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A funny thing happens when you have an initial conversation with a potential client.
When they start sharing their challenges with you, you probably can’t help yourself but to do what I call “free consulting”.
Free consulting is when you provide information and education to prove you know your stuff.
It assumes they’re making their decision to hire you based on your competence – proven by the information and education you provide to them.
The problem with this, is they often don’t make their decision based on the information you give them -- they make their decision based on whether they trust you or not.
Impressing your potential client with your knowledge and expertise to win them over, does not always increase the chances they’ll become a paying client.
On the contrary, once they have the information they need from you, then they often use that to shop and compare you against other advisors.
Also, free consulting can make the sales conversation feel out of step, like there’s nowhere left to go at the end, other than agreeing to follow up with them later.
The key is to understand your job in the initial sales conversation, is not to prove your competence – instead, your job is to connect with them at such a deep level, that they say to themselves:
“He or she really gets me and I trust them”.
It’s important to allow your potential client to get to the point where they say:
“How can you help me?”
That requires immense patience, restraint, and a willingness to do a deep dive into their issues and help them understand the gravity of their situation -- without giving them the solution before they’re a paying client.
Ask yourself “how can I be more effective at building trust in my sales process, without giving away information and education for free?”.
If you focus on this key idea, then you will differentiate yourself from all other advisors.
Related: Why Prospects Don’t Trust You: The Curse of Mastery
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, “Trust In A Split Second” 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 “plug up the holes” lead generation consultation.