The "You Era" Is Over

One of the worst things you can do to build trust with a new prospect, is to attempt to sell your “Client Value Promise” – an extinct notion that no longer applies in today’s highly competitive market.

Here’s the simple reason why: it’s all about you, not them.

It’s about what you believe in, your values and your goals.

Reality check: your prospects don’t care about you, and they aren’t selecting you based on what you believe.

They’re selecting you based on your ability to understand them and their deepest issues (that’s what trust-building is).

Attempting to impress, prove and sell you and your firm, makes the assumption that your prospect will see you as completely different than any other advisor they’ve previously met.

That’s a dangerous assumption, attempting to fight the battle of differentiation, in comparison to the other 400,000 or so advisors in the market.

Human nature is to designed to create an emotional connection to someone when they say to themselves: “They get me, they understand me, and more importantly they care about me.”

Notice the emphasis on “me” and not you.

It sounds completely counter-intuitive to the traditional know-like-and-trust sales model that many advisors grew up on.

That old model was based on your prospects needing to get to know you, then like you, then supposedly, they’ll choose you.

The ”you” era is over.

Your prospects aren’t looking for a new friend and deep down, they really don’t want to get to know you – especially pre-sale.

In fact, they don’t even have to like you to trust and work with you.

How many of your doctors do you trust, but don’t particular have any interest in getting to know them at a “friend” level?

The old selling models, based on you-to-them are dying, here’s why: