Most Advisers offer a complimentary session, you may do the same, as a way of getting a potential client to meet with them for the first time. Interestingly enough, if you check out your competitors website you’ll probably see the same wording as you have used. It’s about time some advisers take charge and change the complimentary offer and here’s why. The potential client is left to work out through the limited information about you and your business what it is you do, just to determine if the free offer is going to be worth their time, effort and focus. Their also thinking that this offer may lead them to being asked for a commitment so they’re wary of attending to protect themselves from the next decision they haven’t even made yet. They also don’t know what they don’t know and that can be unsettling, will they have to talk about their financial situation, reveal all their darkest secrets what will they be asked?
This type of approach, “Make a time to have a 45 minute complimentary meeting with us and find out how we can help you” can lead to the responses like “sure but not now” “we’re not ready just yet” and so on. When you get those responses face to face you may have a come back line but if they simply read it on your website, there’s not a lot you can do to convince them to meet you!
I would suggest that this isn’t best practice because the potential client doesn’t see what their going to get out of the session. the ‘whats in it for me?” question has not been answered and neither has the question “so what?” been answered. Remember too many people STILL don’t understand what it is an Adviser can do for them.
Think of how you can take charge and demonstrate the value of your complimentary session by following this formula:
1. Give the session a name – not complimentary! – it’s all about the name be creative not vanilla – 5 steps to etc
2. Create a list of powerful outcomes or even results that they will leave with – focus on them – if you don’t tell them what they can expect to learn during the session how do they know if they received the value?
3. Create a reason why they should take advantage of this session now and not later…..perception of scarcity- call to action now – use the many statistics you have
If this has been helpful to you but you have some questions about how to package your offer, feel free to email me firstname.lastname@example.org and I’ll answer them.
It’s time to change!