CMG Home Ownership Accelerator WebEx Training Sessions

1
CMG Home Ownership AcceleratorWebEx Training
Sessions 8-9Planning and Running a Presentation
Kern Lewis CMG Marketing [phone] klewis_at_cmg
mortgage.com V1.0 live8.10.06
2
Training Agenda

• Preparing for a presentation
• Giving a presentation
• Following-up
• Booking business
• Preparing for the next presentation

3
Housekeeping

• Mute your lines by pressing 5.
• Submit questions during the session to
• jabuilta_at_cmgmortgage.com
• Janice will bring them in to me.

4
Why Give Presentations?

• Prospects for the loan relax in groups
• Less imposing that one-on-one
• Attendees see other people like them reacting
  positively
• Accelerates the buzz in your client base and in
  their communities
• You get to present once rather than 20-30 times.
• You get the attendees undivided attention for an
  appreciable amount of time.

5
Preparation

• Before you start giving presentations,you need
  to prepare yourself.
• Practice, practice, practice!
• Start with small groups to hone your presentation
  and gain comfort handling questions and
  distractions.

6
Keep Your Eye on the Prize!

• Have a goal for every presentation. What are you
  trying to accomplish?
• Before the Meeting
• Hit your desired attendance numbers
• During the Meeting
• Gain agreement on problem/solution
• Answer all objections
• After the Meeting
• Gain one-on-one meetings to close loans
• Add all attendees to referral network

7
Preparation of the Site

• Find a professional-looking space in
• Your own offices
• Title company conference rooms
• Local country clubs or other local venues
• Restaurant meeting rooms
• Match the space to your audience
• Well-heeded or well-connected people may expect
  more glitz
• Location
• Refreshments

8
Preparation of the Site

• Serve refreshments. Match them to
• Time of day
• Audience
• Location

9
Preparation of the Site

• The location should have
• Convenience (easy to find and get to)
• Plenty of parking
• Ask about other events happening at the same time
  at that location
• Internet connection (or rely on wireless)
• Projector and screen (or blank wall)
• White or light-colored

10
Commit to a Schedule

• Get some dates on the calendar
• Example Every Tuesday night at 630pm
• Target 5 20 people to start
• Plan on 1 hour ( questions)
• Leverage the schedule
• Woo partners with the chance to participate
• Call good prospects continually until they come
  or tell you no thanks definitively

11
Work Together

• Filling a room is easier when agents combine
  forces.
• Each agent commits to bringing 2-5 people to each
  session.
• Agents share the presenting responsibilities
• Get 50 or more people (guaranteed) and CMG will
  provide the presenter (AE or other)
• Makes running a series of meetings easier

12
Expect Attrition!

• Set your target audience at a high level.
• Mail to your client base will motivate 1-5 of
  them to call you if your benefit is intriguing.
• Strong call campaigns can bump that to 10.
• Prospect mailing responses will not top 0.5
  without companion call campaigns.

13
Expect Attrition!

• On average, half of your RSVPs will not show, so
  work to have twice as many RSVPs as your
  attendance goal.
• Example
• Target Audience 5000
• Responses 250 (5)
• RSVPs 65 (25 of Responses)
• Attendees 33 (50 of RSVPs)

14
Plan a Six-Week Program

• Ad and mailer development and printing can take
  two weeks.
• Mailers can take a week or more to arrive if
  mailed bulk.
• A six-week schedule allows for two waves of
  postcards.
• Schedule yourself for regular weekly telephone
  sessions.
• Develop formal scripts for your calls.
• Scripts also provide effective in-person
  cold-calls at social and professional events.
• Follow-up religiously with your RSVPs and
  Tentatives.

15
Prepare for the Meeting

• You have all the tools you need
• 10-step Presentation Outline
• 5-Minute Video
• Simulator
• 45-Minute Client Presentation
• Flyers, Brochures, Marketing Materials
• www.cmghome.com/broker

16
Room Set-Up

• Room size number of chairs
• Set the room for fewer chairs than needed, with
  spares ready to go
• Sign-in cards with a spot for referrals
• Capture as much information as possible.
• Have a prize drawing for completed cards.
• Equipment in order
• Power
• Speakers
• Projector

17
Presentation Structure

• Problem setup retirement challenge
• Bigger mortgages, high prices
• Appreciation might not continue
• Retire mortgage-free?
• Solution make your money work harder
• Piles holes
• 3 benefits
• How it works (5-minute movie)
• Loan structure (credit line diagram, how access
  funds)
• Proof calculator demo

18
Presentation Structure

• Three Options
• Use 45-minute recorded presentation. Pause for
  commentary and to check understanding
• Use powerpoint Client Presentation with your own
  narrative
• Construct your own presentation around the
  5-minute movie and the simulator
• Use Problem/Solution/Proof approach

19
Starting the Presentation

• Before you jump into the presentation, warm up
  the audience with a little introduction
• Introduce yourself and your co-presenters (if
  any)
• Always thank people for coming
• Emphasize that the time spent together is an
  investment, which could reap significant rewards
  if the Accelerator proves the right loan for
  them.
• If you are comfortable doing so, break the ice a
  bit
• Have audience members introduce themselves to
  those around them.
• Ask some demographic questions to size up the
  audience.
• How many baby boomers? Generation Xers?
• Who currently have HELOCs on their houses?
• Anything else you may want to know about them.

20
Starting the Presentation

• Give a quick overview of the agenda
• Tell them what you are going to tell them
• Why this loan? Why today?
• Pensions going away
• Home appreciation trailing off
• Social Security under threat
• How are people going to accomplish a comfortable
  retirement?
• One way is to do a better job of paying down your
  home loan.
• The Accelerator provides an excellent solution to
  that challenge.
• Proceed into the main part of the presentation.

21
Giving the Presentation

• Basic Presentation Tips
• Your mind moves ten times the speed of your
  mouth.
• Dont go too fast! Take your time.
• Stick to your outline.
• Remember to breath.
• Full lungs keep your sound level and energy up.
• Breathing gives you time to think about your next
  statement.
• Silence is fine!
• Take a few moments to gather your thoughts.

22
Giving the Presentation

• More tips
• Be Excited! You are offering them a true value.
• Stimulate your audience, involve them with
  questions
• Answer questions at the end or at planned
  intervals K.I.S.S.
• Be efficient you dont need to tell them
  everything you know. Leave some insights for the
  one-on-ones.
• Finish talking before they want you to.
• Keep to your advertised time
• Detail the next step (meeting, application)
• Have a strong, firm close.

23
Maintain Momentum

• Final Step Get to the close
• Get agreement that the program has real value for
  them.
• Dig out all objections
• End on time!
• Lay out next steps
• Seek One-on-One Meetings
• Follow-up within 48 hours
• Ask for referrals (ongoing activity!)

24
Follow-Up!

• Make those calls within 48 hours.
• Keep on the attendees and the RSVPs who did not
  show until a next step is set
• One-on-one session scheduled
• Agreement that the loan wont work for them right
  now and will check back in six months.

25
Follow-Up!

• Ask for referrals.
• Do you know anyone else who could benefit from
  the power of this new loan? Someone with good
  cash flow who might benefit from maximizing the
  return on their money? I would love to present
  this opportunity to them.

26
The Bottom Line

• Meetings with groups of clients benefits you
• Allows people to relax
• Gets a positive buzz going
• Successful meetings take planning and commitment
• Give yourself time to fill the room
• Practice a lot before hand
• Share the task with others
• Use the materials we provide

27
The Bottom Line

• Relax and enjoy the company you have gathered.
• Keep the long view.
• Impress them now, gain business over time
• From them
• From their referrals.
• Stay focused on the goal.

28
Thank you!