Mortgage broker 2000: Five attitudes to avoidFred Steinberg closing, techniques, strategy, mindset
Volumes have been written ... training tapes have been purchased
... and seminars have been sold out. All were about the same
subject: closing transactions. Everyone involved with sales or
other disciplines that encourage learning about newer and better
closing techniques all concentrate on what to do and how to do
it.
There are also things that you should not do. The "should not
do" list is typically about attitude and assumptions.
Are you sure that you know more than your client? Are you
overly-confident that you are more knowledgeable, and exude a
certain confidence that your client can detect? Are you so sure
that this is a good thing? If you do, you may want to be careful
about being overly- condescending and demeaning towards your
prospective client. The risk is that the client may feel ignorant
or even inadequate, and be driven away. There is no doubt that it's
always important to know your material, and to carry yourself as an
expert. It is also important to be aware of the fine line between
expert and arrogant know-it-all. Remember, this is vocal
expression, including the tone of your voice and your body
language. Keep the tone friendly.
A more critical attitude to avoid is the feeling that the
prospective client knows more than you do. The truth is that they
probably feel uneasy and more inadequate than yourself! Keep in
mind that they are probably coming to you because they need a
service...your service! For most of us in the mortgage business,
it's money! Don't feel nervous or uneasy. Remember, the truth is
that they know very little about our industry and how it works, and
wont be able to detect any small deficiencies. Speak confidently,
and it will be reflected in how the client perceives you. Many
clients present a bravado that will fool you-often to help overcome
their own feeling of inadequacy or low self-esteem. The risk is
that you may withhold some of your own knowledge, which will lead
to a limited presentation on your part that simply may not do the
job!
At the termination of a closing, while you are collecting
documentation, you may feel that the deal is closed...solidly. You
may be letting the competition in the door with complacency,
instead of using continuing customer service techniques. You may be
waiting too long to return telephone calls, or rushing the client
during those calls. You may be procrastinating instead of providing
a timely service. We all do these things at some point in our own
personal bio-rhythmic lives. Remind yourself of how hard you have
worked to attract the business and you won't take it for
granted.
Treat all of your customers the same, regardless of size or
volume. Do not dismiss the smaller ones because they represent less
income. They will easily detect that they have less value to you,
and begin to drift away. Every piece of business is important
towards building income; try not to develop attitudes that
distinguish your business by size or volume.
Finally, don't presume that your clients and residual contacts
have confidence in you. This leads to complacency, and as a result,
you stop trying to earn their continuing confidence.
Your perception of the client leads to how they interpret your
actions. In the end, being aware of how you are perceived will help
you maximize your income.
*Excerpts from this article were taken from The New Magnet
Marketing by John R. Graham, and The Competitive
Advantage, 1999, a monthly newsletter geared towards
CEO's.
Fred Steinberg is President of Express Business Funding. He
may be reached by phone at (941) 945-3863 or by fax at (941)
945-2853.
