Put a 'Why' Between Your Happy Ears
Every salesperson needs a little bright spot in his/her day. So, when an advisor answers the phone and reacts with even mild interest, the crowd goes wild.
Sorry to bring you down. There’s some research that shows an inverse correlation between a prospect’s initial enthusiasm and closing the sale.
It makes sense, right? Think about when you get a sales call. If you don’t hang up, it is probably because of one of two reasons:
#1 You actually want to hear more, but feign disinterest, hiding your cards so you don’t become a victim of the sales pounce.
#2 You listen, often interjecting “really?”, then end with an enthusiastic "that sounds interesting send me more info and circle back over the next week or so!” Easy let down. Next move: Radio Silence.
If you are on the selling end, response #1 generates resigned discouragement; response #2 gets you giddy with excitement because you amplify what you hear with “happy ears”.
You should consider flipping your assumptions. Be skeptical of your happy ears and deliver your full set of skills when you get advisors that are wary or seemingly disinterested. Acknowledge their silent objection with some pre-empts.
Here’s a sample script for the advisor who answers the phone but doesn’t sound all that friendly:
“My guess is you may not be able to drop everything to talk now. You may not even be in the market for a new fund. Would it make sense to send you some very brief info, ask you to reply with two or three questions we can discuss on a scheduled call? Or you can send a simple “no.” Just so you know, this investment tends to appeal to advisors looking for something different for their younger more aggressive clients..." (Adapt to your product or brand)
Conversely, for the advisor who sounds interested, don’t let your happy ears make you comfortable and naïve. Ya gotta dig a little deeper. With these advisors, your favorite word should be “WHY?”.
“Why does this fund jump out over others you are considering?”
“Why would it make sense for you to make a change now?”
“Why would you not choose something else on your recommended list?”
If you can reprogram your brain to be wary of happy ears and skillfully profile, you will get the reality check you need to decide if there is a next step.
Who knew the least friendly advisors might be your best prospects?
PS: Check that pipeline for some happy ears in the interested category that may not end up making you happy.
For help with Happy Ears check out our Advanced Clinics