Nobody Wants To Hear Your Story
Telling your story as a way of marketing and differentiating your business has become all the rage in marketing circles recently.
The idea is that by sharing your personal story, experiences and philosophy, your ideal prospects will be magnetically find you and want to hire you.
By relating to your story at a personal level, the hope is they’ll form an emotional bond with you and your business, leading to trust and ultimately the sale.
This over-used approach is based on the Know-Like-Trust method of traditional selling.
There are three hidden weaknesses with this approach never shared by those who promote it:
1. Other advisors are doing the same
2. Your story feels different to you, but it may not to your prospects
3. Your prospect cares more about their own story, than yours
This is probably not what you wanted to hear, after spending some serious bucks on your story development and the marketing of it.
Here’s the rub…
You’re trying to convince your prospects of your value as it’s defined from your perspective, not theirs.
No matter how artfully you can pull this off, in the end, it’s about promoting your point of view on to them.
It’s about proving that you’re different and convincing them of your worth, based on how you see yourself.
Don’t get me wrong, this approach still works in certain markets and industries.
But in advisory, where prospects are looking to trust you with their life savings, you need to be perceived as having the purest of intentions.
Any sense that you’re promoting your agenda, they’ll exit your sales process and ghost you.
Here’s the shift for you to consider…
Your prospect doesn’t care about you pre-sale… they care about your understanding of them.
They don’t want to know about your story or how your business came to exist — they want to know if they can trust you to solve their financial issues.
A sales approach focused on you and your value doesn’t lead to trust.
It leads to questions and potential objections that force you into selling, instead of prescribing.
You need a trust-based sales approach that articulates and clarifies your prospect’s problems — just like a doctor who diagnoses their patients, and taking them from diagnosis, to prescription, to getting medicine, all in one sequence.
Your prospect can only see your value through the lens of their own situation.
Their take-away experience of encountering you, needs to feel like you just read them a page out of their story.
Yours is irrelevant to trust building.
To learn more about how to think differently about your sales process, 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
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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.