Lisa Gray has been a wealth writer since 2001. She has been involved in the wealth management industry since 1988. She is the author of two bestselling books—The New Family Office and Generational Wealth Management.| Success In Marketing Means Less Talk About Process And More Talk About Client Benefits |
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| Friday, September 28, 2012 12:52 |
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The quickest way to turn off a prospect is to talk about your process. What people want to hear is how they will benefit by working with you. They want to know how you will help them achieve their personal dreams, not just the set of goals they will list on your questionnaire.
This Website Is For Financial Professionals OnlyThis requires a shift in mindset that is difficult to accomplish. But making that shift will open the path to growing your business in ways you never anticipated.
Clients expect you to have the skills needed to do that. If they didn’t, they wouldn’t be sitting in your office. So telling them about your process turns out to be overkill.
Telling them about the outcome you will help them create shifts the focus from you, to them. Even when prospects compliment your process, they are responding favorably to the result that process will yield them, not to the process itself.
It’s human nature to talk about things that we are proud of—such as the processes we’ve developed. But it’s even more exciting to talk about how what we’ve developed can benefit someone else.
It releases the limits on the returns we can get from the time, money, and sweat we invest in our businesses.
So when a prospect asks what makes you different or why should they work with you, talk to them about benefits that will match their definition of success.This puts the law of attraction to work for you.
You may have to first ask some questions to understand what success means to them.
Then you can tailor the benefits you give them to perfectly match what they need.
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