Following the same sales call structure every time is the best way for brokers to drive consistent results.
My primary goal for the Initial Appointment is to **GAIN AGREEMENT** to prepare loan recommendations in the form of a Loan Strategy Report.
If you feel like you have to push clients through the process, you can expect significantly longer sales cycles, lower conversion rates, and a higher likelihood of clients disappearing without a trace.
Here’s an outline of the sales call structure I use:
#𝟭 𝗥𝗮𝗽𝗽𝗼𝗿𝘁:
I start the call with small talk / breaking the ice. This is an important step to set a relaxed tone. If you miss this, the call tends to flow less smoothly.
#𝟮 𝗦𝗲𝘁 𝘁𝗵𝗲 𝗳𝗿𝗮𝗺𝗲:
I explain the structure of the call and the value the prospect will get out of the call.
#𝟯 𝗖𝗹𝗮𝗿𝗶𝗳𝘆 𝗴𝗼𝗮𝗹𝘀:
I seek to understand WHAT the prospect is trying to achieve, and importantly WHY they are trying to achieve it. Typical questions include:
• “What” Goals (e.g. What are you looking to do? Investment or Owner Occupied? Where are you in the purchase process? What are your future investment goals? etc.)
• “Why” Goals (e.g. What’s your motivation to <XYZ>? Why's that important to you? etc.)
Understanding the WHY behind the prospect’s goals is crucial in creating a real connection AND providing the right advice.
#𝟰 𝗙𝗮𝗰𝘁𝘀, 𝗳𝗶𝗴𝘂𝗿𝗲𝘀 𝗮𝗻𝗱 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹𝘀:
• I use a transition phrase like, “Just to ensure I’m working with the right numbers, can I ask you a few questions about your current position… “
• Get income, expenses, assets, liabilities
• I punch these numbers into a servicing calculator
#𝟱 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽𝘀:
Assuming the prospect is likely to qualify for a loan, I say something like:
“𝐹𝑟𝑜𝑚 𝑤ℎ𝑎𝑡 𝑦𝑜𝑢 𝑠𝑎𝑦, 𝐼 𝑢𝑛𝑑𝑒𝑟𝑠𝑡𝑎𝑛𝑑 𝑦𝑜𝑢’𝑟𝑒 𝑙𝑜𝑜𝑘𝑖𝑛𝑔 𝑡𝑜 <𝐴, 𝐵 𝑎𝑛𝑑 𝐶> 𝑠𝑜 𝑦𝑜𝑢 𝑐𝑎𝑛 <𝑅𝑒𝑝ℎ𝑟𝑎𝑠𝑒 𝐾𝑒𝑦 𝑀𝑜𝑡𝑖𝑣𝑎𝑡𝑖𝑜𝑛>.
𝐴𝑠 𝑡ℎ𝑒 𝑛𝑒𝑥𝑡 𝑠𝑡𝑒𝑝, 𝐼’𝑚 𝑔𝑜𝑖𝑛𝑔 𝑡𝑜 𝑔𝑜 𝑎𝑤𝑎𝑦 𝑎𝑛𝑑 𝑝𝑟𝑒𝑝𝑎𝑟𝑒 𝑦𝑜𝑢𝑟 𝐿𝑜𝑎𝑛 𝑆𝑡𝑟𝑎𝑡𝑒𝑔𝑦 𝑅𝑒𝑝𝑜𝑟𝑡.
𝐼𝑡’𝑠 𝑔𝑜𝑖𝑛𝑔 𝑙𝑎𝑦 𝑜𝑢𝑡 𝑡ℎ𝑒 𝑓𝑟𝑎𝑚𝑒𝑤𝑜𝑟𝑘 𝑓𝑜𝑟 𝑦𝑜𝑢𝑟 𝑛𝑒𝑥𝑡 𝑝𝑢𝑟𝑐ℎ𝑎𝑠𝑒.
𝑊𝑒’𝑙𝑙 𝑔𝑜 𝑡ℎ𝑟𝑜𝑢𝑔ℎ 𝑡ℎ𝑒 𝑑𝑒𝑝𝑜𝑠𝑖𝑡 𝑟𝑒𝑞𝑢𝑖𝑟𝑒𝑑, 𝑤ℎ𝑎𝑡 𝑏𝑎𝑛𝑘𝑠 𝑤𝑖𝑙𝑙 𝑙𝑒𝑛𝑑 𝑡𝑜 𝑦𝑜𝑢 𝑏𝑎𝑠𝑒𝑑 𝑜𝑛 𝑝𝑜𝑙𝑖𝑐𝑦, 𝑤ℎ𝑎𝑡 𝑟𝑎𝑡𝑒𝑠 𝑎𝑛𝑑 𝑓𝑒𝑎𝑡𝑢𝑟𝑒𝑠 𝑚𝑎𝑦 𝑏𝑒 𝑚𝑜𝑠𝑡 𝑎𝑝𝑝𝑟𝑜𝑝𝑟𝑖𝑎𝑡𝑒, 𝑎𝑛𝑑 ℎ𝑜𝑤 𝑡𝑜 𝑠𝑡𝑟𝑢𝑐𝑡𝑢𝑟𝑒 𝑦𝑜𝑢𝑟 𝑙𝑜𝑎𝑛(𝑠) 𝑡𝑜 𝑏𝑒 𝑚𝑜𝑠𝑡 𝑓𝑙𝑒𝑥𝑖𝑏𝑙𝑒 𝑎𝑛𝑑 𝑐𝑜𝑠𝑡 𝑒𝑓𝑓𝑒𝑐𝑡𝑖𝑣𝑒.”
Unless a Contract Of Sale is in place, I am happy for the prospect to wait a few days or so for the Loan Strategy Report to be produced and delivered.
I’ve found that a more considered approach is more effective than trying to quickly close a prospect based on incomplete or hastily-gathered information.
Finally, I lock in a time and date for the Loan Strategy Presentation.
How does your process compare? What parts do you do differently?
