My Shocking Failure To Follow My Own Advice

by Dan Solin, 6/14/21

Photo by the blowup on Unsplash

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At a recent webinar in which I was a co-presenter, a member of the audience asked this question: How difficult is it to implement The Solin Process℠?

You might think it’s a pretty simple concept. But it can be challenging.

How difficult is it?

All you have to do is switch your emphasis from conveying information to eliciting it.

When you implement The Solin Process℠, you stop educating the prospect. You don’t discuss your expertise or the history of your firm.

You don’t screen prospects. You don’t ask the prospect to send you information prior to the initial meeting.

You don’t prepare an agenda.

You make no effort to explain your value or your fees.

You don’t try to “spin” the conversation towards subjects you want to discuss.

At the initial meeting, you make no statements that don’t end in a question mark, unless a question is asked. Then, you respond directly and succinctly. Your questions are thoughtful, sensitive and open-ended, intended to get to know the prospect as a person, rather than making an effort to capture his or her assets.

The goal of your questions is to empower the prospect to talk about who they are as a person and what they want to do. If they want to address other subjects, you take their lead.

You make no effort to “close” the sale. The initial meeting ends with you asking: “How would you like to proceed?” You then follow whatever direction the prospect wants to take.