Be hyperaware of the information presented and don't distort or assume anything.

4. Discuss program benefits

After you establish rapport with prospects and have them feeling good about you and the services your company can offer, transition the conversation to mortgage products and options. Find out what's important to them and craft a financing option based on their needs and wants. Discuss the program's benefits and how it will help them.

5. Be consistent

Be consistent by delivering what you promise. Try not to change things in the middle of the process. People often associate feelings with products or companies. They don't necessarily know why they feel motivated to buy something, but they feel good about doing it.

Not providing what you promise can keep clients from feeling this way about you. In addition, always keep you clients informed about any better loan-program options that arise. If you think changing course would ultimately benefit your clients, deliver the message as simply as possible.

6. Follow up

Many mortgage professionals do a great job. They establish rapport, recommend great programs and provide exceptional service. But they often forget to follow up. Following up with clients helps make sure they feel positively about doing business with you. Also, because people often remember the last action people perform, following up shows your clients that you care about them and their mortgage decision.

It's important to make clients feel good before, during and after the mortgage process. You can do this by speaking to clients' feelings and by delivering loan products that instill security and confidence. The more you can do this, the less you'll need to lower your rates and closing costs.

Dmitry Perlovich is president of Dimper Funding Inc. He is a business coach, entrepreneur and licensed business neuro-linguistic programming practitioner. Perlovich also operates Selling Good Feelings, a company that provides DVD training and seminars, publishes books, and provides optimization for growing companies. He is the author of a book with the working title Selling Good Feelings for Mortgage Professionals. You can reach Perlovich at dperlovich@yahoo.com.

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