This week a financial advisor called me for presentation coaching. When she shared her approach, she led off with, “I need to talk to you about…” I stopped her immediately. You see, your clients focus on what THEY need, not what you need. Too often advisors’ conversations revolve around “I”. Crafting sales conversations for maximum effectiveness requires some work on your part. Examine everything you say in order to improve closing ratios and better serve your clients.

How can you modify your communication to improve sales success? Take a look at the following examples of sales-speak I have heard recently, with some suggested changes in phraseology:

“I need to show you this investment/insurance/planning idea.”
BETTER: You would benefit from considering this investment/insurance/planning idea.”

“Consolidating these accounts helps me do a better job of tracking your portfolio.”
BETTER: Consolidating these accounts makes it easier for you to track your portfolio.”

“I want you to look at this.”
BETTER: “You will really want to see this.”

Focus on making your presentations client-focused. Phrase your selling statements using “you” more frequently than the word “I.” Doing this helps you present benefits of recommendations instead of features. Your clients will take action when they know the benefits they will receive as a result of taking action on your recommendations.

Good selling!

In the course of serving their prospects and clients, financial advisors recommend many products and services.  You might consider several different solutions for a particular need.  Too many advisors offer a client several options in the name of helping them make an informed decision.  At times these advisors provide a spreadsheet of products along with the accompanying product details and minutia.  The advisor wants to “educate” the prospect.  In most cases these product and service comparisons result from the fact that the advisor poorly profiled the prospect.  If you ask enough questions and work hard to build trust, you will know what the prospect needs, and prospects sense conviction. The prospect doesn’t want education – they want solutions.

Of course there are times when you need to compare and contrast different solutions to help the prospect make a decision.   It makes sense to have a secondary recommendation in the bag, but don’t lays multiple options out in front of the prospect.  This practice confuses people and confused minds never say yes.  Do your job. Be strong in your opinions.  Know what the prospect needs, and sell it with conviction.

Good selling!

One week into the new year how are you doing with those resolutions?  In case you want to grow your business this year I suggest you resolve to call your best clients, and say something like this:

“A big part of my responsibility to my clients is to keep them on tract with their financial objectives.  However, people change and their goals change.  In order for me to do my best work for you you need to tell me when things change.  May I ask you three brief  questions?”

• “Tell me your three most important financial goals?”
• “What has changed in your life in the last twelve months?”
• “What can I do to serve you better?”

The questions may be brief, but the answers may make for a long conversation.  Take the opportunity to meet face to face to discuss these questions in depth.  You will be amazed at the results.

Good selling!