Stream Realty is a national US commercial real estate firm that manages, leases, and develops major office and industrial properties.
Tyler Manner is Managing Director of the Houston branch where he oversees every aspect of the office’s business including the development and execution of Stream’s sales and growth.
Before working with Cosmic Growth, Tyler states, ‘’one of our biggest challenges was in a business focused on tenant representation, it’s relatively individual. Each broker’s going to go out to find their particular prospects, yet you are part of a larger team.’’
‘’How can we collectively have a business plan that works for a lot of different individual personality types and different geographic areas around the greater Houston area?’’
He goes on to describe how ‘’we had done a pretty good job getting our guys trained up on the market. They were extremely confident in market stats, market data, knowing ultimately what they were trying to sell.’’
Where they struggled was ‘’how they were actually monetizing that and selling it.’’
Cosmic Growth began their work by analysing all Stream Realty’s existing sales documentation, conducting a number of interviews with management, their broker team, and other key stakeholders to understand the company’s existing processes, ideal customers, their pains and their target market.
With this information – along with their internal processes and expertise in commercial real estate sales training – Cosmic Growth created a custom sales playbook, sales cadences, and a sales training program to help their broker team on the tenant rep side of the business effectively position Stream in both their office and industrial markets.
All this work involved two days of intense in person corporate real estate sales training tailored to their team in the Houston office, in which they were trained on the mindset of a top performing broker, time management and the 5 core pillars of business development.
Following that, there were bi-weekly group training sessions online, bi-weekly one-on-one coaching calls tailored to each broker and reporting on the progress of the whole project with Tyler once a month.
Talking about the process, Tyler states, ‘’one of the big things that we needed help with was having a concise plan, not just for the business, but also relationship building. How do you build a relationship?’’
‘’When you start to communicate with this person, what’s the cadence? If you’re not getting that response, what’s the appropriate persistent yet professional cadence to continue to follow up, doing it in different mediums of communication whether it be LinkedIn, email or voicemail.’’
Tackling these concerns was therefore a big focus of the sales training.
‘’The team was really excited by everything. However early on the feedback was also this is challenging, this unique, I don’t feel totally comfortable doing it.’’
‘’As the training continued and they started to see not just results, but also their conversations and cadences becoming more rhythmic, more comfortable, that’s when they started to say ‘hey look, the Cosmic Growth guys may be on to something here’.’’
Speaking of specific results Tyler states, ‘’our number of in-person meetings has absolutely gone up, but also the awareness of where that prospect is in the decision making process has gone up dramatically, and when that time comes, to set a real meeting, about working together, these guys are finding that opportunity and being able to act on it much more efficiently than we were in the past.’’
From a morale standpoint, ‘’because our guys feel more confident, they’re doing a lot of calls and a lot of prospecting out in the open. They’re also sharing, ‘hey look this really worked for me’, ‘hey remember what the Cosmic guys were talking about.’ There’s a lot more back and forth now, with everyone working more as a team, even though they still have their individual prospects that they’re calling on.’’
‘’The thing I absolutely loved about what you guys did was you really took the time to not just say, ‘well this is the training’… Hoping it works and if not so be it. Between the one-on-one calls, the group calls, the monthly updates, the in-person… You guys spent a lot of time getting to know our team, getting to know our people individually. Our guys felt really heard and understood.’’
‘’You want someone who is not just going to help you know what you don’t know. But they’re going to, similar to what they’re preaching, get to know your team and really understand where some folks are struggling and where some folks are selling, and really push into that. That would be something that I would say from a training process. I haven’t seen somebody be as personable as your team was.’’
Stream Realty Partners is a US commercial real estate leader that helps businesses buy, sell, lease, and manage office, industrial, and retail properties.
Cosmic Growth is a B2B sales training consultancy that enables corporate real estate companies to increase the number of meetings they book through custom sales playbooks, sales cadence development, and sales coaching.
Including templates for ideal customer profiles, buyer persona goals and challenges, probing questions, outreach guidelines, customer stories and objections
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