In today’s transactional mentality where quotas and the race to close deals has become the cure-all for building profitability and beating out the competition, we often lose sight of the importance of cultivating successful, long-term relationships and delivering exceptional service—the true secret to success. Before you think to yourself, “This doesn’t apply to me, I communicate with my clients regularly on social media,” it’s important to differentiate between social media communication and interpersonal communication.
In the mortgage industry, we understand the importance of developing a social media presence, communicating frequently with our clients on Facebook and Twitter, and monitoring online conversations to resolve potential customer service issues before they erupt. However, does communicating via social media have the same influence as interpersonal communication? How successful are we in nurturing and building long-term relationships when we’re sitting in front of our computers as opposed to engaging in face-to-face interaction?
In the last decade, there has been a monumental shift in the way we communicate.
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