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<b>PART I: It’s About Winning: Why You?</b> <p>Airbag versus Differentiator</p> <p><b>Chapter 1 Third-Level Selling</b></p> <p>Vendor Differentiation versus Client Differentiation</p> <p>Level 1: Vendors Pitch (Airbags)</p> <p>Level 2: Preferred Providers Position Their Offering Against the Competition’s</p> <p>Third-Level Selling: Strategic Partners Differentiate on the Client</p> <p>Deliberate Practice: Are Great Sales People Born or Made?</p> <p>Deliberate Practice for Third-Level Selling</p> <p><b>Chapter 2 How (and Why) Clients Choose You</b></p> <p>How Clients Choose You</p> <p>Client Differentiators</p> <p>Vendor Differentiators</p> <p>Standard Life Investments Real Estate (SLIRE) Example</p> <p>Pick Your Battles</p> <p>Deliberate Practice: How (and Why) Clients Choose You</p> <p><b>Chapter 3 Navigating From Vendor (Level 1) to Preferred Provider (Level 2)</b></p> <p>Search Phase: Level 1 - Pitch to Get Invited!</p> <p>Screening Phase: Level 2 - Position versus Competition</p> <p>Position Difference, Preference, and Proof</p> <p>Harvesting Specific Testimonials</p> <p>Rank as Proof</p> <p>Experience Is Simply the Name We Give Our Mistakes. (Oscar Wilde)</p> <p>Best Outcome</p> <p>Congratulations! You Made the Short List of Preferred Providers</p> <p>Deliberate Practice: From Vendor to Preferred Provider</p> <p><b>PART II: Third Level: From Preferred Provider to Chosen Partner</b></p> <p>Client Eyes</p> <p>Deliberate Practice: Third-Level Client Profile</p> <p><b>Chapter 4 Accelerating Personal Relationships</b></p> <p>Find Common Ground to Accelerate Relationships</p> <p>The Relationship Game: Three to Five Questions to Uncover “Amazing Stories”</p> <p>Deliberate Practice for Accelerating Relationships</p> <p><b>Chapter 5 Accelerating Professional Relationships</b></p> <p>“We Research the Hell Out of Them”</p> <p>Raise the Flashlight</p> <p>What’s Changed? The Ultimate Strategic Question</p> <p>Looking for CID</p> <p>Give-and-Take Questions</p> <p>Gaining Agreement to Explore Solutions</p> <p>Deliberate Practice to Accelerate Professional Relationships</p> <p><b>Chapter 6 Finding Project/Property Difference</b></p> <p>“Our Brokers Need to Know our Buildings Better Than We Do”</p> <p>“Because You Didn’t Ask”</p> <p>Start the Project before the Mandate</p> <p>Deliberate Practice: Project/Property Differentiation</p> <p><b>Chapter 7 Finding and Aligning to Client Preferences</b></p> <p>Previous Experience</p> <p>Educating Client Concerns</p> <p>What Could Go Wrong?</p> <p>Client Visions</p> <p>Your Competition</p> <p>Unhooking an Incumbant Competitors</p> <p>Deliberate Practice: Finding Differences in Client Preferences</p> <p><b>Chapter 8 Finding and Aligning to the Client’s Decision Process</b></p> <p>Deliberate Practice: Find and Align to the Decision Process</p> <p><b>Chapter 9 Third-Level Proposals and Presentations</b></p> <p>From Vendor-centric to Client-centric</p> <p>Third-Level Presentations Are Client-centric</p> <p>Deliberate Practice: Third-Level Proposals and Presentations</p> <p><b>Chapter 10 Pricing and Third-Level Negotiation</b></p> <p>We Lost on Price?</p> <p>“Who Would You Choose If Prices Were The Same?”</p> <p>Third-Level Negotiating</p> <p>Deliberate Practice: Pricing and Third-Level Negotiation</p> <p><b>PART III: Winning without Competition</b></p> <p><b>Chapter 11 Third-Level Client Satisfaction</b></p> <p>Highly Satisfied (versus Satisfied) Clients Twice as Loyal</p> <p>Take Care of It (Satisfied) and Take Care of Me (Highly Satisfied)</p> <p>Referral: The Best Measure</p> <p>Client Advocates: Taking Care of You</p> <p>Deliberate Practice: Delighting Clients</p> <p><b>Chapter 12 Winning in the Invisible Market</b></p> <p>Invisible Market Danger: Unqualified Clients</p> <p>Does This Client Have the Problems You Solve?</p> <p>Finding and Aligning to the Service Decision</p> <p>Deliberate Practice: Winning in the Invisible Market</p> <p>Chapter 13 Managing Third-Level Selling Skills</p> <p>Track Performance Metrics to Drive Third-Level Best Practices</p> <p>Coaching Results Not Just Behavior</p> <p>Call Preparation and Momentum Recommendations</p> <p>Call Review and Diagnostics</p> <p>Coaching</p> <p>Presentations and Recommendations</p> <p><b>Chapter 14 Final Thoughts</b></p> <p>Get with Clients</p> <p>Enlightened Self-Interest</p> <p>Appendix 1: BCCI Value Proposition</p> <p>Appendix 2: Company Message Acceleration Example</p> <p>Appendix 3: Client Profile</p> <p>Appendix 4: Client Profile with Questions</p> <p>About the Author</p> <p>Index</p>

<p><strong>Robert A. Potter</strong> (San Anselmo, CA; www.rapotter.com) is a commercial real estate sales and strategy speaker, trainer, and consultant. His clients include some of the best-known real estate service firms including Colliers, Grubb & Ellis, PMI Group, Gensler, DPR Construction, Cushman & Wakefield, Wells Fargo and NAI.

<p><b>PRAISE FOR SELLING REAL ESTATE SERVICES</b> <p>"<i>Selling Real Estate Services</i> shows you how to stop being a vendor and start being a partner. Bob Potter's Third-Level concept will help you win more, have more fun, and build greater client loyalty. It's a playbook for success." <br/><b>— Roger T. Staubach, Executive Chairman for the Americas, Jones Lang LaSalle, and founder of The Staubach Company</b> <p>"It's not just about selling; it's about winning. Just in time for one of the most competitive markets in a generation. Be prepared to win." <br/><b>— Robert A. Ortiz, Executive Managing Director - U.S. Operations, Cushman & Wakefield Inc.</b> <p>"Bob Potter's Third-Level Selling offers a progressive, advanced approach to building trust, demonstrating value, and winning. Whether you are new to real estate or a seasoned veteran, it will take your career to the next level." <br/><b>— Craig Robbins, Chief Knowledge Officer, Colliers International</b> <p>"Business development never stops for successful real estate companies. Bob Potter gets it, and his simple strategies and techniques can be implemented immediately across a sales-oriented organization. This book is a gem." <br/><b>— Tom Donnelly, President and COO, ValleyCrest Landscape Development</b> <p>"Rarely do books capture the essence of success in our industry. Third-Level Selling helps one understand how you build long-term committed relationships with clients. This book is a road map to becoming a top producer; I only hope that my competition doesn't read it!" <br/><b>—Dan Winey, Managing Principal, Gensler</b>

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