Most Advisors are enamored with process. We have a 5-step process to help you reach your goals and dreams.
This is a big part of your sales conversations, which is understandable. Your daily work life and the framework through which you serve your clients, follows a process. That process ensures consistency, quality work, regulatory compliance, and the best possible results for your clients.
Because you know that this process produces results, you are understandably motivated to tell people about it.
But when it comes to sales conversations, hearing about process is about as exciting as hearing about what your tradesman goes through to repaint your kitchen. Imagine being on the receiving end of this:
Well Mr./Mrs. Homeowner, once we’ve figured out the paint colour, I’m going to head over to the supply outlet. You’ve gotta be careful when you choose your paints, that you’re getting the right colour, and the finish, and the chemical composition… and of course, there’s all the prep supplies. There are these certain rollers I like to use… Next, as I put your room together, edging is really key. See this tape? I only use the best tape. It hugs the edges without damaging the surface underneath. Now brushes…
Yes, one out of every twenty or thirty people will actually want to know about your process, but most people are honestly bored to tears hearing about it. They just want the result!
It’s hard enough to get people to make financial decisions about their future. Spending too much time talking about your process sucks the fun and motivation out of financial planning.
Yes, this is serious business. Yes, it’s important to share that you have a process, but describe it briefly and move on to what people actually care about:
That’s right. Your prospect is sitting down to discuss finances with you because they want a better life. Period. Find out what those specific goals are, and the driving motivations behind them, and then orient your entire sales conversation around those outcomes. Example:
Why are you getting your kitchen repainted?
Reason one: Because the kitchen is old and drab-looking. Every time I look at it I feel tired.
Outcome positioning: Once we get this kitchen repainted, you’ll feel energized every time you walk in. It’ll be a space you’re proud to welcome friends into, and that you and your whole family enjoy.
Reason two: We’re trying to sell our house.
Outcome positioning: Once we get this kitchen repainted, it’ll greatly add to the overall appeal of the house. People use the kitchen every day. When potential buyers walk into your freshly painted space, they’ll feel energized and really drawn to it. This is going to help you sell your house faster, and get you a better price.
The more you can get your prospect believing they can have the outcome they desire, the more easily you’ll get them to take action and make a commitment.