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Sun 5 Aug 2018 03:06 PM

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Time's up for conventional real estate sales tactics: Performaa CEO

Brand View: Can Turkan, CEO of Performaa, shares what the company brings to a real estate developer's table that others have been unable to

Time's up for conventional real estate sales tactics: Performaa CEO
Driving growth Performaa guides clients in achieving the optimal balance between the science and art of sales

Can Turkan has a long and proud history in real estate. Over the course of his career, he has gone from heading global sales for one of the world’s largest and most successful real estate developers to strengthening the sales organisations of countless others.

Being the first to hit Dubai’s market with its unique business model, Performaa’s mission is clear – to produce and enhance sales strategy and the operation cycle for real estate developers with targeted and customised solutions, delivering results and boosting underperforming sales organisations. Full steam ahead, Performaa is not only kicking goals in the region, but has landed deals in China, London, Europe and the US.

“We don’t just sit on the sidelines when we are creating sales and operational strategies for our clients. We dive in to the deeper workings of the organisation and look at the business from a CEO’s perspective. It’s the only way to thoroughly understand the inner workings of an organisation and move forward in strategically and permanently fixing the misunderstood aspects of a developer’s deteriorating sales model. This is what sets Performaa apart,” he says.

Turkan believes it’s no longer enough to demonstrate excellence in the art of leadership, you must get to know the art of sales if you want to be a successful CEO, building a revenue-generating organisation. Times are changing rapidly and today a CEO, regardless of the industry, must be firmly entrenched at the head of the sales department.

“We find that traditionally, CEOs tend to place great emphasis on branding and market share, but lack understanding when it comes to sales, how to convert opportunities and engage with clients or even with their own sales team. Time and time again, we see developers make the same mistakes with no sales system or process in place. That’s where Performaa steps in – we set up the system, we fix the process and we run the business,” Turkan says.

Performaa’s strength lies in implementing ideas based on individual business requirements, he says. “You cannot apply the same approach to developer A and B, we curate and tailor strategies for our clients and never do we settle for off-the-shelf solutions. We look at where our developers want to go and produce a roadmap of how to get them there. But we don’t just stop there, we ensure our strategies are swiftly translated into action. No matter how good your strategy is, it will deliver on its promises when it is implemented successfully.”

“I’m going to be honest here, I’ve managed relationships with over 100 firms in my career and each real estate developer thinks their product is the best. The reality is, they do not analyse their competition in detail. They want the sales, they want the revenue, but have no clue how to position themselves according to market requirements and ignore looking at their product from the buyer’s perspective.”

Turkan believes that the products developers provide are becoming more complex and conventional sales methods are struggling to work in today’s market.

“Analysts are observing a company’s sales performance closer than ever and in today’s climate, if a new product fails to sell, analysts will look diligently at the sales process. Your sales organisation is a vitally critical link to your customer, it should drive everything you do. And Performaa understands every aspect of the sales process – ensuring the accuracy of your strategy execution.

“To put it clearly, if you want to achieve your targets you have to sell and if you want to build more, you have to sell, it’s a simple as that. And to have a competitive advantage you need to be backed by a company like Performaa to drive strong activation, strong implementation and strong execution, to stand out in today’s market.”

Performaa is a partner company of Ayana Holding, an internationally recognized organization with market leading businesses and investments that provide services across a diverse scope of industries. Ayana Holding’s companies offer an extensive scope of services and expertise across real estate investment and development, architectural design and master planning, interior design, fit out and furnishing, marketing and strategy, IT Security and Infrastructure, hospitality management, procurement, asset management as technology and start-ups.


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