The real estate company’s L&D team customized Dale Carnegie’s Winning with Relationship Selling certification program, cutting completion time from eight to six weeks.
Since 2020, 33 percent of Greystar’s sales workforce has been certified through the global real estate company’s customized Dale Carnegie Winning with Relationship Selling course. This elite offering aims to provide ongoing, advanced sales opportunities for tenured team members in order to upskill talent and reduce turnover.
Program Details
The Greystar Learning and Development (L&D) team is certified through Dale Carnegie to offer Winning with Relationship Selling. The L&D team took Dale Carnegie’s eight-week certification program, customized it to the real estate industry, and created an opportunity for it to be completed within six weeks. Because Greystar’s L&D advisors are certified in the program, it can be delivered at a significantly lower cost to the organization’s onsite teams.
Greystar’s L&D team created templates and streamlined processes to maximize the effort and benefits of the program, as well as a drip campaign to create sustainable urgency and demand. Greystar offers five series per year with three offerings per week. The course is virtually delivered in two-hour sessions over six weeks for each series. The virtual class size is kept at or near 35 so learners can focus and have a safe space in which to practice and experience coachable moments. Team members can apply their learning each week with layered bite-sized chunks of curriculum.
The series focuses on relationship skills that include competencies in:
- Confidence
- Credibility
- Listening
- Communication
- Long-term customer loyalty through robust relationship building
The program is available to Greystar’s leasing professionals, leasing managers, and sales consultants with four-plus months tenure in the role after recommended completion of other sales-related curricula. All participants are nominated by their senior-level leader to celebrate their commitment and growth with the company. They earn a certification and branded signature block that can be used on their resume upon course completion. Team members are encouraged to be ambassadors of the learning through example and by becoming part of Greystar’s official mentor program.
Results
The demand to attend has increased significantly year over year, and the capped sessions fill up within 24 hours or less. Leasing professionals who completed the Dale Carnegie course had an average turnover rate of 3 percent vs. 5.8 percent for those who did not complete it.
