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November 27, 2013 at 11:30 PM
Explaining to prospects that hiring you will mean they will get “better” service, products and solutions may seem like a logical approach. However, it’s not always effective.
For instance, if someone asks why he should do business with you as opposed to the firm across the street, you could begin by listing the “betters” that you offer:
- Better communication
- Better service
- Better products
- Better outcomes
- Better affiliates, etc.
The problem with inferring that you’re “better” is that your prospect won’t believe you. Think of the detergent aisle at your grocery store. If you see a jug of detergent with a big “NEW AND IMPROVED” emblazoned across it, do you immediately buy it because you are sure that now, finally, your clothes will get cleaner? No, of course not! You don’t actually believe it will be that much better. And, it’s risky to suddenly start buy a different laundry detergent (not as risky as hiring a new financial advisor, but you get the point).
