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Many advisors have a love-hate relationship with selling -- they want to get new clients, but they don't want to be perceived as selling.
Selling can feel like tooting your own horn, and to deflect this, most look for ways to demonstrate their value and sell indirectly.
The problem with this approach is, it requires doing free consulting before the sale, which takes a lot of time and energy, and often triggers: “I’d like to think about it”.
How do you prove your value more efficiently and convincingly?
That question itself is based on a false premise.
Selling doesn’t require you to prove you have more value to offer than anyone else in your market -- that’s a misconception.
(If your prospects are challenging you on this, then you're not positioning yourself as a Trusted Authority in your market).
Nine times out of ten, all that’s needed for the sale to happen is for your prospects to trust you.
Real trust isn’t about your prospects knowing how your services and solutions work -- it’s about them feeling that you understand them at a deep level, better than anyone else.
They don’t know how you do what you do (and frankly, they really don’t care), but they definitely know how they feel about you.
The sale is primarily an emotional judgment about you.
Doing free consulting to prove your “value” is intended to be self-deflecting—but at the end of the day, it’s still about you attempting to prove your expertise.
You need to flip that and put the spotlight back on them, instead of you attempting to prove yourself.
You’re not “selling” anything -- you’re simply having a conversation to help your prospect get to the bottom of their financial situation.
It’s called “going down the iceberg” and it’s very important, because your prospect’s issues are almost always bigger and deeper than even they understand them to be.
If not, they would have solved their issues on their own.
You need to take them to the bottom of their iceberg before they’ll admit they need your help.
And when you do that, they’ll think to themselves,“wow, this guy really gets me” and they’ll make the decision you can be trusted.
That’s how you generate a new client in today’s commoditized market.
Your prospects aren’t looking for value (value has been commoditized), they’re looking for someone they can trust.
To win that trust, you don’t need to sell yourself -- you need to be the person who understands them and their situation better than anyone else.
If you shift your sales process to focus on your prospect deepest issues, instead of you and what you have to offer, selling will feel effortless.
To learn more about adopting this new trust-based approach to create high-net-worth clients, order your complimentary book and consultation below.
Related: How To Differentiate Yourself Against Other Advisors
Get your Free copy of Ari’s best-selling book "Trust In A Split Second!" 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 book, “Trust In A Split Second!” has become an instant best-seller among financial advisors worldwide.