Often, sales technique or lack thereof is subtle. Recently I attended a business luncheon in St. Paul, Minnesota at a rather well-known restaurant. Significant business transactions are some of the main fare at this establishment, known for fine food and deal-making. While waiting for my client, a party was about to be seated, and the hostess asked one of the ladies in the party if a certain table would be acceptable. Then another lady in the party – the salesperson – said to to her guests – and the hostess – that “I have several documents that I want to show you, and I want to be able to spread them out.” As a result, another table was selected for seating the party.

You may ask what is wrong with this scenario. Aren’t you supposed to control the selling environment? What was said that was so wrong?

The most dangerous word in selling is also the shortest – the word “I” kills more sales than any single word or phrase. Closing rates plummet when the most frequently used word in a conversation or presentation is “I”. Simply change the focus to the prospect by changing your words. In a famous 30-year study, Yale University determined “You” is one of the 12 most persuasive words in the English Language. Our focus should be on our clients first, and our words support us – or sometimes they betray us.

So how could this lady have better controlled her selling situation? First, by telling her prospects that, “You will want to be able to see some documents I have prepared for you, so why don’t we get a table when you can spread them out?” Second, by getting to the hostess early, she could have expressed her need for a larger table in a more private area.

Placing the emphasis on the client and their needs instead of yourself and your needs always helps position you as a client-focused advisor.

Financial services professionals constantly look for ways to stand out among their competitors. Consider the following idea this Valentine’s Day to reach out to your clients. Some of your best clients are widows and widowers. What do these people not get anymore? Flowers and candy on Valentine’s Day. Make an impact – and do something really nice – this Valentine’s Day. Send something to these clients and show them someone cares. Will you get business or referrals from this? Maybe or maybe not, but do it anyway; it’s the right thing to do.

Good selling!

1. Call your ten best clients and tell them you were just wondering how they were doing.
2. Deliver candy/donuts/coffee at a client’s office.
3. Do the same at your local fire department or police station.
4. List your top ten client’s hobbies and interests.  Do a web search and send them an article on topics that interest them.
5. Help sponsor a client’s family reunion. How will you know if a client has a family reunion?  Ask, or have your assistant ask.  Not a bad idea to send a letter to A+ clients asking this question.
6. Sponsor youth teams or events?  Show up at one of their events, encourage the kids, and meet their families.
7. Become a speaker for local civic groups and schools
8. Co-host a “Driver Safety Course” with AARP.  It will save people money on their car insurance, and you get the credit.
9. Host a day-trip for retired clients to area attractions.  Contact a travel agency to set it up, offer it at cost to attendees, and go on the trip.  The travel agency will comp your expenses and you get to spend the day with some of your best clients and prospects.
10. Send $5 gift cards from chain restaurants to your A+ client’s the month of their grandchildren’s birthdays. “Thought you might like to take them out for an ice cream.”
11. Consider tips 1-9 for your assistants. Your assistants can be your best marketing.