Trending
Let me ask you something. When you meet with a prospect, do they see you as truly unique -- or just another advisor offering the same solutions as everyone else?
If you’re hearing phrases like, “Let me think about it” or “I’ll get back to you,” chances are you’re stuck in the commodity trap.
This happens when your process feels indistinguishable from every other advisor out there.
And here’s the hard truth.
It’s not your solutions or services that are the problem.
It’s the way you’re approaching the conversation.
Most advisors unknowingly follow a predictable pattern.
They focus on rapport-building, share their credentials, and dive into solutions too quickly.
But here’s the thing.
Your prospects have seen it all before.
They’ve heard the same pitches, seen the same plans, and been promised the same results.
So, how do you break free from the commodity trap?
You shift your focus from solutions to problems.
Your job isn’t to impress your prospects with how much you know.
It’s to help them uncover the truth about their challenges.
For example, instead of saying, “Here’s how I can help you,” try asking, “What’s been the most frustrating part of your financial situation so far?”
This kind of question does two things.
It shows you’re genuinely interested in their experience.
And it positions you as someone who understands their world on a deeper level.
Next, simplify your process.
Most advisors overwhelm prospects with too much information, too soon.
But complexity creates confusion -- and confusion kills trust.
Instead, focus on making your process clear and easy to follow.
For instance, you might say, “Here’s what we’ll do today. I’ll ask you a few questions to better understand your situation, and together we’ll decide if it makes sense to move forward.”
This kind of transparency removes the guesswork and puts your prospect at ease.
Another key is to stop giving free advice.
When you offer solutions upfront, you’re essentially giving away your value for free.
And worse, you’re training your prospects to see you as just another advisor trying to win their business.
Instead, focus on diagnosing their problems.
Think of yourself like a doctor.
A doctor doesn’t prescribe medication before understanding the full scope of the issue.
They ask questions, run tests, and only then recommend a course of action.
Your process should work the same way.
Finally, remember this.
Your differentiation doesn’t come from your solutions.
It comes from your ability to create clarity and trust in the conversation.
When your prospects feel understood -- when they see that you “get” their challenges in a way no one else does -- they’ll stop comparing you to others.
They’ll see you as the only choice.
So, stop trying to stand out with your solutions.
Start standing out with your approach.
Related: Why a Peer Relationship Pre-Sale, Undermines Your Authority
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.