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Most advisors enter sales conversations with a quiet, unspoken hope that the prospect will see the value in what they’re offering and say yes. It’s a natural instinct, right? You’ve worked hard to prepare, you believe in your solution, and you’re hoping they’ll feel the same way.
But here’s the problem, hope is not a strategy, and relying on it creates uncertainty, which your prospect can sense immediately.
When you approach a conversation with hope as your foundation, you’re putting the outcome entirely in their hands, which leaves you powerless.
This dynamic subtly shifts the energy of the conversation, making it feel like you’re waiting for their approval rather than leading them to clarity.
And when your prospect feels that hesitation or lack of certainty from you, it creates doubt in their mind about whether you’re the right person to guide them.
The truth is, selling with hope is a sign that you’re not fully grounded in the trust-building process, and it’s a trap many advisors fall into.
Instead of hoping for a positive outcome, you need to focus on creating an environment where trust can naturally emerge.
This shift requires you to let go of the need to impress or convince and instead focus entirely on understanding your prospect’s world.
Here’s a practical way to make this shift.
Instead of entering the conversation thinking, “I hope they’ll see the value in this,” start with the mindset of, “I’m here to uncover the truth about their situation.”
This subtle but powerful change in perspective allows you to approach the conversation with curiosity and confidence, rather than uncertainty.
One of the most effective ways to build trust is to ask questions that go beyond surface-level concerns and uncover the deeper issues your prospect is facing.
For example, instead of asking, “What are you looking for in a solution?” try asking, “What’s been the biggest challenge you’ve faced in trying to solve this so far?”.
This type of question not only shows that you’re genuinely interested in their experience but also helps them reflect on their own needs and priorities.
Another key to eliminating hope from your sales process is to slow down and resist the urge to rush toward a solution.
When you take the time to fully understand their situation, you demonstrate that you’re not just there to sell but to truly help.
And when your prospect feels that level of care and attention, they begin to trust you in a way that goes beyond logic or persuasion.
Selling with trust instead of hope is about shifting your focus from the outcome to the process.
It’s about creating a space where your prospect feels safe to share their truth, without fear of being judged or pressured.
And when you do this effectively, the need for hope disappears, because the trust you’ve built becomes the foundation for their decision.
So, the next time you find yourself entering a sales conversation with hope as your strategy, pause and ask yourself, “How can I create trust in this moment instead?”.
Related: Why Chasing Clients Is Hurting Your Credibility
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.