Hello, fellow sales negotiators! Welcome to the challenging, rewarding, exciting and frustrating world of real estate. According to a survey, 50% of newcomers who come into this wonderful world of real estate will leave their job within 3 months, 35% will work for 1 to 3 years, 10% will stay up to 5 to 8 years, and only 5% will take this job as a life career.

Most negotiators who attend seminars, sales training and learn selling techniques try to apply everything they are taught. They think that they have given their very best, but despite all that, they still cannot sell. What's wrong?

As often mentioned, the real estate market is vibrant and changes tremendously quickly. Real estate is a most competitive industry. Most sales people think they are just in the property business and never realise that they are in the people business. They should sell the benefits, not just the property alone.

This column will focus on "back to basic" principles so as to prepare you for a better position in future challenges, in order for you to establish real estate selling as your wonderful and rewarding career.