Setting
Sales keep evolving, and those who embrace change, innovation, and strategy thrive. Few understand this better than Ian Bingham, a veteran in the multifamily industry with over 26 years of experience. Ian built his career by mastering property management and the art of selling with conviction.As the Senior Vice President at Buckingham, Ian doesn’t just secure contracts—he ensures they’re the right ones. While many property management firms chase volume, Ian and his team focus on quality over quantity, bringing on clients who align with Buckingham’s high-touch service and efficiency approach.Selling in today’s market isn’t what it used to be. Relationships still matter, but decision-making has become more rigorous. Getting to a “Hell Yes!” requires understanding the buyer’s journey, demonstrating value, and navigating a complex web of stakeholders.Complication
For years, third-party property management relied on an unspoken rule: a good relationship with an owner meant continued business. That’s no longer the case. With shifting economic conditions, increased competition, and rising efficiency demands, owners now re-evaluate partnerships carefully.“We’re no longer in an era where owners hand off properties to the same management company without question,” Ian says. “The industry has changed. Owners and asset managers want real performance, not just status quo.”The challenge is twofold:- The Easy Wins Are Gone – In the past, third-party managers relied on relationship-based deals without a bidding process. Today, every deal must be earned.
- The Expectations Are Higher – Owners expect partners who don’t just babysit properties but actively enhance asset value, drive efficiency, and introduce innovation.
Turning Point
How do you stand out in a hyper-competitive market? Ian follows a few critical principles that separate strong sales approaches from weak ones:1. Vet Your Prospects—Don’t Chase Every Deal
At Buckingham, they turn down more business than they accept because not every owner fits their model.“There’s no point in chasing deals with owners who don’t align with our philosophy,” Ian says. “We work with clients who value high-touch service and strategic management, not just the cheapest option.”Sales professionals must learn that not every deal is worth pursuing. Instead of trying to please everyone, focus on finding the right customers who benefit most from your offer.2. Innovation Must Be Practical, Not Just Trendy
The industry buzzes about technology—AI, automation, and centralization. While Ian values tech-driven efficiency, he warns against adopting trends just for the sake of it.“We don’t adopt technology just because it’s the latest thing,” Ian explains. “We adopt it when it improves efficiency, ROI, and customer experience.”Sales professionals should always connect innovation to clear, measurable benefits for clients. Instead of saying, “We have cutting-edge AI,” show how it reduces costs, increases revenue, or enhances service quality.3. Understand the Multi-Layered Sales Process
A common sales mistake? Thinking you only need to convince one person.“In third-party management, we don’t just sell once,” Ian explains. “We sell three times—first to the management company, then to internal stakeholders, and finally to the property owner.”Patience is critical. Many sales reps give up after one rejection, but real winners navigate multiple layers of approval within an organization.4. Conviction and Perseverance Win Deals
Ian’s golden rule in sales: never accept a simple ‘no’ without understanding why.“If someone says ‘no,’ don’t just move on—ask why,” Ian advises. “Is it a timing issue? A pricing issue? Do they need more proof of success?”Too many sales reps get discouraged too quickly. Those who ask smart questions, refine their approach, and follow up strategically succeed in the long run.“You never know when a ‘no’ today turns into a ‘yes’ tomorrow,” Ian adds. “Stay in touch, keep offering value, and always leave the door open.”Resolution
For Ian, closing deals isn’t about pressure—it’s about relationships.In an industry where trust is everything, sales professionals must go beyond emails and LinkedIn messages. Ian strongly encourages face-to-face meetings, in-person networking, and old-school relationship building.“Pick up the phone,” Ian says. “Meet people for lunch, visit their offices, understand their pain points. You don’t build long-term business just by sending proposals—you do it by building trust.”This approach applies to any industry. The strongest sales professionals don’t just push products; they provide solutions and become trusted advisors.“Success in sales isn’t about how many deals you close—it’s about how many relationships you maintain,” Ian says. “If you focus on that, the deals will come.”3 Key Takeaways from Ian Bingham on Getting to Hell Yes!
- Pick the Right Clients – Not every deal is a good deal. Work with clients who align with your company’s strengths and values.
- Be Relentless and Ask Questions – A rejection isn’t the end—it’s an opportunity to learn, adjust, and come back stronger.
- Leverage Innovation, but Make It Practical – Technology should improve efficiency and ROI, not just be a trend.
Final Thoughts
Getting to Hell Yes! in selling isn’t about luck. It’s about strategy, persistence, and building authentic relationships.The best sales professionals don’t just convince people to buy—they help them make the best decision for their business. By doing so, they don’t just close deals—they build long-term partnerships that stand the test of time.Next time you’re in a sales rut, remember Ian’s advice: Conviction, Perseverance, and Relationships. That’s how you get to Hell Yes!“Sales isn’t about getting a quick ‘yes’—it’s about earning trust over time,” Ian says. “The best deals aren’t forced; they happen naturally when you’ve done the work.”What do you think? Ready to take your sales approach to the next level? Let’s continue the conversation in the comments! 🚀Our mission is to simplify the homeowners & home builders customer experience. Let Iris do the work.
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