We’ve already accepted that when sales and marketing aren’t going great it’s not the leads, it’s you, worked on sales culture and contact time, and dipped into the crucial world of communication. We also covered adapting your sales organization to effectively work Internet leads, contacting the borrower, creating an effective sales pitch, how to create an effective email, and how to leave an effective voicemail in Organizing: Understanding Reverse Mortgage Leads. Now I want to get a bit more granular with understanding call priorities and strategies for squeezing more revenue out of your advertising spend as your leads age.
It is important to remember that the Internet allows consumers to “hide” behind their computer screen. Since you often do not have the chance to meet with them, the way you present yourself over the phone is more critical than ever in earning the business. The old adage, “smile before you dial” still holds true.
Understanding 3-D communication. People process information 3 ways:
7% words – Email – Kinesthetic
38% tone – Tone – Audio
55% personally – Meeting – Visual
What this tells us is that you email for show and dial for dough! We lose 55% of our edge by conducting an interview by phone instead of sitting in front of them. To compensate, you MUST improve your telephone presentation skills. Excitement, enthusiasm, personality, knowledge… these are the bedrock skills of an effective phone call. By the time you establish voice contact, your emails have hopefully positioned yourself as the loan solution provider. If so, the phone call should be an extension of any already established dialogue.
Be enthusiastic. Sure, you’ve made this pitch a thousand times, but this is the first time this prospect has heard it, so don’t sound bored. Share the borrower’s enthusiasm about accomplishing their goals and solving their problems. As the breakdown above illustrates, what’s critical is not only what you say, it’s how you say it. Emphasize what is important, and make sure you keep the volume where you can easily be heard. Speak to the level and cadence of your prospect. Be prepared, be confident, be the expert! Prospects are shopping for a salesman, not just a product. Try and avoid industry specific vernacular… we all know what “LTV” is, but your prospect may not, so be sure to take the time to explain everything thoroughly, as it proves competence. The most important things is to have a plan as I have detailed in the earlier posts I mentioned above.