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Are You Fighting to Earn Business?



Today’s topic is quite possibly one of my most favorite. And it’s hard not to get fired up about it.

Here’s what I know: I have to fight to earn the business. I believe that many people don’t fight. They don’t follow-up and follow-through. They aren’t intentional, purposeful, and consistent with their follow-up, and probably don’t have a system in place that they can stick to. As a result, they are mediocre in their productivity and production.

If I’m describing you… no worries. I go over our powerful 10-touch follow-up system in my 90-day course that you can signup for. It’s been proven, not only in my business but all of my participants’ businesses, to increase your close ratios dramatically. This is a touch-with-value every single time.

But I’ve heard so many people have a weak follow-up. Most people will follow-up with something like this:

  • “Just checking in with you.”
  • “Can I answer any more questions.”
  • “Just calling to follow-up.”
  • “You were on my list of people to call today.”
  • “I woke up thinking about you.” – this is just creepy!

These types of follow-ups are cheesy, lazy, and rarely work to your advantage. Why do people continue to use these types of opening lines? They’re scared. They don’t want to be a nuisance. Or, sadly, they didn’t follow through on something they said they were going to do.

I always sell to either a want or a need. My belief is money changes hands when problems are solved. If I can identify a pain-point or help solve a vision, I am in a powerful position. All I need to do is articulate how I can solve a problem better than anyone else in the market and close the business.

This is the fight club mindset: if somebody fits my filter I have a professional obligation, duty, and responsibility to follow-up with that person and earn their business. I’m relentless with my follow-up. I’ll even ask the customer, “don’t you want someone fighting for you?” All I’m trying to go for is a “no.”

It’s more important than ever to have a strong follow-up process and stick to it. If you’re in a market that is contracting or is inconsistent, then you should be in the trenches fighting for the business before someone else (who may not be anywhere as skilled as you) takes a potential client away from you. And this affects your person of influence status in the market negatively. Why? If a potential client has a bad experience somewhere else, they will be even more hesitant to work with someone else in the market (meaning you). As a person of influence, you want to fight to earn the business so you can impact as many people as possible.

Bottom line: There are a lot of amateurs out there in every industry. It is your job as a professional to follow-up and earns the business.


About Bruce:

Dr. Bruce Lund has trained thousands of professionals all over the world. Dr. Bruce earned a Ph.D. in Human Performance at age 29 and became one of the youngest program directors in the Texas A&M University System. He was then recruited back into corporate America to help grow a multi-million-dollar sales and manager training company as head trainer and VP of Sales.

In 2017, Dr. Bruce moved from Nashville to Denver to launch 90-Day Sales Manager. Since that time, he has helped thousands of brand-new salespeople and mid-level producers become top-producers by adopting his 90-Day Selling System. Members of his community are 5x more likely to reach their sales goals, and 6x more productive in their daily activities.

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Dr. Bruce is trusted as the official selling system for some of the most well-respected companies in the housing and banking industry including Homebot, BreakthroughBroker, and National MI. He has spoken on some of the largest stages in the country such as the Los Angeles Convention Center and New York City Marriot Marquis with some of the largest associations including Million Dollar Roundtable with over 65,000 members world-wide.

If you are a broker, team leader, or title producer looking for agent training then check out Dr. Bruce’s topics for your next event (special pricing if you mention Breakthrough Broker!)