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Ever come across people who think your job is easy? That you talk to people, tell them what to buy and they say yes? However, you know sales is a lot tougher and more complicated. It's an art, in addition to a science. If everyone reacted and behaved the same way, life would be so easy. It isn't.
Last week we looked at "4 ways to close a business deal." Maybe you said: "I need more strategies. What else have you got?" Read on, because here are a few more.
1. What will it take? Why do some strategies stick around for so long? Because they work. The public generally looks down on "car salesmen" yet one of their strategies is effective and easy to adapt to your business. You've heard the car dealer say: "What will it take to get you to drive out of here in a shiny new car today?" I can sense you cringing already.
Let's assume you have made your proposal. You are asking for the order. They are asking questions or introducing objections. One goes down, another pops up. Suppose you asked: "What will it take for us to agree on a strategy today?" You stop talking.
What should happen is they will reveal what's really on their mind. Maybe they want a lower price. Or they have service expectations. Or it's the length of the commitment. Negotiation has started. You need to go back and forth to get the deal to work. (Except for the "Let me talk to my sales manager" ploy.)
- Why it works: They disclose their criteria.
- Why it doesn't work: What they want isn't realistic.
2. You're not doing this for yourself. You might be talking insurance. Your prospect is thinking about interest rates, stock market index participation and other details.
You say, "The object is not to make money. The object is to provide for your family and children." It's good if the spouse is another key decision maker and they are present.
The story I liked best was the advisor talking to a couple about death benefits. The advisor asked,"Do you want (the lower) or (the higher) one?" Before the prospect could answer, the spouse said: "We'll take the higher one."
- Why it works: If the prospect doesn't agree, it casts them in the role of not wanting to provide for their loved ones.
- Why it doesn't work: Not all products are built around death benefits. Many insurance products give you benefits while you are alive.
3. Buy into each other's ideas. Some agents and advisors work with wealth management products in addition to insurance. Typically, the sales process involves the attitude of "sell everything you already own. Buy what I suggest." For the prospect who is meeting an advisor who is a stranger, this can be a tough sell. It's like saying: "Everything you've done up to now has been wrong. Thank goodness you met me."
When you construct your proposal, pick some items they already own that will be complementary to your recommendations. When presenting, compliment them on those choices and suggest keeping those. You might even tell them to buy more. Then continue with the changes and recommendations you are making for everything else.
- Why it works: The "kept" items are like a security blanket. Parts of their new portfolio will be familiar. Since it isn't a complete change, they are more likely to follow your advice for the remainder.
- Why it doesn't work: They still think the changes will be too great. However, they might consider at least adding to the ones you highlighted, because you were complimentary.
Closing is both art and science. You develop an intuitive sense what should work in different situations.
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.”
