Your Prospects Don’t Need A Friend — They Just Need To Trust You

One of the most common assumptions advisors make when meeting with potential clients is believing they need to be liked — before they can be trusted.

This idea is so ingrained in the traditional sales psyche, that there’s even a fancy term for it:

Building rapport…

This archaic technique is one of the main reasons so many meetings end with: “I’d like to think about it”, instead of, “When can we start?”.

Why?

Because it forcefully wedges a social norm into a business setting, even when it’s completely unnecessary.

We all have a deep desire to be liked and validated by those around us.

This makes us feel comfortable and lets us know that we belong. 

However, as we get older and learn to compartmentalize, we place people into groups so we can prioritize what truly matters.

If every doctor needed to play a round of golf with each patient before treating their heart condition, they’d soon find themselves out of business — and many patients would be left to suffer the consequences.

Letting go of the rapport building trap can be tough, especially since you’re excellent at your job and it’s likely most of your clients really like you.

You may have even met their families and know details about them they’ve never shared with anyone else.

If you’ve been in the industry long enough to find real success, you’ve probably seen everything, and then some — so you tend to gloss over this issue and go right for the relationship and your solution.

There’s just one catch.

While you see the light at the end of the tunnel, your prospects are still stuck in the dark.

What’s more, they may have been misled or taken advantage of by other advisors who seemed “nice” — only to reveal their true colors later on.

The hard truth which can be tough to swallow, is that your prospects aren’t coming to you looking to be your friend. 

There’s only one thing they’re saying to themselves when they first meet you, and it’s a loud voice repeating over and over sayin: “Do I trust him? Do I trust him? Do I trust him?”.

When you start by trying to get them to like you, it can come across as disingenuous — breaking the trust you need for them to feel comfortable choosing to work with you.

Real relationships take time, and are supposed to be developed after they become a client, not before. 

This isn’t to suggest you become distant and clinical.

It simply means you center the conversation around their problems from the start, and provide clarity on their issues so they can finally make the decision to fix their problem with you.

Trust doesn’t require a social connection — it requires your prospects to feel heard and understood.

If you do it right, you can instantly create a natural and open line of communication that leads to onboarding 100% of your qualified leads, on the very first meeting. 

To learn more about this innovative approach to selling, get your complimentary books and consultation below.