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You meet with a qualified prospect and everything goes well.
They say they’re interested and to check back with them in a couple of weeks.
Sounds promising.
They might not be ready to make a decision right now, but the assumption is, with a bit of follow-up, they should commit to coming onboard with you.
How many times have you made that assumption?
For most advisors, it’s far too many.
Is giving value and educating your prospect in your sales process, really in your best interest?
Many highly skilled and experienced advisors provide immense value in their sales process.
But they continue to average one to three new clients out of 10 qualified prospects they speak with.
They have an initial discovery meeting.
Their financial documents are analysed.
You create a free financial plan for them.
Then they meet with you to go over their free plan in detail, assuming they show up.
Rather than being convinced of the value you provided, they say they need more time to think about it, and they end up ghosting you from there.
All that time and effort, all that “value” given without compensation, is lost time and money on your part.
There’s something deeply wrong with this value-based approach, otherwise you’d be crushing it given the upfront value and expertise you provide.
Here are some thoughts that might help you get to the truth of why your prospects remain indecisive, even after receiving significant value from you:
1. It helps your prospect delay or avoid making a decision
It’s easier to avoid problems than to face them, and it’s easier to put things off rather than act. Giving your prospects solution-based information upfront before the sale, shifts them away from the need to face their problem and decide to act now – to instead, thinking about the potential benefits of your solutions (indecisiveness).
You think you’re providing useful information, but you’re instead giving them more to think about, which encourages them to be more indecisive—the opposite of what you want.
2. It equips your prospect with information to bring to other advisors
Providing solution-based information before the sale, often results in your prospects using it to compare you against other advisors. It’s part of the “game” they justify to themselves as self-protection from being “sold”.
3. It doesn’t build trust
Your prospect doesn’t have the technical knowledge to judge whether your solutions are better than another advisor’s.
Trying to prove your solution is best for them (a demonstration of your value), does not build the deep trust they need to decide on you.
Trust is the vital step to triggering decisive action, and it’s based on how much clarity and confidence you provide on the depth of their issues, not your solutions.
Their number one decision criteria is: are you the one they can trust or not?.
Eliminating indecision in your prospect’s mind about whether to move forward with you, is based on your ability to build deep trust with them, not based on your ability to deliver value.
It’s based on your prospect seeing you as an authority on their problem, so by default, you are the one to choose to solve it.
You need to become a Trusted Authority with your prospects to achieve this.
For specific help on how to become a Trusted Authority, order your complimentary book and consultation below.
Related: Is Giving Away Free Information Helping You Sell?
Get your Free copy of Ari’s best-selling book "Trust In A Split Second!" here and you’ll also receive a Complimentary Sales and Lead Generation Consultation (value $995.00). Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net-worth new client acquisition expert for financial advisors. His latest book, “Trust In A Split Second!” has become an instant best-seller among financial advisors worldwide.