“The best salespeople are those who have a deep understanding of their customer’s needs and are able to tailor their pitch.” —Unknown
From the desk of Richard Du, Founder and Chairman of SANTOS Holdings:
Just minutes before 9:00 a.m., I stood in the vast conference room at SANTOS Holdings, overlooking the energetic streets of New York City, preparing to speak to my team. As everyone gathered, taking their seats, the electricity of the moment was palpable as I prepared to deliver an important message.
“Good morning, everyone!” I said. “The success of SANTOS Holdings stems from a philosophy I want to share with you today. As part of our team, every one of you is a salesperson. It doesn’t matter who you are—whether you’re a janitor, a project manager, or an executive. Every person here has the power to represent our brand, share our story, and support our mission.”
As a founder and leader, I recognize that every team member is an ambassador for our company, playing a crucial role in promoting the brand’s values and mission. As a representative of the organization, everyone contributes to building a positive reputation and reinforcing the company’s message. This mindset empowers everyone to take ownership of their responsibilities and work together to achieve common goals.
When you work for our company, whenever you interact with someone outside our organization, you represent the company. This makes everyone a salesperson in some respect, irrespective of their position. Although our sales team is primarily responsible for sales, opportunities often arise for staff in other roles to represent who we are at SANTOS Holdings. The key difference is whether people feel recognized and the ability to identify the right moment to take advantage of these opportunities.
Daniel Pink, a TED speaker whose talk is among the top 20 most viewed, argues that everyone is in sales: “Without realizing it, you likely spend a lot of time selling—influencing colleagues, winning over investors, and persuading potential clients.”
SANTOS Holdings creates a collaborative environment where everyone can identify and pursue sales opportunities. This idea relies heavily on the assumption that no matter what your role, whether a top executive or the building custodian, you can pinpoint areas where you can provide added value to the overall company mission. Unlike other companies, SANTOS Holding teams are family, driven not by commission, but by dedication to helping clients solve problems. This helpful and problem-solving attitude distinguishes SANTOS Holdings from the New York real estate market. With us, each sale means more work, more growth opportunities, and a healthier company in the long run. That’s good for everyone.
Leadership expert John C. Maxwell said, “Recognize the value of your employees, and they will value you.” My leadership style emphasizes teamwork and motivation, celebrates achievements, and promotes sales success through recognition. We show our appreciation for positive client feedback and exceptional employee contributions to let everyone know how much we value their hard work. When people know they’re part of a team and feel appreciated, they’re more motivated to cooperate with the company’s mission.
Consider what J. Willard Marriott, founder of Marriott Hotels, said, “Our employees are our greatest asset. We recognize and reward their hard work and dedication to our organization.” At SANTOS Holdings, we feel the same and want our teams to know they are our greatest asset. Promoting client relationships, getting to know them personally, and truly listening to their needs can help a designated sales force generate great ideas that lead to long-term growth.
As my words resonated with the team, I continued. “Once you understand our products, values, and long-term vision, you become an ambassador for this organization. And with that, you’re doing more. As an ambassador, whether you’re cleaning offices or designing a new skyscraper, your knowledge and passion for SANTOS Holdings can influence perceptions and drive our success.”
Since I spoke that morning, across every department and office at SANTOS Holdings, our teams and leaders had embraced the idea that we are all salespeople, which shows how we engage with each other and our clients. Our passion, experience, and knowledge set us apart. A wave of camaraderie washed over our teams, and they were no longer just employees, but part of something bigger—a community committed to excellence and innovation.
Being a real estate salesperson isn’t about making a sale, it’s about being part of a collective mission to shape the future of New York City. With SANTOS Holdings, each person, from the janitor to the top executive, plays a vital role in telling the story of who we are and where we want the company to excel and thrive, changing lives one block and brick at a time.
If you are interested in learning more about SANTOS Holdings’ offerings, contact us today to explore the immense possibilities.