Ep. 254 Kristi Nowrouzi

Scripting to 10X Your Sales – INTERVIEW with sales expert and mortgage broker Kristi Nowrouzi who shares how she went from 0 contacts in a new market to a thriving business that increased her income 10X.

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Get ready for an unfair advantage over your competition. This is The Sales Edge podcast. Where globally recognized sales expert and trainer Joe Pici helps you sharpen your skills for booking more appointments and closing more deals. And now here’s your host Joe Pici.

(JP):

Welcome to the sales edge podcasts. How would you like to learn by making the transition from employee to entrepreneur? How you could grow your income? 10x. And times today we brought in an expert at had a 10x. Sure, your lifestyle, your income through entrepreneurship. But before we move on to Kristi, we’re going to first. Thank our sponsors Pici and Pici inc.which is a speaking coaching training consulting company specializing in. Helping our clients recapture, lost Revenue, get that Competitive Edge, get in front of your target market and sell more virtually.com. That’s a membership platform out there live. Thursday night doing your group coaching training, e-courses, downloads one week from now. We’ll be launching to sell the sales Mastery Program on demand 14, courses, 53 modules on time when you want it virtually, so, we’re excited about that. Consider joining from here. I just want to tell you. This is podcast. 254 hard to believe, isn’t it? I mean, we’ve been doing this a while. We’re excited. And today, we have a special guest Kristi Nowrouzi, Kristi, welcome.

Kristi Nowrouzi (KN):

Thank you so much. So I’m excited to be here.

(JP):

I’m going to read a short bio. But I’m gonna, we’re going to be digging much more into you as we go. But Kristi has been in the mortgage industry for 10 years. She started as a mortgage broker then real estate crashed. So if you moved in negotiating, short sales worked as a realtor. Now back into the loan origination. She’s a hundred percent commission based. We involved in several networking groups, volunteers for nonprofit and passionate about serving her client. But like I said in the beginning, what makes her special is there is a point in time. She pivoted from employee to entrepreneur and went 10x and her income. So Kristi, tell me this, tell me what you do, how you do it. And what’s unique about you.

(KN):

Thanks Joe. So I’m a mortgage loan officer. Nobody. Stick it into debt, right? But if you don’t have hundreds of thousands of dollars sitting around for a purchase of a home, you would speak to somebody like me. So I used to work at a bank, what, you know, going from employee to entrepreneur. And I really saw that there was this need for doing things my way. Not necessarily the bank’s way. So I hope people obtain financing. It’s a little bit of a fight sometimes with the underwriter and the guidelines and And communication. This is the largest purchase of one’s life life to date and you can’t just, you know, hope for the best and I’ll see you or hear from you in 30 days. So, there’s a tremendous amount of communication with a lot of different parties that have their hands in the transaction. So I help people purchase or refinance homes, my heart and passion is for serving first time home buyers because it is a very big scary deal.

And quite honestly, I’ve structured my business where I a lot and allow that time to really teach and nurture and communicate with my clients that way. Where if somebody has a ton of business closing. It’s more like a machine just pushing the stuff out and I didn’t, I have my business, you know, processed and systemize. But from a very personal approach.

(JP):

Now, we’ve had some conversation. I’ve known you for years. You’re a client, you’re a friend and but I’m going to jump around a little bit here. Might throw you a curve, but there’s a mutual topic that you and I share its scripting and I wrote down three things here and I’d like you to go into depth because of the power of scripting. It’s why to follow a script how not to sound scripted and how scripting has changed your business life.

(KN):

So going to your training actually really changed my life. I was fairly new to where I live now and didn’t know anybody. So although I was a mortgage loan officer in the past. And I mean, I’m going back years ago because I had that for years where I was negotiating short sales. I didn’t have any personal relationships here to count on and I didn’t have any business relationships to count on. So Going to your course. Really helped me too. 210x because let’s face it. We’ve got to start business somehow, and you helped me to get out of my fear of cold calling. And then once I do, get somebody on the phone, how do I convert? How do I sell? So my business is structured where it’s a little bit of B2B and a little bit of B to C. So I have two different types of scripting, but I can’t get a realtor to refer to me and introduced me to their clients and less. I have one. Over their trust. And so I have to have something to do so because there’s a ton of objections. If you are a an experienced realtor, you have relationships with your current loan Partners, so people that you trust. So I’ve got to find a weak spot. I’ve got to find a place that I can fill that, maybe their current relationships don’t have and I’ve got to be able to overcome objections and like anything in life. If you do it, off your toes.

You’re probably not going to look like a ballerina of, right so that that scripting that memorization that helps me a to not feel like I’m falling over my words and B. It helps give me the confidence and I need to project in that conversation for them to continue speaking with me. If you ever gotten a cold call from somebody, while you’re probably the wrong person to ask. I received a cold call from somebody that I could tell like they’re brand new at it. I just need to have your A phone number on my fingertips here so I could say hey copied impeaching the help you but there they were falling over their words II threw out an objection. They go. Okay. Well, thank you and they get off the phone. I’m like, yeah that was just it was actually kind of painful I felt bad for them. So I want to be able to dance a little bit and have some Candor in the conversation and that is where I follow scripts. So that’s why I follow a scripting. So how did not sound scripted?

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Enough influx in my voice that it doesn’t sound like I’m reading. I like to have bullet points as opposed to just trying to memorize something word-by-word. My mind just doesn’t work that way. So having the bullet point and then allowing myself the freedom to go a little off script for that particular conversation, because every person, every circumstance is so different. So when I’m getting ready in the morning and I’m putting on my war paint, I mean my makeup I am reading A script and I will bullet point it and then I say it out loud. I look at my face. What a my eyebrows doing. What a mile it’s doing. What are my Expressions? How do I look? Do I look goofy? How do I sound? So if I’m on the phone, I may not have the same kind of conversion as I would, if I were face-to-face to somebody. So, how do I sound confident? How do I project that? I I know what I’m doing that. I’m the authority in this space and that I can help you close more deals.

And earn more money if you gave me an opportunity to fill, you know, fill in the blank. So the only way to do that is to know your words and so I do that when I’m driving to an appointment. I’m reciting it out loud. I’ve gone to the point. You actually taught me this. I’ve recorded it on my phone before and looked at myself and it’s thought most difficult thing to sit there and look at yourself because a, you’re going to critique yourself harder than Buddy else. But be are you somebody you would want to listen to the answer is no, you need to go back to step one and start all over. But so that’s that’s how to not sound scripted is to have it memorized. And then to answer your last point about where you brought up, how scripting can change your business. It is changed my life when I knew nobody and I’m relaunching a business now in Hometown, I have to, I have one choice, I have one choice and that is I’m going to win this person over. So how do I come in with that kind of confidence? So if I don’t have answers ready on all different types of objections, I am dead in the water. If it sounds like I’m unprepared, they’re not going to give me any opportunity to get to my next thought or to Pivot into something that can help close. Those that conversation and learn that coffee date, or right to call them again. So scripting actually gives me that level of confidence where it shows up in my voice. You can see it in my face and it doesn’t sound scripted because it’s memorized. So I’ve got scripting for calling on new referral partners, and I’ve got scripting for when the referral partner send somebody to me so that I know how to Connect with that personality type and what their needs are. So if somebody comes to me and there are well-established business person, maybe they own a couple of businesses. I’m going to have a very direct conversation with them, as opposed to maybe somebody young, maybe right out of school. Who just has never talked about money or credit and they have no idea what they’re talking about. I mean, approach them in a very different way. So I’ve got have scripting for all different types of personalities and scenarios.

(JP):

You know, I started actually scripting in 1992 when I made 55 calls one night and got 55 no’s or Hang-Ups. So I realized there was two problems. I didn’t know what I was saying and I was talking to the wrong people. Okay, I realized the importance of messaging and scripting way back then and I started working on, it was really cumbersome. Then all of a sudden we as you experienced our You proposition our scripting and so many times. Should I sit down with a company in the CEO or the VP of sales? Are people really don’t believe in scripting. I just start laughing because the finest actors in the world are Italian, you know, Pacino and all of them and they’re all scripted. But if that as you said, it doesn’t sound scripted. So let’s move forward into this thing because the second question, I want to pop it. You you You and I talked about the power of quality. Presentations. I’d like you to go into depth about maybe how you create your presentation, your methodology, the importance of it.

(KN):

Sure. So I’ll use the example of presenting to potential referral sources. So for me family law attorneys because real estate happens in and transitional times, right? So somebody’s going through a divorce Realtors are obviously my number one referral source, and so I want to present information that brings value. You so sometimes finding out what they need is most important. I just provided a presentation to a real estate office. Just three days ago and I get a tally of who’s going to be in the room and what could help shape develop or improve their business. And I would go into those three things, again, powerful shape, develop or improve their business. So what do they need of me? So I can go in and I could talk about a loan program.

Right, or we could talk about how in today’s market. There are very few homes in a whole lot of buyers and maybe your buyers are experiencing a lackluster level of excitement for what is on the market. Perhaps we can talk about how the power of a renovation loan and just knowing some of its intricacies could help change your business. So if you walked into an older home with you know, kitchen from 1985, you could show visually to your buyers. If you got a renovation loan, you could have the funds to not only purchase the house but also to change out this flooring to redo the kitchen to put on a new roof, all those things. So if you could help Envision that now you might be writing an offer on this property instead of spending the next three weekends showing that person home. So you can now go and serve your Client. So so if somebody says, I need an example of, I need some ideas on how to create more inventory. Well, I can’t create more inventory, but I could create some options in the inventory that we have. So I invite you. If you’re, if you’re preparing for a presentation, don’t just take that superficial level of, I mean more business. What does that mean to them? See? If you can get a little bit deeper on that definition of what more business to them means, you know, I I’ve pulled a room before where I said, there’s 30 people here think of five words that define success for you. And then we’ll go around the room. And if it’s already been said, don’t say that word again, go down your list until another word to find success for you. We could have 30 different words that define success. So, got to find that that meet somebody’s after for the presentation and then the method in which we deliver, so, I’ve gone to some presentations.

Right is Death by PowerPoint? I’ve gone to some presentations where somebody’s just so monotone or droning on and if we can’t get to a point succinctly deeply that resonates and contains your business that you have a take away and then get on to the next Point, you’re losing me. The other thing too, is if you ask for one hour, in a presentation, be ready, be early be prepared. And if you go over that, 60-second Or that 60 minutes. I’m telling you psychologically you got permission from them for one hour. I give my brain permission to cut off the information you’re presenting after 60 minutes because that is what you told me. So we’ve got to be, we’ve got to deliver on our word when when we say that this is what we’re going to do. I love giving presentations because it’s an opportunity for my personality to shine. There’s only one me. There’s only one you but it’s a be able to go in and

Be captivating, I think is, is my personal goal. I want to find out what’s important to you resignate build rapport with you. So, you taught me that Rapport building from the very, very start. And I think the number one step to making that happen is finding out with somebody, truly wants from you, and and then deliver have fun with your presentation, but always make sure that there is a value in it. So, I’m currently writing a book. My editor reminded me when I send her the book to go through it and every single part of it, you have to tell them what you are going to say. Exactly. Tell me what you’re saying only and then he remind them of what you’ve just said. Yeah, so if your presentation is broken into say three sections, make sure you tell them you do it and then you remind them of what you just said in each section. And then maybe have a big takeaway at the end. And remember what

(JP):

What’s the name of your book going to be?

(KN):

Well? Great question because I’m still working on that and then I’ve changed it a number of times but it is going to be for first-time homebuyers. So I’m playing with, where do I start? And how to win? Because when somebody comes to me, they really truly know if they haven’t been through this process before. They don’t know where to start. Was important. What we’re looking at what’s needed to get there? And then once you do start the process whole. Now, what, how do I win my negotiations? How do I work in partnership with all those people? How do I negotiate the best terms and save myself? Thousands of dollars. How do I become a really successful homeowner? So that’s a whole lot to try to say in one sentence or one title. So I’m working on it. If you’ve got any ideas. I would take it with me, my friend.

(JP):

I have some ideas and we will do that. But before we wind this down, please Tell our audience, who my best, want to connect with you right now and how to connect with you.

(KN):

I would love to connect with fun having business driving Realtors, because that, that is who I love to do business with. I’m, in the State of Florida and I can serve those home buyers in the State of Florida. I’m always looking for great Partners to partner with some He’s looking to purchase a home or refinance, a home. Obviously. You are my client. And what’s so much fun is. I’ve been teaching a little bit about some of the things that I’ve learned over the last, especially five years. I’ve been just really inundating myself with as much information as I can, to be the best version of myself that I can, because that’s the only way I can serve the world. Well, and so, I’m actually hearing from some brand new loan officers saying, hey, I’ve heard that you started from nothing and now you’ve got I’m happy to be a mentor to somebody who might be new in this business. And I know that our parents probably didn’t know a whole lot about money and credit and how to make it in this crazy world of ours. And I know schools don’t teach it. So I’ve created a podcast, it’s all about credits and understanding of the intricacies of it. These agencies have created a game and you have to know the rules of that game and In order to be successful, so I have not quite as many as you. I have 50 something episode so far and Counting so that’s been a lot of fun to put that out there. It’s really kind of my Ministry and my my heart is to teach because it can cost somebody tens of thousands of dollars more than necessary if you have lousy credit. So I’ve got a couple of YouTube channels. I’ve got the podcast and I’d love to connect with people on social media that way.

(JP):

Perfect. We’re going to wrap this up and hey folks. If this is a value to you like it, share it, make a great comment. We thank Kristi. See what we’re going to be doing. Christie now is for you members of smv. We’re going to be moving her over for interview. Number two, number three, and number four, and we invite you to become part of some were virtually.com, but take out your phone and type in the text box sales edge. Make sure it’s one word. Send it to five, five, six, seven, eight. That’s going to take. You to a Pici and Pici link. It’s going to take you to a splash page. There’s ecourse has, there’s download e-books. There’s links to this podcast, but we’re featuring right now, a link to sell more virtually.com right around there and consider being a member. And also look for that ecourse. That’s getting ready to launch it about five days, Christy. We’re going to be moving you over and thanks a lot. Thank you

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Thanks for listening. New episodes will air each Tuesday and Thursday. So make sure to subscribe wherever you listen to podcasts and give us a five star review. The Sales Edge is sponsored by Pici and Pici Incorporated. A firm which provides training, consulting, and keynote presentations. Empowering corporations and individuals to attract and retain quality clients, for higher revenues and growth. Make more money in sales, speak with Joe in person by calling 407 947 2590 or visit www.piciandpici.com