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It’s been said that word of mouth is the best form of marketing.
If person “A” trusts you, and person “B” knows and likes person “A,” then there’s a good chance that when person “B” is referred to you, they will do business with you.
That makes a good deal of sense.
But what happens if your only growth strategy is to cut out the middleman, where every prospect is a person “B” and there is no person “A” to refer them to you?
For years, advisors have thrived on referral business through relationships with influential third parties.
But referrals are random. You can’t trigger them at will, and your source of referrals can easily change their mind and refer to other advisors. In addition, you’re now dealing with the exponential threat of increased sales resistance from a shrinking pool of opportunities, as the profession has become commoditized.
But has relying on referrals ever been a sustainable way to grow a business?
Referrals may have gotten you here, but they won’t take you where you need to go. Being fed is nice and comfortable while it lasts, but real growth and development only happens after you’re able to feed yourself.
Your long-term survival as an advisor depends on your ability to enter completely new “ponds” containing your ideal clients, where your name and reputation are yet unknown, but you can easily “fish” them with the right gear and bait.
You might be wondering if this is even possible.
Not only is it possible, but it’s also fundamental to your long-term survival and success.
Making the sale in this situation will require you to create trust directly with a prospect who wasn’t referred to you, and who will be resistant to any attempt to sell them.
Since educating and providing solution-based information are now known forms of selling, it’ll be over at “hello” if you take the typical advisory sales approach.
To be able to create trust directly and immediately with a prospect, you’ll need to switch to a new way of thinking and a contrarian approach to selling altogether.
Once you’ve made the switch, you’ll never need to rely on anyone or anything else for your survival.
You’ll have the ability to generate new clients at will.
To learn more about making this vital switch and acquiring this essential survival skill, order 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, “Trust In A Split Second” 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 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.
