Are You A Category-Of-One?
If you’re feeling that your solutions are becoming commoditized, it’s probable that your sales process (not your solutions) is what you need to change to be seen as a “category-of-one”.
Most advisors are educating their prospects and doing free consulting, fuelling the commoditization of the industry.
Ideally, you want your prospect to choose you at the end of the first meeting, without saying: “I’d like to think about it.”
You know you’re a highly competent advisor, but you may be feeling indistinguishable from other advisors, and your prospects “shopping” you is a trend that is only increasing.
How do you buck this trend? You need to shift your mindset.
Advisors typically focus on their solutions and expertise, as they have been conditioned to prove their value, by demonstrating it in their sales process.
This approach only mimics what other advisors are doing, causing prospects to continue interviewing other advisors to find someone they can trust – because all the advisors they met with, appear similar in their value propositions.
Here’s the irony, your prospects are not qualified to judge and assess your expertise in one meeting, or even in multiple meetings, pre-sale.
Yet, there is this game of “let me prove and show you what I can do for you” merry-go-around that usually ends up in having to chase them for a “next step.”
Here’s the shift to help you break this cycle:
Your prospect isn’t looking for the solution to their problem. They’re looking for someone they can trust to solve their problem for them.
That’s a subtle difference but its impact is significant.
It means your solution, knowledge and competence isn’t what they need to trust you, they assume you are competent, otherwise they wouldn’t be meeting with you.
A solution-based approach cannot build trust nor shift your prospect out of their indecisiveness, because knowledge, competence, and solutions themselves have become ubiquitous.
The only way to shift your prospect out of indecisiveness, is through a problem-centric model (not a solution-based process) that brings their issues into focus and makes the idea of solving it an urgent priority.
They won’t trust you if they feel unclear about their own situation, as they’ll be unsure about whether you want to genuinely help them or just win them as a new client.
This is how you differentiate (and with no free consulting involved).
Your prospect doesn’t care about how you solve their problem, they only care about if you are the one to solve their problem, and your value isn’t the deciding factor.
If you struggle to understand this, you’ll always be compared to the next advisor.
To learn how to shift your mindset to a category-of-one trust-based sales approach, order your complimentary book and consultation below.
If you're an ambitious advisor, with a defiant streak (following the crowd isn't your thing), who is overly reliant on referrals, with limited time and resources, but willing to grow and challenge your own thinking -- and you'd be happy with 1 – 2 new high-net-worth clients per month...
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Order the new book “Trusted Authority” below and get a free “Get New Clients” sales & lead generation consultation (value $995.00).
In this ground-breaking new book, you’ll discover:
- How to create a flow of high-quality leads in the next 90-days by becoming the Trusted Authority in your market
- How to differentiate yourself from other advisors so that your ideal client says “He/she is the one for me…”
- How to re-position yourself to create inbound demand for your ideal clients only becoming a “category-of-one”
- How to create a “by-appointment-only” business so you stop lowering your authority by "chasing” leads
- How to onboard new clients in one single meeting or zoom conversation… yes this is possible!
Meet The Author
Ari Galper is the world’s number one authority on trust-based selling and is one the most sought-after sales conversion experts for Financial Advisors.
He is the creator of Unlock The Game®, a completely new revolutionary sales approach that overturns the notion of selling as we know it today.
Ari has been featured in CEO Magazine, SkyNews, Forbes, INC Magazine and Financial Advisor Magazine – and has been a featured speaker at the Financial Planning Association’s national conference.
His newest book, “Trusted Authority”, has become an instant best-seller among Financial Advisors worldwide.
With clients in over 35 countries, his global sales systems have become the most successful Trust-Based Selling systems of our time.
In a day and age where technology rules the selling world, for many growth-oriented advisors, deep trust has taken a “back seat” to the sales process.
Ari’s personal insights on how to build trust between buyers and sellers continue to break new ground in the financial services industry.
Ari has been on a mission for the last two decades to change the financial services world through trust.
Through his sold-out talks all over the world and his in-house trainings for high-producing advisors, Ari has become the global ambassador to businesses all over the world.
He regularly connects with global business icons and leaders of industries seeking his counsel on how to infuse trust in their organisations and across their teams.
Ari is a true “disruptor” in the financial services industry. He has been endorsed by legendary sales mentors like Brian Tracy who said: “Ari Galper’s trust-based selling approach is the greatest sales breakthrough in the last 20 years”.
Ari’s sales growth consulting firm has a growing waiting list of financial advisors wanting access to his unique Trusted Authority lead generation models and sales conversion strategy advice.
Ari is also the author of “Lessons From Toby”, a special book about his son Toby who has Down’s Syndrome, who has made a major impact on Ari’s approach to teaching authenticity and trust in his Trust-Based Selling approach.