 |
|
|
 |
|
You're the professional!!! Stop Selling! And Start Marketing!!!
The market has changed, and phones aren't going to be ringing off the hook with people saying I want to get a lower rate knowing that all rates out there are lower then what they have currently. Its time to stop and revisit the way we are taking calls and handling the business that is available. A few years ago anyone and everyone jumped on the mortgage bandwagon taking advantage of the profits that were available, not knowing that if the market changed that they would have to actually separate themselves from the rest to keep the business that they have and need to succeed.
Since the days where you can pick up the phone and quote your rate not caring if they took it or not have dissipated, you are going to have to find new ways to take your approach in handling calls. That is where selling has become obsolete. The definition of selling is as basic as the exchange of goods for an agreed amount of money. That seems pretty simple when you can take the approach that there are enough people bargaining with you to know that some of them will buy. Not so much anymore when the amount of inquiries are far fewer then before and not having an edge from the others are making it harder and harder to close the deal.
On the other hand marketing is defined as a means to communicate to someone about a product or service to persuade and encourage them to want to purchase it. This means that you aren't just quoting someone a price and hoping they will agree to it and buy. Marketing takes a little more time and a lot more of a technique in skills to be able to reach the consumer in a way that they are receptive to your persuasion. By taking a different approach to your initial contact and keeping control of the conversation from the start you will be able to separate yourself from the "sales" environment and also start in building a long term business relationship that will pay off with higher commissions and more referred contacts.
The first and most important step to this is to take control of the conversation on the opening question. When answering the phone you have one chance to set the pace and gain control. Remembering that you are the professional and everyone that calls you is calling for help, will help in keeping you away from the ordinary, "Hello, how can I help you?" introduction. This leads right into the clients asking the questions and setting the pace. An example to keeping control from the start could be:
Hello (consumer name), thanks for taking the time to call (or speak with me) first things first I would like to ask you a few questions about your long and short term goals so we can see what will work out best for your situation. I know you must have a some questions also so having your goals in mind will help me in answering them more directly and accurately for you.
The past few years has had every consumer calling or shopping around to various suppliers asking right off the bat one question..."What's your price/rate?". This is a very simple question to gain control over by letting them know that you need more information and that you are willing to listen to their specific situation so that you can work for them. By taking that control you are setting the pace, with the mentality that you are the professional, and they are going to trust you to help them in their situation.
|
|
|
