One of the things I like most about sales is that it’s really an art form. It spans across every medium and changes constantly. Like all arts, one great way to improve is to study the masters. But what makes a master of sales? Is it simply the volume of sales itself or longevity? I came across a piece of sales material that fits both of these criteria, an ad that ran for 28 years, from 1975-2003, and sold $2 Billion worth of product. It borrows from classic sales tactics, previous successful sales campaigns, and a timeless archetype of the consumer – competition. Check it out!
What I took away from this article for our industry is this: we do not need to reinvent the wheel, there is a truth in the archetype of our consumer – everyone wants to have an easy, stress-free home buying experience where they feel great about what they’re spending. There are several ways to accomplish this: having great systems, having excellent customer service, and being an expert. We learn constantly from the things that work and the things that don’t, we get tons of opportunities to provide that white-glove level of service. I hear every day about a Loan Officer losing someone to rate, shrugging their shoulders in defeat, and moving on to the next loan.
What if they were to look at where they could improve their systems?
What if they analyzed their customer service?
What if they took that as an opportunity to brush up on some guidelines?
I want to challenge you to double down on being the best YOU that you can be!