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One of the worst things you can do to build trust with a new prospect, is to attempt to sell your “Client Value Promise” – an extinct notion that no longer applies in today’s highly competitive market.
Here’s the simple reason why: it’s all about you, not them.
It's about what you believe in, your values and your goals.
Reality check: your prospects don’t care about you, and they aren’t selecting you based on what you believe.
They’re selecting you based on your ability to understand them and their deepest issues (that’s what trust-building is).
Attempting to impress, prove and sell you and your firm, makes the assumption that your prospect will see you as completely different than any other advisor they’ve previously met.
That’s a dangerous assumption, thinking you can differentiate yourself that way, from the other 400,000 or so advisors in the market.
Human nature is to designed to create an emotional connection to someone when they say to themselves: “They get me, they understand me, and more importantly they care about me.”
Notice the emphasis on “me” and not you.
It sounds completely counter-intuitive to the traditional know-like-and-trust sales model that many advisors grew up on.
That old model was based on your prospects needing to get to know you, then like you, then supposedly, they’ll choose you.
The ”you” era is over.
Your prospects aren’t looking for a new friend and deep down, they really don’t want to get to know you – especially pre-sale.
In fact, they don’t even have to like you to trust and work with you.
How many of your doctors do you trust, but don’t particular have any interest in getting to know them at a “friend” level?
The old selling models, based on you-to-them are dying, here’s why:
- They’re solution-based rather than problem-centric, forcing you to having to prove your value
- They attempt to create sales momentum, which undermines trust
- They’re formulaic and easily recognizable, commoditizing you as an advisor and undermining your authority
This shift from you, to 100% them, requires an open mind and a willingness to challenge your own mindset and current sales thinking.
Learn how to build trust by shifting the conversation away from you, by ordering your complimentary book and consultation below.
Related: Your Unique Status Is On The Decline
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.