We’ve all been there. Whether it’s purchasing a vehicle, negotiating a pricey home repair or yes, shopping for a home loan, at some point in time, you will find yourself in the middle of an endless sales pitch.
Rambling on is the number one turn-off for home loan prospects and LOs must guard against it during sales conversations if they want to earn new business.
Originators who talk too much often feel pressured to show their expertise. Competition is fierce in the mortgage industry and telling prospects how many corporate awards they’ve racked up may seem like a good way to prove their expertise. Unfortunately, this approach never works.
While overtalking might make originators feel good, it doesn’t necessarily convey that they are trustworthy and have the client’s best interests at heart. When originators dominate the conversation, prospects feel unheard and ignored. During presentations, a better rule of thumb is to engage prospects so they are speaking 70% to 80% of the time.
Top originators beat the tendency to overtalk by practicing their sales conversations and preparing for how the call should be handled and flow. Practicing takes time and commitment —there is no other way. Winging it in an ultra-competitive marketplace is a poor sales strategy.
The most successful originators convey their extensive product knowledge while relating with inexperienced prospects by listening and persuading them to move forward in the loan process. It’s a delicate balancing act but one worth mastering!