Ordinarily you wouldn’t endorse efforts going sideways unless you actually have planned for them to go that way.  Many times as commercial professionals we are so focused on doing business one way that we forget the arsenal of services that we have at our disposal that could actually add value to our customers and clients goals and objectives.  We are so programmed to list and sell or lease and represent that we neglect the needs and wants of the actual situation.

Side door selling is becoming more and more successful for those innovative professionals that are willing to determine what the opportunity in a particular situation might be.  For instance, recently I was in the office of a potential client and the more I listened to how they conducted their business the more I knew that if I stuck to my traditional thinking and my traditional menu of services that there would not be an opportunity for me to assist this particular prospect.

Once I started to think differently and let my thoughts go “sideways”, I was confident that if I could determine, through the asking of strategic questions, how I could add value to not only the corporate real estate executive but also the shareholder.   By asking how leases were being abstracted, did they have an in-house facilities management department, who was tracking critical dates, how are they currently handling market analytics and would they possibly consider a series of sale leasebacks either nationally or regionally.  These types of questions were different enough that it made the corporate real estate executive look at me and my organization differently.  It made my stock rise in their eyes and took me out of the traditional “broker” box that most of my competition is mired in.  What makes you different?  Do you know?  You should be able to recite your differentiators.

If you are willing to learn everything there is to know about your organizations capabilities and identify that you are a part of something much greater than yourself and your local group then you will begin to speak with confidence when describing the vast array of services that you can provide by embracing those alliances and service partners with a proven success tract.  This is will also give your prospective customers and clients more confidence in your abilities, keeping you at the top of their minds whenever they think of commercial real estate.

Take the chance and reinvent yourself and take the opportunity to prosper when things go a little sideways