It is astonishing that more sales professionals have not discovered the one thing that will insure a long and prosperous sales career. In fact, this one thing will insure success in almost any field of endeavor that involves people. Want to insure repeat clients? Want to see sales grow every year of your career? Want to rise to the top in the corporate world? Want to grow your business even in a down market? Do this one thing and you are almost guaranteed success!
The "one thing" can best be expressed in a very short sentence, "Add value to the lives of people." Value is an interesting word and often misunderstood. Most average sales people believe value is whatever "they" think value represents. In most cases, the average sales person believes that value comes down to product and price, yet nothing could be further from reality. If a family is selling a home on one day and moving into a new home on the next, then value is the ability to time the closings in such a way that the family is not spending several nights in a hotel room! The cost of the hotel rooms could be far more than the quarter of a point they saved on the loan.
Highly professional sales people have the unique ability to search for and find what is most valuable to a prospect or client and then turn that value into reality. Through carefully constructed questions, uncovering not only value but "highest value" needs is not that difficult. Here is the question sequence to insure you are focused on value.
1. Start with general questions to gain information. "Mr. Smith, could you share with me your last experience in applying for a mortgage loan?" This is a very broad based question that can let us know about the overall experience.2. The next step is to ask the "now" question. "Mr. Smith, what is your most important expectation regarding this loan?" We can convert whatever he says into value!
If Mr. Smith's response to the first question above is, "It was a disaster," you will know exactly what happened once he explained the circumstance and you have a very accurate idea of what to avoid! The second question gives you his most important needs, what he "values" the most. Your job is simple: deliver what is most important to Mr. Smith.
Often, we just assume what is valuable to our prospects or clients, such as rates or programs. So often, they have additional needs and wants that can far outweigh the product or the price such as a stress free experience, or meeting a specific closing date. Your well-placed questions are the key to making sure their expectations are clear, and your ability to meet those expectations are your main focus. The loan officer who consistently meets and exceeds expectations will never have to worry about business, even in a tough market!
