If you are a resident of the state of Colorado you can walk into a medical marijuana facility and get a prescription right on the spot.  While some medical conditions might demand intervention of the drug most cases would argue the patient is purely buying out of habit and recreational use rather to solve an ailment the patient might not have.

I don’t debate the law or the use of the drug for medicinal purposes.  What I have a problem with is that there are too many selling something to solve a false pre-existing condition and the same can be said for real estate education for the instructor as the doctor and the company broker/association as the addict.

How can  you tell when the company/association is buying education like medical marijuana?  They will say or ask…

  • “We have a time slot we need to fill.”
  • “What are your topics?”
  • “What is your best class?”

How can  you tell when the instructor is selling education like medical marijuana?  The instructor says or asks…

  • “Your agents need more my course to sell homes faster.”
  • “We have a 6 hour program approved for continuing education.”
  • “You can earn a designation if you take this course.”

The problem is that too many are asking for training as the cure by automatically assuming that training is the proper intervention when training is the last thing they need.  And, in most cases if training is prescribed then there is no follow up to see if the training actually worked.

Imagine you were sick and you told the doctor what you needed instead of letting the doctor ask you questions about your pre-existing condition.  A good doctor won’t recommend any drug until they are able to diagnose and find true cause of a problem instead of selecting an adaptive or contingent solution that might bring you back sooner than later. Prescription before diagnosis is malpractice and far too many are prescribing before they are asking relevant questions that solve immediate conditions.

What do you care more about if you are a business owner?

Inputs or outputs?

Activities or results?

Education or application?

If you don’t know have the right questions to ask to quantify the return on investment of the training then you are selling education as medical marijuana and your clients are buying out of habit.

If you are an instructor of real estate education and seek to improve the client’s condition by using training as an intervention let me help you with a list of questions to ask your client (company/association).

  • Why do you believe you need training?  What does that mean?
  • What do you want to happen as a result of the training?
  • How will you measure the effectiveness of the training?
  • How do you plan to follow up after the training to see if those who attended who applied what they learned?
  • How do you calculate the return on investment for your training?

Once you know the answers to these questions then and only then you can effective prescribe your training as way to solve their existing condition that provides value instead of selling an off the shelf solution they might not need.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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