We all hate going to the doctor and I am no different. But the last time I went for my checkup, something dawned on me that I wanted/needed to share with you. Doctors are very efficient with their time most likely because they have to be.
But while I was sitting there, I noticed some correlations that we can learn from. After all, we are both service providers. But that is really where our similarities end and our differences become quite distinct.
Setting up an appointment
When I set up my appointment, I contacted the doctor’s office and checked on the times he would be available to see me. His office hours are from 8:00 a.m.-5:00 p.m. and he does not see patients in the evenings or the weekends unless it’s an emergency.
Patients come to see him and expect to wait to be seen. This gives the doctor the ultimate positioning as the expert and authority.
For some reason, we as originators feel we are less important. We will often meet clients at night and on the weekend. Sometimes, we will go to their homes, or even worse, we will meet them in a Denny’s or Starbucks. This makes us look and feel like order-takers, not trusted financial experts.
His office called to confirm and told me what to bring
My doctor’s office called me to confirm the appointment and told me what I needed to bring (list of meds, etc.).
What happened when I arrived
When I arrived, I waited, and waited, and waited. But I actually expected to wait. We are trained to wait for experts when we meet them right? But what was most interesting was what was playing on the TV and the literature that was in the waiting room.
Both were all about the doctor and his practice. There were testimonials from satisfied patients, as well as before and after photos of patients whose issues he had solved.
Think about that for a minute … I was presented with his success stories before I even met with him.
Once I was called in, his nurse took my blood pressure, weighed me, took my EKG and drew blood. Notice, that he did not do these things. Experts have staff that tend to these tasks.
He came in and gave his diagnosis
Finally, the doctor came in, reviewed the file and asked me some questions. Then, he examined me and gave me his diagnosis. I won’t tell you what it was, but I was very interested to hear what he had to say.
He gave me a prescription
After about 15 to 20 minutes, he finally gave me a prescription and told me that I should be feeling better in about five days and if I wasn’t, I should call him back.
Now what’s important here is that I did not question his diagnosis and immediately did as I was told and got my prescription. In fact, I am actually feeling much better.
Think about how we operate
What’s critical to understand here is how we operate versus how a doctor (professional) conducts their business. It is all about positioning and time management. The doctor does not schedule appointments, take your blood pressure or do any of the other “clerical” type tasks.
When you arrive, watch his testimonials so you are already impressed before you meet him.
When he examines you and provides his diagnosis and prescription, don’t question it. You don’t say, “I need three more ‘quotes’” do you?
You simply do what the doctor says since they are the expert.
It’s critical that you take these lessons to heart so you can start being seen as an expert to your clients and not just another loan officer.
Brian Sacks is a nationally-renowned mortgage expert who has career closing of more than 5,924 transactions for more than $1 billion. He has trained, consulted and coached tens of thousands of loan officers and company owners over the past 31 years on how to close more loans, make more money, and still have a life. Brian is the host of "Top Originator Secrets," which can be seen weekly on Mortgage News Network and on his blog. You can get more information and grab your free report on "How to Get Agents Chasing You" at TopOriginatorSecrets.com.
This article originally appeared in the July 2016 print edition of National Mortgage Professional Magazine.
