Challenge your employer to use targeted advertising dollars, and see if you can get a tenfold return on
your investment. Any marketing department head would be thrilled to get $10 back for every $1 they spend
on advertising. Suggest a three-month test to prove your point about targeted marketing. If you are successful with this tactic, you will have the additional clients you need to grow your sales figures.
You should ask yourself how well you know your competition. Commercial mortgage professionals
should ask their prospective clients about other financing sources and the reasons why the client is
considering using them. When you are making a sales pitch, you should be able to give the pros and
cons of these competitors. The top 20 percent of salespeople can tell a prospective client more about
the competition than the competition knows about itself.
It is up to you to act as a consultant and review all proposals — yours and the competition’s — for
your client’s sake. If you do this sincerely and effectively, he or she may realize they can trust you for
help in making the right decision. Furthermore, as you describe your competition’s pros and cons,
make sure you use the old sales tool of FUD — fear, uncertainty and doubt. The more FUD you
associate with your competition, the closer you are to closing another deal.
Make an impression
When it comes to sales pitches, consider your presentation skills. Are you presenting in person,
over the phone or via e-mail only? You should be tracking the success of your proposals and
asking trusted friends or peers in the industry to critique your presentation style and delivery.
If you are doing the same things repeatedly, it might be time for a change or tuneup. In
fact, you may need to work on all three presentation mediums — in person, phone and
e-mail — to remain in the top 20 percent in 2019. At first, this will be tedious to accomplish,
but if you work to improve, the rewards will include more closed loans.
Make sure to follow up appropriately. Many salespeople make a strong presentation
directly to a prospective client and then don’t ask for the sale. They literally say, “Thank
you for meeting,” and leave without ever asking, “When do we start?” or “When do I
deliver the product?”
Maybe they are afraid of getting rejected, but this is a great time to find out if the
prospective borrower has any issues with the proposal. It is much better to smoke
out problems in person than to leave and try to follow up with future e-mails or
If the client asks you something that you cannot answer immediately, make
sure you tell them exactly when you will get back to them with an answer. At
the very least, if the client tells you they need to think about their decision,
find out specifically when he or she will make one. Always be sure to provide a
post-presentation summary and give the client multiple ways to contact you
with any questions. Don’t let any stone remain unturned.
When you look back on 2019, will you be in the top 20 percent or the
lower 80 percent of loan originators? The outcome is largely up to you. n
Mark Monro is the director of strategic markets for Seattle Funding
Group. He is based in Solana Beach, California, and has more than 20
years of experience in real estate and construction finance. He previously worked with Washington Mutual Bank and U. S. Bank, funding
more than $1 billion in construction transactions across the western
United States in those positions. A 1983 graduate of the University
of Southern California, he is known by his peers as the “Custom
Construction Specialist.” Reach Monro at (805) 312-5540 or
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“It is much
to leave and
try to follow
up with future