Glenn Hotchin
I have thought long and hard about writing this article, as it will undoubtedly divide opinion (and get me judged), but it carries a key point that I’d thought was more widely embraced. Now the origins of it are in a throwaway office discussion which blew up, but I believe is a hugely important part of a successful property journey.
It starts with the notion that everyone is a salesperson. Now, this is a concept that apparently not everyone is familiar with, and maybe more importantly, many fundamentally disagree with (including many of my colleagues).
The analogy relates to all aspects of life and not just “being” a salesperson. Whether you’re interviewing for a job, going on a date all the way through to trying to get the kids in the bath, convincing your partner to eat at the restaurant that you want or to book that holiday you can’t really afford – it’s a role we all assume. Now apply that theory to the interactions you have daily on behalf of your client.
Every day you’re undertaking a form of selling, either in your personal or professional life, whether you know it or not. So, off the back of our office disagreements, recently I decided to pose the question of who sees themselves as a salesperson to a room full of Case Managers and Solicitors (brave or stupid, you can decide). The results were very similar and the only people that did raise their hands were solicitors (mentioned without comment).
My next question was, who sees themselves as an advocate? Every hand in the room shot up.
It seems the notion of an advocate is far more accepted than that of a salesperson, which I found pretty surprising. So purely to prove my own point internally, and for the purpose of this article I’ve actually done a bit of research (Googled) on the differences between a salesperson and an advocate, and this was one of the first things that came up.
- Nature of Engagement
Sales involves a transactional, often one-time interaction, while advocacy fosters ongoing relationships. - Source of Influence
Sales relies on company representatives to promote the product, while advocacy leverages the power of trusted customer testimonials. - Long-term Impact
Sales focuses on short-term revenue, while advocacy builds a sustainable foundation for growth through customer loyalty and positive word-of-mouth. - Trust Building
Sales can sometimes be perceived as biased, whereas advocacy relies on the authentic voice of satisfied customers, which builds stronger trust.
My feeling is, the above means you can’t be an advocate without being a salesperson first, as it’s usually the start point of extended, long-term relationships. Now, this article isn’t a business development lecture, it’s really about success for our clients in their property journey and the importance of basic sales in the process (plus me proving a point).
When you’re managing the property interests of someone who has suffered catastrophic injuries, you’re interacting with people who have no understanding of the position the client is in, could have unconscious bias, and often offer you only a small window to get your point across.
Whether this is a first call to an Estate Agent on a rental or purchase property, where they will judge your credibility and decide to help or hinder in the first 30 seconds; to dealing with a local planning authority on a scheme that’s pushing the boundaries; or interviewing a contractor to undertake a £1m+ adaptation project where you want the best contractors to buy in to what you’re doing, understanding simple sales techniques will increase success.
Being well known in our business for my technical prowess, I even Googled what those simple sales techniques might be. Here’s what it said:
- Understand Your Customer
- Active Listening: Pay close attention to what your customer says, both verbally and nonverbally. Ask clarifying questions to ensure you understand their needs and concerns.
- Identify Pain Points: Determine what problems your product or service can solve.
- Personalize Your Approach: Tailor your sales pitch to the specific customer and their situation.
2. Build Relationships
- Create a Connection: Find common ground and build trust by showing genuine interest in the customer.
- Be Authentic: Let your personality shine through and be yourself.
- Use Storytelling: Share relatable stories that illustrate the value of your product or service.
3. Effective Communication
- Clear and Concise Language: Avoid jargon and technical terms that customers might not understand.
- Focus on Benefits: Highlight how your product or service will improve the customer’s life or business.
- Handle Objections: Address customer concerns with empathy and offer solutions.
4. Closing the Sale
- Don’t Be Afraid to Ask: Politely ask for the sale when you feel the customer is ready.
- Follow Up: Stay in touch with the customer after the sale to ensure satisfaction and build loyalty.
Applying the notion of a customer being a 3rd party, and your client being a product or service can be a challenge as it feels so transactional, but it’s simply changing the context to provide a means to the end.
Using the above to relate to everyday interactions for clients, tips and hints:
- Objection handling. You need to anticipate what they are likely to be before you pick up the phone, and how you’re going to deal with them.
- Understanding what the other party needs from the exchange and how best to present your case. It’s essentially a sales pitch (this does not mean saying yes to everything to get what you want).
- Actively listening to concerns and finding solutions, whilst protecting our client’s position.
- Using story telling (without oversharing, keep to the basics but we’re dealing with humans and a hugely emotive story)
The first call, meeting or interaction is judged by the person you’re speaking to and if you don’t understand the basics, the chance of it being successful decreases. By applying basic sales techniques on first interactions, like those highlighted, we’ll achieve better success, which then leads to advocacy. This in turn means continued support and success across the board for clients trying to navigate the incredibly challenging post injury property journey.
So, while it won’t be to everyone’s liking and certainly something I’ll be judged on, being good at sales will help your clients (as well as getting the kids to bed!), and whether you know it or not, you’re doing it anyway.
Glenn Hotchin, PLG Consultants
4th July 2025
