Real Doctors Don’t “Do Coffee”
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Sales gurus have taught for decades that people buy from only those they know and like.
That led many advisors to think they need to socialize first and do business second, resulting in extended sales cycles and awkwardly chasing their prospects with “just checking in” or “how are things going?” emails, texts and phone calls.
They spend time and effort building what they think is a relationship, only to get “we’ll get back to you if we’re interested.”
Think back to the last time you saw your doctor.
Did he or she attempt to build a relationship with you, or even suggest getting together for a cup of coffee?
Certainly not. Yet without a formal relationship with your doctor, you follow their advice and pay their fee without hesitation.
Your prospects don’t need to like you to trust you.
Because unlike the trust that occurs in a social context, trust in a business context depends on whether your prospects see you as an authority.
A doctor portrays authority through a specific consultation process and their bedside manner.
They focus on diagnosing your problem, which demonstrates they have no other agenda except to help you.
There’s rarely drawn-out chit-chat or superficial rapport-building that would make us feel they have an ulterior motive.
Their purpose is clear and simple: get to the bottom of our problem so they can accurately prescribe the solution – so they can see their next patient.
The experience usually happens in one step, instead of multiple steps, with little or no resistance on your part.
Trust is built inside the entire experience.
To convert more prospects into clients, dial down the social chit-chat and “relationship” building in your initial meeting, so you retain your authority.
A real relationship can be developed after they become a client, rather than before.
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after sales conversion expert for Financial Advisors. His newest book, “Unlock The Sales Game” 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 client growth consultation with Ari or one of his trust-based consultants. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Australian 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.