This is the questions that I recently began asking myself. This is the question that if effectively answered and acted upon will set our businesses apart from the competition. I was intrigued by the idea that people buy based upon their unconscious wants and not their actual needs. People are not buying a commodity such as the mortgage, a house, an investment property, or an investment etc. like we think they are. They are actually buying an experience… a feeling to put it so bluntly. What feeling do they have when they are in your office and then when they leave? For an real estate agent it may be “friendship” or the feeling of being “valuable”. For a Mortgage Broker it may be the feeling of “ease” or “confidence”. For the insurance broker it may be “trust”. I am beginning to see that success in business is not just about knowing your product well and having a competitive price. It is about knowing my client’s unconscious desires and perceived needs and then catering to them effectively that breed success.
We can start off by asking ourselves why do my clients use my services or buy from me? How can I better deliver what they are looking for in their unconscious decision making? Is it the color scheme of our office or uniforms or the way we cater to their needs of feeling special when they are kept informed? Let’s make the promise to our clients that nobody dares to make and then let’s keep it!
Image courtesy of nattavut / FreeDigitalPhotos.net
Mike Rankin, NMLS #423279
Right Trac Financial Group, Inc. NMLS #2709
110 Main St.
Manchester, Ct. 06042
Cell: 518-380-4726
Email: mike@righttracfg.com
www.righttracfg.com
Mike Rankin does not guarantee nor is in any way responsible for the accuracy of the information provided herein, and provides said information without warranties of any kind, either expressed or implied.
Equal Housing Statement: We are pledged to the letter and spirit of U.S. policy for the achievement of equal housing opportunity throughout the Nation. We encourage and support an affirmative advertising and marketing program in which there are no barriers to obtaining housing because of race, color, religion, sex, handicap, familial status, or national origin.
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