Mark... you are busted. While reading some BloodHoung Blog articles this morning I found some videos of you (some kind of funny) at the Unchained event that I hadn't seen yet. The short clip below really stuck out for me.
In the world of sales (be it loans, real estate, insurance, sprockets, whatever) the one thing can make you successful is to not be a sheep in the flock. You absolutely have to be different. Everyone in this country selling a mortgage offers great rates and operates an ethical business. Everyone selling a home for you has great marketing and experience and will have your best interest in mind rather than their best interest. Every insurance salesperson will only sell you the programs you need vs what will make them the most money. Every stock broker will be a true fiduciary to you and won't offer advice based on what is best for the broker. Or at least all of these people tell their prospects that anyway. These statements don't help you because your competitors are making the exact same statements. You certainly don't want to lead in with statements contrary to the above ones but you need to find something different. "OK, so you can offer me the best rate, well so can the next guy and the past 2 guys I spoke to; what makes you different?" As someone in sales you had better have a great answer to this question.
In this video Mark Green gives the example of being open about the fact that you love dogs. This could work. Or be open about your faith or about your hobbies. Sure this can turn some people off; the Mortgage Cicerone actually wrote a great post about that recently as well. Be it because you are a broker rather than a banker, because you like dogs and they don't, because you are Christian and they are atheist; the fact remains that there are a good bit of people out there that for one reason or another will either not relate with you or flat out dislike you. But the key is to concentrate on those with whom you do relate.
Or better yet, find something relevant to your business that makes you different. If you are a realtor and really do have a unique way of marketing your listings that nobody else is doing use that to your advantage. There are some really unique web 2.0 strategies that can be put to work here. Most readers here at ActiveRain would probably be shocked at how many people in your space don't even know what a blog is, so run with that. Or if you are a mortgage broker and have a really unique mortgage marketing CRM system that can monitor rates after closing to ensure your clients are always in the best loan program for them then use that as a selling tool. Whatever your niche may be you need to be able to identify it yourself first and foremost. And once you figure that out and can clearly articulate this to your clients and prospects you will find that those who can relate to you or see value in your uniqueness will become your biggest fans.
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