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   ARTICLE   |   From Scotsman Guide Residential Edition   |   July 2007

7 Habits of a Dynamic Sales Personality

Become a top producer by adjusting your traits and your attitude

The understatement of the year may be this: There has not been much positive mortgage-industry news lately. In times like these, it is a good idea to recheck our attitudes, goals and priorities.

The fact is, there is still plenty of opportunity out there for many of us. But even for mortgage professionals who know and understand how to navigate the current market, success will not happen without the right approach. Therefore, the need for approaching our businesses with a positive, dynamic and optimistic attitude never has been more important.

The following traits and habits are key to being a top producer. Understanding and adopting these traits can help you achieve success during these challenging times and to cultivate a dynamic sales personality.

1. Daily education

Every day, you should give yourself time to learn, grow and master skills to succeed. Studying small bits and pieces of helpful information daily can help to increase your skill level dramatically over time.

The key is to dedicate at least 20 minutes to reading or a similar exercise every day. The goal is to learn new skills or to enhance existing skills. By doing so, your potential for success becomes nearly unlimited.

But don’t forget: Knowledge is not power unless you apply it. So don’t just read; also practice what you read until it becomes a habit.

2. Daily practice

Successful professionals set aside time to practice their skills each day. This keeps them at the top of their game. I recommend following the three Rs: rehearsing, role-playing and reviewing.

  • Rehearsing: Rehearse your sales skills by practicing your techniques. You can talk into a mirror or a tape recorder, or practice while you drive. Rehearsing helps you develop and reinforce the skills that will make you successful.
  • Role-play: Take what you have rehearsed and practice it with a business partner. Bounce various scenarios back and forth. This helps you learn how to handle objections and situations you encounter daily.
  • Review: Review every sales call and presentation. When you review calls, you will always learn something that will make you more successful next time. Make a list of things that you did right and wrong after every sale. Then review it to determine what to leave in and what to leave out. By repeating what you did right and omitting what you did wrong, you eventually will perfect your skills.

These three elements are necessary to developing the confidence and skills you need to succeed.

3. Positive self-talk

Positive self-talk leads to positive self-esteem, which is a critical trait for success. It is your job to counterbalance negativity with positive self-encouragement. This can be done through positive self-talk — and by constantly believing in and trusting yourself. Remember, self-esteem does not come from others’ views of you but from your view of yourself.

In any profession where you have to appeal to others — be it sales, public speaking or management — you must exude an exceptional level of confidence to be successful. This confidence comes from having the right attitude, enthusiasm and motivation. Using positive self-talk is key to attaining these characteristics.

By believing in yourself, trusting your instincts, talking to yourself in positive ways and surrounding yourself with like-minded, positive-thinking people who will offer you encouragement, you likely will see a in your self-esteem and in your life.

4. Accountability structure

A solid accountability structure consists of two parts: having an accountability partner and surrounding yourself with the right kind of people.

An accountability partner is someone who holds you responsible for your results. People can rationalize and justify just about any weakness or failure. Look around your office, and I am sure you will see people complaining because they are not succeeding. The fact is, we control our own destiny in the mortgage industry; our actions often dictate our success.

By having an accountability partner who practices and role-plays with you daily, you make each other better, and you will start to remove the excuses that average salespeople fall back on.

Similar to what I described regarding positive self-talk, surrounding yourself with people who are positive influences in your life is the second part of having an accountability structure. The more people you can surround yourself with who have the right attitude, initiative and work ethic, the more successful you will become.

5. Professionalism

People with dynamic sales personalities always conduct themselves with a high degree of professionalism, which demonstrates itself in the following ways:

  • Attire: Be the best-dressed salesperson your customer has ever seen. When you dress well, you feel like a million bucks. When you feel like a million bucks, you sell like a million bucks.
  • Speech: Make sure you speak in ways that are affirming, powerful, positive, encouraging and appropriate. There is simply no room (or need) in business for profane or disrespectful language. Always consider the people around you. Using positive, encouraging words displays true professionalism.
  • Automobile: Keep your vehicle clean. Do you think people will take you seriously if they climb into your car and find trash strewn throughout it?
  • Manners: It is essential to have great manners when you meet customers. They will evaluate you as a total package, which includes the manners you display.
  • Punctuality and courtesy: Always be on time, and immediately return phone calls and e-mails. Not only does this reinforce that you are a true professional, but it also shows your customers that they are a high priority for you and that you genuinely care about them. When your customers feel like they are No. 1 on your priority list, they will want to do business with you.

6. Attitude

To succeed in business and in life, you must have the right attitude. Great skills and great knowledge mean nothing when combined with a bad attitude. As a mortgage professional — whether you are a salesperson or a manager — you set the tone for your clients and employees. Your attitude will directly influence theirs, which in turn directly affects the results.

Your goal is to exude enthusiasm, energy and a positive outlook. Focus on what you can control, not what you cannot control.

7. Purpose to change lives

Unfortunately for many mortgage professionals, the most common purpose that drives them is money.

Although money is important, it should not be your main purpose in business or in life. If it is, your clients will sense this and will know that you are not focused on helping them. They will see you as an aggressive, pushy and untrustworthy salesperson.

If you work for your customers’ best interests and use your knowledge and expertise to find the best loan for their situation, on the other hand, they will sense this and want to do business with you. Further, they will not mind paying you for the services you provide.

Make your purpose is to change your clients’ lives. In turn, they will change yours.

•  •  •

These seven traits and habits are essential to developing the dynamic sales personality necessary to succeed, especially in today’s challenging mortgage industry. Developing such a personality will allow you to close leads and generate referrals consistently, regardless of rate or competition. Differentiate yourself by making these traits your own, and you likely will achieve success.


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