Rambling on is the number one turn-off for home loan prospects and LOs must guard against it during sales conversations if they want to earn new business. Originators who talk too much often feel pressured to show their expertise. Competition is fierce in the mortgage industry and telling prospects how many corporate awards they’ve racked up may seem like a good way to prove their expertise. Unfortunately, this approach never works.
While overtalking might make originators feel good, it doesn’t necessarily convey that they're trustworthy and have the client’s best interests at heart. When originators dominate the conversation, prospects feel unheard and ignored. During presentations, a better rule of thumb is to engage prospects so they are speaking 70% to 80% of the time.
Top originators beat the tendency to overtalk by practicing sales conversations and preparing for how the call should flow. Practicing takes time and commitment—there is no other way. Winging it in an ultra-competitive marketplace is a poor strategy.
The most successful originators convey their extensive product knowledge while relating with inexperienced prospects by listening and persuading them to move forward in the loan process. It’s a delicate balancing act but one worth mastering!
Pat Sherlock is the founder of QFS Sales Solutions, an organization that helps organizations improve their sales talent management and performance. For more information, visit https://patsherlock.com.
