Sidney C. Walker
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September 2013

No Sales Pressure = Increased Closing Ratio
by Sidney C. Walker


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. Today, 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 technique.

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 approach!

Have a productive September,

(424) 228-5575 (Los Angeles, California)



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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 Please contact me, Sid Walker, at 877-985-3297 if you have questions. Thank you for your consideration. - Coaching info, buy books, eBooks, CDs - Extensive Training & Coaching Site

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



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