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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/ |
| The Three Things |
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Have you ever struggled with a product demonstration or sales presentation because you have so much information to share? How much is too much? Sometimes less is more when it comes to providing information. Clients can get lost in the details and become confused. We also can push potential customers away by sounding like "sales pitch machines." And we don't want to do that!
The next time you get the chance to tell a customer what you can do for him or her; consider the "three things" presentation format. Essentially, you summarize your three strongest points for the customer and deliver your capabilities in a simple, clear and easy to follow way. Following are a few examples of what that presentation might sound like. "Keith, you have a choice in lenders. There are three things I can offer you. First is an extremely attractive interest rate on your loan. Second, our closing costs typically run $200 to $300 less than most companies, saving you money. Third, we can close your loan quickly, allowing you to move in when you want to. How does that sound?" "Paula, we offer a lot of what any quality lender can offer. But there are three things that make us different. First, we are a local lender. You don't deal with an 800 number. I am right here in your market and just ten minutes away. Second, our unique loan programs can qualify more borrowers because we can do some things most lenders can't do. Third, you get me. With 11 years in the business, I have the knowledge and expertise to help you and your customers make deals work." "Anna, we can help you in a lot of ways, but here are three big ones. First, we have a strong support staff in our office with more than 100 years of total experience in home financing. Second, our technology allows you instant access to information on loan status right over the web. Third, we'll be here for you. Other lenders come and go. We've been here for almost twenty years. We will be here twenty more. You can count on us as a long term partner." Keep your presentations simple. The "three things" format not only sounds better to your customers, it's easier for you to deliver. If you overwhelm your customer with information in large quantities you'll risk loosing them. Stick to the "Three Things" presentation technique to ensure your prospects don't get lost in the details.
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