Impact. It’s the missing ingredient for many sales conversations and conversions.

Impact is the consequence of what is going on with your prospective client, and the consequence of what will happen if they use your service and work with you.

Why is impact important? Because without discussing impact, we’re missing the key motivator and the sense of urgency that will help that person make a confident decision and/or make a change.

The Change Cost of Selling Your Service

Think about it. When someone starts to work with you, they are going to have to make some changes. For example:

  • They’re going to have a fee to pay.
  • They might you have to change the way they do some things.
  • They might have to change their behavior.
  • They might have to change a relationship that they already have around their finances.
  • They might have to change their whole mindset around money.

How to Build Impact Into Your Sales Process

There’s one quick way that you can build impact into your sales process, and that’s by asking a follow up or add-on question when you’re discussing almost any topic.

As you’re discussing a topic with your prospective client, if they haven’t already given you the why or the reason they want to make this change, ask them questions such as:

  • How will that affect your situation?
  • Who will this impact?
  • What will happen when that occurs?
  • When you do this, what’s going to be the result of that?
  • How is that going to affect what you’re doing day-to-day?
  • How might that affect your career?
  • What do you think that will do for your relationship?

Impact Goes Beyond the Surface

All those questions get them to discuss information that is beneath the surface, about impact.

Why is that so crucial? Because when you are someone who wants to impact people’s lives with the knowledge and the expertise that you have, you’ve got to start talking impact and soliciting impact information from your perspective client early and throughout the entire sales process.

If this topic is important to you and you want to learn more, here’s a link to another message around the 4-Point Investigation and the Risk and Reward questions that get to the impact: Uncover Compelling Prospect Motivators to Get the Yes.


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!