The Reasons You Are Losing Potential Clients Is Not Rational

Once upon a time, all it took to consistently grow your business was to have the following competence criteria: 

? Knowledge & expertise 

? Credentials 

? Case studies & happy clients 

? A friendly and professional appearance 

? Solutions to your client’s most common problems 

? Ability to deliver value 

But that was before a significant amount of new advisors have come onto the scene in the last few years. 

I just typed “advisor” into Linkedin’s search window and can you guess how many results it returned? 

1,910,000! 

And of those 1,910,000 advisors, how many do you think would have the full list of the above criteria? 

Pretty much most of them. 

Let that sink in for a minute.. 

What this means is: 

? Competence or rather the appearance of competence is no longer special 

? The competence criteria that once elevated you above your competitors is now the baseline, the bare minimum, and no longer differentiates you 

? If your marketing message is based on any one of those competence criteria, the best you can hope to achieve is a side-by-side comparison next to other advisors 

On the contrary, with every new financial advisor that comes online and saturates the market further, you’ll be forced to work harder and deliver more value, to compete for the same high net worth client -- just to stay in the game. 

These are the non-rational thoughts that go through the mind of your prospects: 

“Gee, there are so many advisors to choose from and they all look pretty good. How can I tell if any of them are as reputable and trustworthy as they appear? I guess I can’t really know until I choose. That’s a risk I’ll have to take but boy does it make me uncomfortable”. 

Can you see why your potential client’s hiring decision is not a rational assessment of what you actually do? 

 There’s no way for them to judge you until AFTER they hire you. 

 As a consequence, their hiring decision is made on how secure they feel in choosing you, based on their perception of how much certainty and authority you project. 

With so many advisors to choose from and each appearing to be highly competent, a front-end marketing process based on your competence has lost its leverage in influencing your prospect’s hiring decision. 

Unlock The Game?, a new sales mindset that overturns the notion of selling as we know it today. His personal insights on how to build trust between buyers and sellers continues to break new grounds. Thousands of Business Owners worldwide have been transformed by his trust- based sales approach. Get access to the Free Masterclass at www.UnlockTheGame.com/Video and subscribe to this podcast or to be a guest on the show, visit www.UnlockTheGame.com/Podcast