KGCI: Real Estate on Air - The Secret to Closing More Sales: Teach Before You Sell

Episode Date: May 27, 2026

Summary:This episode details a high-conversion strategy centered on "teaching" rather than "selling" to build authority and trust with potential clients. The host emphasizes that providing unsolicited value—such as education on market conditions or financial reviews—positions the agent as a trusted advisor rather than a transactional salesperson. By focusing on long-term lead nurturing through educational content and personalized annual reviews, agents can convert cold leads that are years old and generate consistent referrals. This tactical approach ensures that when the client is ready to transact, the agent is the only person they consider.+2

You're listening to No Broke Months for Salespeople Podcast. In this episode of the No Broke Months for Salespeople podcast, Dan Rochon reveals how understanding your client's internal and external pain points can transform the way you sell. He explains why waiting to solve problems during a transaction is too late, and how to proactively teach clients what to expect before issues arise. Dan shares real-world examples of emotional triggers, fear-based objections, and how strategic consultation builds trust and creates smoother deals. Okay, good morning.

Welcome, welcome, welcome. All right, so something I've been emphasizing most recently is about the pain point that a prospect has or a buyer or seller has and the goal that they have and you being the bridge. who recalls if you could say what are the two types of pain and what are the two types of pleasure if you could describe two different versions in a general fashion who recalls what they may be or what they are so internal and external pain internal external pleasure you are the bridge So if you can imagine, I'll draw it out here on this piece of paper, then you have pain, pleasure, internal, external, internal, internal, external.

So it's going to look something like this if you want to visualize it. And so what's an example of an internal pain of a buyer or a seller? Well, it's an example of an internal or external pain that a buyer or a seller may have. Chase, it's a great example. And here's what I want everybody to understand. we all have examples like chase just to explain can we all agree to that all right my guess is it's a more of an internal pain that caused that to fall apart than an external pain so the external pain was the actual $150 that is an external pain that's a real pain

but particularly i mean you can't go to the grocery store for less than 300 bucks Right? Like, I mean, it's just like, I mean, I got two guys working on my house today. That's going to be $350.50. In that situation, the internal pain is a need for security and safety. All right. And the fear that he's not, it's about the fear. It's not about the tangible $150. That's, that's a nothing. That is external. Okay. But it's that. internal pain. Now, here's the deal. I was asking before we've all, do we agree we've all been in some sort of like version of what Chase was describing? I have been for sure many times. The reality of this is, this is where Teach the Cell comes in. And I want you to pay attention because when you are in a situation and you're being reactive to a situation, it's too late. when you're trying to fix that in the moment, it's too late. The time to be able to appropriately fix that is before it happens.

So that's why the CPI curriculum is here to be able to give you examples of what to be able to share with the clients before they experience it. So some of the things that your clients can be experiencing internal and external, they may be scared about a relocation. you may want to write these down because these are things that you should have in your consult okay these are things that you should be addressing up front you guys follow me on that not when it happens when it happens it's too damn late all right so what are some of the internal external pains that they could be experiencing and this is how you teach to sell to be able to navigate that before it happens so they can be scared about a relocation They could just be simply nervous or anxious, right?

Those are all internal. Would we agree? Those are all internal inside. That's what we feel. They could be eager to get going. All right. So maybe they're, you know, they could be concerned about a transition. That can be internal and external.

Okay, we got to navigate a new school. We got to navigate a new community. I don't know where the metro is. I don't know where the shopping is. where the church or synagogue or mosque is, and I got to figure all that out. Okay? They may be worried about their kids' school,

as I just mentioned. They may be apprehensive about a new job. Again, the school and the job, there's internal and external in there the same way as what Chase described as 150 bucks. It's a little bit of external, but it's more internal. They may be stressed about a relationship, all right?

And maybe they're divorcing. Or maybe they're marrying or maybe they're living together. Okay. Or maybe, you know, they're buying. I had a seller once. She was seven months pregnant. It was a really challenging transaction. They moved to California.

They had a property in Alexander, Virginia. And what I found out later was the reason for the challenge and I didn't catch it up front was they were divorcing at seven months pregnant. You talk about a ball ball of emotion, right? shame, guilt, fear, resentment, anger. I can't imagine what, particularly the woman. I mean, I'm sure the man was, you know, I just, you know, the woman, you know, being the mom, I just think that, you know, either way, they both were experiencing this.

Okay. It is predictable that that's what they were experiencing. Thinking about a potential loss or potential gain. That can be internal and external. You know, I thought. I thought I was going to get $100,000 for this and I'm getting $50,000 for a profit. Or I thought I was going to pay X and I'm paying $150.50 more. Sometimes being emotionally attached to the property, completely internal, having memories

associated with the house or the home, tense about money, scared about just the logistics of things. Because these are all the things that our clients experience. So the time that's appropriate to be able to navigate this and consult them is not after the fact. For example, I share with our buyer clients and our seller clients the market data where I demonstrate to them that homes are sold on average and it's going to depend on the location, but it's going to be anywhere from 98% to 101% of original list price to sales price. Now, how many times have you been in a situation where you're writing an offer and they want to come $30,000 less when the market is saying they should come $30,000 more? And now you're communicating to them, hey, here's what's going on in the marketplace. Guess what?

You're too damn late. The time to communicate that to them is up front in the initial consultation. Okay. So these internal, these external pains that we're talking about today, day. It's great for us to recognize and it's great for us to sit here in troubleshoot any of our transactions and Monday morning quarterback and say, well, you should have done this, you should have done that, whatever the case may be. And they're all great situations. And we've all been in that situation where we get, boom, holy crap, I didn't catch this. So I knew she was seven months

pregnant by I sure as hell didn't know they were getting divorced. Right. Like, and that's probably something to be fair to myself that I probably couldn't have predicted. Okay. And I probably couldn't have like, I don't know if my mind would have went to, hey, you guys got a healthy relationship. You know, so, you know, that's probably not, you know, so in fairness to me, right? But a lot of these things are predictable. A lot of these things such as money is predictable. So up front in the consultation, say Mr. Seller or Mr. Byer, rather, I found that sometimes when we get to, you know, particularly in this market. And I think that you're, you're, you're, you're mortgage payment is going to be around $2,500. You know, that's what we talked about to the lender. And sometimes you may find that perfect home, and it may cost us $2,700. And you may be afraid of how that's going to impact your finances. And you may be concerned because I know that you've got a family and I know that you've got

some special needs. And I know that money's a priority to you. It's a priority to all of us. Okay. Yeah, I just want to make certain that you understand going into this. where we are in the marketplace. Interest rates are, they've come down just a little bit, not a lot, but just a little smidge. And as long as you're in a position that you can afford it today, and if it makes sense to you

and it feels good, and you have to understand, we may have to pay, you know, maybe a little bit more than, you know, than what you want. And if that home exists, we will hit the bullseye. Okay. So if the home doesn't exist, then we have to change either the price. the location or the type of home. Okay, so those are going to be your options, right? So maybe instead of being in Arlington,

maybe we have to be in Annadale. Or maybe instead of a three bedroom, we need a two bedroom. Or maybe instead of a $2,500 payment, it's a $2,700 payment. That conversation's had up front. That's teach to sell. Now, fast forward, you're three weeks down the road. You get involved in a transatlantic. accident or they find a home or they can't find a home. Then you simply look at them, say,

okay, well, I promise you if the home existed, we're going to hit the bullseye. So I'm curious, Mr. Byer, what should we change? Should we look in Annandale or should we go back to the lender or should we move the numbers, you know, from 2,500 to 2,700 or should we consider a 2-bedroom instead of a 3-bedom? What do you think? Now, what did I just do there? I gave them exactly the perceived control of the entire situation. But any of those three options works. But they only work if you set them up up front. Because if you don't set them up front,

it looks like you're trying to talk them into something and you don't have the trust. The same way as when you put in the offer and they want $30,000 less and it's $30,000 more. If at that point, when you're writing the offer, if at that point you're telling them, what the market is, it's too late. It all has to happen up front. I want to thank everybody for being here today. I hope that this is useful to you. They have the best save your life. Be grateful, make good

choices, go help somebody. And I'll see everybody on Monday. God bless you. See ya. This is Dan Rocheon, host of No Broke Months. Do you want consistent and predictable income with No Broke Months? My new book, Teach to Sell, by Top Performers Never Sell, and what they do instead, published early 2006 by Simon & Schuster. You can pre-order now at

www. www. teach-to-sellbook dot com and unlock over $10,000 of free bonus training.

Don't wait, go to www. www. teach-to-sellbook. com and grab your copy today. That's

teach-to-sellbook. com. Hey there, no-broke months listener. I've got some exciting news. We just passed

300. and 75,000 downloads for the No Broke Months podcast, and I cannot have done it without you. I am beyond grateful for every single listener who tunes in daily, takes action, and shares this journey with me. Now, with you and I, let's take it a step further. If this podcast has helped you,

imagine what it could do for another salesperson who might be struggling. Share the show with them. Let them know there's a way to create consistent and predictable income because no salesperson should ever have another broke month again. And hey, while you're at it, don't forget to like, subscribe, and leave us a favorable review. Your support helps us reach even more salespeople who need this.

Until the next episode, have the best favorite life. Be grateful, make good choices, go help someone, and share the show with a friend. God bless you.