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If you’ve been in selling long enough, you’ve heard it. “I don’t feel like you really understand my situation.” This is the most common complaint prospects have about advisors.
And it’s not always spoken out loud.
Sometimes it’s hidden behind objections like, “I need to think about it,” or “Your fees are too high.”
But the root cause is always the same.
They don’t feel understood.
Here’s the hard truth: most advisors focus too much on proving their value and not enough on understanding their prospects.
They jump into solutions too quickly.
They talk about their expertise, their process, their results.
And while all of that might be impressive, it doesn’t build trust.
Because trust isn’t built by showing how much you know.
It’s built by showing how much you care.
So, how do you fix this complaint?
How do you make your prospects feel deeply understood?
It starts with shifting your mindset.
Your job isn’t to sell.
It’s to diagnose.
Think of yourself like a doctor.
When you visit a doctor, they don’t start by handing you a prescription.
They ask questions.
They listen.
They dig deep to understand the root cause of your symptoms.
And only then do they recommend a solution.
This is the same approach you need to take in your selling conversations.
Instead of leading with your solution, lead with curiosity.
Ask questions that uncover the truth of their situation.
For example:
“Can you walk me through what’s been happening that led you to reach out?”
Or:
“What’s been the biggest challenge for you in this area so far?”
These aren’t just questions.
They’re invitations.
Invitations for your prospect to open up and share what’s really going on.
And when they do, your job is to listen.
Not just to their words, but to the emotions behind them.
When they sense that you’re genuinely interested in understanding their world, something remarkable happens.
Their guard comes down.
They start to trust you.
And that’s when the real conversation begins.
Here’s the key: fixing this complaint isn’t about doing more.
It’s about doing less.
Less talking.
Less pitching.
Less proving.
And more listening.
More understanding.
More connecting.
When you approach your conversations this way, you create a completely different experience for your prospects.
They stop seeing you as just another advisor trying to win their business.
They start seeing you as someone who truly “gets” them.
And that’s what leads to trust.
Trust isn’t built through clever techniques or persuasive tactics.
It’s built through transparency, empathy, and a genuine desire to help.
So, the next time you’re in a selling conversation, remember this:
Your prospects don’t need you to impress them.
They need you to understand them.
Because when they feel understood, they trust you.
And when they trust you, they choose you.
That’s how you fix the most common complaint in selling.
By making your prospects feel deeply, truly understood.
Related: Are You Overdelivering & Losing the Sale?
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.