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Increasing Originations By Branding

'Little Red Book of Selling' discusses how to build brand

December 27, 2004


In sales, clients need to be sold on the salesperson first, according to the Little Red Book of Selling. If they are sold on you as a brand, then they may buy your loan programs.

Developing a fortuitous career in the mortgage industry requires the loan originator to rise above the competition by establishing a successful brand name, as an expert, and by becoming a resource to the community, as explained in the book.

Personal branding is the process of getting prospective clients to have confidence in you, being seen and known as a leader, and building your image. The book's author, Jeffrey Gitomer, believes that building a successful personal brand will lead to loyal clients and an abundance of referrals.

"If you want to build a relationship, if you want to get referrals, you have to become known as an expert or the expert in whatever you do," the sales guru wrote. If borrowers value the knowledge and expertise their loan originator delivers them, they will think twice before consulting with the competition.

Examples of building personal brand value include: sponsoring a seminar of interest to existing and prospective borrowers, registering a "brand" name domain on the web, creating a newsletter, or hosting a radio talk show.

Building a positive image within the business community is essential to building an ample client base. Other ways to build your business is to network in all the right places. In the book Gitomer, best-selling author of The Sales Bible, suggests networking with the local chamber of commerce, any business journal event or a networking club. The neighborhood homeowner's association is also suggested, in addition to taking up a hobby or a class for self-improvement.

buy The Little Read Book of Selling

Taking a class such as Dale Carnegie's or joining Toastmaster's can greatly enhance presentation skills while also building a client base. Once the course is completed, give a free talk on public speaking.

"In my case, I have found that it is most effective to give value first," Gitomer wrote. "And give it without expectation, and give it often, and give it without expectation and give it to your best prospects. And did I mention give it without expectation?"

The book said "the best way to market yourself is give yourself to the market."

Gitomer concluded that his unique sales philosophy, called "value first," defies every rule or law of marketing you'll ever find in a textbook, however, it works. "Find something that your customer considers valuable and give it away."

Paula Parisot is a freelance writer for MortgageDaily.com. In addition to 4 years' journalism experience at other news publications, Paula has worked in the mortgage industry. Email Paula at: [email protected]

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