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What are the psychological tripwires in the mind of your prospect, who clearly needs your insight and advice, that triggers them to back out, “think about it”, and slip through your fingers at the end of your sales process?
Turns out the typical advisory approach to selling, is no longer a safe and effective way to build trust.
You see, prospects are bombarded with so much information about investing and working with advisors, that they’ve become skeptical of advisors themselves.
As a result, their decision-making process has become more subjective and emotional than objective and rational.
Put simply, they’ve become resistant to trust.
What does this mean?
It means that your prospects now regard information you may share with them, as persuasion.
The trust which advisors hope to build by helping their prospects understand the complexities of their situation, and couching it in friendly “relationship-building” conversation, creates mistrust.
Complexity and information are trust tripwires - and advisors who fail to recognize them and adjust their sales approach accordingly, will continue to lose more clients than they gain.
The safest way to convey trustworthiness in selling, is to eliminate complexity from your process and restrain yourself from providing any information about solutions to their issues.
Think of it as operating more like a doctor than an advisor.
Doctors don’t typically share complex information about the drugs they have in mind for their patient when they see them.
They proceed straight to diagnosing the problem and prescribing the treatment, which their patient accepts without question.
No education is needed for this process to work.
The care and concern the patient feels from having their problem examined and focused on by an expert, is all they need to be able to trust that expert and pay for his advice.
It’s a problem-centric approach rather than a solution-based approach, where the patient is the focus, not the doctor.
The purpose of your initial sales meeting is no longer to help your prospect understand your solution -- it’s to show them that you understand their problem and that you’re an expert on them.
This is the mirror opposite of everything advisors have been taught about building trust in selling.
To learn more about this crucially important shift in trust-building, order your 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, “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.
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