“Deliver” Your Loan Solutions

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Doug Smith

Doug Smith, founder of Douglas Smith & Associates, is a 24-year industry veteran. His career spans the areas of loan origination, sales training, management development, marketing, personal coaching and corporate sales. Doug’s columns appear in Mortgage Originator, Mortgage Planner, The Mortgage Record and Mortgage Broker magazines. He publishes a monthly newsletter, Power Selling, and authored Climbing the Ladder of Success. For more information, visit http://www.dougsmithonline.com/

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“Deliver” Your Loan Solutions

Written by Doug Smith

As a professional salesperson, how you say something is as important as what you say. Most mortgage lenders spend a lot of time studying their loan products and very little time practicing their delivery. Yet it is the conviction in their delivery, not the content of their message, that sells the product to the customer.

With this fact in mind, let’s work on your delivery today. Improving your delivery will create more interest in what you have to say, and therefore, more opportunities, more loans and more customers.
There are five key elements to a great delivery:

1. Solid eye contact.
2. A clear message.
3. Sincerity.
4. Conviction.
5. Confidence.

When you spend as much time practicing these elements of a great delivery as you do studying your loan programs, you will possess a powerful one-two punch hard to beat.

For the purpose of helping to demonstrate this skill, choose a loan product that you sell. Any program will do here. Next, pick up the phone and call your phone number. (The phone will be busy because you are on the line and it will roll to voice mail.) When you hear the beep, deliver that loan program solution as if you were on the phone or face-to-face with a customer. When finished, hang up and retrieve your voice mail.
Listen to your delivery…but listen from the ears of a customer. Critique your delivery with these questions:

1. Is it a brief, clear message?
2. Is it easy to follow and easy to understand?
3. Is it full of confidence and conviction?
4. Is it genuine and sincere?
5. Is it as good as it can be?

Repeat this exercise several times until you can answer “yes” to all of these questions. When you can, you now have a powerful delivery to go with your potent product knowledge.

You may wish to replicate this exercise with the top five loan programs you sell. You may even choose to do this ten minute exercise once every day for a month. (That way, you’ll be practicing daily.) In a month’s time you’ll be able to cover all of the five loan programs four times each for a total of twenty practice sessions. You’ll get really good at it really fast!

In sales, your delivery carries your message. What you say is important, but how you say it makes a world of difference.

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