Often when meeting with people, advisors spend a lot of time telling about their own credentials and experience. A better approach is helping people paint a mental picture of what experiences they can enjoy if they partner with you to take care of their financial well-being.
- Lead prospects to an emotional experience. Describe the good lives your clients are enjoying so the people you’re talking with can picture themselves in similar circumstances, if they work with you.
- Don’t leave discussion of the potential benefits of working with you open-ended. Corral people’s thinking so they vividly see what their success will look and feel like.
- Practice and get comfortable with the language you will use to help people paint a great mental picture of their future so that they are eager to work with you.
Are you focusing on yourself too much?
... Often, unwittingly, advisors do. We talk a lot about selling the benefits versus the features, but often we only take prospects so far regarding the benefits of working with us. We stop short of taking them to the point where they can actually see and feel exactly what they can experience by working with us.
You want to have them sense the experiences they’ll enjoy when they work with you. . .
I remember when I was younger—when I was nine years old—watching John Naber win double gold medals at the 1976 Montreal Olympics. That image of him was seared into my mind: that grin that he had on his face as he waved to the crowd. That was the picture I had, and that’s what I wanted to experience.
In our culture today, people are seeing a myriad of images every single day. It’s ubiquitous now with social media, and that’s what you’re competing with. And so, you want to make sure when you present the ultimate objective for a prospect, they’re experiencing an image, a vision of what they can achieve when working with you. Brian Kight says it wonderfully in his Daily Discipline emails. He mentions, “Facts don’t move people; emotions do.” Facts don’t move people. It’s emotions that actually have them taking action to head towards what they want, and you’re the person to help them achieve that.
So, to do this more effectively,
- Use emotions. Get comfortable dialoguing with people. In the course of the conversation, when they ask you how you work, let them know, “We work with a lot of retired people, although it’s tough getting them into the office; they’re always out enjoying time with their grandchildren!” With language like that, you paint the picture of what that person can experience with you. Or perhaps you want to say, “We love working with pre-retirees. It’s fun seeing them spending their money on their children.” Or, “It’s fun seeing them leaving a legacy for their children. It’s something we have the privilege of watching them do.” See how this leaves a vision in that person’s mind about how you help your clients?
- Guide people’s thinking. Don’t just leave discussion of the potential benefits of working with you open-ended. Corral their thinking towards what you need them focusing on. This isn’t a Jedi mind trick; that’s a little creepy. But make it easier for them to see what success looks like by helping them paint a mental picture of what their life will look like.
- Get comfortable with the language. Practice what you want to say so that you know when you’re talking with a retired couple who might want to work with you, you’re going to comfortably, confidently, and light-heartedly mention that it’s a struggle to get retired clients into your office because they’re always out enjoying time with their grandchildren.
Let people see what they can experience through working with you. By painting that desired picture in their mind, they’re going to be excited and associate you with helping them connect with their dreams. They will be eager to sign on with you as their advisor and begin a great relationship with you.
I look forward to bringing you another Distraction-Proof Advisor Idea next week.