Stop Delivering Pre-Sale Value
The internet and its proliferation of free information has conditioned many advisors to believe, they must deliver significant value in their sales process, to acquire a new paying client.
This has triggered a race to over-deliver on value, hoping if they can impress their prospect with their knowledge and expertise, they’ll get chosen.
The end result of this has dramatically increased the proliferation of “free consulting” pre-sale, more than ever before.
Providing value pre-sale (free information about solutions and how you provide them), continues to increase the level of indecisiveness on the part of your prospect.
Why?
Because you’ll hear them say: “Thank you, this meeting has been very helpful, let me think about it and I’ll get back to you.”
Them “thinking about it”, is exactly what you’re triggering by educating them in your initial meetings.
It keeps them in “option-gathering” mode to justify making a decision in the future, instead of shifting into problem-solving mode, giving them clarity to make a decision with you now.
Is it surprising they would take your information to the next advisor they’re interviewing?
As an advisor in a low-volume/high-margin business, you can’t afford to keep losing opportunities, even though you’re satisfied you did your job of “delivering value”.
That internal justification only reinforces to your sub-conscious that it’s not your fault you lost them, it’s their fault because they couldn’t appreciate the expertise you shared with them.
The big shift is to understand, that as an expert in your field, you’ve been conditioned to believe that the idea of “value” is hard coded to your knowledge and skill.
But your prospect doesn’t have your expertise, so they’re absolutely in no position to rank or assess your value, until after they’re a paying client when they can see you delivering real value.
The truth is, your prospects don’t have the technical knowledge to judge your competence
pre-sale.
So why do you continue to feel the need to attempt to prove your value to them?
It’s time to give yourself permission to stop delivering value pre-sale and instead, shift to building deep trust instead.
Being judged on trust, is not based on your expertise, it’s based on a trust-based approach that creates this feeling inside of your prospect: “He or she is exactly the kind of person we can trust and are looking for.”
To create that level of trust, you need to let go of the years of conditioning and advice from your industry peers and elders who grew up in the business, when it wasn’t commoditized, like it is today.
Here are a few mindset shifts to help you start this transition:
1.) Stop giving “value” and educating your prospect on potential solutions
You’re not there to convince your prospect of the value of what you can offer.
You’re there for them to feel you understand them more than any other advisor they’ve spoken with.
2.) Be diagnostic like a doctor
Shifting the initial meeting into a deep diagnostic conversation maintains your position as the expert (this does not include fact-finding questions), and the prospect as someone who needs your help. It simplifies and shortens your sales process. After diagnosis comes prescription, then payment, then treatment (no more multiple meetings where you end up consulting for free, this must stop now).
3.) Focus on providing clarity around your prospect’s problem (no solutions)
This is the only way to shift your prospect out of an option-gathering state (for a potential decision in the future), into a problem-solving state (for decisive action in the present). Without this shift, you’ll lose them at the initial meeting.
Start shifting your sales process to trust-building, instead of delivering value.
Yes, I know, that goes against the grain of everything you’ve been taught over the years – your market has shifted, and it’s time for you to do the same.
If you can make this shift, you’ll become a “Trusted Authority” in your prospect’s eyes, which differentiates and de-commoditizes you from everyone else still using the traditional
value-based approach.
For specific help on how to make this transition, 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...
Then it's time to upgrade your skill set to a "category-of-one" new inbound high-quality sales/lead model (no prospecting), that defies traditional industry thinking and norms...
Get Your Free Book & Free "Get New Clients" Lead Generation Consultation ASAP!
Order the new book “Trusted Authority” below and get a free “Get New Clients” lead generation consultation (value $995).
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 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”.
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.