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When you achieve a level of mastery as an advisor and someone crosses your path with issues you can solve, it’s an intoxicating experience.
“When I explain how I can solve their problem and that I’m the right person to do it, it will become obvious that I’m the right fit for them.”
That is the quintessential assumed “expert” mindset that can go pear-shaped in today’s selling environment – especially in the commoditized advisory profession.
Turns out, your prospect isn’t interested in how you solve their issues or easily impressed with your expertise, because the criteria that matters in their decision to hire you is only, can they trust you.
Trust is no longer created from your level of knowledge or expertise.
In their mind, they can easily find knowledge or expertise from most other competent advisors.
No longer is your knowledge and expertise the single factor that will differentiate your sales process.
Displaying your expertise is an attempt to prove your value, it’s how the industry has always taught advisors to win new clients.
So why do advisors still default to attempting to prove their value?
It’s because as an expert, you’ve been trained to solve problems, and it’s easy to make the assumption that having the solution is what you need to make the sale.
Here’s the shift: your prospects aren’t qualified to judge your expertise.
How can they, if you haven’t yet solved their problem yet?
Your prospect’s goal is to find an advisor they can trust - they’re not interested in the solution itself.
This shift to this perspective makes all the difference to how successful advisors approach the sale.
How do you become the advisor they choose to work with?
By diagnosing and unpacking their problems and finding issues, even they themselves, never knew existed.
They must come to see their problem in a way that had never occurred to them, nor ever would occur to them, until you had diagnosed their situation at a very deep level.
More importantly, the only way your prospect can act decisively with you, is if they understand the impact of not solving their issues.
They also must feel that the sales conversation is about them, not about you.
This is the deep connection that your next prospect needs to trust and appoint you as their new advisor.
To learn how to replace your expertise with deep trust instead, order your complimentary books and consultation below.
Related: Why Showcasing Your Value Could Be Sabotaging Your Sales
Get Ari’s 6 best-selling books for FREE 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 books "Are You Chasing Ghosts", "Trusted Authority" and "Trust In A Split Second" have become instant best-sellers among financial advisors worldwide, get your free books here.