What Advisors Really Want to Know

I did my homework, asked good consultative questions and delivered an awesome presentation – if I do say so myself. My prospect was enthusiastic, my sales pipeline punctuated, my sales manager happy–a slam dunk about to happen!

So how did I end up in that bad neighborhood again? You know, the one where prospects forget how to answer the phone or an email???

Today’s buyers may not be particularly forthcoming about what is really important to them. I was so enamored with what I was selling that I forgot that product is only one –and often small piece–of the pie.  Unless you address the unspoken more emotional hesitations as part of your sales conversation, don’t be surprised by the disappearing act.

What do advisors really want to know?  The big three:

  1. Risk – what’s the possibility that making this buying decision might turn out to be a mistake (which will make me look bad)
  2. Time and effort – How much will it take on my part to integrate this into my practice (I have zero time right now)
  3. Status quo:  Is it REALLY significantly better than what I have now? (performance is rarely enough)

So try to work the unasked advisor questions below – they might just help you avoid flatlining:

“If I buy what you are selling…

  • How can I be comfortable it won’t be a mistake (I need understand the potential downsides so I have no surprises)?
  • How much more time and effort will this require (and how will you help me minimize this)?
  • How will it help me look good  (to my colleagues and clients)?
  • How will you (wholesaler) help me prove this was a smart decision (after the sale)?”

Easier said than done!

Mary Anne Doggett