“You get what you’re looking for.”
It’s just one of dozens of “Jeanette-isms” I heard from my mom when growing up. And now as an adult, I can see how true this statement is.
We do get what we’re looking for in many life circumstances, and in sales efforts.
Here’s how I see it coming into play in sales situations, especially when faced with concerns or objections during our sales conversations.
Common Objections Advisors Face
We get what we’re looking for when we believe that a particular concern or objection is likely going to be raised, or believe that it should be raised, because on some level we agree with whatever that concern or objection is.
What are the too-common concerns or objections where advisors might lack conviction?
- Belief in the value of your fees
- The model of the service that you’re providing
- Your experience level
- Your age – whether you think you’re too young, or if you’re nearing the end of your career
When you don’t have strong belief in those areas, you will often create that lack of belief – which comes through as a concern or an objection – in the people that you’re talking with.
How does this lack of belief come through?
Your lack of conviction might come out through your tone of voice, body language, hesitations or other communication messaging. These are absorbed subconsciously by the prospect and create some kind of dissonance that makes them wonder about or question that area of insecurity.
How Can You Eliminate Your Belief Barriers?
So, what can we do?
- First, make note of the most common concerns or objections that you hear. Whatever they are, make note of them.
- Next, for each one, do a self-check on your level of conviction in the validity or the value of that component.
- For the ones where there isn’t strong conviction — identify ways to strengthen your belief.
For example, you could:
- Conduct market research
- Conduct industry-specific research on that item
- Talk to a mentor or a colleague to learn about:
- Their level of conviction and how they got there
- How they explain things
- How they deal with those same concerns or objections
- Look for the successes that you’ve had that dispel that concern or objection
Different Advisors, Different Objections – Different Opportunities!
If you can increase your conviction, you’ll increase the likelihood that YOU don’t create that objection or concern. You won’t make it a barrier to that prospective client getting what you offer.
I see this play out in firms when advisors operating within this same firm, or same practice, have different beliefs around aspects of what’s being offered. One person states they ALWAYS hear the fee concern, while another adviser never hears that but often comes up against the need for all assets to be under management, or about the team environment versus a one-on-one relationship. Whatever the individual belief, we can see how it plays out in and transfers to the prospect or client.
You Get What You’re Looking For
So, if you want to reduce the most common concerns or objections you hear, start with yourself. Start with the beliefs about the objections and concerns you have for those concerns or objections. Strengthen your belief and conviction in it.
Then what you’re going to “look for” becomes a clear pathway where that isn’t a concern. And when you’re looking for that open path, that is what you’re going to see.
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!