Here’s a sobering truth you’re probably seeing more of every day: your unique status, as an advisor, is declining at a rapid pace.
You’re probably experiencing this when you hear in your initial prospect meeting: “What makes you different than other advisors?”.
Here’s why this decline is happening: there are more and more advisors who do what you do and that are now more accessible to your prospects than ever before.
Not only are there more advisors in the marketplace, but the majority are focused on educating their prospects as a way to prove their worth and value.
If the majority of the profession is providing free education to their prospects, that accelerates the commoditization of that information, creating a race to the bottom.
In a commoditized profession, where information itself loses its unique value, educating your prospects only increases their indecisiveness: “I need to think about this and get back to you”.
Here’s the core mindset shift: dispensing information to your prospect, does not equal trust.
In fact, educating your prospect can be perceived as persuading them to see things your way.
Persuasion creates sales resistance, which creates indecisiveness.
Here’s how you over come this: focus on the depth of their issues, instead of educating them on solutions.
Solutions are definable in the mind of your prospect, in the future.
The future is hard for them to grasp, because their daily lives are overwhelmed with an increasing amount of obstacles (prior commitments, information to process, other advisors to see and compare).
Tying the sale to your solutions, ties your “value” to an outcome that is unattainable now.
On the flip side, your prospect’s problems are a clear and present danger.
By doing an exceptional deep-dive into the gravity, urgency and priority of their issues, they then can then see you as different, in your ability to help them see the depths and impacts of not solving their issues in a timely manner.
If your sales process can shift to this perspective, then commoditization won’t affect you at all.
Why?
Because, no other advisor can give them the mind-altering clarity that you can (they can only give them information).
Your solution isn’t the solution – you shifting to a problem-centric trust-based sales process is.
To discover how you to become a “category-of-one” in your sales process, order your complimentary book and consultation below.