Sniper Marketing Tactics

When Financial Professionals Miss The Big Picture

It’s critical to understand the big picture and how to make money as a sales professional.
Your goal is to have face to face meetings with prospects who meet two criteria:
1. The prospect has money in their control (i.e. not tied up)
2. The prospect is interested in opportunities to do better with their money

If you have any additional criteria, you will lose money as an advisor.For example, if you have a third criteria that the prospect have interest in product A because you sell product A, this will cost you a lot of sales because there is NO PROSPECT who cares about product A..  Prospects care about their objectives such as
1. Safety of principal
2. Tax relief
3. Liquidity
IT’S YOUR JOB TO SHOW PROSPECTS HOW THEIR OBJECTIVES ARE CONSISTENT WITH YOUR PRODUCTS AND SERVICES.THe Prospect Does not COME TO YOU INTERESTED IN your products or anything ELSE OTHER THAN THEIR OBJECTIVES.

Too many sales professionals miss the concept to focus on meeting prospects who are motivated, and instead will call the prospect to determine their interest in only what the sales person offers..This type of approach conveys your primary focus being your products, not solving the clients concerns..That’s why your appointment calendar is not full..

Here’s an example to consider..We run a lot of ads on the Internet to determine consumer interests.The ad which receiving the most responses was for information about an item we don’t provide..  This is a HOT TOPIC for seniors.  But every advisor told us “I don’t want those leads.I can’t make any money talking to people about their interests.”

This is unfortunately a near sighted view that keeps most advisors poor.Many of these prospects meet your criteria but because they don’t express a specific interest in your product, you will pass them by..

The key is to meet with people you can help and don’t focus on your products and services.The items you sell are tools to help prospects fulfill their desires, tools that don’t need to be discussed until the end of the conversation.

Additional insights to sell more can be found at the ProspectMatch Blog.

This entry was posted on Sunday, August 22nd, 2010 at 8:28 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.