By the time someone has reached retirement they have made a million decisions. They have a lot of experience. Weirdly, this doesn’t make them better decision makers… it makes them worse. Why? Because they start making more decisions with their gut… than with their head. Their emotions… instead of the facts.
So, you must make sure both your marketing and your sales process is leveraging emotions… far more than facts. Emotions… far more than features, advantages, and benefits.
The process that my advisor coaching clients and I have used for the last 20 years to close 94% of tire kickers and plate lickers… for all of their money, utilizes this concept.
We all want to get in front of the mass affluent. So, let’s talk about them. Are they able to go out to eat whenever and wherever they want (pre and post COVID of course)? Yes. Go on vacation where they want? Drive the car they want? Yes!
So, how much of their pinky finger will they lift for a good idea? NONE! They already have everything they want… and the only thing that could screw that up is making a change of any type. If you approach them with facts and figures they’ll say, “You are probably right, but I think I’ll just keep doing what I’m doing.”
Has that ever happened to you?
So, the solution I use with my 5Q Group advisors is a process where we get the client to tell us, in their own words, that their current advisor is taking advantage of them… padding their own pockets at the client’s expense. WE don’t tell them this. THEY tell themselves. We do this with a series of 21 questions that gets them to say it.
But here’s the magic, when a client tells themselves 21 times that their guy is screwing them… sometimes in little ways… sometimes in big ways… their decision is made for a hugely EMOTIONAL reason… not because of facts and figures. And the kicker is, when they loathe their current advisor… that advisor becomes helpless to retain the client. You win every time.
Make your marketing and sales process about EMOTION… not facts.