As I consider what to write about this
month, several things come to mind. I have always admired super
successful sales people. I have spent over thirty years finding my own
breakthroughs and healings. I have also spent that same amount of time
coaching financial advisors. My admiration today is still there for
top producers but it is more conditional.
I admire most the top producer who is dedicated to helping the client
get what the client really wants. The ability to sell ice
cubes to Eskimos is a noteworthy skill but at this stage in my
development, I think it's more important to find out what the Eskimos
really want and help them get it. And for that you don't need sales
Not using sales technique could also be described as taking away
the sales pressure. Of course, I believe in promoting worthwhile
things. I am a champion of permanent life insurance as the best place
to park conservative money and never tire of singing its praises. So I
am not saying that you don't promote things or "sell the sizzle."
Not using sales technique means that you tell the client up front that
you will honor their decision not to buy anything if that is truly
what they want to do. You tell them up front that buying a product
from you is not a requirement for you to be friends and for you to
help them. Most advisors don't understand the power of this approach
because they are too attached to old habits and ways of thinking so
they never risk trying it.
So I am recommending that some of you brave souls give this concept a
try. Take away the sales pressure and see what happens. See if
your clients or potential clients don't immediately relax, open up,
and start looking for you to help them with solutions to their
financial problems. Of course, solving their financial
problems in most cases is going to result in the sale of financial
products where you get paid.
I have been perfecting this approach my whole career. I call it the
low-key approach or more formally, Selling Without Wresting®.
I was recently doing a session with one of my coaching clients who has
been in the financial services business for over thirty years and is
nationally known for his leadership in the industry. He said to me, "I
am finally understanding what you are saying about taking away the
sale pressure. I actually did it the other day with a new client and
it was the most amazing thing I have ever experienced. I loved what
happened. He loved what happened. It was a turning point in my career.
I now know I don't need to push people to get them to buy. I now
understand that it's ok to simply show people what their options are
and ask them what they want to do. I feel like the weight of the world
has been lifted off of me. I had a great job before, but now I have
the best job on earth helping people get what they really want."
Here is a sample of the language I teach and one of the many
paradigm shifts of Selling Without Wresting®:
"I'd like to talk about something that
is very important to me related to the values that I bring to the
table. I do this job differently than most of the advisors out there.
I feel my main job is to help you make informed decisions that feel
right to you which actually includes doing nothing if that is what
feels right. This is not about me trying to talk you into buy a
product. Of course, I have lots of products for sale but buying a
product is not a requirement for you and I to be friends and for me to
help you. In fact, I will make you a promise right now, I don't want
you to ever do anything that doesn't feel right to you. If something
doesn't feel right to you, we are not going to do it. Does that sound
like a fair approach?"
There is more to this language, but you
get the idea. Take away the sales pressure and you have a new job
representing the same products that is way more fun. Oh, and I did I
mention, your income will experience a nice positive bump and you will
get a record number of unsolicited referrals! You can't lose with this
Have a productive September,
(424) 228-5575 (Los Angeles, California)
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Thank you for your consideration.
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