One of the most perplexing problems that advisors face daily is how to move a prospect along in a way that does not appear to be heavy-handed, manipulative, or as if the advisor is exercising undue pressure. Like a lot of things in life, there is a delicate balance between pushing things so hard that you lose the sale and not exercising enough influence so that you lose the sale. This is, perhaps, an agent's most perplexing dilemma.
Striking the proper balance really does separate the true champions from the crowd. Let's take a close look at six specific tips to make sure you are being aggressive and persistent, but not abrasive or pushy.
1. Be absolutely, 100 percent sure that you are talking to the right person or people. Don't waste time presenting to only one spouse when the other one is the decision-maker.
2. Be totally familiar with the personal agenda of your prospect. Is it financial security, concern for their beneficiaries, or college or retirement planning?
3. Anticipate and be aware of events that could impact the speed of their decision. What will it cost them if they delay? For example, if they don't enroll in Med Supp D during the initial enrollment period, what kind of penalty will they incur? Communicate these events clearly to the client.
4. Be sure that you have a process that clearly and precisely moves the sale along smoothly. Follow up as needed.
5. Know how frequently to contact your prospect. Don't invent reasons to call. Instead, have legitimate reasons for each interaction -- reasons that really do contribute value to the transaction, discussion, and exchange.
6. Promise a lot and deliver even more so that your next sale will not be as demanding, difficult, and drawn out as the first one.
Moving a sale to completion is the hallmark of a sales champion. A real sales champion completes the difficult sale without the perception of applying undue pressure. Instead, they use strategy and knowledge. These six tips provide both. Keep them handy for use with your next tough prospect.
Bill Brooks is the founder and CEO of The Brooks Group, an internationally known sales and business development research, training, and consulting firm. To receive The Brooks Group's free monthly email newsletter, email barbara@thebrooksgroup.com or call 336-282-6303.
