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Is Pain the Only Motivation for Customers?

by Troy Wilson on December 21, 2009

WASHINGTON - NOVEMBER 11: Interim Assistant T...
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We often hear, “look for the pain point” in learning to sell. Is that always the magic to getting the sale? Skip Anderson, of Selling to Consumers is not so sure.

He has written a smart little article reminding us there are other reasons consumers buy.

Looking for More Than Pain in Mortgage

This is certainly the case when consumers are looking at mortgages. If you are constantly focused on the mortgage rate you are probably missing a lot of sales. In fact, in this market your customers are probably looking at a lot of different reasons to refinance an existing mortgage or finance a new purchase.
Here are some things you might consider:
Make sure you are entering into each call with an open-mind as to why people might need a mortgage.

What About Debt Settlement?

Sure, that is fine for mortgage, but all debt customers are coming with pain right? Maybe not. In fact, I would venture to guess many of your debt settlement prospects don’t even know they have pain yet. That is why aged refinance and loan modification leads are so profitable for debt settlement companies.

Many times debt customer go looking to refinance or restructure a mortgage and realize they have a credit or debt problem.
So, once again approach your business opportunities with an open mind and sell beyond simple pain points.

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Tagged as: Adjustable-rate mortgage, Loan, mortgage, Mortgage modification, Negative amortization, Refinancing

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