When making prospecting calls, one of
the things I teach my advisor coaching clients is to offer as much as
possible to their potential clients. In other words, you want to
be hard to say no to.
Furthermore, if you want to get
people's attention and interest (the first two steps of the sales
process) you need to be talking about the benefits for getting
together. Stay away from anything that resembles the boring
and self-centered old saw, "Let me stop by and show you the kind of
work I do."
One of the lines I use in my most
popular telephone language, which has been tested by over a thousand
successful advisors, goes something like this: "I can make or save
you thousands of dollars just from this single meeting!"
Obviously, there can be many other things that precede this statement
but this is the one I like at the end because I want this powerful
benefit to be lingering in people's minds while they are deciding if
they want to get together.
I have noticed some of my more
particular (analytical) coaching clients have trouble with this line.
They don't like using this line because they are concerned that there
is a possibility (although unlikely) that they may not be able
to "make or save" people thousands or even ten's of thousands
of dollars, which is what I recommend they say. Even more terrifying
is the thought that the potential client might get out a calculator
and ask you to add up the amount that you have "made or saved"
them at the end of the interview.
The reality is that almost no one
remembers what you said on the telephone when they made the
appointment. And, even if they did, no one expects you to add up what
you have made or saved them at the end of the first interview. So
unless you told your prospective client to bring all their paperwork,
you are not going to have the resources to come up with an exact
number anyway. And that is the key point, this is a conceptual
statement, not an absolute statement. You are not going to
know the exact amount you made or saved someone, but you can
conceptually point to making or saving people huge amounts of money.
For example, if your potential client
makes a good decision because he or she is working with you instead of
making a questionable decision by working with someone who is just
trying to sell them something, how much will that make or save your
potential client? We don't know, but it could easily by ten's of
Let's say you get someone to put some
money away in an annuity or a life insurance contact, what kind of
money will that make or save someone? It depends on many variables
like how much they put into the contract, how long they put money in,
if they die young, and so on with all the contingencies. If they die
young, it could mean a fortune to their heirs. If they live, they get
all their money back plus interest. Would they have saved that amount
if they did not have a program set up to save that money? Statistics
show that for most people, probably not. So if that's true, how much
would you have made or saved your potential client? Obviously,
it's hard to measure the exact amount with all the variables, but it's
easy to see that, whatever the amount, it can easily be a lot of
One other thing I like to remind my
advisor coaching clients: if you are a relationship-builder and not a
client-controller, you are going to be in rapport with your potential
client. When you are in rapport, the potential client wants the
interview to go well. They want to learn things and enjoy their time
with you. They want you to look good!
The last thing anyone is ever going to
do is try to figure out how much you made or saved them at the end of
the interview to decide whether they like you or not. I am not saying
it isn't possible. I am sure there is some engineer or accountant you
could interview that would hold you to it, but you probably wouldn't
want them as a client anyway. In fact, if someone asked me to add up
how much I made or saved them at the end of the interview, I would
most likely tell them they needed someone more analytical than I am
and politely end the meeting!
So offer a lot to your potential
clients. Of course don't say anything you can't back up. Conceptually,
it is ok to say you can make or save people thousands of dollars. It's
as real as it gets on a conceptual level. In the end, when the numbers
count, the difference you make in getting someone to make sound
decisions with their conservative money is going to have a very real
One last thing, if you don't make the
call, your potential client may never get around to making those
important decisions with someone who is on their side. What is the
potential down side of that scenario for them and for you?!
Have a productive June,
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