The famous line from the movie Field of Dreams, “If you build it, he will come,” is often quoted in the business world to imply that attracting customers is simply a matter of creating a great product or service and bringing it into the marketplace. However, smart sales professionals understand that having a worthy product […]
Mortgage Sales isn’t like “Field of Dreams” Read More »
In my training classes, there is often a lot of discussion about who is responsible for establishing a differentiation strategy in an originator’s territory. Most producers believe that differentiation has to do with their lender’s branding and marketing and not about them personally. Industry research proves otherwise. At the point of sale, customers are
Why Sales Differentiation Matters in a Purchase Money Market Read More »
In mortgage banking, it is commonplace for originators to adopt the practices of successful producers. If one salesperson rises at 4:00 a.m., everyone else feels they must follow suit. If a top producer is active on LinkedIn, other originators will incorporate the platform into their own marketing strategies. Likewise, lenders are copycats too. If a
Are Your Originators Just Following the Herd? Read More »
“Experts Win on Value — Generalists Die on Price” is a quote by well-known marketing guru David Newman, who I think is a smart sales consultant. Similar to Seth Godin, Newman is right on the money when it comes to succeeding in today’s attention-deficit selling world. Newman contends that selecting a niche or specialty and
Experts Win on Value — Generalists Die on Price Read More »
When speaking to originators and their managers, I hear frequent complaints about how tough origination is now. Many executives lament that their usual marketing efforts aren’t working as they once did. Unfortunately, many are still using a “spray and pray” approach to marketing. This strategy involves distributing mass marketing pieces and hoping that the message
“Spray and Pray” Marketing is Dead Read More »
Personal branding is one of the hottest topics in the business world today. In the past, it was thought that branding was only relevant at the corporate level, but now through the power of social media, individuals are recognized as having a personal brand. The most successful originators understand that their business model is driven
Five Critical Questions About Personal Branding in Sales Read More »
