Validation—People want to know they are doing the right thing. There are a number of ways you can help alleviate this worry. The best thing to do is to give them a case study like their personal situation. You can provide 3rd party proof. You can show how many other people have invested in what you are recommending. Or… If you are allowed, you can give them testimonials.
Reciprocity—They are not going to do anything for you… until you do something for them. You must give them something of value before they will reciprocate. What can you give them of value? Most advisors try to use knowledge. Unfortunately, most prospects think knowledge is readily available on the internet… so knowledge doesn’t work as well as it used to work. The more tangible and concrete you make what you give them… the better it will work.
Safety—Safety comes in many flavors. And the more flavors you offer them… the more likely they are to buy. It can be safety of choice… offer a money back guarantee if it ends up they do not like their choice, they are still safe. It can be safety of principal. It can be safety in numbers (which is why people will more likely attend a seminar than come to a 1-on-1 meeting).
Think about how you can work safety into everything you present and you will see your closing ratio climb.