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What Surveys Mean to You
If don't use surveys, you don't know what you're missing. Surveys present nothing but opportunity for you to grow your business.
- Quality Feedback - If you're not getting all the referrals you deserve, don't work on marketing, go to work on your service. Begin aggressively soliciting feedback using two formats - written and oral. Clients that don't respond to your written survey, capture their feedback over the phone.
Hint: Someone other than you should conduct the telephone survey. The client won't feel confronted and will provide honest feedback.
- Referrals - Surveys are opportunities to uncover future loan applications - referrals of family members or friends, but don't forget the larger pools of referrals that include employers, human resource departments, and member associations.
- Ratings - Remember the old Trident commercials, "4 out of 5 dentists recommend." You can develop similar credibility in your marketing message by measuring the number of satisfied clients. Also, include a question that rates the quality of service provided by the agent. Since many agents don't conduct surveys, you can help do their job too. It builds loyalty with the agent and demonstrates teamwork to the client.
- Testimonials - This is the most valuable piece of your survey, capturing the story. Marketing is story telling, but you can't tell a good story if you don't have one documented.
Story Telling Beats
Average Marketing
How do you convince an agent to believe your promise of great service is truly excellent?
You need stories. A good narrative story describes how you solved a difficult problem for a client and how it benefited the agent.
By changing your marketing message to tell stories, instead of telling promises, you improve how agents respond to it. Your message gets read because people enjoy and prefer reading stories than reading brochures. And third party testimonials (a.k.a. clients bragging about you) are more effective than you bragging about yourself, which is what a brochure does.
Imagine when you have a dozen stories designed into a drip campaign? The evidence of your service becomes convincing because it's described from actual experiences. More believable? Absolutely. So instead of you telling agents that your loans close on time and you offer excellent service let your clients tell agents.
The survey is the first easy step to uncovering which clients have a story worth telling, and then it's a matter of developing it into a great story. It isn't as difficult as you think. There's a simple formula you follow to write a short story into something that peaks interest and capture's the agent's attention. It's a formula I teach in my program, Become an Agent Magnet.
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Helpful Resources
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