Golden Rules of Influence

I mentioned yesterday that I attended the Strategic Equity Summit 2007 in Las Vegas.  I love to attend these conferences.  After the daily grind of meetings, consultations, and day to day issues, it's just nice to enjoy opening my mind to different idea's and concepts from super producers within my industry.

Mostly for my benefit, I'm going to write several articles relating to the conference.  Some of these maybe beneficial to others, but this is mostly an activity to keep these idea's and concepts fresh in my mind.  I find writing the notes, then following up with some type of written summary is the most effective way to retain what I learned.

The first speaker at the conference was a gentleman that most mortgage professionals would recognize.  Todd Duncan, he's a New York Times best-seller of "High Trust Selling" and is one of America's most sought after motivational speakers and sales trainers.  He also holds a annual event in Palm Desert called "Sales Mastery", and is another conference that I will be attending in November of 2007.

Todd spoke to us for about 2 hours.  He focused on what he calls the "Golden Rules of Influence".  Basically he broke the concept into five main points.  #1 Belief creates influence, #2 Interest creates influence, and #3 Strategy creates influence. #4 Integrity creates influence, and #5 knowledge creates influence.

The first concept is elemental but critical in any sales situation and in life for that matter.  Belief is paramount and those whom lack it will suffer in the sales industry.  Rich de Vos from Amway fame is quoted as saying, "Never stop believing you an do it", and Todd followed up with, "If you don't believe in you, how can your clients believe in you".  I myself have noticed this phenomenon in many stages of the sales process.  As mortgage planners it's really difficult to suggest a financial strategy for your client if your not following the same advice in your own life!  Bottom line is that belief starts with ME!

The second concept is as critical as the first.  When someone ask's you if your in sales, what's the first thing you want to say?  In the past I attempted to dodge that question and respond with some fancy title or job description.  I'm not saying that you don't identify with your chosen field, but bottom line we're in the business of persuading others to buy our product or service.  That's called sales, and if your in sales you really have to think about why your "LOVE" the profession.  I haven't met anyone yet in Sales that has never had to communicate with a client.  This human interaction if done effectively must include "INTEREST".  Not the interest we pay on a loan, but the genuine interest we show in other human beings!  This interest in others is not always inbred or developed and may require us to develop this skill.  One suggestion by Todd was that we talk to 5 new people a day.  Your goal is not to SELL anyone, but find a way to really connect and develop interest in that person.  It's harder then it sounds, but it is also rewarding!

The third concept is strategy creates influence.  Your strategy encompasses much more then some plan to get business from someone.  It's your knowledge of the strategy you wish to employ.  If your a mortgage planner, it's not just wise to put the title on your card and "PRESTO" your a mortgage planner for life.  Too many of us do this every day and then complain when our clients disappreciate our services.  If your a mortgage planner then make sure your well versed in your field.  Todd also suggested that you master the art of prospecting.  He also suggested that you create a unique selling proposition that a step beyond what the competition is providing.  Finally he suggested that your follow up program is one that you can always rely on to be working night and day.  All salient points and ones that I've known about but for years struggled with getting working in sync.

The fourth concept is Integrity.  Here are some obvious statements but when you think about it how many in real estate and mortgages quickly forget these tried and true statements.  "If people don't trust you, then they won't due business with you", and, "It should never be about your income", and my favorite, "Always give the borrower the best deal humanly possible".  These sound like "no duh" principals to adhere to as sales agents, but how many times do we see others conveniently forget.

The fifth concept is Knowledge.  When you have knowledge about a subject you have confidence.  When you have confidence others notice and tend to gravitate towards you.  Bottom line we spend allot of time in the proccess's of our profession but spend little time learning or attaining knowledge.  I was blown away when Todd us the percentage of people who never again pick up a book after college!  He reads over 10 books a month!!  He also gave those whom want to cheat as an option to enhance their book knowledge.  I've been to this site, and for as little as $80.00 a year you can read the top 50 business books each year.   Go to www.summary.com and you'll find 8 page summary's of the top 50 books written each year...AWESOME!!

In summary, if you really want to have influence with your colleagues, clients, family and others in general, you must follow the golden rules of influence.