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ExpertEASE

I frequently get asked how small business owners can differentiate themselves from their competition and more specifically, how to get potential clients to see them as the clear choice when making the decision whom to select for a specific service.

I like to say, “You can’t sell if you don’t tell,” which means if people don’t realize what your strengths and areas of expertise are, they are not going to be able to clearly see the difference between you and others who offer the same services you do. So what’s the solution? Hands down, it’s having a dynamic USP - the secret weapon in your marketing plan.

USP means unique selling proposition and is the core of your marketing message. It is two to three benefit-rich statements that clearly and concisely answer your customer’s question, “What’s in it for me?” It is also the most effective way of differentiating yourself from your competition.

Your USP should convey the key benefits your service will provide to your clients, what is unique about them and the compelling reason that will motivate them to take action and call you.

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REALATIONSHIP SELLING STRATEGIES

Your career growth in the mortgage industry depends largely on your ability to build strong, continuing relationships with top quality sources of business, the Realtors, affinity groups, past clients and sphere of influence contacts. Additionally, a professional mortgage originator must know how to:

• Get business from a prospect who is currently committed to working with another loan officer
• Help prospects reach their full potential and accomplish their specific goals
• Constantly upgrade his or her clientele

So how do you attract the attention of these top quality sources of business and overcome their commitment to another loan officer? How do you combat the closed door policy at real estate offices and their indifference in wanting to see you?

The bottom line is that when two individuals want to work together, details won’t stand in the way. The key is to building a relationship where they will not only want to work with you, but seek you out.

Let’s use Realtors as an example. Too often loan officers make frequent sales calls in an effort simply to be visible… hoping to get lucky and be in the right place at the right time and catch a realtor outside the closed door. If and when they do get face-time with an agent, they do an information dump of programs, pricing and company competencies. In other words, they act like a sales person, instead of a sales partner.

To be competent at relationship-selling, loan officers must put the highest value needs of the Realtor in order of priority. They must then decide how to present a solution for these needs. The days of stuffing rate flyers in mailboxes, delivering cookies and bagels and showering agents with themed gift campaigns are a thing of the past. Getting noticed and getting business are two different things. You can only accomplish both by bringing true value to the table by taking these three simple steps:

#1 Define your prospective Realtor’s primary needs and goals: Get more clients = Sell more properties = Make more $

#2 Determine solution strategies to help meet those needs and goals: More buyers + more listings + quicker sales + higher sales prices = More $

#3 Deliver pertinent information efficiently and effectively: Pre-approach marketing campaign + solution-specific seminars and newsletters

The last ingredient to this success formula is crucial to the overall effectiveness of the plan, plus, it makes the relationship selling process much more enjoyable:

Establish alliances with those who share the same choice client as you

The alliance strategy comes to life when a cross-functional group is created to service the needs of a common prospect. You will not only reach more prospects by joining forces with an alliance partner who also calls on Realtors, but you will be providing them with a more diversified and higher level of service.

There is a wide variety of service providers that call on Realtors: Professional Home Stagers, Professional Organizers, Virtual Tour Photographers, Database Marketing Companies, Home Inspectors, Appraisers, Title Companies and Moving Companies… and more.

Remember, no matter how committed Realtors are to another loan officer, you can win them over with professionalism and by distinguishing yourself as a valuable resource and creative problem solver.

 

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Send a thank you note when you don’t get the business:

Yes, indeed… that’s what I said. If you want to leave a lasting impression, plus exude professionalism and class, send thank you cards or notes to clients who have not chosen you.

Say something like, “I appreciated the opportunity to submit a proposal to stage your home,” or, “I want to thank you for giving me time to explain my services to you and I wish you the best success in selling your home. If there is ever anything I can assist you with in the future, please call.”

The extra few minutes you take to do this one simple thing just may come back to you in amazing ways… you might get their business after all; they may hire you for another service or they may refer you to others. One thing for sure, it will get their attention and set you apart from your competition.

“Now go out and practice an attitude of gratitude.” ~Sandy Dixon

“One can never pay in gratitude; one can only pay “in kind” somewhere else in life.” ~Anne Morrow Lindbergh

“Gratitude is the most exquisite form of courtesy.” ~Jacques Maritain

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How should you be thanking?

After completing a project or providing a service, you may want to leave a small token of appreciation, in addition to expressing thanks verbally. It doesn’t need to be expensive, but do make it useful, appropriate and memorable, with this in mind: more and more people these days are de-cluttering and eliminating the excess in their lives, so give a thank-you that can be used or used up.

Top thank-you token suggestions:

Send an artistic thank you card from The Word Garden catalogue, 3Hwww.maryanneradmacher.com. My favorite verse of the two home-related cards they carry is:

“May your walls know joy, each room hold laughter & every window open to possibility.”

The verse is related to what I do (redesign and stage); it is positive, inspiring and is frameable as art.

Need further inspiration for token thank-you gifts:

• Live plants or fresh flowers
• Box of candy
• Scented candle (I prefer fresh linen or new mown grass scents)
• Note pad cubes (with your logo and contact info, of course)
• Teacup with packets of tea – and your card attached to the cup handle
• Before & after photographs on DVD of their newly arranged room
• A useful tool – such as the multi-function tape measure with notepad and pen attached that is my all time favorite and most cost effective leave-behind gift; see promotional products at www.creativeangle.net

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Recently I read a short article written by a person who delighted in retrieving, analyzing and pondering grocery lists she found discarded in carts left in the store or out in the parking lot cart stalls. I almost didn’t read it because I couldn’t imagine it being interesting, but after a few sentences I became intrigued with the questions the author was posing AND what she was ‘supposing’ about the list writers and the left-behind scraps of paper.

I started to think about how I created my grocery shopping lists and whether there was any rhyme or reason to how I went about doing it. Did they leave any ‘clues’ as to my culinary likes and dislikes or the extent of my entertaining? Then I started wondering how others made their lists and what the common and not-so-common elements might be. I was curious as to know if they might hold clues as to how people lived, entertained and of course, ate.

My own grocery list-making brought to light a few notable consistencies. For instance, in most cases I have a ‘running list’ which means I add to it throughout the week as I run out of or low on certain items. As much as I would like to have it in order as to type of food (vegetables, canned goods, meats and fish, sundries, etc.) so as to make my grocery store trips more efficient, it almost never happens. I can tell by looking at it if I was in a hurry or whether I was sitting with a recipe in front of me consciously identifying what I needed. It was also quite obvious when I was entertaining because the list was longer and contained that didn’t make the list very often.

Sometimes I will combine a to-do list with my grocery list and bullet point stops I need to make while out getting groceries….or draw a little box around the other stops so I don’t forget.

But what else might people’s grocery lists reveal…possibly a celebration if candles, flowers, prime cuts of meat, specialty or seasonal foods have been listed?

Do they have a preference for a particular ethnic cuisine?

Are brand names mentioned or a specific size, weight or amount of an item noted?

I think some lists are good indicators of eating habits, indulgences or mood enhancers like chocolate, ice cream, sweets.

Could we take a guess at the list maker’s age, gender, marital status and/or interests? A well organized and easy to read vs. a haphazard and smudged list might give us an indication of the writer’s persona. Do they methodically cross items off as they locate them in the store? Are the lists crumpled up as if to say ‘I no longer have a purpose’?

Isn’t it amazing how so much can be surmised from such a mundane task? Next time you make a list or see someone else’s list, think about the story it might be telling…you might even surprise yourself!

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I am always intrigued when I see variations of a common theme or personal ‘takes’ on a particular subject. I delight in diversity!

This time of year I find the way people decorate for the holidays fascinating. It can be very unique to the individual, vary from formal to whimsical, expressions of old and/or new traditions and sometimes can be non-existent or dramatic departures from what was done in previous years.

Christmas trees for example, bring different personalities to the season, depending on who is doing the trimming. Some are loud and grab your attention with their lights, while others have a subtle beauty that shines through. Decisions must be made: to have one or not; should it be real or artificial; small or tall; pre-lit or DIY ‘patience-required’ lighting.

Do you have your favorite type of Christmas tree or do you just buy the first tree you see on the lot? Most people ponder this decision, looking for the perfectly shaped, fullest, most beautiful tree they can find. Or, maybe instead of a traditional variety like fir, spruce or one of the pines, you opt to go in an entirely different direction. For instance…

Instead of a live Christmas tree, try an inflatable version. They are reusable and oh-so-easy to put away after Christmas, since they collapse into the size of a small bag once the air is released.  They can be used indoors or out, and inflate with a simple pump. No watering required!

Making your own Christmas tree can become a great alternative to cutting down a tree, especially if you get the whole family in on it. Creating a tree from recycled materials can be very rewarding and ‘green’ because you can keep it and reuse. A beautiful clear tree made from used water bottles or a wooden tree from scrap lumber—anything in your recycling bin can be made into a unique “tree.”

If you are crafty, think about sewing, stitching or hooking a Christmas tree wall hanging. Simple to hang and to store, they can be works of art that can even be lit.

If you are a bit more traditional, however don’t want to go the ‘big’ tree route, try a bonsai or miniature evergreen tree. Also consider decorating a completely different kind of household tree or plant. This is a great solution if your space is limited and they are readily available at your local nursery or home improvement store.  In Hawaii, the Christmas tree of choice is the Palm tree.

I wanted to share how three of us friends approached the Christmas tree decision this year: Barbara’s is traditional and loaded with sentimental ornaments; Nita’s is a Charlie Brown version made from a tree limb and log from her yard; and mine is the ‘not decorating this year but need some token of the season’ folk-art, wood cut out ‘pseudo tree’.

What are your TREE-ditions for the holidays?

 “Never worry about the size of your Christmas tree. In the eyes of children, they are all 30 feet tall.”
-Larry Wilde

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Intuition shun

You know that little voice inside your head that often will try to ‘nudge’ you in a certain direction for seemingly no good reason? It keeps nagging you to take some sort of action? You know…the one that most of us will ignore, but surprisingly, is almost always right?

Last Saturday, we were invited to friends for dinner and since I was bringing a couple of appetizers I wanted to be sure to arrive a few minutes early. I planned my day according to our departure time (which allowed for holiday traffic) and was quite pleased that the schedule went as planned.

A few times throughout the day however, a thought would cross my mind about calling my hostess to confirm the arrival time which I was certain was 5:30pm. I ignored the thoughts.  Something also kept popping into my mind about double-checking my Outlook calendar to make sure I had the time right…but did I? No.

You may know where this is leading, but let me share the scenario. We left home as scheduled and arrived (to our delight) exactly five minutes ahead of when we ‘thought’ we were expected. Each holding an appetizer, we rang the door bell…and waited…and waited some more. As I peered through the window in the front door I could see the setting was ready for entertaining, however missing a critical element…the host and hostess. I began to hear that little voice again, but this time it was saying ‘what did I tell you?’

After a few more knocks on the door, the hostess (still in her prep clothes) opened the door with a big smile on her face and exclaimed ‘you’re early!’ Thankfully they are good enough friends not to have been flustered by our 30 minute advance arrival. In fact, she put us to work lighting candles and opening wine bottles while they finished dressing for the party.

The good news is we weren’t late; the bad news is I failed to listen to my internal guidance system…my intuition. Whether we call it our gut, ‘that little voice in our head’ or intuition, I believe we do indeed have a second sense that directs us when we need it. This built-in alarm system can protect us, guide us, be our ‘voice of reason’ and even help us make important personal and business decisions…if we just listen. In most cases, we dismiss the thoughts and plow ahead with our actions.

So as I challenge myself to start paying better attention to these little ‘passing thoughts’, I encourage you to do the same…and watch what happens!

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When should you be thanking?

1. When people do business with you… every time. This bears repeating: customers have options every time they need a service or product; thank them for choosing to do business with you.
2. Every time people compliment you and/or your services. Say, “Thank you; I really appreciate your business.”
3. When people offer feedback. Thanking customers for suggestions, comments, and yes, even complaints, says you’ve heard what they had to say and value their opinion. Your note can simply say, “Thank you for taking time to share your thoughts with us. You have a great idea and we are always looking for ways to improve our service.”
4. When people introduce you or recommend you to a friend. When customers recommend you, they put themselves on the line. If you deliver great service, they look good. A written thank you says you value their recommendation.
5. When they make you smile, send you helpful information or remember you in any way.

Spread your thank-you’s around:

• Thank those who assist you in your business. Give credit to those who help you.
• Thank your vendors and service providers. Without their products and/or professionalism, your clients wouldn’t be receiving the satisfying service you’re able to provide.

Timing is of the essence and plays an important part in making your thank you’s effective… make thank-you’s immediate, specific, sincere and special.

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GOT GRATITUDE?

The power of thanking your clients

Old fashioned as it may sound, people liked to be thanked and many companies these days don’t bother to say thank you to their clients.

Most of us have been taught to be polite and to say thank you when people perform services well or go above and beyond for us. Why is it, then, so many companies do not include this simple yet powerful gesture in their marketing plans?

Think about it. Your clients have trusted you and chosen to spend their hard earned dollars on your services. Have you taken the time to thank them; to express appreciation to them for allowing you to assist them with their needs?

A thank-you program or system for showing appreciation should become an integral part of your business marketing plan – for both existing and prospective clients.

For a thank you to truly resonate with the receiver it must be:

• Relevant, sincere and specific to that particular client. The more generic the thank you, the less genuine it will appear.
• Fresh… create a thank-you program that changes, so the method in which you say thank you does not become repetitive or stale over time.

Bottom-line, make a practice of thanking your existing, new and prospective clients every opportunity you get. While it is obvious that thanking new customers is important and thanking prospective clients is good rapport-building, it’s essential you never take existing customers for granted.

Be generous with your thanking and sincerely value the gift of business every client brings you because the more appreciation you have the more business you will manifest.

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I have two pairs of girlfriends that I take trips with every year. Two are U of M college friends and we generally choose a new location in Minnesota to explore. The other two I met while living in Dallas in the mid-80’s and every year we choose a different place in the country to rendezvous…this year it was Ft. Lauderdale. Both trips are eagerly anticipated and planned out in detail as to what we will do and of course, where we will eat!

This year, I got the opportunity to sneak in an additional trip due to the fact that my friend Nita, who resides in Bainbridge Island, WA was turning one of those birthdays that end in ‘0’ which absolutely called for a ‘surprise’ celebration. The birthday girl would not suspect a thing since we had already been on our annual trip together.

After plotting out our trip with Nita’s husband, my other friend Barbara met me in Seattle and we took the ferry to Bainbridge Island, found our rental house perched on the banks of the Puget Sound and started to put our surprise ‘reveal’ plan into motion….the excitement and anticipation was mounting!

Late in the afternoon, we located Nita’s car in the park and ride lot and knew she would be on the 5:35pm ferry from Seattle. Fifteen minutes prior to her expected drop off at the lot, Barbara  and I set up a display on the hood of her car—8 tea light candles on a large cloth napkin surrounding three poured glasses of champagne…what a sight in the dark! We couldn’t wait to see her reaction.

Our car was parked with the lights off next to Nita’s car and thanks to the parking lot lights we could see her as she got off the bus. As Nita approached her car (Barbara and I were holding our breath) and she saw the candle and wine-adorned hood , she came to a dead halt as if to ask herself ‘is this MY car?’. She looked all around thinking it surely was her husband’s doing…but why 3 glasses?? After a very short time, we popped out of the car shouting ‘surprise!!’ to her total amazement.

Suffice it to say our celebrating continued on throughout the three days spent with her. The anticipation Barbara and I experienced was just as special as the surprise was for Nita. I think whether planned out or spontaneous, looking forward to events and experiences is what makes magnificent memories. Not having to fret over elaborate schemes and expensive trappings and instead keeping simplicity and sharing the goals, creates tons of potential opportunities for you in your own life. Remember, life is about moments….who do you know who could use a surprise or special moment in their life?  Give it a try…and feel the residual anticipatory effect it has on you!

My friend Barbara shared a good example of what  ‘anticipation’ feels like: in a Seinfeld episode, Jerry asks Kramer if he’s going to California, Kramer responds “In my mind, I’m already there!” The perfect descriptive phrase and one I now use when I am looking forward to something.

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