Does Your Business Have a Unique Selling Proposition?

May 14, 2009
from our mortgage broker
Image by jencu via Flickr

Lets face it, even after the recession shake out there are a lot of people selling mortgages and debt solutions. What makes you different? That is likely to be the first thing out of your prospective client’s mouth. Do you have an answer? If you are ready with the answer you are likely to get the sale.

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Clients are Looking for Something Unique

Most consumers come into the mortgage or debt market very infrequently. This immediately sets them up for a defensive posture. They generally know that they are ignorant of the process and this makes them fearful. Then they talk to their first mortgage broker or debt counselor–now they are really overwhelmed.

This is where your opportunity is to make a difference. Your sales pitch needs to go straight to what is different. I am not talking about telling them how you care, that you are trustworthy, or that you are going to get them the best deal. They will hear all of those.

What really makes you unique?

Clients Want Safety and Security

Customers looking for financial advice, mortgage financing, or a debt work-out want safety and security. They are going to react to the person that gives them that comfort. Make your uniques selling proposition spin around that concept. Here are some ideas:

Point them to a mortgage or debt blog that is filled with information on mortgages and debt
Email them your latest mortgage market update
Show them how you monitor each of your clients’ to make sure they are in the right mortgage
Get them to sign-up for your Twitter (market) updates

Showing them immediate information and helping them research all the questions they are too embarrassed to ask will make you an immediate front-runner. This information and the freedom with which you give it to them will pay big dividends in bringing them to the closing table.

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Don’t Make them Search for It

Most importantly, don’t make them search for your unique value proposition. Have it immediately available in your email or telephone scripting process. Have sending them these clear and valuable items a part of your sales process. You will immediately make it easier to breakdown the barriers to a sale.

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About Troy Wilson