Rapport: You Don’t Matter. You Are Here To Add Value

First the X broker has a post about how to run a mortgage company, then I see a Blown Mortgage post about how mortgage shoppers lie.

I’ll say this: those people that say ethics and integrity don’t enhance your business are wrong.

Those people that say they are at a competitive disadvantage when facing down with the used money shills are wrong.

The people that say that you have to lie to be truly successful are wrong.

It’s easy to say, “oh, poor salesman” the buyer lied. It’s easy to say, “yup, they went with another provider because that provider lied.

But look: when you lose the game it’s because of selling skills. On every single call, I tell people that they have many options for doing this, and it’s all a matter of preference. I gain a commitment to use me, and tell them that I have all the programs. I rarely offer quotes, and I have never worked with a lead. You’re whining because someone offered a program you didn’t.

Make it part of the pitch. Learn that this is what buyers want, and this is what is needed to…win the game. Don’t give your power to the shills and chop shops. Claim it for yourself. Win with a better process, which INCLUDES a sales process that makes people comfortable, AND makes them committed to using you (in part by touching quickly on every product).

Anyone Who Relies On Rapport Alone is Disconnected From Reality.

Write that five times. Sure, people DO buy the product because they like you, but seriously, as Matthew Ferry says: if people could swallow a pill and be done with us, they would. Nobody has recreational conversations with accountants, mortgage brokers, Realtors (oh, God, Realtors!).

That’s why the Xbroker says that sales monkeys are worthless. Because it’s tedious.

We are paid handsomely to perform a specific service. We have enough friends, our clients have enough friends. Sure, we want relationships, but we have to achieve basic competence first.

In the time it takes to build rapport, you can be halfway done with the work that you’re doing, and it’s a more authentic experience that customers will like more.

There’s a REASON for the saying: familiarity breeds contempt. If you are preternaturally competent, there is no chance that a shill can get you, over the long haul.

Salespeople Are Morons!

Salespeople, get over yourselves. Especially you mortgage brokers. You don’t matter! You are facilitating the process, and tellin’ em about your cat, your education is no more relevant to their mortgage needs than what you watched on TV last night.

It’s imbecilic and ego centric.

It’s insulting to your customers and dishonors their intentions.

For every second you spend spewing bile about yourself, you’re NOT LISTENING TO YOUR CUSTOMER.

Let’s consider something: Does every 3 toothed hillbilly that applies with you have a lot of common ground? Heck no. Should they be served by you? Heck yes. Do you owe it to them to honor their intentions? Abso-friggin-lutely. You sure as heck do. But do they care about your personal preferences?

In life, you’re truly lucky if your wife gives a shit, why presume that some stranger will.

This does not mean that you don’t seek relationships and real connection.

But it’s in the context of your buyer’s intended purpose.

Rapport comes throughout process as the people realize how good you are at what you do.

Rapport comes by demontrating your intent to serve, and using that as a common ground.

Rapport comes after you help.

So what do I do instead?

I’ll get after the Xbroker’s new business model in a minute. He’s on to something that makes a ton of sense–especially getting rid of the low value salespeople.

  1. Plan- We do the same 7 or 8 things over and over again (in my business: take an ap, prepare a package, present program options, choose a lender, submit a package, meet conditions, and close). Be world class at the tasks that matter, and every nuance to best case scenario.
  2. Rehearse and Practice: Rather than checking bloglines or reader.google.com, why not practice with a buddy taking an application, or look over the loan file that we did. What went right? What went wrong? When you take an application, what do do right? What do you do wrong?
  3. Document: It goes with #1, but write down what you’re going to say, write down the information that the customer needs. Listen to what the cusotmer says, and handle the same ten or so questions to the best of your abilities. Have what you need handy, at your fingertips.
  4. Gain a commitment: If you’re a professional you’re either working with a client, or you’re not. Not a lot of in between there. Even if they say they are shopping, gain a commitment to come back to you BEFORE you quote them.
  5. Explain the process: In my business, the price is an hourly concern. If you get a quote at 10 in the morning, it may be better or worse at 3pm. It’s like asking how much a particular stock is. People can beat me due to timing, and offer a deal I can lock people in at.
  6. Stop caring if they like you. The money talks. They close with you? They like you. Happy customers don’t need intimacy.

More later, this is probably part I and I’ll cut it up and push it out elsewhere.

More fun.

We have another telemarketing victim!

Here’s today’s appropriate response to our autodialer (it rolls to voice mail when all lines are full).

Here’s the original:

hillbilly.mp3

Our company’s marketing campaign isn’t mine–you just get the benefits.