Originators in the commercial equipment finance and leasing industry are successful because they offer cash flow savings to their customers. Top originators take the time to understand their client's specific needs and wants as they relate to specific cash flow requirements. Too often, average originators just quote and pray without knowing the specifics of a transaction, why a client is buying specific equipment, or what is required to win the transaction.

In the coming months, competition is going to intensify for the highest quality assets. Order taking and throwing out commodity pricing will not be enough to win your fair share of business. Originators will outperform their competition by offering expertise and non-commoditized products which align with their customer's cash flow requirements. Originators will need to ask the tough questions up front and quickly tailor their products to meet the specific needs of each client. These are times which will reward originators who know the most about credit requirements, pricing and structure, and their competition's strengths and weaknesses. Top originators can navigate change and enhance their outcomes by being advisors and sales professionals rather than order takers and processors.

I recently completed a profile of two originators working for the same company. Both have had exceptional production numbers for the last several years. However, one of the originator's production numbers have leveled off in the last six months, while the other originator's production has surged ahead. Both originators' activity and applications are similar, but the lead originator is winning more and higher quality transactions. The lead originator is digging deeper into every potential transaction. He knows who and what he is competing against on most transactions; and is suggesting different structures, when appropriate, to win a transaction. The lead originator is no longer taking a "one price fits all" approach or blindly quoting transactions without knowing the client's specific needs. His proactive professionalism and personal capabilities are winning him relationships with end-users and vendors who appreciate his expertise and industry knowledge.

Survive - Thrive - Lead

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