25 Gems from a financial planning sales guru
- Sales and marketing is all about moving people through a buying cycle
- People cannot buy what they do not know
- PR – It’s all about creating an experience
- Make ideas scalable
- Stop networking; start tunnelling:
- Don’t do all the talking
- Learn more about your prospective clients than they know about you
- Invite your clients to sample your services – don’t try to sell them
- ‘How you feel about me is not a popularity contest – it’s what they think about my work’
- Narrow the final choices available to your client
- Decide how you want to be known
- Utilise a ‘teaser technique’, eg: “Here’s what happens next”
- Deliver as promised
- Emotion steers decisions
- Search for yourself online in the way your clients would search for you – using their words, not yours
- What is your staff saying about you?
- Staff and teamwork lesson taken from famed movie director, Martin Scorsese: “The first thing I do is make sure everyone on set is making the same movie”
- Asking for the sale: find your ‘ask’ script
- Channel the Disneyland attitude of ‘Showtime’ – keep your staff/business conflicts behind the curtain”
- Do you have people in your business that are folding towels that don’t need to be folded? The lesson here is productivity – does your business embrace unnecessary daily processes?
- Knowing what to do and then doing it are two very different things
- It only takes one nugget of information to change your income
- Deliver consistency of service, eg McDonald’s, Disney
- Extras count – make your clients feel special, eg a ‘Club Member
- Every time your client visits you or a member of your team they are reaching a fork in the road. One bad bowl of soup can ruin a patron’s opinion of a restaurant, just as ‘one bad bowl of soup’ provided by you or your practice staff can have a detrimental, long-term impact on your clients’ opinion of the services you provide.
