Fredrik Eklund - The Sell: The Secrets of Selling Anything to Anyone

T he first time I met Fredrik Eklund was poolside atop the SLS Hotel in Beverly Hills. I was in Hollywood shooting an episode of ABCs Shark Tank, and Fredrik was on the roof attracting attention. I can spot a great salesperson from across the street and certainly from across the pool. Fredrik has magnetism thats impossible to miss. At the time, I didnt know who he was (it was before Million Dollar ListingNew York), but I did know one thing: He was a success. Fredrik Eklund has that killer instinct.

When I started my NYC real estate firm in 1973 with a $1,000 loan from a boyfriend, I had no experience in sales and no doubt that Id be successful. Back then there werent any female-owned real estate firms in the city. It was a business worked by women and owned by men. I wasnt welcome, but I certainly got noticed. From wearing my short skirts and bright colors to calling my sales team the Power Brokers, I created my realitythat I was the best seller in the city. And what happened? In 1999, the Corcoran Group became the number one residential real estate company in New York City.

Fredrik, a Swede with no contacts and no real estate license, came to America, and, in less than a dozen years, leads the number one real estate sales team in the nation. Now thats the American dream. Howd he do it? He knew that perception creates reality, and he had the courage to spot and seize opportunity.

The number one trait I always looked for when I was hiring someone for my company and what I look for now when Im investing in entrepreneurs on Shark Tank is passion, a need to succeed. Someone whod rather die than not be the best. Thats Fredrik, and after reading this book, that will be you, too.

Like any great salesperson, Fredrik is very persuasive. For example, bragging about him in this foreword wasnt enough. He even talked me into giving you my five personal beliefs about becoming a success, all of which are included in his secrets to selling anything:

1. People want to do business with someone they like. Dont ever be fooled into thinking that a job is only about the product. Its not. Business is all about the people. If people like you, theyre going to want to work with you. And if they dont, youre going to have an almost insurmountable obstacle to overcome. Your job is to make them like you.

2. Selling is nothing more than playing up the good and playing down the bad. If knowing how to do this comes naturally to you, youve got a head start. If you dont, you can learn. When I worked in a diner, I was up against another waitress to attract customers. All the men wanted to sit with her because she had big breasts. And, well, I dont. It was my mom who gave me my best sales (and life) advice. She told me to forget about what I didnt have, and use what I did havea nice personality, a great smile, and the gift of gabto get customers to want to sit in my section. I packed them in! Maximize the positive; minimize the negative.

3. Every successful person knows how to fail well. Successful people get knocked down like everyone else, but they take less time getting back up and back out there. Did you know the lowest rate of suicide is among commission salespeople? Why? Because they deal with so many rejections on a daily basis, they are more adept at handling lifes hard knocks.

4. Everybody wants what everybody wants. This is the basic psychology of sales. Your task is to figure out how to make people think that what youve got to offer is the best thing since hot dogs and baseball. Two things to remember: More than one buyer creates urgency, and when people are told they cant have something, they want it all the more.

5. The most successful people believe their success is only temporary. Top producers end each year convinced theyll never have another year as good. Their own track record becomes their biggest competition. In great successes, fear breeds accomplishment.

For twenty-five years I managed New Yorks top sellers, and I know how hard successful people work to keep their trade secrets. So, why would you give it all away when youre number one? Why would you create thousands of new successful high-kickers? Let it be known: I think Fredrik is nuts for sharing his secrets, but I suppose a real success isnt afraid of competition. He thrives on it.