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There's no need to reinvent the wheel. Plenty of sales strategies have withstood the test of time. Technology may intervene as everyone looks for the silver bullet, the technique that always works. But the Golden Oldies were golden for a reason.
|Feel, felt, found
We often talk about overcoming objections. That implies sales is a battle, culminating in a victor and a loser. In reality, we want a long-term relationship. We are trying to help the prospect choose the solution as best suited to their situation as we can find.
Sometimes prospects object, not because they don't like something, but because they don't understand it fully. Enter, feel, felt and found.
- I understand how you feel. You are building common ground.
- Other people have felt the same way. Your concern is valid. This isn't the first time it's come up.
- Then they found that… You explain the answer to their question or their concern. More information was needed.
Is there anyone else… who else would like to…
This is a technique for soliciting a referral from a client. It's phrased in a way to make it easy for them. Here's the scenario:
A client calls. They've heard about a tax law change that might affect their retirement plans. They only know sketchy details. They've called you for clarification. Although you are not an accountant and don't give tax advice, you can explain the changes, thanks to the background material your firm has provided. Your client is happy with the explanation.
You ask: "Is there anyone else who would like to learn how this tax law change might affect their retirement planning?" The key word is "learn." Other friends have probably mentioned it too. Your client got their answer, but might not feel comfortable passing on the explanation to someone else. What if they got details wrong? What if the other person asked questions they couldn't answer? They mention a friend.
A similar version uses the word help. Your client called. They have a side business. They want to set up a retirement plan, get it open by year end. You get them the paperwork; it's opened and funded.
You ask your client: "Is there anyone else I can help regarding setting up a retirement plan for their side business before the end of the year?" They have friends who do similar things. They suggest names.
|You probably work with someone already
You meet people socially. They ask: "What do you do?" It seems whenever you answer, they get the words: "I already have an insurance agent" out before you finish speaking! It's a knee-jerk reaction.
Try this instead: "I'm an insurance professional at (firm name). You probably work with an insurance agent already." There should be a dramatic pause. They are thinking "You took the words right out of my mouth. What do I do now?" You have regained the initiative.
They will probably answer yes, unsure of what to say next. You can ask how long they have been together. Would they recommend them? What do they like best about them? In what areas do they see room for improvement? You can learn a lot.
If you wanted to continue in a sales mode, you might say: "It sounds like you are very happy with your current agent. Here's my card. If anything changes, please give me a call." You've planted the seed. You can even jump to this stage after they say "Yes, I have an agent," skipping over the drawing them out questions.
These ideas often stay in circulation for a simple reason — they work.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
