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He didn’t try to sell us on mortgages.
Which was odd, because he was a mortgage broker.
This, to me, was pure brilliance.
A few weeks back I was at an Accelerant networking event, sorry, business development event, they get mad if you call it networking.
So at this event they have speakers.
Before the keynote speaker they let some of their partners talk for a few minutes.
To me, one of the partners was much better than the keynote.
Not because the information was profound or life changing, nope, it was because the way he sold everyone was remarkably clever.
Instead of just telling everyone why he was so good at mortgages, and why they should buy a house right now, which come on, there are sooo many people that can do mortgages well.
He knew he couldn’t really differentiate on that point alone.
Instead, knowing who his audience was, he revealed a problem.
Employee retention.
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Something business owners and managers highly desire, and know is an issue.
He went on to show us that the solution, oddly enough, is actually home ownership.
We were shown data highlighting how employees with homes tend to stay much much longer at companies, like 5-10 years longer.
And guess what?
This guy could get your employees into a home. He knows how to work the mortgages so that even people that can’t put money down can still get into a house.
This is brilliant for a few reasons.
The audience doesn’t feel like they are being directly sold, which makes them more comfortable becoming his customers.
Instead of getting just one client, he’s creating a way to be the central mortgage company for everyone at a company. Which means more leads with less work.
It’s rare you get to witness strategies that could easily be great content for a book. Because wooed the shit out of me.
What can you do to get not only what you want, but more of what you want with less effort by indirectly pitching to you customers, or people once removed from your customers… or the person you’re trying to date… or the job you’re trying to get?