Is ‘Always Be Helping’ the New ‘Always Be Closing’?

Almost everyone who works in sales is familiar with the old industry phrase ‘always be closing’. Sales used to be all about the end result — getting the signature on the contract — but selling has changed quite a bit over the last 20 years, and those hardline tactics don’t really play these days. When you make selling (or closing the sale) your primary focus, modern buyers can spot it right away. Particularly in the mortgage industry where referrals and repeat business are so important, buyers need to feel less like they’re being sold to, and more like they’re being helped by someone who has their best interests in mind. When your focus becomes how you can be of service to your clients, I think you’ll find that the sales aspect will take care of itself. When helping your clients becomes a priority, you’ll strengthen your relationships, build trust faster, and get more reviews and referrals. Here’s how you can do that:

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Active Listening

When you’re purely sales-focused, it’s no surprise that much of your communication is based on you saying what you need to say to get the deal. The buyer becomes merely an obstacle to be overcome. This leads us to talk a great deal more than we listen. When helping your prospects and clients becomes the priority, though, you naturally give them more time to talk. Active listening will help you learn more about your prospects and clients, create connection, build trust, and ultimately deliver the kind of experience that leads to positive reviews and consistent referrals. Rather than waiting for your prospects to stop talking so you can continue with your sales pitch, active listening means fully engaging with what the other person is saying and taking the time to respond thoughtfully.

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Problem Solving

Active listening sets the stage for you to use your problem-solving skills. The more you learn about each individual client and understand their unique needs, the better you can position yourself as someone who can help solve their problems. By identifying their main goals and concerns, you become someone with the tools to help them get where they want to go. This works to create that exemplary experience that you want your brand to represent.

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Be a Resource

When your priority is helping your clients, you’re not trying to rush them through any step of the process. You want to know that they’re comfortable and confident before you proceed. The best way loan officers can create that dynamic is by serving as a resource. You have a wealth of industry knowledge, and most of your clients are coming to you with little to none. When you can simplify concepts, break down terminology, and patiently educate them, then you’re setting yourself up for a string of career-long relationships.

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You’re likely doing some of this already, but when it becomes higher priority for you, your results will immediately improve.

If you want to talk more about how you can ‘always be helping’, or if there’s something else I can be of assistance with, please reach out to me. I’m always happy to block off some time to connect.