Sweating your assets: Relate to your clients. Be real
The second instalment in our Sweating Your Assets series is called “Relate to your client. Be real.” It is important for us to make sure our assets are working for you. In our last article we covered you being your first asset, this article covers practical ways to optimize your client relationship.
We touched on selling in the first appointment and now we will elaborate on that. Selling in the first appointment might not lead to you closing the client regarding the sale. However, it is highly likely that you will close the client from an emotional perspective. You want your client to leave your first appointment feeling concerned and introspective about the cover they currently have in place. You want them to evaluate whether they have enough policies in place and question whether those policies are best for the clients’ financial requirements.
At the same time, you want to ensure that the client will return for a second appointment and end up buying from you. You need to create the impression that you are the right person for the job, you are the person who is going to put the plan together and you are the person that is going to look after them. How do you do that? Firstly, you do not go in with hard facts and figures. Remember a person is a person, not a computer.
The word relating is especially important. The reason it’s an important word is because your clients want to understand who you are. At the beginning of a meeting, there will probably be tension. The tension is either going to be focused on you or your ability to perform a task. How do you break that tension down? You relate! You relate by endearing yourself to your potential client.
Firstly, listen to your client. Then be real when reiterating this information to your client by saying:
– I hear where you are.
– I know where you are.
– I understand where you want to go.
– Let me help you get there.
To do this, you need to start by asking specific questions. Ask your clients questions from an emotional perspective and best leads questions such as:
– If you were in this situation, how would you feel?
– How would you feel about making sure there is enough planning for your kids?
– Tell me about your kids.
Then build on that by telling them about you and your background. This makes relating a two-way street. Your clients want to know who you are, and you want to know who your client is.
Knowing your client means you can ensure that your clients’ financial plan works effectively. It will help you determine whether the plan you are putting together for the client is the plan that the client wants. Often you may ask clients why do you have this specific life cover? The client will respond that it’s because the previous financial advisor sold it to them on the premise that it is the best life cover. Be aware of that when you are engaging with your client.
Remember to relate to your client. Understand where they are financially and what they want from you. Doing that will improve your business and aid in the process of selling yourself during your first appointment. Sometimes, a client may say to you: Bring the quotes and let’s go through them, send me the quotes via email, let’s do this over Zoom.
By the end of the first interaction, you want your client to see that you are the person to go with. Your client should understand why you are the best choice for them. Ensure the client knows you care about their financial needs and what is best for them. Show them that you are not simply an insurance guy there to share endless statistics. Remember, you want them to leave feeling concerned about whether their current cover is what they truly need.
In conclusion, people buy from people, understand the difference you make in the person’s life. When you interact with that person, they buy from you because you provide something valuable. You are important and there are many people who want to buy from you. So, sell yourself and make sure you are aware of how you are selling yourself. Do it by being real with your clients so they can relate to you!