Know what you're selling!

When I first meet a new sales recruit I asked what business are you in? They always say the reverse mortgage business. To which I respond, you don't know until you meet the prospect. You're in, the problem solving business. You're in the planning business. You're in the pleasure business. You're in the strategic use business. You're a client advocate. You're in the solutions business. The product you're bringing to the table is simply a tool to get them where they want to go.

Don't get caught up in thinking that your business is to sell a reverse mortgage. Your business is to enhance the quality of somebody's life. The vehicle, which is your product or service, is not your business. That's just the mechanism. Moving beyond features and benefits is the first step toward owning your real business.

You need to connect the dream dots. Show them how your product or service can make their dream come true. You begin with the destination and work back to where you are today. Then, uncover the options that will deliver their ultimate dream. Help them imagine being there.

The word picture opportunity in sales is often overlooked. That's where you cement the cell: when you can help them visualize the fruit of finishing the transaction. The sizzle of finishing isn't finality, but the opportunity that finishing makes available. That's when Hope comes alive. That's when you have a true energized client.