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Advisors approach the sale as though their prospect’s decision to hire them is rooted in logic.
They assume if they can show a net positive benefit that’s greater than what their prospect is getting, that alone will make them the obvious choice.
But it’s not that simple.
If your prospect’s decision to select you as their advisor was purely logical, every prospect you meet would say “yes.”
There’s more than logic required – most importantly, your prospect needs to trust you first.
To build the level of trust required for your prospect to select you as their advisor, especially when they’re meeting with other advisors, you must override your logic-based mindset.
Your work as a financial expert is rooted in logic, but your prospect’s decision to hire you is not.
A purely logic-based approach will not satisfy their process of deciding to become your client.
Here’s what your prospect is thinking when you attempt to sell using logic...
This advisor sounds credible and compelling. They seem to know their stuff. But I’m not a financial expert. How can I trust that this person isn’t just trying to impress me with their knowledge, knowing that I’m not qualified to judge them? I think I’ll not make a decision today.
When you consider the logistical complexity involved with transferring assets and how people are fearful of change in general, it’s unlikely that your prospect will want to make a significant change so easily.
Building trust is not a mechanical logic-based process.
It’s a perception-based process measured by the empathy and assurance you convey through how you sell, not what you sell.
Presenting the benefits of your solution (logic-based) is abstract and detached from emotion.
Understanding your prospect’s problem and articulating it back to them, so they gain new clarity and insights, is the beginning of a trust-based approach that grounds you at a human level.
You’re building the impression that you’re more than just knowledgeable... you’re deeply interested in them and their situation, because you care.
Your sales approach must be oriented to diagnosing your prospect’s problem or situation, rather than moving into “next steps.”
Logic is appropriate after you’ve made the sale.
But to make the sale, you need to know how to build deep trust first, a new skill set many advisors have yet to master.
To learn more about deep trust building from the heart – instead of the head – 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.
