Sidney C. Walker
Sid Walker


Click Here To Subscribe to Sid Walker's FREE eNewsletter and get a FREE eBook & FREE Teleseminars

Click Here To View & Purchase Books & CDs by Sid Walker

– Individual –

Articles &
Book Reviews

Reading List


Featured Links

How I Conquered Call Reluctance...
Book Website

Living in the Zone
Book Website

Trust Your Gut
Book Website

View Shopping Cart

Customer Service




March 2010

What Will Keep You From
"Getting To The Feeling Level?"

by Sidney C. Walker


In order to have a 90% closing ratio, you have to get the client to verbalize what is important to them and why it is important. If you don't get your prospective clients to discover and verbalize these critical elements, your closing ratio is going to stay around 25-30%. So there is a lot of money to be made by becoming skilled at this simple problem-solving strategy.


Point of clarification, "getting to the feeling level," "asking the 'why' question" and "getting the prospective client to verbalize what's important to them and why it is important," are all the same thing. When someone verbalizes why something is important, it will usually have a feeling attached to it.


An example of asking the "why" question goes like this. If your prospective client says its important to save money. You attempt to get to his or her feelings on the subject by asking: "You know Joe, a lot of people say it's important to save money these days, why is that important to YOU?" Asking someone why something is important to them is usually going to lead to the feeling behind what they have said is important to them. I like this approach because it makes it logical for people to give you a feeling response.


So what are the reasons advisors don't get to the feeling level in a sales interview? There are several:


Some advisors are afraid to ask the question "why." This is more of a rookie fear but I have seen experienced advisors hesitate on asking the why question. The concern is that this is asking the prospective client for more information than you are entitled to or that there are some things that are not any of your business. This is a ridiculous notion, of course, as many fears are. You need to get all the information you can possibly get about everything you think might be pertinent in order to come up with the best solution for your prospective client.


Some advisors don't understand the significance of asking the why question. We are all trained to take an analytical approach to problem solving and therefore we tend to take an analytical approach to selling as well. The problem is that people don't make buying decisions based on logic alone. Sure the logic needs to be there but it is not the motivator that gets people to write the check. What motivates people to buy is a combination of logic, emotion, and intuition. If the feelings are not there, usually neither is the sale.


What usually happens with the "logic only" advisor is that as soon as the prospective client shows interest in anything, the advisor is pitching a solution or getting information in order to make a closing presentation. The advisor is usually so focused on the logic of their product or solution, it doesn't occur to them to ask the prospective client the why questions. Just as often the prospective client will not buy and say "Let me think about it." This is actually a very logical response on the part of the prospective client. If he or she is not in touch with the feeling of why something is important, they won't be motivated to buy no matter how much logical sense it makes to buy the solution!


Sometimes advisors don't make a distinction between facts and feelings. This usually happens when the prospective client is giving us a lot of information all at once. The tendency can be to try to write down all the information rather than focus on the feelings. In reality you can always go back and get any information you need. The prospective client will always appreciate your efforts to make sure you understand what they want and why they want it. So don't hesitate to go back and get clarification on important facts and feelings if the prospective client is giving you a ton of information all at once.


"It worked so well I stopped doing it." This is the lament of many advisors who have experienced the power of getting to the feeling level and then reverted back to old habits. It takes effort and discipline to get the client to verbalize why things are important to them. It is easy to skip this step, especially if you have made some sales and the prospective client did all the work for you. When you make sales without getting the client to verbalize why what they are doing is important to them, it creates the illusion that you don't need to ask for this information. If you want a 25-30% closing ratio you don't need to ask. If you want a 90% closing ratio, you have to ask the "why" questions.


Whenever I am coaching a financial advisor who is having trouble getting cases closed, here is where I start. I tell them to pick one of cases they are working on. Tell me what the prospective client wants and why they want it in a couple of sentences. If you can't answer this question with confidence, you are letting a small fortune slip through you fingers.


I have spent 30 years perfecting this process for relationship-oriented advisors. If you want to master the art of Selling Without Wrestling®, check out my new training and coaching website. It is the most extensive website specifically dedicated to the low-key approach and industry specific for financial advisors. And, you can check it our for 7-days for free!


Have a productive month,

Toll-free: 877-985-3297



SHARE THIS NEWSLETTER WITH YOUR PEERS: When your peers sign up for my free monthly newsletter (Sales Tip of the Month) they also get a free eBook 12 Quick and Powerful Ways to Coach Yourself to the Next Level ($47 value) and free instant access to recent teleseminars. Go to

International Orders: Shipping charges on our website are for USA only. Before you make a purchase, please email us and tell us what you would like to buy and we will send you a quote for the shipping charge.

Permission to Use eNewsletter: This eNewsletter is copyrighted and is the intellectual property of Sidney C. Walker. You have my permission to share this month’s eNewsletter with peers, with your reps as a sales manager, or as an article in a financial publication as long as you use the content in its entirety, without changes, with a clear reference to my contact information including my website address, and do not charge anything for the information since this is a free newsletter. Please contact me, Sid Walker, at 877-985-3297 if you have questions. Thank you for your consideration. - Coaching info, buy books, eBooks, CDs - New Training & Coaching Site

Sales Performance Coach - "Champion of the Low-Key Approach"



Home  |  Get Free eNewsletter, eBook & Teleseminars Buy Books by Sid Walker

  Individual Coaching  |  Articles & Book Reviews  |  Recommended Reading  |  Biography  |  Privacy Policy

Customer Service  |  Featured Links  |  View Shopping Cart  |  Trust Your Gut Website

Santa Fe  ·  New Mexico  ·  USA
Phone: 719-789-1349  ·

Copyright © 2024 Sidney C Walker.  All rights reserved.