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Most advisors approach their discovery meetings like it’s a blind date – they want to see if they will “get along” with their prospect (the old know-like-trust model of selling).
The hidden secret behind that approach is that they can like you and it can feel like a “good fit”, but they may not trust you – causing them to keep shopping around.
In a saturated and commoditized industry like the advisory profession, trust is the final differentiating factor that you can still control.
Your prospect does not need to like you to trust you.
Do you like your mechanic?
Do you like your doctor?
It’s nice if they’re likeable as people, but that doesn’t mean they’ll fix your car or your shoulder pain (which is all you care about).
In fact, being too nice often triggers doubt.
“Are they legit or are they just trying to sell me through their personality? Better speak to some other mechanics/doctors/advisors first, just to be on the safe side.”
When doubt or uncertainty enters your prospect’s mind, you’ve lost them – and it happens in a split second.
(The know-like-trust old model doesn’t encourage frankness.)
I have a better way, which I call the “one-call sale”.
With the one-call-sale model, you don’t ask general fact-finding questions in the initial meeting.
And you don’t have to put energy into building inauthentic rapport.
You go straight to diagnosing their problem.
It’s like a mechanic who plugs their console under your dash, or a doctor who clips your x-ray to the light box.
“How long has it been vibrating like this?”
“Does it hurt here?”
“This is the cause of the vibration/shoulder pain, and these are the other problems it’ll lead to.”
The prospect pauses, then asks...
“Can it be fixed?” “Can you fix it?” “How do you work,” or something to that effect.
The mechanic/doctor/advisor then says...
“We solve problems like this every day. Here’s our process and this is how we work.”
Wow.
Before, the issue was an unsolvable mystery.
Now, it’s a simple problem, solved as a matter of routine.
The prospect has clarity for the first time: if they want their problem solved, you’re the one they can trust.
There’s nothing subjective to think about, no room for doubt, no need to see other advisors.
And if they don’t want their problem solved, you’ll learn that from the first meeting.
Not at the end of four meetings, after wasting your time with free consulting and uncompensated value given along the way.
If you are not open to challenging your own sales thinking and mindset, then ignore the rest of this article – just know most advisors are converting fewer than three or four out of 10 qualified prospects on average by using the old know-like-trust model of selling.
To learn a completely different approach, order the complimentary book and consultation below.
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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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
