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how to win more business as an ae they use for getting the attention of brokers. It is amazing how many AEs use boring subject lines and content that scream to the intended target that you are likely to waste their time. Knowing how to write the proper headline on an e-mail and the first paragraph are key to getting a response. Even if you don't get a response, when you send the right messages, you will dramatically increase the number of prospects who will take your call when you follow up.. In a recent survey I conducted on a Webinar for account execs, I asked the audience how many different SEPTEMBER 2016 n National Mortgage Professional Magazine n NationalMortgageProfessional.com 72 continued from page 71 ways they consistently reached out to prospective clients. The answer blew me away. Seventyeight percent of the AEs on the Webinar stated that they had only two methods of getting the attention of new prospects. Going further into the survey, it was determined that more than 90 percent of the attendees did NOT have multiple messages prepared as part of a campaign to get the attention of and an appointment with their intended target. To succeed in gaining the attention of your prospects, you must have multiple means of doing so, a series of influential messages that compel them to respond, and outside-the-box marketing strategies that will stand out and make sure they remember you. Delivering the ultimate AE presentation The majority of AEs deliver the old product and service dump presentation. They get an appointment with the prospect and focus on dumping everything that the company offers in hopes that the prospect will bite on something. I liken this to going fishing and throwing 20 different hooks in the water in the hope that a fish will bite on something. The right way to win relationships is not to dump everything, but to first know what you must talk about with your prospect. To do this, you must ask great questions. With the right questions, your prospect will tell you everything you need to know to win the relationship. To give you a shortcut to making this concept work for you, allow me to explain the key to influence. To win relationships, you must solve problems for your prospects. Fortunately, the mortgage business has a way of causing a great deal of emotional pain for many who work in the business. With all of the regulatory and compliance changes and rules, the level of frustration that exists with brokers and loan officers has never been higher. Knowing how to tap into this negative emotion is the most powerful influencing skill you will ever need to win relationships. When you ask great questions that uncover the pain and frustrations that your prospects have, they will tell you everything you need to know in order to serve them. Although price is a factor in decision-making, when a broker or loan officer truly believes that you will solve an issue for them that no one else is solving, not even their existing lender, you stand a greater chance of winning the relationship. When a prospect feels that you are going to make their life easier, getting them to complete the paperwork is easier. The seven keys to succeeding with new relationships is to: 1. Grab their attention in creative ways with the proper messaging, along with a marketing campaign that combines different methods of contact. 2. Be relentless in your follow up. Know what to say to trigger an increase in the need for your prospect to respond. 3. When you meet with clients, ask them the questions that will help you uncover their pain and frustration. 4. Explain and demonstrate how you and your company can solve problems for them and make doing business less stressful and easier including helping with regulatory and compliance concerns. 5. Keep them motivated to want to do business with you and use that motivation to get them to complete the necessary paperwork. 6. Keep following up and stoking the flames of pain and the solutions you provide so their motivation remains high. 7. Always make sure that after every contact with the prospect, you have your next step agreed upon so you both know exactly what you can expect from each other. Ron Vaimberg is executive director and head coach for nmpU, a division of National Mortgage Professional Magazine. Ron is a leading trainer and coach to wholesale and retail mortgage professionals and the creator of ForAEsOnly.com. Ron can be reached by phone at (888) 979-6678 (nmpu), ext. 801 or by e-mail at RonV@NMPMediaCorp.com. http://www.NationalMortgageProfessional.com http://www.ForAEsOnly.com

Table of Contents for the Digital Edition of NMP - September 2016

Table of Contents
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