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Written by Doug Smith
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We learned long ago that people do business with people they like and are comfortable with. But what makes people comfortable with you? And how do they develop a comfort level for working with you?
- Be yourself
People can spot a phony a mile away. Customers want to know the personality of the lender they are dealing with; not some made-up, slick-talking salesman. Let your genuine self shine through when meeting prospects for the first time and throughout your interactions. Not only will the client feel more comfortable; you'll feel more comfortable too.
- Get to know your customers before pitching quick solutions
Too many mortgage salespeople walk in and start off by flipping some product flyer at their customers and talk, talk, talk. Instead, ask about their needs and probe for ways you can help them. Believe it or not, they like that much more!
- Be confident in yourself and your abilities
Confidence shows in your direct eye contact, your smile and your pace of speech. Customers enjoy interacting with people who believe in themselves and their products and services. It gives them reassurance that if they choose to work with you they are making a good decision.
- Don't close customers too soon
Telling a prospect, "I'm here to win your business" or "I want your referrals" too soon puts him or her on the defensive. This can lead to a lot of discomfort and objections. Remember to ask for the business, but only after a strong rapport has been established, needs have been identified, solutions are presented and questions are answered.
- Take your client conversations to a more personal level
If all you talk about are mortgage products, rates and fees, the client will make his decision on products, rates and fees. And if that's not your strength, you lose. Ask questions like. "What are your most important concerns?" and "What is your idea of great service from a lender?"
- Make sure you notice the little things
Spotting a golf trophy on a client's bookcase of observing a local university's class ring on a prospect's finger can open up some great personal conversation. Remember, people love to talk about the greatest topic in the world, themselves. Let them. That's the subject they are most comfortable with.
- Slow down
Most salespeople talk and move too fast with their customers. Perhaps this is out of excitement or nervous energy. But the customer perceives it as pushy and aggressive and that can make him or her uncomfortable. As you are talking the customer isn't just listening to you but processing information as well. Some salespeople have actually recorded their client presentation on tape and then listened and critiqued themselves. What they discover is they talk really fast and need to slow it down a little. Maybe the same is true for you.
- Be honest with your customers
People distrust people who claim they can do anything. There's nothing wrong in saying: "No our rates probably aren't the lowest in the town. But our cost and fees are very good and our service and turn around time is excellent." If a prospect or client asks for something that's going to be hard to deliver, say: "We're good, but not that good. I pride myself in being upfront with my clients. I don't want to promise anything I can't deliver.
Pay particular attention this month to the comfort level of your clients and work to make it even stronger. With a little effort you will notice a big difference.
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