Bliss Sawyer's Marketing Blog

The Secret

If you haven't heard about it yet, The Secret is a 90-minute movie about the law of attraction.  (There is also a book.)  When you focus on something passionately, it starts to happen.  I've read motivational, business and marketing books for years and firmly believe this concept, so I was interested in watching this much-hyped movie.  The Oprah effect had grabbed hold, and I was hearing about it everywhere!

The bulk of The Secret is commentary by successful people that have lived this principle and share their thoughts and experiences.  It's true that often we tend to think about what ISN'T working, which attracts more of what we don't want.  Basically...."Your thoughts and your feelings create your life."

If you are not happy with where your life is currently, this may be just what you need to jump-start change.  This powerful process is key to overcoming obstacles and reaching your dreams.

Quietly ask for referrals

Throughout my origination career, I used the tag-line "The Highest Compliment I Can Receive is a Referral From a Friend."  This wasn't something I created, and I wish I could remember where I found the idea - even if to just say THANK YOU.  This profound statement was a cornerstone to my business.

Asking for referrals is key to expanding your business.  People often don't mention your name to others simply because they don't think to.  This statement is a gentle reminder of the fact that you appreciate referrals and consider your business associations to be friends.  A powerful message.

This statement was on the back of my business card with my signature below it.  I also used it as a tagline, centered below my signature on letters.  You can place it below your e-mail signature and on your web-site.  This is a fantastic way to brand yourself AND ask for referrals.

Who's Your Inspiration?

  Larry Campbell (hi Dad!) dropped out of high school at 15, later serving in the US Coast Guard for 8 years until he was involved in a devastating auto accident.  Instead of saying, "look at what I've lost" he said, "what's the opportunity in this" and began a career as a professional clown and magician; later owning a successful chain of magic stores.  Out of his challenges and difficulties, he also inspired and motivated others to succeed.

One of the many things I admire about my Dad (aka Zeezo the Clown) is that he has already written his eulogy and truly spends each day living up to that image of who he wants to be remembered as.  (see previous post)  Yes, he's made mistakes, been flat broke and definitely had his share of trials.  But an amazing positive attitude and inner confidence brought him through each time to higher ground.  His ability to give joy while selling is truly an example of how to succeed in business.

The clown suit is retired now, but not the performer.  Zeezo regularly does motivational speaking - to motivate, not earn a fee.  He also volunteers his talents for many non-profit organizations and performs magic shows to give back to those around him.  I also know there are thousands and thousands of restaurant and other service professionals around the world that remember the engaging bald man who performed magic and brightened their day.

We have all been influenced by successful people.  Take a look at who has inspired you to be the best you can be and then be your best in their honor.  As I look at my work ethic, drive and passion, I realize that I have been influenced by many people; people that believed in me and encouraged my success while leading by example.  I hope I honor them as I continually striving to be better, serve more and go forward as an example to others.

Disclaimer:  This blog post is not to be interpreted as kissing up.  It truly came from the heart.  Thanks, Dad.  My passion, love of sales and desire to give back are truly a gift from you.

3/16/09 - Over the past 2 years since I wrote this original post, I have had quite a few people contact me about the influence Zeezo had in their lives and wondering how he is doing now.  Many are now entertainers themselves and all have expressed gratitude for Zeezo the Clown.  If you would like to contact Zeezo (a.k.a. Larry Campbell) feel free to email him at czeezo@gmail.com.  Here is an article Richard Haddod recently wrote...

Salesman or cheater, what I learned from an honest clown
 By Richard Haddad

When I was a youn man I worked for a chain of magic and novelty stores called Zeezo's Magic Castle.  The company slogan was, "We Only Sell Fun".

It was a wonderful job for a teenage boy because I was able to learn and perform magic every day after school and earn money from commissions selling the magic tricks and novelties like disappearing ink and squirting cameras.

Zeezo the Clown was the owner of the store chain. His real name was Larry Campbell, and he was not only a successful businessman and entrepreneur, but also a master teacher, seeking to help his employees reach their highest potential.

The magic store and Zeezo's mentoring proved to be the perfect equation for me to achieve success. One day the employees were gathered for an annual event to recognize the top salesperson of the year. It was an honor to learn that I would be named as the leader in sales. I understood there would be a generous bonus check awarded during the ceremony. At 15 years old it was an unprecedented boost to my ego to have outsold seasoned adults.

During the awards presentation Zeezo openly praised me for my ability to gather an audience at the mall storefront and achieve such high sales numbers. With his polished bald head and bright wide smile he continued to address the audience as he slowly lowered a white envelope toward my anticipating hand. But just as my fingers started to close on the envelope Zeezo quickly jerked it upward, snatching it from my grip. Then turning to me, speaking only so that I could hear, he said, You're very good as what you do, but if anyone ever walks out of one of my stores with something they didn't want, you will be out of here.

Turning again to the audience he made the envelope maneuver seem like nothing more than a playful joke, now handing me the check as the audience began to applaud.

Standing there at what should have been a moment of basking glory I felt all pride drain through my shoes and onto the floor. I didn't know it at the time, but I would later be thankful for this enigmatic moment of covert humiliation. Larry Campbell was looking beyond the moment.

He later explained he wanted me to remember that moment because it didn't matter how good a salesman I was, if I sold someone something they didn't want then I was cheating them  and no cheater would work for him.

I know now that he was trying to teach me to put integrity before greed and glory. It's a principle I have never forgotten and have always tried to inculcate in my employees and my own children.

Improving your speaking skills

I recently read Nick Morgan's Give Your Speech, Change the World which is a wonderful book on public speaking.  We all know that public speaking is one of the most feared events in a person's life, but it doesn't need to be.   You are taught in this book a three-part process, focusing on the content development, rehearsal, and delivery.  The ultimate goal, of course, is to get your audience to take action.

As a salesperson, your success depends on excellent presentation skills.  Whether you are speaking to one person or a group, the greater your ability to convey your message and influence their decision-making process, the easier sales will come to you.

If you would like to improve your speaking abilities and gain confidence, I highly recommend you get involved in a local Toastmasters group.  According to their website:  Toastmasters offers a proven way to improve your  communication skills. By participating in a fun and supportive Toastmasters group, you'll become a better speaker and leader and gain confidence to succeed in whatever path you've chosen in life. 

I recently joined and have already seen the benefits of this fantastic group.  Experience, knowledge and passion are core traits of those successful in business.  Improving your speaking abilities increases your reputation as an experienced, knowledgable and passionate person.  Your business depends on your reputation!

Where do you want to be in 12 months? Or 40 Years?

I recently listened to a Sunday morning radio program suggesting that we write our eulogy now and work backwards from there to plan our lives.  Who do you hope to influence, what do you want to have accomplished and how would you like people to remember you after your death?  Is your current life in harmony with the answers to those questions?

This concept has merit for your business life as well.  Where do you want to be in 12 months?  How many loans are you closing, what is your income?  What does your business look like?  Answer these questions and then work backwards to today.  Write down where these loans are coming from and the marketing strategies you are going to use to get them in the door.  What does your business look - did you hire an assistant or cut back your hours?  Start now to plan in detail what it will take to reach that future success you see for yourself.

I don't know of anyone that doesn't want to be more successful in the next year.  The difference will be those that move past the wishing stage.  Brian Tracy in his book Focal Point states:  "Three percent of adults actually put the goals into writing, the other 97% have wishes, hopes and fantasies.  Written goals release powers within you that would have lain dormant in their absence."

It is vitally important that you take an additional step after writing down your goals.  ACTION.   Plan your day so that you are continually working towards the end result.  Think of the amazing sense of accomplishment 12 months from now when you are exactly where you pictured yourself.

Take both steps - plan the next 12 months as well as the next 40 years.  The best way to get where you want to go is to have a map and start moving!

Could we possibly be overreacting?

All over the Internet, television, and even talk radio, there is a media frenzy going on about mortgages and their potential for disaster.  New Century has created a bit of a commotion (You certainly can feel better about your credit card debt - anything is better than 8.2 billion) .  And yes, there will be fall out across our industry.  Many are feeling it already, but that isn't necessarily a bad thing.  (See how it can help you)

You will improve your reputation as a mortgage expert by staying abreast of what is going on and being able to explain it to Realtors, borrowers and even your staff.  CNNMoney is a great place to find articles that are written for the general public.  A great one today: Is this the subprime apocalypse? (Or just a scary story?)  There are great comments and links with this as well.  You can also get timely updates from Mortgage News Daily by email.

Having a reputation as an expert is the fastest way to attract more business to you.  Knowledge, confidence and a positive attitude will take you there quicker than any other method.  Always ask yourself - what did I learn about today?

Staying focused and committed

  Most of the loan officers I speak with are concerned about production and income.  With the increase in mortgage originators and decrease in transactions; you must do things differently in order to reach your goals.  Yet I truly believe it is absolutely possible to even exceed your goals this year! 

I've often said that your success is not directly tied to the number of marketing strategies available - there are thousands of successful ideas.  What keeps most loan officers from succeeding is the ability to be focused and accountable so their marketing is effective and attracts business.  This consistency and focus is what will make the phone ring and your pipeline fill.

Even if you simply find someone to be accountable to in  your office or company.  Talk once a week to set goals and review the past weeks tasks.  Have penalties and rewards set up to push you to accomplish those things that will move you closer to your goals.  We all perform better if we know someone will be reviewing what we have done.   Very few originators are utilizing this powerful force to reach their goals.  Without taking steps to be accountable, those goals are merely wishes.

What about a personal coach?  If you are ready for this next step, take a look at my coaching program to see all the added benefits of having your own coach.   Many successful people reach their peak performance by having a personal coach work with them and push them to greater success.  I love Tony Robbins definition of a coach.  "What do coaches do?  Well, first they care about you.  They've spent years focusing on a particular area of expertise, and they've continued to make key distinctions about how to produce results more quickly.  By utilizing the strategies your coach shares with you, you can immediately and dramatically change your performance.  Sometimes, your coach doesn't even tell you something new, but reminds you of what you already know, and then gets you to do it."

Robin Brunson of Greater Nevada Mortgage Services has this to say about her involvement in my coaching program... You have gotten me focused on keeping track and making goals for myself.  I have never put together a sales plan and never actually knew what I had to accomplish to be where I want to be.  Now I know!!  I LOVE to be busy and feel productive.  Now a slow day turns into a productive day. I just want to say Thank You!

If you would like more details on this program or you are ready to get started, call 806-577-3937 for your personal interview.

 

Let the gloom and doom help you

Unless you've been under a rock the past few days, you know our industry is getting it's share of media attention.  And it isn't complimentary...we now face the challenge of rising above the negative press surrounding subprime lending and the increase in delinquencies and foreclosures.

This is just the beginning.  Consumers are going to be hearing horror stories about lenders that placed clients in loans they didn't understand and couldn't afford.  It doesn't matter if the originator is completely at fault or not.  Loan officers are the closest connection to the public (most consumers didn't even know what sub-prime meant before this week) and will receive the majority of the negative press and blame.

I would like to present this problem to you in a new light.  Look at this as an opportunity to separate yourself from much of the competition.  In order to do this, you must have a solid reputation as a strong, ethical lender that is in this business to serve others.  All of your marketing, letters, emails and conversations need to display you as knowledgeable and as an expert in mortgage lending.  Knowledge is power and you will be well served to read as much as possible about this situation so you can talk about it intelligently.   (NAR's David Lereah's thoughts)

There is still a great need for mortgage lenders.  Houses will be built, purchased and refinanced.  Take the time to address consumers fears with your knowledge and a competent explanation of their options.  Borrowers want to feel secure that their lender is looking out for their best interest, so make sure you consistently give information on products that will put them in the best possible financial place.  You want them to feel good at closing, a year later as well as five years later.

Consider sending a letter to your database addressing this issue.  Keep it fairly short, positive and offer reassurance of your dedication to them and the mortgage industry.  This turn of events is going to make consumers rely on recommendations even more....make sure you have testimonials on your website that confirm you as honest, trustworthy and knowledgeable.  Put a testimonial under your signature on emails.

I'm a believer that there is always a silver lining.   Take a look at the opportunity you have to provide consumers with a strong, ethical lender.  Give it a try...it's better than the unemployment line.