The 4 Mindsets of Your Prospects

And why you must address them in the first 15 seconds...

You don’t prospect enough. Maybe you are new to the business and fear holds you back. Maybe you are like me, and the fear of looking stupid holds you back. Regardless, you should be picking up the phone more. With our coaching clients at the Massimo Group, systematic prospect is one of the pillars of the Massimo Methods.

The 4 Mindsets

I’ve shared this before, but when I left the Marine Corps in 2004 to work with my dad in commercial real estate, I was paralyzed when it came to prospecting. I would sit at my desk and stare at the phone. I had no clue what to say. I had no idea of the directions a prospecting conversation could take.

I couldn’t bear the idea that I would look stupid and fall on my face. What I lacked was confidence.

I was recently in Phoenix at a mastermind. I heard a man say that “Action unlocks greatness. Simplicity unlocks action.” That got me thinking. If we can understand the mindset of our prospects when we call, then we have the opportunity to address those mindsets quickly. Then we can prospect with more confidence.

Any of us in sales of any kind can prospect with more confidence by understanding these 4 mindsets of our prospects.

The 4 Mindsets of Our Prospects

  1. Your prospects are busy – Most people are these days. When you are able to connect with your prospect on the phone, you need to recognize that they have many things on their mind.
  2. You are interrupting them – One moment, your prospects were working away. Now they are speaking with you. You have changed their direction. Because they are busy and you have interrupted them, it is in your best interest to honor their time and get right to the point.
  3. They are wondering who the heck you are – Sometimes you are prospecting on someone you know. Often times, you are not. Given that you don’t know who you are calling, I promise the first question they have about you is who you are and what company you are with. You have to answer this unspoken question immediately.
  4. They want to know what’s in it for them – As they are busy, have just been interrupted, and you’ve just shared with them who you are, you must quickly tell them what they will benefit by having a conversation with you. Many CRE brokers make the mistake of vomiting their services all over their prospects. Do not. They do not care about what you can do. They only care about how your services can benefit them. Always speak in benefits statements with short deal stories to substantiate your claims.

Knowing these mindsets is one thing. Being able to use them to your advantage on a prospecting call is another.

That is why I want to invite you to a webinar I am presenting on Wednesday, June 1 at 2:00pm EST – How to Nail the Most Important Part of a Prospecting Call. You can register by clicking the button below.

In this webinar, we’ll dive deeper into the mindsets of your prospects and discuss how use them to your advantage. We are also going to dive into:

  • 4 Mental Triggers that can move the prospect your way
  • 4 things to absolutely NOT do on a prospecting call
  • How to craft the beginning of a prospecting call to engage your prospect, move them your direction, and earn the rest of the call.
  • …and ultimately prospect with more confidence!

Grab My Seat Now

Question: What questions about prospecting by phone would you like me to address on the webinar? You can leave a comment by clicking here.


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Why I’ve Joined the Massimo Group

And why you may want to as well

I met Rod Santomassimo in 2007. Sperry Van Ness was recruiting our firm, and Rod was giving my parents and me – along with 10 other prospects – a presentation. I remember thinking, “This guy is tough as nails and knows what he’s talking about.”


My next interaction with him was at SVN bootcamp. He was playing the role of Mr. Big Ego, and I had to give him a presentation to win his business. Our group won his business. I felt like I impressed him. He probably doesn’t remember that, but I was proud of it.

Then he started the Massimo Group, and I hired him as my coach. For two years, he had a profound impact on my business. We restructured my entire prospecting system (which probably saved the company) and focus. He encouraged me and showed me how to build a presence.

Then he asked me to become a coach for the Massimo Group. I was coming off a really bad year in CRE because I’d started an insurance company that had failed. My attention had been diverted. I hesitated to tell him yes. So I spoke to my mentor who told me to do it. He said that coaching would sharpen my ax. He was right. My brokerage career had its best years while I was coaching.

So for the last 5 years, I’ve been coaching CRE brokers. During that time, I’ve owned and operated a CRE brokerage firm, I’ve been a corporate exec at a national CRE firm, and I’ve been a VP at a food safety technology start-up. The constant during that time has been the Massimo Group.

I love to coach. I love to see my clients grow in their prospecting, presence, fill their pipelines and explode their production. It is some of the most satisfying work I’ve ever done.

And it is so different than training. Trainers show up, brain dump, and then leave you with their well-wishes. Coaching is jumping in a fox hole with your client and ensuring they accomplish their goals. It involves accountability.

So when Rod started talking with me a couple months ago about coming on with the Massimo Group full-time, I was intrigued and excited. And after nailing down some details, I’ve completed my first week as Executive Vice President of the Massimo Group. I’m convinced that we’ve only scratched the surface of what’s possible. Our clients see results. They average 5 times more income than the average CRE broker.

It is a blast being a part of that.

What we need from you…

The Massimo Group needs more coaches. We have approximately 15 coaches now, and we are at capacity. New clients have to wait sometimes 6 weeks before we can place them with a coach. This is a great problem to have, but one we have to solve.

If you:

  • have strong transactional history and experience,
  • can be coached and can follow a system,
  • don’t struggle with technology
  • want to sharpen your ax as you positively impact others,
  • value making a difference more than financial gain (the financial gain isn’t bad at all),

then I want to talk to you. Shoot me an email at bo @ and let me know you are interested.

Tomorrow, I’ve got another announcement I’m excited to share with you so be sure to check back.

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Free Training: Choosing the Right CRM for Your Business

How Ease of Use is the Most Important Factor

Have you ever had the nagging feeling that you are stuck? Have you plateaued? Have you ever wondered why others seem to be blowing by you?

I’ve been there. For whatever reason, my mind is formatted to think in processes. In other words, I believe there is a way to create a process, or a system, to maximize the efficiency of just about any task. So I’m always looking for better processes to simplify and maximize efficiency.

Free Training-

In my early CRE days, my CRM was a legal pad. That was what my dad did at the time. But I knew there had to be a better way. So I tried using Outlook – because that is what my dad had moved to. Then I tried Goldmine – then ACT!. Then I tried RealHound – and others. Each time I switched, I gained more efficiency. I was becoming more productive.

Then I switched to the cloud, and everything changed.

In tomorrow’s webinar, I’m going to bring on the ClientLook guys so they can demonstrate what a simple and powerful CRM system can do…and how that can lead to more business for you.

This past weekend, I got to spend some time with Michael Griffin and John Dawson in San Diego at the NAR Convention and Expo. What they have coming is so exciting. I am pumped to share it with you.

You will learn:

  • Why simplicity is the most important factor in adoption of a technology
  • Why a cloud-based CRM is so necessary in today’s mobile world
  • How ClientLook can save you from data entry
  • And so much more…

In addition, I’ve worked out a special deal for my readers you can’t get anywhere else.

So if you are frustrated with your current CRM solution – if you long for more power and more simplicity, this webinar is for you. Seats are limited (one of these days I need to increase my GoToWebinar account), so be sure to sign up now.

And I’ll see you tomorrow (Wednesday, Nov 18, at 1:00pm Eastern) on the webinar.

Claim Your Seat!

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I’m excited to keynote the Commercial Caffeinated Networking Breakfast for the NAR Realtors Conference & Expo.

Join me and 200 of your favorite CRE professionals in San Diego on the morning of Nov. 14. Tickets are $50.

Topic:  Double Your Impact by Creating Dominating Digital Presence

We all want to have a greater impact – for our clients, our business, our family, and our lives. One way to drive greater impact is to become more known. One of the quickest ways to grow your presence is by digital means.

Creating dominating digital presence allows you to attract your perfect prospects – and repel those you don’t want to work with. It allows you to demonstrate your expertise without tooting your own horn.
It also allows you to educate your future clients raising the chances that they will think of you when they are ready.

Attendees will learn a framework of action steps for the next 90 days to create this kind of presence and double the impact on their business.

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Date: November 14, 2015
Time: 7:30 - 8:45 a.m.
Event: NAR Realtors Conference & Expo - Commercial Caffeinated Networking Breakfast
Topic: Double Your Impact by Creating Dominating Digital Presence
Sponsor: National Association of REALTORS
Venue: Marriott Marquis San Diego Marina Hotel, Marina Ballroom E
Location: San Diego, CA
Public: Private
Registration: Click here to register.

[Video] How to Avoid These 10 Platform Killing Rookie Mistakes

Video 2 is Up in the Free Training Series on Creating Digital Presence

Last week I announced the formation of Massimo University. As a launching point for this new venture, I’ve created a free video training series on creating dominating digital presence.

Video two in that series is now live. You can access it by clicking here.

In the first video of the series, I shared with you all the reasons why you need digital presence. In this video, I share with you the 10 platform killing mistakes you must avoid.

I think you are going to love it!

I want to remind you that this video series is only up for another week, so be sure you check them out while you can!

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Take Me To The Video!

There are so many who could benefit from creating dominating digital presence. I’d be so grateful if you would share this post with them. You can use the email button at the top of this post, or share it on your favorite social media platform. Thanks!

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Huge Announcement Plus a Free Video Training Series…Just for You!

Announcing the Creation of Massimo University with a Free Video Series on Creating Digital Presence

I met Rod Santomassimo in San Antonio. I was with my parents who had traveled with me to see me get my CCIM pin. It was a proud and blessed moment for all of us.

At the same time, Sperry Van Ness had been recruiting our company. We were invited to a presentation where Rod, and executive with SVN at the time, was giving us a presentation along with Kevin Maggiacomo and Jerry Anderson.

I got up to leave during Rod’s presentation. Turns out that is not the best idea. Rod called me out letting me know he wasn’t finished. I shared with him that I had to go sit for my comprehensive exam, and I would rejoin the meeting when I was finished.
Massimo U Banner

If you are ever in a room listening to Rod present, don’t walk out. You may get more attention than you planned.

Since that time, Rod and I have become great friends. I worked with him at SVN. I hired him as my coach when he started the Massimo Group. He asked me to come on as a coach for MG when he began to aggressively grow his company. He has taught me many things.

So I am so excited that Rod and I have formed a new company – Massimo University. Among other things, MassimoU will be creating and producing online courses – for CRE professionals and anyone with a sales or entrepreneurial bent.

And as a special gift to launch our new venture, we have created a free video training series on creating dominating digital presence. It is only open for a short time – the next 13 days to be exact. And I don’t want you to miss out!

So head to this link. I’m so very excited about the great strategies and tools we are sharing through this free series.

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And never in a million years did I expect to say this, but I am now the dean of a university – ha!

Don’t forget to get your free video training series. All you have to do is click the button below.

Get Instant Access


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I Might Have Gotten Hacked!

It happens, right? I figured it probably would never happen to me.

However, if you tried to access my blog over the last number of days, you may have gotten a completely white screen.

What an inconvenience…for both of us.

I do think I’ve fixed everything and put some safeguards in place so hopefully it will never happen again.

So please accept my sincerest apologies…and keep coming back. I’ve got tons of great stuff in the hopper for you.


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[Free Webinar] How to Simplify and Expand Your Business with ClientLook

I’ve written about this before, but I get asked about my recommendation on CRMs more than anything.

And rightfully so. A great Customer Relationship Management application is a crucial part of the technology backbone of any business – especially commercial real estate.

I’m really excited to announce my first webinar with ClientLook this Wednesday, August 19 at 3pm Eastern.

Claim My Seat for the Webinar!

You want to be on this webinar if:

  • You are frustrated with complex CRMs that suck your time instead of save your time.
  • You want all your data with you at all times so you can maximize your productivity on the move.
  • Or in other words…never feel chained to your desk again!
  • You waste too much time with data entry – ClientLook has a brilliant solution for this.
  • You spend too much time reporting deal activity to your clients and owners.
  • You want a CRM that will not only help you find and track, but will actually help you win business.
  • …and so much more!

John Dawson, VP of Sales for ClientLook, is going to join me on the webinar to give a product demonstration. If you have ever wondered what ClientLook looks like behind the curtain, or what it can do, this is your opportunity.

I’ve also negotiated a special deal with ClientLook that you can only take advantage of on the webinar.

So I hope you’ll join me on Wednesday at 3pm Eastern. You will be glad you did as ClientLook is everything you need in a CRM, and nothing you don’t.

Claim My Seat for the Webinar!

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