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The Appian Way
by David Blanke
Ed. Note. Many who have been introduced to the world of factoring as a broker consultant feel they need more in depth training to attain success as a broker. Appian Capital Funding provides precisely that training for those wanting a more complete, well-rounded picture of the industry, how it works, and how to succeed. David Blanke tells about Appian’s Affiliate Program, which provides that training.
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When I hear the numbers, I can’t help but smile. Factoring: $85 billion. Asset-based Lending: $329 billion. Equipment Leasing:
$208 billion. These are the 2003 figures for the commercial finance industry. It makes me extremely happy reading those numbers because it is within that same industry that my company operates as a factor and
broker. Obviously, by capturing just an infinitesimal portion of those totals, a commercial finance company has tremendous potential for being very profitable.
Then why do so many brokers fail? Well, I suppose there are many reasons, but I would propose that they all — in one form or
another — lead back to three sources: lack of knowledge, experience, and determination. With the proper structure and guidance, a broker can address each one of these needs and build an impressive portfolio of
clients.
Appian Capital Funding, a company of which I am part owner, has a program specifically tailored to individuals who want to own
and operate their own successful commercial finance brokering company. Our program, the Appian Affiliate Program, differs from many of the others because rather than providing a brief overview of all the business
financing options in the industry, we have decided to concentrate on the areas with the greatest potential and provide a truly in-depth look at them. The areas we target are factoring, asset-based lending, purchase
order financing, and equipment leasing. Appian is interested in training only honest brokers who are very serious about the business. It is an exciting and rewarding industry to work in; however, without integrity
and commitment, a broker will fail.
If you are a broker just starting out or interested in becoming a broker, operating in the industry is both an appealing and
daunting prospect. How to cultivate leads and convert them into clients will consume a majority of your time. A slick logo and broker certificate will not get you squat. You’ve got to get out in the field and roll
your sleeves up. In other words, you must have a well-orchestrated marketing plan and execute it properly. Are you taking advantage of the marketing tools available to you? Are you presenting your company as
reputable and reliable? The consummate broker must be relentless in his quest for new business, and have a plan for finding it. If a broker does not hunger for new leads, he will undoubtedly starve. Building up deal
flow is the name of the game.
Appian opposes the ‘sink or swim’ mentality inherent in most training programs. We arm brokers with all the knowledge they
need to be successful, then stand behind them to reinforce the learning process. Consequently, the Appian Affiliate Program has two foundational pillars: training and support. Our training seminar is three days long
and is held once a month on a Saturday, Sunday, and Monday at our offices in Englewood Cliffs, New Jersey. It focuses on how to market your business and how to become fluent in the language of factoring, purchase
order financing, asset-based lending, and equipment leasing.
The marketing aspect of the training is comprehensive in nature. A broker will learn what types of companies need to be
targeted and what it means to develop a marketing strategy. Affiliates will learn how to conceptualize and develop an effective company identity and utilize stationery, mailings, newspaper ads, the internet,
networking, and other tools to unearth solid leads.
Next, an Affiliate is shown what to do with a lead once one is obtained. Can it get funded? Who will fund it? Identifying a
bad lead and discarding it is just as important as identifying a good lead and running with it. After an Affiliate leaves our seminar, he will surely be able to identify both.
Following the marketing segment of the seminar, the Affiliate learns directly from various funding sources the ins and outs of
factoring, asset-based lending, purchase order financing, and equipment leasing. An Affiliate who has gone through our training knows exactly how each type of facility works and what types of companies can use them.
Real deals are used as case studies and affiliates are asked to engage in mock scenarios that occur in the normal course of business. Finally, Affiliates will be given basic financial analysis training, so that they
are able to have sufficient aptitude in reading financial statements and understanding finance and accounting terms related to the industry.
When our affiliates leave training, they are very well-equipped to become a successful broker. But if the program was just
that, an Affiliate would be doomed from the beginning. Being an Appian Affiliate also means having the support to help you face problems for which you might not have the best solution. Our support lasts for the
lifetime of your business. The cost of becoming an Appian Affiliate is $4,750.
The business is out there. The numbers do not lie. A broker who builds his knowledge of the industry while maintaining
professionalism and integrity will succeed.
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David Blanke can reached at 201-894-0290, x12 or david.blanke@appiancap.com. To learn more, visit the Appian Capital
Funding web site at www.appiancap.com.
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