Those who are truly gifted have plenty of qualified first appointments, all the time. Being productively busy and growing business is no sweat for them. In fact, it comes easily. They can do it in their sleep. The prospecting, sales and referral model works just fine for them and their numbers show it.
But unless you’re one of those unique individuals with natural fluid sales talent, you need to stop selling. Because it’s keeping you from getting in front of qualified prospects.
There’s a good test to determine where you are in this equation. Just look at your numbers. How many brand new first appointments with warm qualified prospects have you completed in the last four to six months? Warm qualified prospects are the qualified friends, colleagues and family of your qualified clients, the clients you’d like to duplicate. If that number is not at least in the double digits, then the traditional sales model is not working for you.
Here’s another test. Look at the business you’ve closed over the last several years. You got the sale, you made the money but how much did the sale really grow your business? You may have gotten a few referrals but how many of those actually converted to qualified clients? If any of this sounds familiar then perhaps it’s time to reconsider your approach.
Fact: Your financial knowledge is extremely valuable. But did you know it’s actually worth considerably more when your clients and prospects perceive that your primary focus is freely sharing that knowledge and not focused on selling as the endgame.
Your qualified activity will spike when you shift your marketing approach from sales to service, educating your qualified clients and qualified prospects and being their go-to financial person – their advocate. You’ll still do the same work you’ve always done but your clients and prospects will see you differently. It doesn’t just happen, but rather it has to be driven by you and the marketing story you tell and live [See Previous Post – A Great Marketing Story Is Not About You] and it establishes an entirely fresh channel of trust with a market whose worldview of the financial industry presents an uphill battle. [See Previous Post- Guess What?] You’ll see that removing the intention to sell or close, opens the door to qualified introductions (not referrals) and business growth on a consistent, predictable basis.