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Why Coaching Works

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An interview with Buffini & Company ClubNetTM Coach Merrill Parvin

By John Voket

What unique advantages does Coaching provide for an agent in today's market?
Our clients who are being Coached don't have to figure out how to react to this fluid market on their own, and they don't have to depend on someone close to them-even a broker-who might be mentally or emotionally invested in activities of their own. With a Business Coach, an agent has a resource that can look at their local market with an impartial perspective, as well as someone who can provide objectivity based on trends nationwide. Furthermore, the Coach can provide support and tools to help the agent that have proven effective for other agents in the same area where that agent is working. If an individual Coach doesn't have another client in that area, they can ask one of the many other Coaches who might.

What's the biggest stumbling block most agents come across in regards to Coaching and how can they hurdle it?
Trusting their Coach and having faith in the system are the two most significant stumbling blocks for new agents, as well as veteran Coaching clients who may have hit a stretch of low activity or a plateau. We usually try to remind our clients that they have to aggressively work the basic fundamentals of the system in a persistent, consistent fashion before they'll see their production increase in today's market. It's possible they'll experience success more quickly, but most people should plan for that 90-120 day window. More importantly, if someone does hit the ground running and experience quick success, they should continue that exercise in consistency-to seed the fields for the next harvest. This practice will work universally with new or experienced agents alike, no matter where the market stands.

What's the biggest misperception agents have in regards to Coaching? The idea that there will be a magic bullet, or an overnight success that comes with Coaching, is doomed to fail. It's also painful to see a client try and manipulate the system based on what they think will work, and then fail. It's pivotal to work the system as coached. The most proven road to overall, long-term success with the Buffini Referral System is to follow every aspect completely and consistently for a minimum of 90-120 days. During that time there will be a constant tweaking and fine-tuning of aspects based on the strengths and weaknesses a client/agent exhibits, and on what works for them individually. Two agents in the same company, or even the same office, might be coached completely differently.

Why is it important to utilize Coaching as a long-term strategy? One of the great things about Coaching is the objective positioning a Coach has to offer. For example, the coach of a football team was once likely a player, but in his role as a coach he stands on the sidelines to guide his team. Football coaches also have spotters above the field relaying information. It's not very different in Business Coaching. So as long as someone is playing the game, the Coach walks alongside to guide that individual to success-no matter how long the game. There is always a new or fresh perspective to offer. Brian says, "Think of the worst idea you ever had, and remember, your best thinking got you there." It's always good to have an outside observer who's there for the long-haul.

Please provide an example of how Coaching has turned things around for a struggling agent. I've had a few clients who've left the system come back and ask to have me Coach them again. I Coach a lender in the Denver area, Nancy, who left Coaching for about 10 months. But after being away, she realized things just weren't working as well. Now that she's back, though, she's in the top 10% of her field nationally. She's applying herself to the system and working the fundamentals. It's exciting to watch as everything comes together for her.RE

For more information, visit www.buffiniandcompany.com.

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