Dear Loan Officer: How to Sell the Problem First

“When you first start off trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can oftentimes arrive at some very elegant and simple solutions.” – Steve Jobs

A succinct, but powerful sales training lesson is this – Sell the problem first. Sometimes, we fall into the trap of selling solutions, or selling ourselves first when we’re pitching to a client. If you’re talking to a client that doesn’t believe that they have a problem or that there is a problem, any solution that you bring to the table could easily fall on deaf ears. This really applies to selling anything; a product, service or idea.

Since we’re in the mortgage business, both you and I understand that a client’s problems are much bigger than if they qualify for a loan; the reality is, 60 percent of Americans couldn’t come up with $400 for an unexpected expense, without selling something off or borrowing money. Juggling retirement, college, emergency funds and savings, can weigh on any process or budget. Essentially, the problems that we are all facing as a society.

In the below video, I breakdown how to consider and sell the problem first, what your client’s biggest blind spots are, and what the two biggest thinking errors are that a client may employ (Compartmentalizing, the commodity trap) as you continue your pitching process.

I wish you all the best!

About Trevor Hammond

As a veteran of the mortgage industry, Trevor Hammond is the co-author of "Borrow Smart, Retire Rich," a Certified Mortgage Adviser and a founding Faculty Member and Contributor to the National Institute of Financial Education ( And he has provided thousands of homeowners with the clarity and confidence to make smarter decisions when it comes to their mortgages and money. In 2013 he launched an entirely new kind of mortgage company: Aspire Mortgage Group, which is committed to educating and empowering homeowners to increase savings, eliminate bad debt, and safely increase net worth. The specialized group of mortgage professionals at Aspire Mortgage Group have redefined what homeowners should expect from a mortgage company. To learn more about Trevor Hammond and our team of mortgage advisors please visit our website at or email Trevor directly: Aspire Mortgage is a Sierra Pacific Mortgage Partner.
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