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If brokers take advantage of the connections in their existing sphere of influence, the sphere can grow. Eventually, there may never be a reason to contact a prospect outside of the sphere.
Myth No. 3: The way to ensure successful sales is to overcome objections
This type of sales is best described as "twisting arms." Do business with those who do not have objections. These include the people within your sphere of influence. Think about the last time you dealt with someone who did not object. How much easier was the sales process?
If you are dealing with many objections, you are targeting the wrong people. And when you target the wrong people, you are likely to fail.
Myth No. 4: Do whatever it takes to get to the close
We spend a good portion of our sales training focusing on the closing process. We even have fancy names for these "closes" -- the urgency close, the alternative close, the trial close, etc.
Think about when you bought your car. Perhaps you were walking around the car lot and a salesperson used one of these closes. How did you feel? Most of us cannot get away quickly enough.
You should take all of these closes and throw them away. If you are going to be an expert and give advice, you don't need to use tricks. And you certainly don't want your customers to think about that car salesperson.
Remember: The goal is positioning. This means positioning yourself not only to get the deal but also to be a long-term source of services and referrals.
Dave Hershman is the leading author and a top speaker for the mortgage industry with six books -- including two best sellers for the Mortgage Bankers Association. His mortgage school is the only comprehensive advanced curriculum in the industry. For a schedule of classes, free marketing and newsletter samples, speaking information and more articles by Hershman, visit www.originationpro.com, e-mail firstname.lastname@example.org or call (800) 581-5678.
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