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Let me ask you something. When you meet with a prospect, do you find yourself jumping into solutions too quickly? Maybe you’re eager to show them how much you know or how you can help.
But here’s the problem.
When you lead with solutions, you’re skipping the most critical step in building trust -- diagnosis.
Think about the last time you visited a doctor.
Did they start by telling you all about their credentials or the treatments they offer?
Of course not.
They asked questions.
They examined your symptoms.
They took the time to fully understand your situation before offering any advice.
And because of that process, you trusted them.
This is exactly the mindset you need to adopt in your conversations with prospects.
Your role isn’t to sell -- it’s to diagnose.
Here’s how you do it.
First, stop trying to impress your prospects with your expertise.
Instead, focus entirely on understanding their world.
Ask questions like, “What’s been the biggest challenge for you in this area?” or “How has this issue impacted you so far?”
These kinds of questions do two things.
They show you’re genuinely interested in their experience.
And they help your prospect start to see the real depth of their problem.
Next, resist the urge to jump to solutions.
Even if you know exactly how to help them, hold back.
Why?
Because trust isn’t built by solving -- it’s built by understanding.
When you take the time to fully diagnose their situation, your prospect feels heard and understood.
And that’s when they start to trust you.
Another key is to clarify the consequences of inaction.
Doctors don’t just tell you what’s wrong -- they explain what will happen if you don’t address the issue.
You need to do the same.
For example, you might say, “If this continues, what do you think the long-term impact could be on your financial goals?”
This isn’t about creating fear -- it’s about helping your prospect see the truth of their situation.
Finally, remember this.
Your expertise isn’t what builds trust.
It’s your process.
When your prospect experiences your diagnostic process, they’ll see you as the trusted authority they need.
Not because you told them you’re an expert.
But because you showed them.
So, stop trying to sell.
Start being the doctor.
Because when you diagnose first and prescribe later, trust becomes the natural outcome.
Related: A New Approach to Sales Resistance: Turning Objections Into Openings
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.