Financial Advisors: Want to increase your closing ratio?
Answer this question…
Why “YOU” versus 𝗲𝘃𝗲𝗿𝘆 𝗼𝘁𝗵𝗲𝗿 𝗼𝗽𝘁𝗶𝗼𝗻?
This might sound daunting to you…but what’s MUCH more daunting is the decision for a prospect to 𝘁𝗿𝘂𝘀𝘁 their life savings with someone.
At the end of the day, you need to know who or what you’re competing with to increase your chances of connecting with your prospect. Is it a boutique independent firm? Is it the allure of an institution? Is your prospect a do-it-yourself-er and are 𝘁𝗵𝗲𝘆 your competition? Is buyer apathy your competition?
You have your process and there are a lot of specific questions to be answered…but until you get 𝘁𝗵𝗲𝘀𝗲 𝗳𝗼𝗹𝗹𝗼𝘄𝗶𝗻𝗴 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 answered, it’s nearly impossible to separate yourself from the pack.
– “Why are you here today?”
– “What are you not getting currently that you wish you had?”
– “What are the most important things about making this decision so I can be sure to address them?”
– “What is your decision timeframe?”
– “What other types of firms are you talking to? And may I ask who they are?”
– “What would be your ideal emotional outcome in regard to finding the right financial partner?” (relief, peace of mind, joy, etc.)
In the end…you HAVE to be able to tell the person on the other side of the desk why 𝗬𝗢𝗨𝗥 𝗙𝗜𝗥𝗠 makes more sense than any of their other options. And this message CAN be delivered more subtly than you might think.
This isn’t about sales. It’s about helping someone make the 𝗿𝗶𝗴𝗵𝘁 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻. It’s about saving time. And it’s about making the decision EASIER for people.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
