Stop Trying to Convince People

We’ve all had that conversation.  You know, the one where clients are comparing your rates to others they’ve been quoted.  The conversation where the prospective client is asking how come you can’t close as fast as someone else apparently can.  You’ve dealt with people questioning your fees versus other’s fee quotes.

As a result, you find yourself trying to “convince” someone to do business with you.  You spend time hoping to CONVINCE someone that your value/process/experience is superior and that they “should” want what you are offering.

Here’s the problem:

It’s too late.  You’ve been painted into a corner and are now selling a transaction.  Yes, perhaps through skilled scripting and lot of experience in the overcoming of objections, you will convert your fair share to “see the light”.  But it’s hard.  It’s exhausting after a while.  Over time it even erodes your enjoyment of the business.  And when you don’t get the client, you blame them, or you blame the referral source for not setting you up properly, or even your own company for not having the “best rates”, the “fastest appraisals”, “cheaper fees”, “every product”, blah blah blah.

Changing Your Approach:

You are missing the fact that the sale starts long before these phone calls come in.  The opportunity to position yourself, and your unique value, occurs weeks, months, and even years before this phone call comes in.  So what are you doing to make sure the next person that calls you is PRE-INTERESTED, PRE-MOTIVATED, and PRE-DISPOSED to do business with you?  What are you doing TODAY to make sure that NEXT YEAR when that person in your database calls ready to sell and buy a new house, there is absolutely no chance they’ll work with anyone BUT you?

You don’t need everyone to LOVE you and LOVE how you do what you do.  You just need a tribe of people (100?  500?  1000?) who have happily given you a monopoly on all their mortgage needs.  And you can earn it through value creation.  But you need to start now.