How To De-Commoditize Your Sales Process

So far so good. You’re building rapport and creating that all-important personal connection (and it’s easy for you, because you’ve done it a thousand times before).

Then towards the end of the meeting, your dream prospect asks: “So tell me about your services.”

That’s the question that gets you excited!

Well, we start by looking at all your financials thoroughly, then we package all of it into a comprehensive financial plan for you to review. Here’s one we just did for a gentleman last week.

Pulling out an elaborate and beautifully designed financial plan, you spend the next seven minutes explaining it in detail – risk management strategies that only the most knowledgeable, skilled, and experienced advisor could conceive.

Once you approve the plan, which we’d need to review together in subsequent meetings and of course only after you send or bring us your financials, we then move to transferring your funds to new accounts based on your plan… then we go from there.

A moment’s pause.

“That all sounds very interesting... let me think about it and I’ll get back to you”.

Of course. If you have any questions about what we’ve discussed today or if you’d like more information, please don’t hesitate to give me a call.

Your dream prospect thanks you and walks out the door. You never hear back from them ever again.

On the face of it, the meeting seemed to go well. You didn’t pressure them or say anything off-putting, and they seemed genuinely engaged.

Maybe they just needed some time to digest the information.

But at the same time, you could not help but feel deeply disappointed.

After all, the plan you showed them was state of the art, measurably above anything else you’ve seen from any other advisor.

What gives?

The meeting went wrong for one fundamental reason: Your prospect has seen it all before.

Specifically, you fell into the predictable pattern that most advisors fall into by:

1. Talking about a solution for them prematurely, when they were still sizing up whether they should trust you first;
2. Not completely integrating your initial planning into your overall “treatment” plan (like a doctor does, being paid for his time, before dispensing medicine);
3. Mostly focusing on building rapport, instead of trust building; and
4. Not simplifying, visually, how your process works, so they can feel you won’t “drop the ball.”

To de-commoditize your practice, jettison the traditional sales behaviors and routines that your peers use.

Otherwise, you’ll be viewed the same as all other advisors and continue to get: “I need to think about it.”

It’s not your services or solutions your potential clients need to buy into; it’s you and your process.

How?

Your process needs to simplify their problem and show them a clear path to its solution.

If you want some help improving your process so that it has doctor-like simplicity and efficiency, then order the Trusted Authority book below and schedule your consultation.

Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trusted Authority” 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 “get new clients” lead generation consultation. 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.

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