Will R. Yliniemi - Fast Company Article

Sales Woman For the 21st Century by Polly Labarre, Feb./March1999,Page 50

Summary

The article 'Saleswoman for the 21st Century' is a biographical piece, written about California Real Estate Broker, Mary Rodriguez, describing personal and work characteristics which enhance performance and success.

In 1998, Marty Rodriguez was the top broker worldwide for Century 21. Rodriguez knows that the way to stay first is to stay fast and connected. She places a real premium on establishing a relationship with her clientele, and not just closing the sale. She attributes this emphasis on relationship to early childhood development. Coming from a family of 11 children, she states that we took care of each other and helped to put each other through school, and that we couldnt just sit back.

Rodriguez lists four reasons that she believes are the keys to her success in the art of the sale in the real estate business. (1) Make a name for yourself  Create an identity and know what people believe about you (hard worker, knows the market, fights for clients, and honest). Care more about the relationship than the deal. (2) The more you know, the more you sell. Our knowledge base has dramatically increased the pace at which we do business. Rodriguez emphasizes that team members in her office specialize, and all benefit from the combined coordinated expertise. Clients recognize and embrace this knowledge base. (3) Never expect to do business as usual. Staying ahead isnt just about how fast we do transactions  its about how fast we change the way we do business. Continue to look for new ways to enhance services, relationships and business connections. (4) Sell values, not value. Rodriguez states that she wants people to believe their transaction with her was a truly positive experience  and not just to believe it, but know that its true.

Reflection

This article reiterated how the values of hard work, honesty, family relationships, human compassion, knowledge and aggressive excellence can be translated into personal and professional success.

Many of the qualities presented by Ms Rodriguez have a direct correlation to Extension Educators and the Extension work that we do. Clients of Extension must have confidence that information extended from the Extension Service is credible, current, and presented in a positive learning atmosphere.

The comment of making a name for yourself is really applicable for Extension Educators, as they develop a clientele base. Being acknowledged as honest, a hard worker, reliable, responsive,and accessible are all characteristics which enhance client perceptions of us as Educators. I found it interesting that Ms. Rodriguez made references to her family life and how formative that was in developing her ability to relate to and show compassion for people.

The point in the article about constantly looking for new ways to enhance services, relationships and do business was very identifiable with the current Extension Service. With changing demographics, technology advancements, and the hunger for immediate information, the Extension Service is in a constant state of reconfiguration. This change can frustrate or excite Extension Educators.

Discussion

In discussing this article with several of my friends and colleagues, we came to the conclusion that the none of the concepts in the article were earth shattering revelations or new, but rather that these concepts are often neglected as people plod along in their everyday work and personal lives. It is important to be reminded that to be challenged, innovative, hard working, honest and compassionate will result in positive outcomes in this people business of Extension.

-- Anonymous, March 12, 1999

Answers

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Good comments and observation about Extension, and also discussion with your peers.

-- Anonymous, May 23, 1999