One of great challenges for independent professionals and small businesses, especially when starting out, is generating visibility to ultimately lead to generating sales.

One of specific challenges, I have found, is knowing what to say about yourself and your operations and services when asked “so what do you do?”

•Have you ever stumbled over your words when asked what you do?

•Have you ever received response, “Oh, I see”, followed by silence?

•Do you ever feel as though you do not know what to say about yourself?

I am reminded of ‘elevator speech theory’ (I do not know to whom to attribute its invention), which simply poses “if you were in a lift that opens on tenth floor and in walks Bill Gates who asks what you do – what would you say, and you have only until elevator gets to bottom?”

I have personally struggled with this at times, and equally have found that when I get it right, results flow – which initially could be as simple yet important of getting more time to converse with person asking question of you.

A great resource I have used to achieve greater results, is Marketing Plan Workbook from Action Plan Marketing, authored by Robert Middleton.

My career in mortgage industry has provided me with many opportunities to work with both mortgage brokers and banks. I believe mortgage brokers are great tools for consumers in search of best financing options available. A mortgage broker differs from a bank representative in some important ways. The broker can shop and find best deal for a homebuyer or refinancing deal. The bank only sells its own products. The mortgage broker takes one application and one credit report and utilizes all of resources to find best rate and mortgage program available. In my role as mortgage broker I am an expert working hard specifically for consumer.

Mortgage Brokers Can Show You All The Possibilities As a mortgage broker I may work with up to one hundred lenders all over country. The consumer never knows about many of these companies because mortgage brokers have exclusive access to them. When a bank turns down a mortgage application for any reason, bank is finished with that potential customer. A mortgage broker is not through -- he or she moves forward to find next best lender. If a customer does mortgage research alone mortgage companies want to pull a credit report before giving any details about products and programs you qualify for. All of these credit inquiries may lower your credit score and when it is time to qualify for mortgage this is critical. My goal with every customer I work with is to find best rate. This money all comes from essentially same places: investors on Wall Street. Customers with good credit will be quoted a similar rate from a bank.

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