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New Year, New Opportunities: Strategies to Improve Your Sales Efforts

Justin Restaino
Feb 02, 2014

It’s a new year, which means new opportunities to get ahead in your selling environment. Take some time to reflect on strategies used last year, and evaluate what did work well and what did not work so well. Because the mortgage industry is always changing, it is important to keep your sales team ready with smart practices. To help you start the new year strong and stay ahead of the competition, we have outlined some key strategies that will help transform your sales efforts for the year. Strive for impact Recently, it seems as though sellers set themselves on cruise control and expect business to run as usual. Buyer expectations have changed drastically over the last few years, so you must focus on improving your sales skills. Challenge yourself to find more effective ways to draw in more prospects. Evaluate everything to determine what allows you to have the most impact with your prospects. Build your relationship, not a script Calling leads all day long can be a monotonous process. It’s natural to begin to sound like a robot and rattle off the same pitch during your phone calls. Hard as it may be, you must strive to build rapport during every contact with your prospects. If the consumer senses your lack of enthusiasm during a call, they could build feelings of mistrust and doubt. A relationship starts with a genuine conversation that connects with the prospect’s needs, not a “sales-type” pitch that sounds like a performance. Leverage data to guide your sales process With all the resources available to mine marketing data, sales leaders must be willing to look at the numbers and apply them to their sales processes. By analyzing your data, you can critique your sales process to achieve optimal results. The breakdown usually occurs when you don’t consider the data and what it’s telling you. The data can help you develop an effective process that helps you identify your buyer’s behaviors and move them through your sales funnel. Simplify your sales process One of the easiest ways to improve your sales performance is to simplify your sales process. Remember these three things: 1. Provide maximum value with every interaction. 2. Respond to every customer inquiry or request as quickly as possible. 3. Make your offer clear. If the customer has to work too hard to understand your offer, you’ve lost them. Time is money A successful salesperson will tell you that it’s just as important to know who NOT to call as it is knowing who to call. Develop a system that allows you to rule out who is hot and who is not. Once you find an ideal prospect, you can begin head hunting to other prospects that meet that mold. This will keep you focused on worthwhile leads as opposed to wasting your time on unqualified leads. The success of your 2014 lies within your ability to make changes. Take the time now to think about how the above strategies could work to your benefit and help your overall sales performance. Don’t repeat past mistakes and potentially miss out on new selling opportunities. K. Justin Restaino is vice president of Titan List & Mailing Services Inc. For more than 13 years, he has led Titan’s Mortgage Division, helping lenders of all capacities grow their businesses utilizing targeted direct mail. With a specialized focus in refinance and purchase markets, Restaino has the insight for proper data and mail application for success. He may be reached by phone at (800) 544-8060, ext. 204 or e-mail [email protected]
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