Vulnerability. It’s not a word most people associate with success in sales, is it? For years, we’ve been told to suit up with “sales armor,” to be polished, confident, and always in control.
But here’s the irony -- that armor you’re wearing? It’s the very thing keeping you from connecting with your prospects.
The truth is, vulnerability isn’t a weakness, it’s a superpower.
When you’re vulnerable, you’re human.
And when you’re human, you’re relatable.
Think about it, who would you rather open up to?
Someone who’s perfect and robotic, or someone who’s real, flawed, and genuinely curious about your world?
Exactly.
The art of vulnerability starts with letting go of the need to impress.
You don’t have to have all the answers.
You don’t have to be the smartest person in the room.
What you do need is the courage to show up as yourself.
Here’s the thing, vulnerability creates trust.
When you’re willing to admit you don’t know everything, it gives your prospects permission to do the same.
And that’s when the real conversations begin.
Instead of launching into a pitch, try asking a simple, disarming question:
“Would you be open to sharing what’s been your biggest challenge in this area so far?”
Then, listen.
Not just to their words, but to the emotions behind them.
When they sense that you’re genuinely interested in understanding their world, their guard comes down.
And in that moment, a powerful shift occurs.
They stop seeing you as an advisor and start seeing you as someone they can trust.
But here’s the catch -- you can’t fake vulnerability.
It’s not a tactic, it’s a mindset.
It’s about being present, being curious, and being okay with not having all the answers.
It’s about creating a space where your prospects feel safe enough to tell you the truth.
Because let’s face it, without the truth, you’re just guessing.
And guessing is a terrible sales strategy.
So, take off the armor.
Ditch the scripts.
And show up as the real you.
That’s how you master the art of vulnerability.
And that’s how you win.
Related: Is It Time to Fire Your Sales Coach?
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.