Jeff Rickard

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 4 creating a unique positioning statement.

     Remember this whole exercise is to help me realize how I am different in the market place as well as help me create a “unique positioning statement” that allows me to tell others in one or two sentences “here is what I do and here is why that information might interest you.”  We are finished with the exercises and now it is time to create the statement.

     “I am a residential mortgage lender with Universal Lending.  I run my business differently than most mortgage professionals.  I would love to show you what I do.”

That statement always elicits the required question, “how are you different?”

Now is the time for the unique positioning statement:

“I do everything I can to make the mortgage process understandable and to make my clients feel that all their questions and concerns are important and need to be addressed to their satisfaction.  At the end of the process my clients feel they made a wise and safe choice.”

I am interested in your input, what do you think of my unique positioning statement?

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 3 of finding and developing a story that differentiates me from my competitors.

The next step is to define your target client clearly and easily.  According to “The Seven Minute Difference”: you can build stronger skills and grow your business more effectively when you are able to concentrate your efforts on the tasks that best suit the business you want to have.  The business you want to have is directly dictated by the clients you have. 

So, lets define my ideal client.  Now in my case you have to understand that I serve 3 types of clients.  The first is borrowers.  The second is referral sources such as Realtors, builders, financial planners, accountants, etc., but Realtors make up 90% of my referral business.  Third is human resource managers who do my House$mart program.  Continue Reading »

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 2 of finding and developing a story that differentiates me from my competitors. 

     The next step in the process is differentiating yourself through your core convictions and strengths.  Your purpose in life ties to your core convictions about your life and work, and the strengths you draw from those beliefs.  Our core convictions about work must match our personal values.

     How do we determine our core convictions?  The first step is to state what you consider your strengths.  Continue Reading »

Continued from Monday February 25th. ( Remember I am going to go through the exercises from The Seven Minute Difference to develop a story of how my service is different from my competitors)

Part 1 of finding and developing a story that differentiates me from my competitors. 

The first step is to define what I like and don’t like about the mortgage business.  Continue Reading »

    Two things separate you from your competitors: a very specific strategy for your business and a story that tells the community you live in - or even the world - why you are different.  This is a quote from “The Seven Minute Difference” written by Allyson Lewis.

     I am going to go through the process of developing that story on my blog.  I am going to take the ideas from the book and do the exercises on line so you can see if and how it really works.  This process will take the next few weeks of Motivation Monday but I think it will prove very helpful for me and you.

Did you know that you have a brand?
     It may not be as well-known as Nike, Toyota, Wheaties, Xerox, Band-Aid or other entities with which we normally associate the term. Nevertheless, you have one.
Think about it a second. 

     What came into your mind when you read the above brand names? Sure, you may have thought about a type of shoe or car. But then, even subconsciously, you recognized an association. That association most likely was established quite a while ago. You have a distinct perception about every product or service that you recognize. These perceptions are a complex mix of those things you believe as realities (how you see things as they are) and values (how things ought to be).
Establishing a brand.

     Companies use marketing to establish brands, intending to influence your perception of their products and services. If a company can establish a brand for their product or service in your mind, and influence your perception of that product or service as “good,” then it increases the likelihood of winning your purchasing decision. 

So what’s your brand? 

     What perception do you give to your customers? You think that you know how your customers see you. But everyone’s perception is unique, and impacted in some way daily. You must influence and persuade your customers’ perceptions of you constantly.

I love to read motivation, sales skills and marketing books. The love of those books is the reason I created Motivation Monday and I like to highlight my favorites. Today there are two books that I am very into and seem to be somewhat life changing. Part of the reason they seem so important to me is that I finally stepped down from management and since then the positive energy of the business has been somewhat overwhelming.

I am not ready to highlight excerpts yet but I do want to alert my readers to these books. They are Take Charge of Your Mind by Paul Hannam and John Selby and Flight Plan by Brian Tracy. Take Charge of Your Mind is about techniques that you can use to keep your focus during the work day and Flight Plan is a book about setting goals. There is nothing new about setting goals but the way they go about the process makes you actually act upon those goals. Now that seems amazing to me!

     Today I want to highlight another blog site, www.cherrycreekcoach.com  This is a coaching website run by Becca Robinson of The Robinson Group.  I know Becca and I am very impressed with the work she does in coaching and motivation.  Check out her site today!

Teamwork!

     Building a team in the market today is critical if you are looking to take the next step in your business.  Knowledgeable teammates all pulling together to make your business grow is a must and there is also a comfort in knowing that there are more oars in the water paddling towards your success. 

     There are two teams you need to be concerned with, your internal team and your external team.  Internal are your team members that work with you in your company.  External team members are people you depend on to provide outside services.  Both groups not only have to provide job requirements but also have a “growth” attitude.  As the boss you need to ask; ”Did they get their job done and did they provide a service and attitude that makes me stand out in the marketplace?”  If the market is going to get tougher you need to stand out!

     Here is a link to a great article that goes into detail on team building,     http://rismedia.com/wp/2008-01-15/does-your-inner-circle-grow-your-business-seven-ways-to-know/

   The past several posts on Motivation Monday and on 1760mortgageguide have discussed getting prepared for the new year.  Credit, business plans, etc. but today will be somewhat short and sweet.  This is an excerpt from “Wake Up To a Happier Life” by Amanda Dickson.

Faith Moves

It’s scary to jump into your own life, just like it’s scary to jump into the deep end of a pool from the high dive.  You’re not sure what it will feel like the first time you do it.  It may sting.  The water may be cold.  You may get water up your nose.  It’s easier to sit on the sidelines and watch other people try it.  Some of them flop.  Some make a huge splash.  You can watch them without commitment.  You can make fun of them from the safety of your towel on the grass nearby.  You can tell yourself you’re safe there, that you’re just waiting, that maybe you’ll try it later.  From that position you can criticize those who jump in, heckle them, tease them as they emerge from the water.  Or maybe you can study how they do it, compare techniques, consider how you might do it if you ever decide to jump in.

     But faith does not wait.  Faith moves.  Faith applies for the job, proposes marriage, says yes to the new assignment, sings out loud.

     It is time to start your plan, do not wait another year, do not wait to spring.  Do it now.  So in keeping with my own advice I am stepping down from management and going back into production as a loan officer.  I am very excited to be back on the street full time.  I am making this decision because all I see right now is opportunity in Colorado mortgage business and I see a lack of committed and knowledgeable mortgage professionals.

   I am going for it!  You need to do the same!