First you must understand that there are two communities at work when you attempt to satisfy expectations:
1. Consumers
2. Referral Partners
Goal: To control anxiety, build loyalty and eliminate hassles
Method: Probe and understand what steps must be implemented so that borrowers completely understand your processes as these processes relate to their needs. Assure borrowers that you are cognizant of their specific wants and that you intend to meet them all.
Example: Mr. Smith, I understand getting a mortgage can be a daunting task for many borrowers and it is my sincere hope that I satisfy your every need during this process. If you and I were to meet six months after closing your loan what steps would I need to do now that would have create the most positive recollection of you doing business with me?
Every experience will be different because the expectations of borrowers will vary. Some individuals feel that to be successful you must exceed expectations. I think what they are really saying is that you need to create a “WOW” experience. You should strive to meet expectations in unexpected ways. The single best way to accomplish this is to take to heart what matters most to your clients and make sure that they understand that you have heard them loud and clear.
Goal: To develop a long-term relationship, build loyalty and create a winning partnership
Method: Fully implement a desire to help others succeed. The success of your calling program should not be measured by the number of deals you get; it should be in the numbers of sincere “Thank you” that you collect.
Example: Michelle, as I mentioned to you on the phone I also value relationships and the purpose of this meeting is not intended to get you to replace your current lender. It is to help me understand where you want to take your career and if there are ways that I can help you get there. What is it about the relationship with your current lender that you find fulfilling? If you could, what elements of your relationship would you like to see changed?
By asking these two questions you have just set the stage to fully understand what you need to do to become their number one lender! You know what they value in working with a lender and what is lacking in their current relationship. This technique helps you position yourself as their backup lender. You have a complete understanding of what it will take to satisfy their desires.
Here are my ten commandments of being consistent:
1. Build trust and respect by being honest – if you are honest there’s a greater chance you will be consistent
2. Turn “should” into “must” – the more you must do as opposed to should be doing adds to consistency
3. Debrief yourself – after every activity take time to determine whether or not your behavior demonstrated consistency with both prior calls to the same party as well as the same type of call with different people
4. Understand your maximum and minimum points of negotiation – knowing your limits sets a standard for future consistency
5. When working when others apply common consequences when work is not up to your standards – Team building is essential to success; don’t play favorites, treat everyone fairly
6. Create written procedures – it is far easier to be consistent when you create written standards
7. Use the WOW experience – Consistency can contribute to boredom; use WOW experiences to win customers over
8. Understand the difference between being consistent and being persistent
9. Call the shots – you lose control when borrowers start making decisions on how the transaction is handled
10. If you bend the rules, do so consistently – apply the same standards of flexibility to all situations