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When you are trying to build trust with a new prospect, one of the worst things you can do is sell your “value proposition” – an extinct notion that no longer applies in today’s highly competitive market.
Here’s the reason why: Your value proposition is all about you, not them.
It's about what you believe in, your values and your goals.
Reality check: Your prospects don’t care about you, and they aren’t selecting you based on what you believe.
They’re selecting you based on your ability to understand them and their deepest issues (that’s what trust-building is).
Attempting to impress, prove and sell you and your firm makes the assumption that your prospect will see you as completely different than any other advisor they’ve previously met.
That’s a dangerous assumption. You cannot differentiate yourself that way. The other 400,000 or so advisors in our profession are doing the same thing.
Human nature is to designed to create an emotional connection to someone when they say to themselves: “They get me, they understand me, and more importantly they care about me.” Notice the emphasis on “me” and not you.
It sounds completely counterintuitive to the traditional know-like-and-trust sales model that many advisors grew up on.
That old model was based on your prospects needing to get to know you, then like you, then supposedly, they’ll choose you.
The “you era” is over.
Your prospects aren’t looking for a new friend. Deep down, they don’t want to get to know you – especially pre-sale.
In fact, they don’t even have to like you to trust and work with you.
How many of your doctors do you trust, but don’t have any interest in getting to know them at a “friend” level?
The old selling models, based on you-to-them, are dying. Here’s why:
- They’re solution-based rather than problem-centric, forcing you to having to prove your value.
- They attempt to create sales momentum, which undermines trust.
- They’re formulaic and easily recognizable, commoditizing you as an advisor and undermining your authority.
This shift from you to 100% them requires an open mind and a willingness to challenge your mindset and sales thinking.
Learn how to build trust by shifting the conversation away from you, by ordering your complimentary book and consultation below.
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trusted Authority” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Australian Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.