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“The Curse Of Mastery”: Why You’re Losing Potential Clients

By Ari Galper, the world’s #1 authority on trust-based selling

Advisors are often involved with what’s called the “expert consultant sale”.

A person has a problem they’re not equipped to solve, so they seek out an expert who is.

They pay the expert for their time, acquired skills, and for the years spent honing their craft.

But how does your prospect ultimately decide on which expert to go with, especially when there’s an abundance of advisors available at any time?

I suggest to you that being an expert is the very thing that predisposes you to answering the above question incorrectly.

Why?

Because of the “curse of mastery”.

In your initial meeting, when your prospect begins talking about themselves and opening up about their issues, your instinct is to suggest a path to a solution which you know very well.

By the time you’ve educating them on the solution path and options, it’s quite common to hear: “I’d like to think about it and get back to you.”

What is there to think about?!

What’s going on here?

Isn’t the solution what they want from you?

Not exactly.

What you need to realize is that in the expert consultant sale, there is a trust gap between you and your prospect, and this trust gap cannot be bridged by your knowledge as an expert, nor the efficacy of your expertise-based solution.

Why?

Because your prospect is not an expert and has no ability to judge whether you’re right for them based on that information (which is why demonstrating your expertise free of charge, or doing “free consulting”, does little to progress the sale).

When you approach the sale only from your own point of view as the expert going straight to the solution, that trust gap remains open under the surface, and everything you share solution-wise, falls on deaf ears.

“I need to think about it” really means, “I’m not sure about this. I don’t trust you enough. This may not be right for me”.

As long as that indecisiveness is lurking under the surface, the sale will never happen.

The curse of mastery is assuming that the sale depends on projecting enough knowledge and expertise.

It’s not about showing them that you’re an expert, it’s about creating the feeling in your prospect, that out of all the competent advisors they could choose, you’re the one they can trust to go with… you’re the one for them.

This trust decision is more emotional than rational.

It’s often missed by advisors because they’re too deep in the technical mastery of their discipline.

It’s not that mastery doesn’t have value, but it only has value after the sale, not before — because the prospect needs to become your client first before they can experience your expert mastery.

Pre-sale, what they care about most is: “Do I trust him or her?”.

My number one recommendation to overcoming this syndrome is to re-engineer your sales process to work more like a doctor’s.

When a patient goes to see a doctor about a shoulder problem, 99% of the time it’s a shoulder problem that the doctor has seen before.

But the doctor doesn’t let that stop them from carrying out a thorough, no assumptions, diagnostic process.

They still examine the patient and perhaps order an MRI scan before prescribing any medication or treatment (and the patient pays for it as part of the overall treatment process, it’s not provided for free).

The key point of difference here is that the patient experiences the doctor’s mastery through their process, before they get to experience it in their solution.

Trust is created in experiencing the doctor’s process of having their problem thoroughly diagnosed and clarified.

And because the process is so pragmatic and understandable to the patient (who isn’t a medical expert), the treatment program is never questioned nor second-guessed.

It’s simply accepted and complied with.

If you can refrain from skipping ahead to your solution and let your prospect first experience your mastery through your trust-based process, you’ll generate the same kind of implicit, no-need-to-think-about-it trust, that a patient has of their doctor.

You’ll also significantly simplify your sales process from the kind that most experts use, where they try to prove themselves by doing essentially free consulting (over multiple meetings), to one single meeting only, where they commit to work with you.

If you do this right, and are open to thinking differently and defying industry norms, then you can become a trust authority, a category-of-one.

If you’d be happy with 1 – 2 new high-net-worth clients per month and are wasting time with poor quality lead services -- and finding yourself overly reliant on referrals from your current clients…

Then it's time for a new upgraded inbound high-quality lead model, one that doesn’t conform to traditional advisory industry norms…

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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 the Australian Financial Review.

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”.

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His work in the trust-based selling field, focusing on reversing control of the sales process, from buyer to seller, is considered category-of-one thinking, with over a two decades of proven execution and results.

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 Syndrome, who has made a major impact on Ari’s approach to teaching authenticity and trust in his Trust-Based Selling approach.

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