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Write down all of their responses so you can review them later and help formulate a plan for your potential partners.
One you have asked the market- and sales-centered questions, you must uncover their current lender relationships and their expectations from a mortgage broker. Here are some example questions:
When you choose a mortgage company with which to partner, what is most important to you?
What specific problems have you faced in today's market?
When you are working with a broker, what are your expectations?
Well-thought-out questions not only engage your potential partners in the conversation, but they also uncover information that allows you to solve problems and add value.
Make sure you take notes and highlight anything that is in your favor. Do not try to sell them in the first meeting. Remember, only about 2 percent of sales are made on the first contact. Forming a strong relationship takes time, so always create a situation where you need to come back.
If your prospects give you valuable information that can give you an advantage, set up a second appointment by having a well-thought-out script, such as: "Thanks for sharing so much information with me. I think there are a number of areas where I can create some opportunities for you to grow your business. Would you mind if I took the next week and formulated a plan to help you with your business?"
You have many simple ways to help any builder, real estate agent or other industry professional. Here are just a few:
Send them referrals.
Send change-of-address postcards with their name and contact information, along with yours.
Set up housewarming parties to meet families, friends and relatives.
Create a for-sale-by-owner marketing plan and e-newsletters.
These are just starters. There are many more ways you can add value and set yourself apart from your competition.
If you have asked these questions, you should be loaded with opportunities to follow up. Let prospects know that you would like to review the meeting and come back with a few ideas that could benefit them.
The best time to get a second appointment is at the first appointment. This also gives you time to refine your strategy and take the relationship to the next level.
It's been found that about half of sales professionals never make a second contact with a prospect. As such, follow-up is critical for your credibility.
Have a card ready in your car to fill out as soon as you walk out of your meeting. The next day, call the prospects and thank them for taking time to meet with you and remind them of your next appointment. If possible, also mail information about the meeting to let the prospect know you are serious about this relationship.
The key to sales success is developing relationships. Calling prospects repeatedly is the only way to develop long-term relationships.
Remember, 81 percent of all sales are made after the fifth contact. Having a strategy to stay in touch can increase your chances of getting to the fifth call and developing a solid relationship.
is president of Ken Taylor & Associates Inc., a training and consulting firm in Florida. He has written more than a thousand articles on sales, motivation and leadership. Taylor is a professional business coach who works with some of the country's top loan officers, corporate executives, and NFL and college-football coaches. He can speak to your company about sales, marketing, Internet marketing and leadership. Reach Taylor at email@example.com or (904) 280-3060. Visit www.coachkentaylor.com.
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