Why Your Prospects Are Unsure About You

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Weighing up the potential pros and cons of a momentous decision like switching to a new advisor is a complex ordeal for the person sitting in front of you.

But why is it so hard for them to make that decision?

Do or don’t do – proceed or don’t proceed... A decision to act is a simple binary choice that can be made in a split second.

So why is it such an ordeal for your prospect to make that simple choice about you? You’ve earned your designations, years of experience, solid book of business… How much more “proof” do they need?

What’s changed dramatically in the last few years in the advisor market is what I refer to as the increasing “wall of indecision.”

What may surprise you is that your ability to break through that wall starts with recognizing certain thought patterns you’ve been conditioned to use since the beginning of your career. You’ve probably heard the old adage: “What got you here won’t get you there.” That’s very relevant to what I’m about to share with you. Advisors know there’s a plethora of other advisors for their prospects to choose from.

And most likely, you’re one of the many advisors on their shopping list.

People shop for an advisor just like they do for any other purchase.

The advisory profession has been commoditized.

To combat this, advisors try to prove their credibility through education and information – believing that their solution or company brand will differentiate them.

It won’t, and that’s probably a truth you’ve been quietly aware of in recent years.

Front-loading the sales process with free consulting and added “value” only fuels the commoditization fire.

Think about it...