Dear Loan Officer: How to Sell the Problem First

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!