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Recently, an advisor asked me why his sales meetings seem to stall at the finish line. He explained his conversations flowed effortlessly -- up until the very end.
Despite agreeing with everything they discussed, his prospects would suddenly pause when it was time to move forward, saying they needed time to think it over.
If you’ve been in the industry long enough, you know this is the “kiss of death” – as a prelude to them ghosting you.
The million-dollar question is, why does this happen?
The issue stems back to the traditional sales model, which encourages you to seek a “yes”, instead of the truth.
At a glance, it makes sense to assume the more they say yes, the better chance you have of persuading them to work with you.
When potential clients nod their head and smile when you speak, it’s easy to think you have it all under control.
However, as the meeting comes to a close, things can quickly go off the rails.
The amicable prospect you were once cozying up to, is now resisting to make a commitment.
The truth is, the sale didn’t stall.
It never started.
If your meeting end in hesitation, it’s likely your prospects are hiding something that was never brought to light.
Pre-sale, many advisors find it challenging to ask probing questions, without feeling like their overstepping a boundary and discussing sensitive information.
So the thinking is, if you keep the conversation light, the hope is they’ll let you in once they become a client.
The problem is, if they don’t trust you enough to share their truth to you now, they’ll never trust you enough to take the leap and work with you.
The key is to connect with them at the emotional level about their financial situation -- instead of the finances themselves.
What they really want to know is, "Can I trust you to understand what matters most to me?".
This could be retirement, their children’s education, or making sure their spouse is taken care of long after they’re gone.
9 times out of 10, your prospect won’t reveal this to you, unless they fully trust you.
When you understand their world, you’ll have emotional context to frame your logical solution when it’s time to take the next step.
Instead of facing resistance, your prospects will naturally seek your help, because the foundation of trust has been established.
If you’re open to learning more about trust-based selling, get your complimentary books and consultation below.
Related: How Premature Value Delivery Damages Sales Relationships
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