Yesterday I had the great pleasure of teaching a half-day workshop on booth marketing to 41 advisors, all committing to soaking up every strategy they could to make their next fall fair, golf tournament or wedding show a huge success. I took them through a step-by-step process on how to prep for an event, build dynamic visuals that attract visitors to your booth, genuinely connect with people, and book lots of appointments from the follow-up calls. There were questions flying, group discussion, creative brainstorming, laughter, writing, problem-solving and more. A whole lotta learning going on!
My hat is off to you as you read this – because as a fellow entrepreneur, you know that if you’re in business, you’re also enrolled in the University of Life! Every time I turn around there’s a new skillset essential to growing my business. Phew! My brain has stretch marks! I know it’s the same for you. That’s why it’s so important to surround yourself with positive, like-minded people who get it and who will support you along the road to success. Don’t bother sharing your struggles with people who will pull you down.
Jack Canfield and Tony Robbins were speaking at the same event, and backstage Jack asked Tony: ‘Tony, we teach basically the same things – why is it that I’m a millionaire and you’re a billionaire?’ Tony replied ‘who are you hangin’ out with?’ Take a look around at who you’re spending time with and wean yourself off of the ‘Haters’ and ‘Debbie-Downers’. Instead, tell someone great that they inspire you and invite them out for coffee. Raise the vibration of your social group and make sure you show up that way yourself!
Even though there’s a never-ending learning curve, take comfort in knowing that no matter what sales situation you’re in, when you know What Prospects Really Pay For, you can easily get to the sale. That’s today’s article. Enjoy.
What Prospects Really Pay For
By Kira Callahan
Here’s a hard truth Advisors don’t like to hear: Prospects won’t pay for financial planning. Maybe a few will here and there, but generally, hardly anyone will be excited enough by the thought of good financial planning to take action to get it.
Since that’s the case, stop trying to sell it to them!
Instead, sell them what they will pay for: a better life. That’s right. The positive outcome that results from your financial planning skills. A better life means different things to different people, but we all have fundamental human needs. The more skilled you are at weaving them into your conversations with prospects, the better your closing rate will be.
People will pay for the following:
- More money
- More time
- Better health
- Better relationships
- Peace of mind
And if you can show that the process to getting these outcomes will be easy and convenient, even better!
How does this translate into your sales conversations? Think about it. Someone could try selling you a block of sessions with a personal trainer. Or based on a few questions to understand what makes you tick, they could sell you outcomes like:
- Lose 10 pounds and have a lot more dates on Saturday night OR
- Increase your cardio and muscle mass so you can run with the elite crowd from work
Which would you be more motivated to sign up and show up for?
The same thing is true for your financial planning services. Find out what’s important to them and then use language to sell that. Your skills are just a vehicle to get there.