This post is long overdue and it’s thanks to Risk Info and Don Trapnell from Synchron that I am writing it today. I’ve just read an article called “Fear of selling” where Mr Trapnell talks about the newer breed of Adviser and their reluctance to sell insurance. It’s a story I hear all too often but it’s not just insurance it’s the lack of fundamental selling techniques that are missing with the newer Advisers, according to many Advice leaders. Technical ability doesn’t seem to be an issue but those basic relationship skills and selling techniques just aren’t being taught anymore and, they need to be.
I’d like to share 3 great tips in this post that I trust may assist those newer Advisers frame how they sell what it is that they sell. Remember we make decisions based on emotion and logic with reason later.
Tip number one – Be quiet. The first part of the meeting is all about them. Let the client talk about their stuff, let them immerse themselves in their lives and goals. Your role at this stage is to guide them along that path with the occasional question. Your focus for the first 30-40 minutes is on leading them, stretching the gap between where they are now, where they want to be and what’s holding them back. When they reach that spot your information starts to matter and starts to have context in their world.
Tip number two – Work in chunks of information – it makes it easy for you to remember and cross off in your mind and it helps the client process. Over dumping information causes overwhelm and we know what happens when we feel overwhelmed? Nothing! And that’s the problem! Give them one chunk at a time. One piece of information about your product, service or advice and then check in with them. One chunk at a time and then check in. A good framework to use is six chunks of information, anymore and we get chunked out! Three about “Why they need it – emotion charged” and three chunks about “How it works – logical steps”. So, emotion first then logic after. Check in after you have talked about each chunk of information.
Tip three – Position yourself. We are no longer using the 1980’s sales stuff – never assume the sale – it’s not about being manipulative, it’s about truly caring about your client and showing the conviction that you know, backed up by so much research, that what you are discussing is critical to their well being and lifetime goals. “Is this making sense so far?” “Are you comfortable with this information so far?” “Where do you think we should go from here?” “If you don’t do anything today, what could the effect be?”
BE QUIET – WORK IN CHUNKS – POSITIONING
We all sell. I know that some think they don’t; they believe they ‘advise’ but at the end of it, it’s selling and it should be. Whether you are a teenage kid with an idea, a consultant with advice to share or an Adviser with advice to share. We are all selling something, perhaps in different ways but it is selling and we need to make sure that the newer Advisers understand that principle and learn to do it effectively to serve their clients and also themselves.