As advisors, we sell the intangible. Much of the sales training out there is for sales people that sell the tangible, and that training is not transferrable to the intangible sales process.
Mike Schultz and John Doerr have written a masterful 13-page guide that completely maps out the best way for consultants (advisors being one of them) to best create an environment where bringing on new clients becomes easy.
They say that when it comes to the intangible, you should use RAIN.
Rapport—You must develop strong rapport. The entire selling process hinges on whether the client trusts and likes you.
Aspirations/Afflictions—Dig deep and ask the right questions to uncover BOTH the buyers afflictions AND their aspirations.
Impact—You must get the buyer to understand the impact of both their aspirations and afflictions if they do not follow your solution.
New Reality—Paint a compelling picture of what their lives will be like after they move forward with you and your solutions.
You can find the entire 13-page guide courtesy of Hubspot. It is a must read in today’s advisory selling environment.
