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Do you now the psychological tripwire in the mind of your prospect, who clearly needs your insight and advice, but ends up backing out with: “I’ll think about it,”?
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 sceptical of advisors themselves.
As a result, their decision-making process has become more subjective and emotional, rathre than objective and rational.
Put simply, they’ve become resistant to information being a bridge 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, actually 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 patients 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 their 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 for them.
This is the mirror opposite of everything advisors have been taught about how to sell.
To learn more about this crucially important shift in trust-building, order your complimentary books and consultation below.
Related: The Instant Decision: How Buyers Say Yes or No Fast
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