketplace is not even your competition. In most cases, it's the agents who sell 123456 homes. Right? It's you know, because when people become agents, the first six homes they get are usually from people that they know, you know, I'm saying it's not usually from a source of leads that they purchased or or prospected for So, you know, like their, you know, your your number two number even like the number 28 in your marketplace probably isn't here isn't your competition, you know, I'm saying you really don't want competition is again with yourself. I want to bring another point, which I think ties in Well, this is a doctor Kristin Neff, she's an expert on self compassion.
Wally Bressler
And if you watch on YouTube, there's a video called the three elements of self compassion. One of them is called common humanity. And basically, what she says is, you know, because what we have, I think what a lot of real estate agents do is isolate themselves, when things aren't going well, when they're not getting the results they want. Either from embarrassment or fear or fear of judgment, they stopped going to the office, they stopped going to trainings, they stopped going to meetings, they stopped seeking out, you know, leadership and direction. And what happens is they start isolating themselves in isolation is literally like, the devil's playground, you know, I'm saying like, you know, it's really a bad place, because then you're left to your own thoughts and your own devices, and those are usually not gonna be very helpful. So she calls it common humanity. So it's good to go ahead and be around other people, other real estate agents, even those that might be doing better than you because everybody in most cases, still has the same challenges.
Wally Bressler
You know, I'm saying, every real estate agent needs leads. Every real estate agent hears the word note, every real estate agent loses listings, every real estate agent loses buyers, right? Every real estate agent has some sort of slump at some point in their career, right? Yeah, a real real estate agent gets yelled at, you know, loses money. I mean, it's, we it all happens everybody, you know, I'm saying so it's Yeah, she calls it common humanity, meaning when you can be around other people who have experienced what you've experienced, you don't feel the need to isolate you. Don't feel so badly about what's happening to you, but you realize that other people are experiencing it at the same time. Right. So I think, you know, and I suggest, you know, definitely watch the video for most of us, but also go watch the three elements of self compassion, because she gives you three strategies to not beat the crap out of yourself on a daily basis. Because, you know, we don't need to be our own worst enemy, we got enough people out there that are wanting us not to succeed anyway.
Mike Swenson
Well, and I think thinking about all the programming that you have, yeah, it can, it can spiral downwards, but it also can spiral upwards. And that's where being around other people can really help your, your thoughts and your feelings and your actions really go in the positive direction. So if you're in a funk, that can help you get out of the funk. And I know for me, one of the things that's really helpful in our team, we talk about, you know, if you, if you draw a line down a piece of paper both ways, and you make, you know, four squares, you've got present and future, right, and then you've got positive and negative. And so we talk about that as the, you know, the positive, you know, the positive, negative past or present future quadrant. So, you know, right now, maybe your present, present negative, you've got some bad feelings, if you think about positive future, you know, what, what, what am I going to get out of making these calls, you know, what's going to be the benefit, for me, the benefit for my family, the benefit for my future life, that also helps to kind of give you some good programming, thinking about that positive future.
Mike Swenson
And it's the same way when you're talking with a buyer, or a seller is, you know, your, your current home is not working for you, there's something that's wrong, or something that's not a fit, whatever that reason is, and you've got positive future, which is, I'm closer to work, I'm closer to family, it's a better payment. For me, it's a nicer School District, it's a more room in my home. So it's that positive future. And so going from kind of that negative present, wherever you're at, to what is my positive future is kind of helped me get out of some of those funks. And, and in coaching agents and talking about mindset, that's important.
Wally Bressler
Right. You know, when you said something pretensioning said, thoughts, feelings, actions, you know, t harv, eker, who wrote the Millionaire Mind, mindset, right? And he talks about key four thoughts, feelings, actions, results, right. So your thoughts are going to create certain feelings, right, certain feelings are going to then cause action or in some cases, inaction, which by the way, is still an action, right? And then you get results, either, you know, positive or negative results. So that's, you know, it all starts with your thoughts. If I kind of lay or something out, you just said, well, that'd be okay. Yeah, absolutely. But your point about thinking about the positive and what's possible and focusing on you know, what's good, absolutely very, very important part of the mindset process and getting results. And I learned an interesting lesson from my own son, actually. So, you know, when you grow up, like I did with low self esteem, low self worth, you made a lot of bad choices, because you're always looking to fill that void of not feeling loved not feeling deserving, not feeling wanted.
Wally Bressler
And, you know, you'll do anything, even if it's stupid to make it happen. And I ended up doing some real estate investing back in 2005, and 2006. And I ended up getting pleading guilty to one kind of mail fraud. Not because I was trying to steal money, but the people that I was working with, you know, we're doing some things that were unsavory. And Fact of the matter was, there were things that I saw that I ignored, there's things that I saw that I shouldn't have asked better questions about. And I didn't, so I have to accept responsibility for doing that. But what happened was, is, you know, I have four kids, three girls, and a boy and our three daughters and a son. And, you know, we had to tell her kids was going on. So we told our kids, that we were getting divorced, and that I was going to prison on the same day. So you can imagine, you know, this is back in 2013. So my kids were 1312, nine and seven, at the time, you know, and their mother had been home with them their entire life. And so life took a hard left that ad good for them.
Wally Bressler
And so, as you can imagine, the impact on was pretty significant. You know, in fact, I didn't see them for a year. And so, you know, a lot of bad things happen to them to know, lots of challenges, lots of issues. But I remember, you know, I had my son doing some work with me, and I said, hey, let's set some goals out. Now, let's talk about, you know, what you want to do. And I said, Let's think of 10 things you want to do. And so we sat there for an hour, and he couldn't think of one thing that he wanted to do. And I was like, really, I'm gonna he told me you wanted to try different states. Do you want to have a house up in New Hampshire? You know, and so, as I thought about it, and started working with people, I saw that other people, because what I have people do is I'm like, yeah, let's think about what everything you want to be do or have. So we can start thinking about the future, you know, at some point, but I find that people aren't able to do that.
Wally Bressler
And so what I learned, Mike, is that when we're in our head, and we're thinking about all the stuff we're running from, and we're dealing with just trying to get through the pain, or just trying to make it through the day and not feel the pain or the anxiety, the fear or we're beating ourselves up or you know, for just focusing on what we're running from. And we're looking back and try it, you know, we can't look forward. It's hard, but we can, but it's hard to look forward. And think about what you're excited about when you're spending the majority of your time keeping feelings and pains and other things stuff down. Right? Does that make sense? So once we can find out what their problem is, and become aware of, you know, the essence or the, shall I say the, the genesis of our call reluctance or issues, once we become aware of that, and kind of open things up and start letting that old programming seep out of our brain, we can start putting new things in it.
Wally Bressler
And I've had people I've met, you know, one of one of my, one of my clients in, in Maryland, you know, towards the end of the class was like, Hey, he's like, he says, I'm starting to remember dreams I had 20 years ago, things I wanted to do, you know? And so again, not not your fault, but your responsibility. So I just it's Yes, positive, thinking positive, not just positive to think about future positive, very important. But part of that is clearing out some of that old programming, so you can make room for that good stuff, you know, if that makes any sense.
Mike Swenson
Yeah, no, that makes a lot of sense. And in here, we are talking about, you know, fun sale secrets. And so much of what we've talked about is programming and mindset, and that sort of stuff, not necessarily as much the nuts and bolts of what you're saying.
Wally Bressler
That's the secret, though, is that exactly. The secret is, is that if you can get your head around what you need to do on the phone, everything else can come to you. Anybody can learn a script, I can teach you how to handle an objection five different ways. Not only I there's tons of people out there that could teach how to handle objection, there's 10 different expired scripts, probably 100 of them calling fizz bows calling expireds. I mean, that's all learned, you can learn that, right? repetition is the mother of skill, right? If you say the same thing over and over again, eventually you're going to get it. And it's going to make sense. And then you'll finally get results, you know, I'm saying, right, and so any of those things can be learned. But if you're unable to get on the phone, to them, practice that craft.
Wally Bressler
Doesn't matter how good your scripts are, right? Doesn't matter how good your rebuttals are, you know, there's maybe 20 people on your team before they're impeccably well dressed, they drive a nice car, or they look like they have everything in order, their desks are completely clean. They take notes, they read like crazy, they do all these things. But they're never ready to get on the phones. Right? They're, they're getting ready to get ready. And that's where that call reluctance comes from is that they're unable to make that last, you know that they're on the five yard line. You know, they're only able to get the ball the remaining five yards, which is the most important part, you know.
Wally Bressler
And that's sad, because I think everybody who's gets into real estate should be able to make that get to that that first six figure goal that pretty much everybody has, right when I get into real estate and want to get to six figures. Yep. And then you realize it, and then you realize that 600 grand, after you pay everything off is not fantastic. It's good. But then, you know, my whole point is, I want everybody who becomes a real estate agent, to at least get to the point where they can make 100 grand a year or more. Yep. Because I think it's available to everybody, I think if you're willing to give up a job, and give it that security, and take on the challenges that come along with being a real estate agent, which are significant in some cases, and you deserve to be rewarded handsomely for that. Okay. And, but it's more than just, you know, the, the, the who and the one, it's the how, and I'm saying, and if you and I just and I hate saying this, and people like oh, no, I don't I don't need to prospect to having a business.
Wally Bressler
Well, you know, I mean, eventually the people, the number of people, you know, you're going to run out of people that you know, where it's gonna get smaller and smaller, right, and growing your business organically that way through social media referrals, takes a much longer period of time, you know, and so, at some point, you have to get on the phone. And that kind of we're kind of going back to where we started, right. But, but my whole point is, is that, you know, if you do suffer from sales call reluctance, you know, it's, you're not stuck with it. If you don't want to be stuck with it, you know, you can do something about it, and free yourself up from that and literally change your the trajectory of your life and business forever. Right? Because it's not, it's not it's not a cold calling doesn't work as it does. It's not that buying leads doesn't work. Because it does, right. There's no such thing as a bad lead. If you've got a phone number and an email address, that's an amazing lead. If you have just an email address, that's a decent lead. If you got no phone number, no email address. That's okay.
Wally Bressler
You can look them up on then verified or something. You know, I'm clay Freeman, who's one of the things he's number for the XP, he sold the house to Mickey Mouse one year. Mickey Mouse, Mickey Mouse thing is right now, so I got it. Right. So my point is, is that it's not a bad there's nothing really badly. It's just bad timing. Right? It's not the right time, don't have enough money, don't have good enough credit not ready to sell their home yet. Right. So, you know, and the people who say the leads are bad. It's because they don't either have the skill set to convert those leads or they don't have the mindset to get on the phone to learn the skill set to convert Those leads, if that makes any sense.
Mike Swenson
Yeah, well, and the reality is, is, they're not ready till they're ready. And you just need to make sure that when they are ready, you're the person that's built that relationship or at least had, you know, as much contact in front of them as possible to be able to get that call. Because things can change really quickly, I gave my team the example of, you know, I wasn't planning to move for five or six years, all sudden, my wife sends me a house and says, Hey, this one looks really interesting. Well, that day, I talked to my lender, we got pre approved, and it was either the next day or the following day, we wrote up an offer. and a month later, we are in a new house. So you know, if I give that as an example of if, if an agent had been calling me consistently, I'm not ready, I'm not ready five years, five years, five years, and then they could have waited three months and called me back, hey, I'm a month into my new house, what what changed? It changes that quickly. So you just have to be ready and be that face or that phone number, that person that they think of when they are ready. And that's really important to build that relationship, like you said,
Wally Bressler
Yeah, and to your point. Two things here, one of the things I learned early on is that people underestimate how much money they need in order to make a transaction happen, and they overestimate how long it's gonna take. So that's the first thing. Second thing is this statistically speaking, you know, three to 5% of the businesses now business, about 20 to 30% of the business is going to happen between 90 days and six months, 60 plus percent of the businesses at least, like six months to a year away, or more. So, you know, and that's the thing. So now now, it's not just Can you make the initial call, but can you? You know, I can exercise? Can you do what they call progressive profiling, and continually build a relationship with somebody and stay in touch with them so that when it comes time to buy or sell, they'll choose you now will everybody do it? No. But you have a much better chance of getting somebody to do business with you if you're the only person that's been staying in touch with them for 369 12 months in that requires you get on the phone and stay on the phone.
Mike Swenson
There's so much more that we could cover and and you know, we could we could do another session in the future on this. But yeah, so for folks that want to learn more about you and learn more about your what you're doing, how can they How can they find out more?
Wally Bressler
Yes, I would go to phone sales secrets calm. and sign up for my Facebook page. I put a lot of my content, my podcasts and other things that I'm doing there. Also this I've created a free course it's a 555 step mini course, where people can go through the steps of overcoming sales call reluctance, and kind of get familiar with what it takes. And you're welcome to go ahead and grab that. Really appreciate your time. And thank you so much for inviting me to be on here. Mike's been amazing. And then are you are you out here like in the like, 60s or 70s? I saw your podcast right you're?
Mike Swenson
Yeah, we well, we just crossed Episode 50 so I don't remember which one we're in the low 50s. So it's been a year.
Wally Bressler
Yeah. Awesome. Congratulations. So I saw that some good for you, man. It's nice to have that kind of staying power and I really enjoyed this Thank you so much.
Mike Swenson
Yeah, thanks so much. I appreciate it. And yeah, reach out to Wally and, and learn so much more than just the the nuts and bolts about what to say it's it's so much deeper than that. And I appreciate you sharing. So thank you so much.
Wally Bressler
Thanks. Take care, everybody.
