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As an advisor, you’ve probably been told that your success depends on perfecting your pitch. You’ve spent hours crafting your ideal presentation, rehearsing your delivery, and fine-tuning every detail to impress your prospects.
But, how often does your pitch actually lead to trust?
Here’s the truth: pitching doesn’t build trust.
In fact, it often creates a barrier between you and your prospect.
Why?
Because a pitch is about you, your expertise, your solutions, your value.
But trust is built when the focus shifts entirely to your prospect, their world, their challenges, and their needs.
Think of it like this: when you visit a doctor, they don’t start by pitching their credentials or explaining how their treatment works.
Instead, they ask questions.
They ask questions to uncover the root of your concerns.
This approach builds trust because it shows you’re genuinely interested in understanding their situation, not just selling them something.
As an advisor, you can adopt the same mindset.
Instead of starting your conversations with a pitch, begin with curiosity.
Ask open-ended questions like, “What’s been happening in your financial life that’s led you to look for help?” or “What’s the biggest challenge you’re facing when it comes to planning for your future?”.
These questions do two things.
First, they help your prospect feel heard and understood.
Second, they allow you to uncover the deeper issues that might be holding them back.
These are the emotional layers, the fears, frustrations, and uncertainties, that are often the real obstacles to moving forward.
Once you’ve uncovered these layers, reflect them back to your prospect.
Use phrases like, “It sounds like you’re feeling overwhelmed by the complexity of managing your investments,” or “It seems like you’re worried about whether you’ll have enough to retire comfortably.”
This helps them feel validated and reassures them that you truly understand their situation.
When you approach conversations this way, you’re not just another financial advisor trying to sell a service.
You’re positioning yourself as a trusted authority who can guide them toward clarity and confidence.
The next step is to help your prospect see the impact of their current challenges. Instead of jumping into solutions, ask questions that encourage them to think critically about their situation.
For example, you might say, “If this continues, how do you think it will affect your ability to achieve the financial security you’re aiming for?”.
When you stop pitching and start listening, everything changes. Your conversations become more meaningful, your prospects feel more connected to you, and decisions happen more naturally without resistance.
The truth is, trust isn’t built through clever strategies or rehearsed pitches.
It’s built through genuine curiosity, transparency, and a commitment to serving your prospect’s best interests.
When you shift your mindset from pitching to listening, you create a space where prospects feel safe, understood, and open to exploring solutions with you.
If you’re ready to stop pitching and start building trust, focus on becoming the trusted authority your prospects need.
Related: A Masterclass of Silence in Your Discovery Meetings
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. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.