You are a trained and licensed professional and have 95 percent more knowledge about financial guidance, choices and products than your clients or prospects. If every client followed exactly what you advised, he or she would typically make more money with less frustration. However, fear and other emotions block their ability to just let go and let you guide them. Assuage their concerns by leading them to the best choices for their portfolio.
We make decisions when our brain eliminates the obvious choices that we don’t want. Presenting clients with fewer options (with at least one really bad alternative thrown in) will surely help move them along your chosen path for their best interest.
Ideally, you should give your clients the power to choose between yes and yes, instead of yes and no. But be very careful to not overload them with too many choices. Realize the power of the herd is a tough current to swim against. People like being in the middle of the crowd when in unchartered waters or situations.
Think about your first few trips through a haunted house carnival ride and how you didn’t want to be the first one in as you passed through those dimly lit halls and around horrifying blind corners. Hopefully, your clients won’t equate a relationship with your practice with a house of horrors thrill ride, but you get the idea.
On your website, point out “our most popular article” or “most downloaded article.” In a live close or presentation, when talking about a particular offer, say “most of my senior clients seem to prefer this choice” or “the majority of my baby boomer clients who do not like to risk losing money select this option.” Be sure to always follow up with “but you are totally free to make the best choice for you.” And then give them the power to choose either yes or yes.
Boomers are savvy
One word of caution: Boomers are pretty savvy, and those old-school close techniques of “would you prefer to meet next Friday or Monday, I’m available either day” can spoil a great initial meeting. Cushion it with phrases that explain why you would prefer to meet again at a given time because “your son’s first game is the day before” or “Grandma’s birthday is that afternoon and I’d like to meet with you before.” While seemingly irrelevant, these revealing comments about your personal life gives you more character and shows your prospect a human side not typically shown in a sales interaction.