By the way, if you talk to most of the leading producers in our
industry you’ll find that they are closing ‘9 out of 10’ people they meet
with. It’s because they know and practice these 3 ‘insider secrets’ I’m
about to reveal to you. So, what I did wasn’t really anything special.
However,
the fact that my sons and I have been able to help ‘9 Out Of 10’ agents
and advisors to become significantly better at identifying, attracting and
setting appointments with their
‘IDEAL’ prospects, and those agents and advisors are now closing a much
higher percentage of their sales calls, is what makes our training unique and
very special.
Attracting The ‘Right’ Prospects...
The ability to close ‘9 out of 10’ people you meet with,
starts by making sure you are constantly attracting the ‘RIGHT’ people to you.
And, that’s about properly structuring your marketing program.
It begins with identifying a specific ‘immediate problem’ that you can solve for people. The more immediate and important the problem is,
the more likely they will want your help!
One of the
fundamental truths about sales is that no one really wants to pay for anything.
The only reason people will ever want to meet with you, and pay you for your
products and services right now, is because you can solve one or more of their
most immediate and important problems… right now.
Essentially,
it means that people will only seek and pay for the products and services that
solve their most immediate problems. For example:
-
A sick
person will seek out a doctor
-
A person
with legal problems will seek out a lawyer
-
A person
needing a mortgage will seek out a mortgage broker
Once you’ve identified a specific immediate problem that some
people have, then you must identify the people who want to solve that problem
and are actively seeking help. For example, if the immediate problem you are
solving is a lack of retirement savings, then who are your best prospects? Are
you looking to attract people who have a company pension, probably not! How
about attracting self employed people, or the employees of small businesses.
Now it’s determining which of those people will most want to
solve that problem. Who will benefit most from your products and services? Do
you want to be working with… people age 25 or people age 45? Who has the ability
to pay, can be seen on a favorable basis and can qualify for your product or
service.
Finally, it’s determining the best ways to effectively deliver
your special message of 'how you help people', to your best prospects, so
that you can attract them to you.
Your Special Message
Is What Gets You An Appointment...
When people ask you, “What do you
do?” how do you normally reply? Do you answer with the title of your job
description? Such as, I’m a financial advisor, I sell life insurance and annuity
products, I work with an insurance marketing company, I help people save for
retirement, or whatever you do? What does this mean to the person who asked you?
Not much. It tells very little about you!
You also run the risk of immediately
scaring off people if you launch into a blatant pitch for your product and
services.
The most magnetic way of attracting
people to you, is not by telling people what you do, but instead letting them
know how what you do helps other people. And this is where your ‘Unique Selling Proposition’
comes into play! It has a variety of uses. It can be used when you are having a
conversation with people, or in your ads, invitations and sales letters.
And, you can use it when you’re
speaking to a group or as a guest on a local radio or television program.
As an example, here is how you can
reply to the question “What do you do?”
"You know how people nowadays are more
and more concerned about their retirement, what with credit card debt,
increasing income tax rates, the faltering social security and the higher cost
of living?"
"Well, what I do is, help them take
charge of their finances to eliminate debt, and save for retirement, without
them spending any additional money or changing their current life style, so they
can start taking care of themselves and their families once again."
Do you see how this paints a picture of
how what you do helps others? Your statement focuses on some of the challenges
that are in the world today that most people are aware of and can easily
identify with. It demonstrates your purpose, which is to help other people solve
their challenges. It is a focused reply. It demands you understand what you do
in the context of helping others.
Now, if a person identifies with this;
is finding it harder to make ends meet; and is concerned about their retirement,
do you think they are likely to want to know more? Probably "Yes!"
By stating how what you do helps
others, you will have already created a good impression and you’ll cement that
by turning the conversation over to them. And that is all about asking
questions!!!
Contrary to the popular opinion…
‘That as long as you’re talking, you’re in control’, the opposite is true.
You actually control the conversation by letting go of your need to speak. And,
that is about asking questions and actually listening to what they have to say.
What’s the problem or situation they want to resolve? What solution are they
looking for? What’s their most wanted outcome?
I think it was Perry Marshall who said; “If someone is out shopping for a
drill, they are not searching for a drill… they want a hole!”
Asking questions and listening is how you turn a conversation into an
appointment, if you’re talking to the ‘right’ person.
The Fact-Find Is What Makes The
Sale...
Once you have the appointment, then it’s conducting a thorough
fact-find and asking questions to help those people to see and understand the
problems they are facing right now, so that they want to take immediate action
to solve one of those problems.
Another important thing I've learned is, "If you solve small
problems, you'll make small money; if you solve big problems, you'll make big
money"
Now think about that
for a moment. Don't attorneys and doctors make more money than store clerks and
waiters? That's because the problems they solve are much more significant and
important to people's lives. Thus, people are willing to pay more for the
services of these highly skilled professionals.
The fact-find is much more than getting the facts about what they
have and need. It’s really listening to what they say and then asking clarifying
question. The more you get them to talk about their most immediate and important
problems... the more emotionally involved they’ll get in the process... and the more
they’ll want to proceed with your solution.
Finally, it’s finding the easiest way to make them a client.
You’ll find it’s much easier to sell a client, than it is to sell
a prospect.
Closing ‘9 Out Of 10’ people you see is actually very
easy! If you use the 3 ‘insider secrets’ outlined above. It's about you establishing a marketing
program, to attract the 'right' people to you!
Then learning how to
deliver a consistent message of how you are helping people.
Finally, it's learning to ask the
right questions
to help people to see and understand the problems they are facing
right now, so that they want to take immediate action to solve one of those
problems!
This is your last chance for a 'Tax Write Off' in 2017!
Do you want to close ‘9 Out Of 10’ people you meet with
and get a 'Tax Write Off'?
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