Recent research has shown that 55 percent of why your prospects decide to buy is based on your office space, 37 percent is based on nonverbal cues and only 8 percent is due to the content of your message.
Most producers think they can present a financial product persuasively enough that the prospect will feel compelled to buy. Yet psychologists have long known people are much more likely to decide to do business with you due to rapport and trust.
I recently spoke to a new coaching client of mine who markets exclusively with public seminars. He generally books 35 percent of the attendees. During our last coaching session, he said, “I tried something new last night and only spoke for 45 minutes. It wasn’t the best seminar I have given, but I booked 75 percent of the room.”
He had booked a higher number of appointments because he had been able to connect with the group more effectively. Yet he didn’t feel he had given the group enough financial content.
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