Stop Selling with Logic

ari galperAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

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.