Helping prospects see you as a financial advisor and not a salesperson, Pt. 4Article added by Lew Nason on August 1, 2014
Lew Nason

Lew Nason

Dallas, GA

Joined: October 13, 2006

My Company

Insurance Pro Shop

You've sent out your heartfelt letter to everyone you know, and you are sending them your monthly client newsletter to keep reminding them that you are there, what you do and how you can help them. You have set a few appointments, and now you want to set appointments with the rest of the people.

Offer a free educational workshop

Imagine that in the next 15 to 30 days, (spending less than $100 per event) you could get 10 couples to attend your free educational workshop on five financial challenges during your retirement or helping middle income families to live debt-free and truly wealthy. At the end of the workshop, five of those couples set appointments with you. And, within two weeks of meeting with them, you close just two of those couples for $1,000 to $3,000 of commissions each.

Now imagine that you are able to repeat that process each and every month. Each month (for less than $100 per month) you have 10 or more couples attend your free educational workshops. And, as you become more proficient with the workshop presentation and the sales process, you are able to set more appointments, close a higher percentage of the couples you meet with and increase the size of each sale.

That is exactly what is happening with the insurance agents and financial advisors who are using free educational workshops. And they are initially adding $4,000 to $30,000 to their current income every month! And they are able to do all of this without stopping what they are currently doing.

Why do workshops work so well?

Educational workshops are about showing families how to reposition their spending to eliminate their debts, to free up money they need to protect their family, save for a tax-free retirement, a college education, etc. Educational workshops are not about getting them to spend more money. And it’s not about getting them to sacrifice their current life style. Here is what it's all about:
  • helping people to establish and set their financial priorities
  • helping people to find money that they are spending (or saving) in the wrong places
  • showing them how to use their money more effectively
  • helping them use that money to eliminate their debts and start saving for their future
  • helping them to get the insurance protection they need for their family
  • becoming the advisor people want to see, instead of just a sales person
It begins with you addressing the real problems they have. If you get people to attend your workshop, then you must address the real problem they are facing now and in the future. If the prospect does not see they have a problem and understand how they'll benefit from your services, then why should they waste their time attending your workshop? Aren’t two of the biggest problems facing most middle-income families today out-of-control consumer debt and saving for retirement?
Make the initial meeting non-threatening

Would you agree that no one wants to meet with a sales person? The beauty of an educational workshop is that, for the prospects, there is safety in numbers. People feel much safer coming to a workshop than meeting one-on-one with a salesperson. It’s a non-threatening way for them to get to know you, see the type of work you do and the help you provide.

The beauty of the educational workshop is that you can offer them in large or very small groups. They cost very little to host. Because they are considered a public service, you can hold them almost anywhere — in your local library, association rooms, conference rooms, etc. You can get people to attend your educational workshop just by calling them and inviting them to a special educational event. The main thing is to tell them is that this is not a sales event; this is strictly educational. And you must do just that: Keep it strictly educational.

At the workshop, it’s all about creating curiosity, building a relationship and gaining their trust. If you want people to set an appointment with you, then you need to show them that you understand their concerns and can help them to solve their problems without them making any huge sacrifices. It’s about building a personal relationship. People today are looking for real help, not just another pushy salesperson who wants them to spend money they don't have.

It's time for each of us to step up and start making a real positive difference in our clients' lives instead of just making a sale. The truly amazing part is that if you learn how to actually help people, instead of just pushing your products and services, you'll close a lot more sales and make a lot more money. And you start getting a lot of referrals.

See also: Helping prospects see you as a financial advisor and not a salesperson, Pt. 1 | Pt. 2 | Pt. 3
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