An Insight into the Mind of Your Prospects

Photo by Jose Antonio Gallego Vázquez on Unsplash

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

Click here to watch a video and learn more about Evidence Based Advisor Marketing.

Don’t you wish you could peer into the mind of your prospects and see what they’re thinking? Actually, you can. There are hundreds of peer-reviewed articles in psychology and neuroscience journals that shed light on how what we say impacts others.

Here’s a distillation: The more you talk, the more pain you inflict. The more your prospect speaks, the better they feel about themselves and about you.

A fundamental misunderstanding

When prospects meet with you, you may believe they’re interested in your advice about investing and financial planning. Often that’s true, but they are almost always looking for something quite different — an emotional connection.

This is where things go awry. You are trained to “present” and demonstrate your expertise. This approach is unlikely to create even modest engagement, much less an emotional connection. Here’s what will: listening, eliciting information and showing a genuine interest in the prospect.

Heed this wisdom from the French philosopher Simone Weil, “Attention is the rarest and purest form of generosity.”