You can't sell someone a property - people will have to make their own decision whether they think it's right for them in the end. After all, for many people this is the biggest investment of their life. The key question to think about is, what's your role in this decision? To be a world class negotiator your role is to help facilitate, support, guide, advise, inform, educate and only then will you have gained the applicant's trust to be able to influence and persuade them. In the 20 years that Tony Morris has spent working in the sales profession, he has worked with over 5,000 negotiators, from the largest estate agents with over 1300 branches to family owned agencies with one branch. Across this great breadth and depth of experience, the consistent top performing negotiators have the identical characteristics which are shared within this book - you only have to choose if you're willing to take them on board, to reach new heights in your agency career. You can only take a horse to water, as the saying goes.