The title indicates the single biggest
difference between what I call the "Client Controller"
approach to selling vs. the "Relationship Builder"
approach. The Client Controller is attached to making the sale
because he/she has to make a sale in order to succeed. Or, if
the Client Controller does not make a sale, he/she has failed. Client
Controllers don't like to fail and will typically burn the bridge with
potential clients who have not decided to buy something. They quickly
move on to greener pastures looking for a positive response to their
The Relationship Builder on the
other hand is not attached to the sale because he does not have to
make a sale to succeed. The Relationship Builder has succeeded
if he creates a relationship with the client. The relationship that
has been created is with a new friend who considers the advisor to be
a resource for making educated financial decisions. The Relationship
Builder has room for the client not to buy anything and still maintain
the relationship which is the opposite of the Client Controller.
Therefore, the Relationship Builder is a builder of bridges
rather than a bridge burner when there is no sale.
Both approaches produce sales. The
average Client Controller closes 30% of his open cases (accounts) that
stay on the books. When a Client Controller tries to get much above
the 30% mark, the business falls off the books quite predictably. I
like to say that with the Client Controller approach, one-third of the
prospects they close would have bought anyway no matter what the
advisor did or presented.
The most interesting statistic is that
my coaching clients who have become skilled with the low-key approach
(Relationship Builders) close 90% of their open cases. This is an
outrageously high closing ratio! Remarkably, I can't say it is because
they are good closers. Many of my Relationship Builder coaching
clients are not really good at pushing people to do things and would
be quick to admit this seeming shortcoming. However, they are
extremely good interviewers and dedicated to helping people get what
they (the client) want. This alludes to the only way you are
ever going to have a 90% closing ratio, you are presenting solutions
to the client that they can't say no to because it is exactly what
they said they wanted!
You have to decide if you want to be out
there trying to talk people into what they should buy, or,
help them get what they want the first time around and spend the
rest of your career getting them to buy what they need, also known as
Two questions I love to ask a Client
1. "Are you results oriented?"
Client Controllers take great pride in being results oriented.
2. "If I could show you a way to
substantially increase your sales results would you do it?" They
all say, "Sure!" The interesting thing is that when they find
out it means giving up control and giving more control to the client
during the interviewing process, they look at me like I've lost my
mind! In their world, there is no way you can give up control and have
that increase your results. To a Client Controller, control is what
creates the results.
If you are serious about
consistently closing 90% of your open cases and becoming a
popular and respected financial advisor in your community (lots of
unsolicited referrals), check out my website and my 7-day Free Trial:
or call me at 877-985-3297
to talk about coaching.
I have helped many "reluctant"
Client Controllers become skilled Relationship Builders. When I ask
these coaching clients what was the greatest challenge to making this
change they all say the same thing. The biggest challenge was letting
go of trying to control every aspect of the sales process. When I ask
them if they would ever go back to their old ways? The answer is
always "no way!" As one of my coaching clients aptly put it:
"The hardest thing is letting go of the control you 'thought' you
had. But you find a way to get used to having less control when your
income doubles and triples for the same amount of effort!
Until next time,
THE BOOK ABOUT LIFE INSURANCE that made the New York Times best-seller
list... Check out my interview with Pamela Yellen,
author of Bank on Yourself, here is the replay link:
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mention my name and someone should get back to you right away. They
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