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A funny thing can happen in the mind of a potential client during their initial consultation with you.
They have a problem and need your help to solve it, but somewhere along the way they think you’re taking them down a path to bring them on as a new client.
This subtle shift in how they feel about the direction of the conversation pulls them back from trusting you.
What shifts their thinking? How do you, as an advisor, prevent your sales process from being derailed by it?
You may have heard the old cliched sales advice, “don’t lose them while you have them, otherwise you’ll be stuck chasing them,” as taught by the traditional sales gurus.
This adage positions you as someone wanting or even needing your prospect’s business.
This flips their perception of you as an authority and makes them think, “This person, as helpful as they are, is trying to steer me towards being a paying client,” which creates doubt about your credibility and triggers the “sales game.”
When this happens, you get pulled into chasing, which ultimately leads to a long and unprofitable sales cycle and the feeling of being “strung along.”
The secret to avoiding falling down this rabbit hole is to let go of the sale in your mind.
Letting go of the sale simply means being genuinely comfortable with waiting for your prospect to take the next step in the conversation and doing nothing to intervene until they do.
Your only goal in an initial conversation is to listen to your prospect’s problem, expand their awareness and understanding of it, and discover whether it’s a priority for them to solve it.
To authentically let go of the sale, you must intimately understand how following your process, staying in your frame, and maintaining your position as an authority is more valuable than making the sale.
The moment you deviate from it, you enter your prospect’s frame rather than patiently waiting for them to enter yours.
Resist the desire to seek “closure” from them.
Instead, calmly say “That’s not a problem, I understand.”
One of two things will happen.
You’ll get to the truth that solving their problem isn’t a priority, which will let you disengage with confidence.
Or you’ll shift their focus back to their problem and underscore that your only intention is to help them see a path to solving their issues.
Either way, you’ll avoid your potential clients pulling back from working with you, saving you valuable time, ultimately allowing you to bring on more paying clients.
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after sales conversion expert for financial advisors. His newest book, “Unlock The Sales Game” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary client growth consultation with Ari or one of his trust-based consultants. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Australian Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.
Read more articles by Ari Galper
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
