The Triangle for Success: Differentiation

February 2005

In my past two articles for Scotsman Guide, we covered the first two stages in the Triangle for Success—value and relationship. We established that value is created through monetary benefits, not through price, products or programs.

Furthermore, we established that relationship is created by spending meaningful time with your borrowers to determine their true financial goals. This approach ultimately leads to the trust and loyalty necessary to close a high volume of units.

However, you can create outstanding value and meaningful relationships with your borrowers and still lose the sale if you do not complete the third and final component in the triangle—differentiation.

This is undoubtedly the most important component of the three. Why? Because value gets you more applications and relationships get you more sales. Unfortunately, neither of these earns you commissions. Differentiation, on the other hand, leads to more funding.