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You’re coming to the end of your first meeting with a prospect. You’ve done a great job building rapport, and they have clear issues you can solve. All is going well.
Then you explain your “next steps.” Suddenly you see a slight drop in their excitement about moving forward. But they still happily agree to the next step. Then they don’t show up for the next meeting (or don’t have their documents), and you are suddenly perplexed as to why they aren’t following through. What happened? I call this the “black hole” that advisors completely miss. Plugging up this subtle gap means the difference between an “ok” and a great year. When you get to the end of your first meeting, it doesn’t matter how eloquently you explain how you work or what you do. In your mind, it’s crystal clear what needs to happen next to move them forward to becoming a paying client. In their mind, it’s a black hole. As you explain your plan to them, they nod their head in agreement, and to you it’s all quite simple. But to them it’s all quite complex. Why? With an auditory explanation, they can hear your process, but they can’t “see” it! That’s where they mentally shut down and you lose their commitment. Translation: lost sale. It's subtle, but it’s so powerful when you get this. Before your prospects are willing to pay for anything, they need to see (not just hear) what it is they’re buying.
You’re probably scratching your head right now, saying, “How do you show someone expert financial advice?”
Here’s the breakthrough:
Create a visual tool that lays out your process in simple terms (and I mean simple – not a confusing flowchart or an overly designed marketing piece).
I call this a “road map.”
When your prospect asks about your next steps, you show and walk them your road map.
A road map is a visual aid that gives your prospect mental structure, so they have complete clarity and peace-of-mind about working with you.
When they see your road map, they form a visual connection to your process that increases their certainty that choosing you is the right choice.
And if you do it right, its simplicity will make them feel comfortable enough to fully commit to becoming a paying client at the end of the first meeting.
If you’re only verbally explaining how you work to your prospects, stop it.
Map out the process for how you solve your clients’ problems in a few simple steps, and use this as a road map to show them how you work and what they can expect from you if they were your client.
A road map creates trust in your process – your prospects need to buy your road map before they buy you.
If you want some help in reviewing your road map or creating one that’s proven to work, 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.
Read more articles by Ari Galper
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
