Helping prospects see you as a financial advisor and not a salesperson, Pt. 3
By Lew Nason
Insurance Pro Shop
Do you honestly believe that you are really helping people? Are you focused on making a positive difference in people's lives, instead of just making a sale? Then who are the first people you should be helping?
Do you want your friends, family, neighbors, clients and prospects to call you when they have a problem or need your help or advice? Or do you want them to call your competition down the street? Who is going to take better care of them, you or a stranger? Why would your friends, family, neighbors, clients and prospects call you, if they don't know what you do, or how you can help them?
Would you like a simple, quick, non-threatening way to let these people know about what you do and the services you provide? How about sending them a simple, one-page, heart-felt letter? Not a sales letter.
Send them a letter that tells them you are in the financial services business, what your specialties are, and how you are helping families to improve their financial lives. The letter says to call you if they need help or have questions or want a second opinion. Here is a quick example:
A while ago, one of my dear friends got very upset with me because I had never let them know I was available and could help him and his family with all of their insurance and financial matters. It dawned upon me, at that moment, that I had failed to let the people I care about most know about the work I do and the services I provide.
Accordingly, here are a few ideas that many of my clients have found of value:
- How to maximize your tax-free retirement income with no government limits on how much you can contribute right now. How to pay off your home 5-10 years early, without taking any additional money out of your pockets.
- The secret to maximizing your retirement benefits — what your accountant isn’t telling you.
- How you can decrease your taxes, increase your monthly cash flow and reduce your debts.
P.S. With your permission, I will be sending you my monthly newsletter.
You'll notice this is not a sales letter. It does not say you are going to call them for a free consultation or that you are going to invite them to your upcoming free educational workshop. It does not ask them to do anything. It just tells them a little about what you do and that you are there if they need or want your help. Follow up with a phone call
Within a week, you will want to follow up with a phone call to set an appointment with them. To set an appointment, you will want to ask them a few questions based on the bullet points in your letter.
Example: Chris, have you ever thought about how nice it would be to pay off the mortgage on your home 5 to 10 years early? How would that make you feel? If I could help you do that, without taking any additional money from your pocket, would it be worth 40 minutes of your time to talk about it?
Follow up with your monthly newsletter
If they don't set an appointment with you right now, then the key is to follow up with your monthly newsletter. You have to keep reminding them that you are there, what you do and how you can help them.
See also: Helping prospects see you as a financial advisor and not a salesperson, Pt. 1 | Pt. 2