In your first meeting with prospective clients, who and what are you focused on? Is your focus on the right person and the right topic to help you provide that person what they need to confidently take the next step in your process?

This is the next installment of the series: 3 Reasons You’re Not Converting like you should. In the previous installment, I explained that the first reason is a misuse of time during that conversation.

The 2nd Reason You’re Not Converting: Your Misuse of Focus

Ready for reason #2? It’s another “miss.” A misuse of focus on the Who and What of that conversation.

Too often the focus is on what we need out of this interaction.

  • What do I need to do to qualify them?
  • What do I need to do to be efficient?
  • What do I need to do to stay within our process?

The problem is these missed focuses redirect away from what matters: Them.

Them: The person or people (the collective “we”). Your “I” focus doesn’t matter as much.

Where Is Your Focus During Sales Conversations with Prospects?

Think about how you’ve structured the first prospect conversation and who it is focused on. Have you’ve focused more on getting out your story, sharing your credentials, figuring out a way to make sure you feel good about it…than you have on providing them value (which often comes when we’re not confident actually more so than we when we are)?

This means they probably aren’t getting the focus they need in that first interaction. They aren’t getting the hope that they are talking with somebody who’s going to care and who can help them.

We have to say so much less than we think to help them get this experience and information.

The Focus Your Prospects Need to Move Forward

You see, what they need to know is that…

  • You are focused on them
  • They were heard.
  • They are valuable.

When they feel and think that they are valued, heard, and the most important person in the exchange everything else that comes afterward is easier.

So, while we might want to focus on collecting a checklist of data and details, what we need to do is help them feel or think about the impact of their situation, realize what’s going on now, and where they want to go.

And that means changing your focus so the conversation is productive to get not only what we need out of it, but what they need out of this exchange.

Got it? Focus on Them and “we.” And how do you do this?

Collaborative Selling Starts with a Collaborative Objective

First, get to a shared objective early in the conversation, even if you’re educating them on what we’re going to do today. Something like,

What we’re going to do today is explore your situation and determine whether what you need aligns with my expertise. If we’re confident that we can work together, we’ll schedule the next conversation where we will ___.”


“What will happen next is you’ll provide your documents and account information. Then in the next conversation will do ___ so we can ____.”

Use the “we” in setting that objective to ensure they understand who the focus is on.

Your “Story” Might not Matter as Much as You Think

Key point: We don’t have to share our story early on. In fact. Brian an advisor who I’m working with right now, said that he realized people don’t care about his credentials. What they care about is that he’s paying attention to them, can ask intelligent questions, and can be competent in his commitment to helping them to do whatever needs to be done.

That’s enough for most people to commit to invest more of their time and effort in the next stage or next step in your sales process.

Convert More Clients with the Correct Focus

Want to convert more? Put the focus on them and on What’s in it for Them. Anything you talk about should be connected to them specifically, meaning that you must learn about them to be able to make that connection.

Do they care about what university you went to? Maybe if they went there as well. But maybe not. You won’t know that until you’ve done your research and asked the appropriate questions during that conversation and earn the right for you to give them the information that is going to be helpful and relevant to them.

Put the focus on them and What’s in it for Them and you’ll watch your conversions increase.

Stay tuned because the last episode in this short series will explain the third of the 3 Reasons You’re Not Converting like you should.


Financial Advisor sales training doesn’t have to focus on pushy tactics or high-pressure pitches. Genuine Sales teaches the fundamentals for sales success that allow you to be genuine, ethical, and successful!