Last week our COO, Bo Barron, conducted a powerful webinar on the 7 Deadly Sins of Prospecting and How to Avoid them. Unfortunately, I was unable to hear the live session – but I did catch the recording over the weekend. During the live session, Bo expanded on how one fast food chain exemplified one of the essential, core elements of effective prospecting. I will share with you how to retrieve the must watch recording shortly.

If you really want to differentiate yourself, and create a personal prospecting playbook that will help you secure more, high quality clients – consider attending our next live event, The Massimo Immersion. This ultra-exclusive, yet all-inclusive event will be held at Duke University on May 4 and 5. Click here to learn more!

To start, Bo asked the webinar attendees what fast food store they thought had the highest annual sales per store. The traditional answers were: McDonald’s, Subway, Wendy’s, and other popular choices – including the correct answer, Chick-fil-a. As it turns out, the second highest producing fast food company is Whataburger. They generate about $2.7 million sales per store, per year, whereas Chick-fil-a does over $5 million in sales per store. That’s almost double second place, and they are only open 6 days a week.

Now here’s the key to their success – Chick-fil-a has a massive differentiator. What do you think it is? Customer service and healthier food. By the way, Chick-fil-a pays their employees about fifteen cents more than the average.

So, they don’t really pay their people more, they just do an immense amount of training. When you walk into Chick-fil-a, you know people are going to be smiling at you, they’re going to be serving you, and you even have flowers on the tables. It’s a completely different experience. And when you go to Chick-fil-a, you leave feeling better about yourself. You are treated well, and you know you put healthier food in your body.

Let’s tie this back to you. In your business, what is your differentiator? What is the thing that stands out about you versus your competition? When you do make a prospecting call, do you say what pretty much every commercial real estate broker says, “Hey, Mr. Prospect, do you have anything you need to buy or sell? No? Okay, great. I’ll call you back in six months”. When you do that, you’re just another face in the crowd. No differentiator. You must have a differentiator, and you must be able to communicate that in a way that sounds valuable to the prospect in terms of them, not you.

To access a recording of The 7 Deadly Sins of Prospecting and How to Avoid Them, all you need to do is join the CRE Mastery Facebook group. The recording is uploaded there. This group consists of hundreds of dedicated, commercial real estate professionals across the country who share best practices.


If you really want to be prepared for your moment, and create a personal prospecting playbook that will help you secure more, high quality clients – consider attending our next live event, The Massimo Immersion. This ultra-exclusive, yet all-inclusive event will be held at Duke University on May 4 and 5. Click here to learn more!

Recent Posts

RECon 2018 Review – 3 Glaring Negatives

This week I made my annual trek to Las Vegas for the greatest commercial real estate show on earth. ICSC’s RECon 2018 had all the pomp and circumstance as the last 7 years (my consecutive attendance streak), including: the big booths, extravagant parties (shout out to...

The 5 Pillars to Grow a Great CRE Business

When I was running my own commercial real estate firm, I was busy. I would characterize most days as chaotic. Even when I did have a plan for the day, distractions, interruptions, and opportunities would appear from nowhere and knock me off course. I had bought into...

A Simple Yet Powerful CRE Marketing Tool

The following blog post is from HBS Resources President and Massimo Group coach, Blaine Strickland. I am thrilled to share that Blaine has just launched his first book, Thrive: Ten Prescriptions for Exceptional Performance as a Commercial Real Estate Agent. In today’s...

How to Find Your Specialty with 3 Questions

I am continually surprised by Commercial Real Estate brokers who lack a specialty. All top performers in CRE have a specialty. Yet, those mired in mediocrity refuse to hone in on what they can be awesome at doing. In fact, business owners of all kinds often have this...

4 Ways To Make Telephone Prospecting Easy

I once worked with a commercial real estate brokerage manager who said there were two types of people in the world – those that didn’t like to cold call, and those that lie about liking cold calling. He might have overstated his point a bit, but he does have a point....

Here’s My Weekly Plan for Maximum Results

With our coaching clients, we implement a productivity program - appropriately termed I.P.A.I.D.™. This process allows them to look back at every day and answer “yes” to the question: “Was I paid today?” I also use this approach in planning for my week. Every Sunday...