Don’t be hurt by that headline.
You may very well be a special snowflake, but to your clients, YOU are not the prize.
In working with our clients, I see how rare it is that financial advisors speak to their prospects and clients properly.
I’m not talking about tone. I’m talking about content.
If you are busy trying to sell your product or service, you are missing the entire point of sales. Instead, sell clients what they want or, in other words, what they’re buying.
Authors who write about marriage are really selling peace and harmony in relationships. Trying to push the book by emphasizing how many public speaking engagements the author had last year misses the point.
A weight loss business is really selling a renewed body image and self-confidence. Offering a month of free food isn’t going to really move the needle for people wondering if they’ll ever really be able to lose that weight.
The local martial arts academy is selling empowerment and discipline. The fact that the instructor competed in Judo in the 1988 Olympics in Seoul, Korea isn’t really that important to moms interested in signing their kids up for basic self-defense.
And so on.
People don’t buy products. They buy whatever will save or make them money, improve their physical or mental image, make their lives easier, or empower or inspire them.
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So when you drone on and on about how many credentials you have or how awesome your Super Sweet Financial Service Program is, they just hear BLAH BLAH BLAH.
You are simply not speaking their language.
As Dale Carnegie famously said in How to Win Friends and Influence People, “Talk to someone about themselves and they’ll listen for hours…You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
So like I said earlier, working with you is NOT the prize.
What should your offering or service focus on then?
People tend to move when there is something they hate, dislike, or don’t accept about where they are.
In that case, if you are sharing a story or example, you are better off talking about those who screwed up because they didn’t work with you than those who had a dream life because they did.
People need to be reminded of their own misery. And there has to be some consequence for not moving quickly. Like, today.
Whether it’s not having enough saved for retirement, not accounting for taxes or inflation, wasteful spending, a flawed game plan, etc., people will move (and move faster) if you focus on their difficulties. Give them a solution for their problem and you win the day.
Let’s talk more about implementing this in your business. For some FREE training on how this works, click below: