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Recently, a client introduced me to an advisory firm that was looking for a refreshed website and marketing services. The client arranged the call with the prospect and started by introducing me, my firm and the services we provided to him. He then said, “With that out of the way, I’ll turn it over to Dan who can do his presentation.”
Here was my response: “Please tell me what you’re looking for.”
The balance of the call consisted of me asking follow-up questions to clarify their requirements.
When all my questions were answered, I asked this question: “How would you like to proceed?”
They said they’d like a proposal. I then said: “I have two forms of proposals. One is a long form that explains in detail what we do. The other is a short form, done using Quickbooks Online. It just lists the services we provide and our fee. Which would you prefer?”
They wanted the short form. I provided it within an hour of ending the call. They signed it the same day.
Here are the lessons learned from this story.
Always go second
The temptation to “present” is irresistible, especially when you’re invited to do so. Who doesn’t want to talk about themselves, the services they provide and why they are the right fit for the prospect?
Don’t do it.
You may think you know what’s of interest to your prospect, but you are probably wrong. A recently widowed woman may have more sophisticated needs than a C-suite executive.
Don’t talk about your qualifications and issues that are of no interest to your prospect.
In fact, you don’t want to be talking at all. Remember this mantra: “If you’re talking, you’re losing.”
Switch your orientation from talking to listening and from conveying information to clarifying what’s been said to you.
Abandon your agenda
The Solin Process℠ works. It’s been proven hundreds of times by advisors who’ve implemented it. It’s as potent in Sydney as it is in Seattle.
But you have to trust it.
Marketing Services For Evidence-Based Advisors...and a New Book!
We offer consulting services on how to convert more prospects into clients through Solin Consulting, a division of Solin Strategic, LLC.
We offer a full range of digital marketing services exclusively to evidence-based advisors through Evidence Based Advisor Marketing, LLC. You can see examples of our work here.
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Ask
How to Relate to Anyone
Is now available in all formats. For more information, click here.
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What does that trust entail?
It involves waiting for prospects to ask questions about issues on their mind, rather than assuming you need to lecture them about your services and expertise.
Potential issues of concern to prospects are many, ranging from what happens to their money if you die or are disabled to the potential for embezzlement. Often, what’s of concern to your prospect is not on your radar to address, like this question I got from a prospect with significant assets: “Do you have suggestions for how I break the news to my broker, who has become a good friend, that I’m moving my account?”
Ask for clarification of issues, and keep asking until it’s crystal clear.
Do you ask what kind of proposal your prospect prefers? After we won the business, the client told us that question had real impact. He said: “It was clear that working with you was going to be a collaborative, collegial undertaking, which is exactly what we were looking for.”
I’ve never met an advisor who even asked clients what they want to see in their reports, how often they want to receive them and what format they should be in. Instead, advisors spit out whatever reports are generated by their software and assume that’s fine with their clients.
It often isn’t.
Relationships are transformed when you abandon your agenda and focus on the person in front of you.
Dan trains executives and employees in the lessons based on the research of his latest book, Ask: How to Relate to Anyone. His online video course, Ask: Increase Your Sales. Deepen Your Relationships, is in production.
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.