Sellers are always wrong…

In marketing, surveys and asking the customers what they want is a popular way to figure out what to sell them (in our case, how to structure a deal they want)

But, as I was watching and reading about Steve Jobs… he did quite the opposite.

He never did surveys or talked to customers.

He said, and I paraphrase, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”

In this case… customers don’t know what they want.

In REI…. sellers sometimes don’t know what they want either.

They won’t tell you that they want you to take over payments for them, or offer a lease with an option, or sell over time… you have to dig into their lives to figure out what’s best then create it for them.

And the same at the closing table.

Closing is hard for some (including yours truly), because sellers don’t naturally say, “yeah let’s do it”.

But, naturally we don’t want to seem pushy.

But the great closers, when they KNOW that this option is the best for them, they have to guide the scared and confused sellers with pen in hand and hand to contract.

So, allowing the seller to guide you is flat out wrong!.. They want leaders (like I’ve preached), and they need you to figure it out and guide them to closing.

To listen on some of the best closers in REI, tune in and subscribe to the Deals Today podcast:

P.s. a caveat to Steve Jobs is, that he still LISTENED to customers. He envisioned their user experience with his products then worked backwards.
“Keep moving forward in your REI venture”

Paul do Campo

I’ve spent many hours learning and implementing marketing methods in REI, chasing sellers, and building cash flow streams… and I show you what works and what doesn’t from real-world investors in the trenches today through my daily tips, articles, and audio interviews at

Call or text if you need anything: 909-614-9473
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Chino California 91710

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