The only way you can earn _____ is to put _____ _____ _____.
The only way you can earn trust is to put their needs first.
Trusted Advisor vs. Expert
Understanding the crucial differences that transform transactions into relationships:
Expert
Provides answers
Transactional approach
Focuses on knowledge
"Here's the solution."
Trusted Advisor
Co-creates solutions
Relational approach
Focuses on client's best life
"Let's explore the right path together."
Workshop Overview
Each group will complete the following framework for their assigned principle:
1
The Situation
Evaluate a specific scenario in community sales where this principle applies.
Example: A prospect expresses concern about the community's HOA fees being higher than expected.
2
The Risk if Trust is Lacking
What could go wrong if trust isn't established in this situation?
Example: Prospect assumes you're downplaying costs and becomes skeptical of all your statements.
3
The Trusted Advisor Move
What specific action builds trust in this scenario?
Example: Transparently break down what the fees cover and provide testimonials from current residents about the value received.
4
Language You Might Use
Draft 1-2 example conversational lines that demonstrate this principle.
Example: "That's a fair concern. Let me show you exactly what these fees cover compared to other communities, and I'd be happy to introduce you to residents who can share their perspective on the value."
Group Assignments
Here are the Trusted Advisor principles assigned to different groups:
Group 1: Build Credibility
Group 2: Demonstrate Reliability
Group 3: Increase Intimacy
Group 4: Lower Self-Orientation
Group 5: Deep Listening
Group 6: Long-Term Focus
Group 7: Address Client Fears
Group 8: Co-Create Solutions
Group 9: Be Generous with Expertise
Group 10: Navigate Difficult Conversations
Groups
Group 1
Patrick Wilson
Heidi Yetzer
Michael Hernandez
Steven Fryer
Jeff McQueen
Jasmine Alger
Brenda Colvin
Group 2
Sabrina Anderson
Natalie Stavinsky
Ted Massouras
Natalia Stavinsky
Shauna Farmer
Josalyn Keegan
Abbie Lloyd
Group 3
Brian Beard
Drew Owens
Todd Cicerello
Melissa Tolson
Kacey Doubet
April Schafer
Kyle Eckerfield
Group 4
Robert Eufemia
Hal Looney
Michael Cali
Tammy Malsack
Howard Branton
Noemi Moore
Todd Sitz
Group 5
Dina McAree
Keith McCann
Melba Hayes
Jeff Hinkle
Charmaine Powell
Margie Van Lierop
Alicia Reynolds
Group 6
Ben Keilholtz
Bryanne Potoski
Kara Thiel
Laura Henderson
Arissa Foreman
Deborah Sorenson Corona
Samantha Smith
Group 7
Mark Gray
Andrea Bottema
Janet Benavidez
Veronica Fregoso
Ella Montgomery
Deanna Cross
Michael Perezchica
Group 8
John Brown
Jennifer Griego
Darrell Maness
Wendy Zeberlein
Jason King
Jason Enos
Kirstie Castro
Group 9
Dillon Manns
Tammy Lower
Steve Berry
Casey Matthews
Coleen Divito
Amy Hebert
Amber Inman
Group 10
Kathleen Everett
Jessica Romano
Stevi Hubbard
Preston Holdner
James Thoman
Tracie Gochenour
Matt Oldenburg
Principle: ________________________
The Situation
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Trusted Advisor Principles: Situations for Each Group
01
Building Credibility
A prospective member asks detailed questions about construction quality and energy efficiency that you don't know the answers to. However, you feel like you should know the answers and feel a little embarrassed.
02
Demonstrating Reliability
A prospect requests additional information about community amenities and financing options after their initial tour. Unfortunately, you were out of the office and did not get back to them in a timely manner.
03
Increasing Intimacy
A couple seems hesitant during a tour, but isn't expressing their real concerns about fitting into the community culture. You sense something is amiss, but they won't seem to be forthright.
04
Lowering Self-Orientation
A prospect is interested in a premium homesite that would mean a larger commission, but you feel from their previously expressed needs might be better met in a different part of the community.
05
Deep Listening
A prospect lets you know that they are newly single, adopting a large dog as a companion, and living for the first time in a long time on their own. But they never directly state that safety is a primary concern.
06
Long-Term Focus
A prospect is eager to purchase but their timeline for moving doesn't align well with your current sales promotions and quarterly goals.
07
Addressing Client Fears
A retired couple is interested but hesitant about committing to the community, subtly expressing concerns about "fitting in" with existing residents.
08
Co-Creating Solutions
A prospect loves the community but has specific design modifications they'd like to make to the available models that may not be standard options - or even options at all.
09
Being Generous with Expertise
A prospect is early in their decision process and is also considering other communities, including some which might be a fit and some which are reputed to have issues.
10
Navigating Difficult Conversations
A prospect has unrealistic expectations about price negotiation or included features based on outdated information or experiences in other markets.
Key Takeaways
Trust Drives Success
The Trusted Advisor relationship creates a sustainable competitive advantage that transcends price and features.
Feelings First
Clients buy how you make them feel before they buy solutions. Emotional connection precedes logical decision-making.
Lower Self-Orientation
Focusing genuinely on client needs rather than your commission or quota is the fastest path to building trust.
Lead with Empathy
Curiosity, empathy, and co-creation transform transactional relationships into partnerships that drive referrals and repeat business.
These principles aren't just sales techniques—they're relationship fundamentals that will serve you throughout your career and personal life.
Thank You!
Building Credibility
Definition: Establishing trust through accurate, knowledgeable, and thoughtful communication
The Situation
A prospective member asks detailed questions about construction quality and energy efficiency that you don't know the answers to. However, you feel like you should know the answers and feel a little embarrassed.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Demonstrating Reliability
Definition: Building trust through consistent follow-through on commitments large and small
The Situation
A prospect requests additional information about community amenities and financing options after their initial tour. Unfortunately, you were out of the office and did not get back to them in a timely manner.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Increasing Intimacy
Definition: Creating emotional safety that allows clients to share their true concerns and aspirations
The Situation
A couple seems hesitant during a tour, but isn't expressing their real concerns about fitting into the community culture. You sense something is amiss, but they won't seem to be forthright.
The Risk if Trust is Lacking
The *Trusted Advisor* Move
Language You Might Use
Lowering Self-Orientation
Definition: Genuinely prioritizing client needs over personal commission or sales goals
The Situation
A prospect is interested in a premium homesite that would mean a larger commission, but you feel from their previously expressed needs might be better met in a different part of the community.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Deep Listening
Definition: Hearing beyond words to understand underlying emotions, values, and unspoken needs
The Situation
A prospect lets you know that they are newly single, adopting a large dog as a companion, and living for the first time in a long time on their own. But they never directly state that safety is a primary concern.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Long-Term Focus
Definition: Prioritizing enduring relationships and reputation over immediate sales opportunities
The Situation
A prospect is eager to purchase but their timeline for moving doesn't align well with your current sales promotions and quarterly goals.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Addressing Client Fears
Definition: Proactively surfacing and compassionately resolving concerns that might otherwise go unspoken
The Situation
A retired couple is interested but hesitant about committing to the community, subtly expressing concerns about "fitting in" with existing residents.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Co-Creating Solutions
Definition: Collaboratively developing options that incorporate client input rather than prescribing answers
The Situation
A prospect loves the community but has specific design modifications they'd like to make to the available models that may not be standard options - or even options at all.
The Risk if Trust is Lacking
The *Trusted Advisor* Move
Language You Might Use
Being Generous with Expertise
Definition: Freely sharing valuable insights and knowledge without expectation of immediate return
The Situation
A prospect is early in their decision process and is also considering other communities, including some which might be a fit and some which are reputed to have issues.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Navigating Difficult Conversations
Definition: Addressing challenging topics with empathy, transparency, and a focus on solutions
The Situation
A prospect has unrealistic expectations about price negotiation or included features based on outdated information or experiences in other markets.
The Risk if Trust is Lacking
The Trusted Advisor Move
Language You Might Use
Five Steps
The Trusted Advisor process follows a natural conversation flow that puts relationships before transactions:
01
Engage
Create genuine connection through authentic curiosity about the client as a person, not just a prospect. This sets the foundation for all that follows.
02
Listen
Practice deep, attentive listening that goes beyond surface statements to understand emotional drivers and unspoken concerns.
03
Frame
Articulate the client's situation clearly, confirming your understanding and demonstrating that you truly "get" their unique circumstances.
04
Envision
Paint a vivid picture of how life could be better in your community, connecting features to their specific dreams and solving their unique challenges.
05
Act
Create a collaborative path forward with clear, mutually agreed upon next steps that feel natural, not forced.
The Trust Equation
T = \frac{C + R + I}{S}
This powerful equation provides a framework for understanding how Trust is built and damaged in client relationships.
The Trust Equation
T = \frac{C + R + I}{S}
Breaking Down the Variables
1
Credibility: What you say
Your knowledge of community homes, amenities, and lifestyle benefits. The accuracy and thoughtfulness of your statements create belief in your expertise.
Example: Confidently explaining financing options with precise details rather than generalizations.
2
Reliability: What you do
Your consistency in following through on promises, no matter how small. Every commitment kept builds reliability capital.
Example: Sending that follow-up email exactly when promised, even when busy with other prospects.
3
Intimacy: How clients feel
The emotional safety clients experience with you. Their comfort in sharing fears, dreams, and true motivations.
Example: Creating a judgment-free space where clients admit their real budget constraints.
4
Self-Orientation: Who you focus on
Your attention to client needs versus your own. Lower self-orientation dramatically increases trust.
Example: Recommending a less expensive home option when it better meets client needs, even though it means a lower commission.