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Capitalize on your conference investment

National Mortgage Professional
Dec 05, 2005

How to get more business with less work than you thinkBrian HilliardMortgage,networking,clients,referrals, marketing I have two numbers for you: 69.3 and 67.5. Those were the average strokes taken, per round, by the top 20 and top four PGA golf professionals during 2003. Now, a two-stroke differential might not sound like much, and in fact--for those of you who don't follow golf--it really isn't. But check out the next two numbers: 3.6 and 6.3, as in $3.6 million earned on average by a top 20 PGA pro, compared to someone in the top four who earned $6.3 million. So, if you were one of the top four golfers in the world, you earned roughly twice the amount of money than those who finished in the five-20 slots. That's not a bad payoff for performing just a little better, relatively speaking, than the next person behind you. So, what do golf and financing have to do with each other? Everything. I like to think of it as the theory of sales relativity, and it simply says this: The amount of "extra" work you put into your business, relative to that of your competition, directly translates into a revenue figure that is two to three times greater than everyone else. In other words, in the highly competitive mortgage industry, everyone is working hard, talking to agents and marketing his business. But, if you can accomplish just one more thing on a regular basis relative to what everyone else is doing, then your income will be two to three times higher than that of your competition. Before everyone starts yelling, "I already work six days a week! I can't work any harder," think about what I said. If you can accomplish just one more thing relative to what everyone else is doing, then your income will be two to three times higher than that of your competition. This doesn't mean working longer hours per se, but getting more done while you're there. It doesn't mean working seven days a week for the next month, but rather, staying an extra 10 minutes when you're just about ready to go home, and doing something productive. That's the time when you're getting ahead of the competition. That's the time when, if you accomplish just one more task, make one more contact or mail out one more marketing piece, you'll dramatically impact your revenue figures. So, what are some examples of a few "extras" you could be doing? Here are three of my favorites: †Attend one more networking event this week. You never know who you're going to meet at these events. Getting yourself out to one more each week will almost guarantee you a dramatic increase of exposure within the community. †Network with one more previous client this month. If you want to increase your business and get more referrals while you're doing it, then a great first step is to spend more time with people who have already used your services. †Make one more phone call (or e-mail) just before heading home. As a sales coach, I make five to 10 contacts each day as a means of increasing my business. But, no matter how many calls I make during the day, I always make it a point to go the extra mile and make one more contact before leaving the office. Why? Over the course of the year, that works out to be more than 200 "extra" contacts, and all I need is one of them to turn into a customer for that time to be very well spent. Here's the bottom line: Initiate at least two of these actions every day, and watch your business take off. Now, I know what you're thinking. "That might work in golf, but is that really the case with my business?" Well, to be honest with you, I wasn't sure myself, until I tested it out in one of my seminars. During the workshop, I passed out a few copies of my book so the audience could take a look at it, page through it and get familiar with the contents. Now, it's important to note that most of the speakers I've seen don't do this. So, just by handing out some books to the audience, I'm doing one little thing relatively better than my competition. You know what? As soon as I implemented this practice on a regular basis, book sales went up 100 percent. That's right; I did one more thing relatively better than everyone else, and it doubled my revenue. What works in golf works in business, and I'd challenge you to start making the theory of sales relativity work for you. Brian Hilliard is a motivational speaker and author of the book, "Networking Like a Pro!" He may be reached at (404) 434-2826, [email protected] or visit www.agitoconsulting.com.
Published
Dec 05, 2005
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