Sales is Not a Dirty Word

Selling isn’t the problem. Your mindset is.

Let me tell you about the ￡1.5 million mistake I’ll never forget.

Early in my career, I gave a potential client a 30-page report about how to save ￡1.5 million in inheritance tax.?

I worked myself to the bone to get every single tiny technical detail right. When I presented it to them, I thought I’d nailed it.

And then…they didn’t implement a single recommendation. And they never ended up saving that ￡1.5 million.

Why? Because I overwhelmed them with complexity. Instead of inspiring confidence, I left them paralysed.

That’s the day I learned a hard truth.

I didn't want to be seen as a 'salesperson'.

I wanted to just give maximum value to people wherever I could.

And it ended up costing me - but more importantly, the client!

If you’re a financial adviser and you think 'sales' is a dirty word and something to avoid, you’re going to go nowhere fast.?

You’re already selling...every single day.

• You’re selling clients on why they should trust you.
• You’re selling them on the value of your advice.
• You’re selling them on taking action.

And the more you try to deny that, you and your clients are going to lose.

But the better a salesperson you are, the better clients are going to understand you, the more confident they will be in your advice, and the more they will take positive action to get the great results that your advice delivers.

The problem isn’t sales—it’s the way you’re thinking about it.

So let’s reframe it:

Sales isn’t manipulation.

It’s the best way to present your ideas and advice to help your clients achieve their goals.

Ever since that ￡1.5 million disaster I have adopted this mindset.

And with it, I’ve managed to scale Hoxton into a business that manages over $2 Billion AUM.

Here are 3 things I’ve learned about sales during this time that are worth remembering.

1. Prospecting is the grind that sets you apart

Sales isn’t about smooth talking or gimmicks; it’s about persistence and resilience.

And where do you learn persistence and resilience? By prospecting. What’s funny is that so many people out there have a problem with this.?

They just want to focus on converting warm leads and retaining clients. But so few FAs today have what it takes to go out there, put their necks on the line and actually FIND these clients.

I get it. Prospecting is uncomfortable.

9 times out of 10 you are going to get rejected and you need a thick skin to keep at it.

I remember at the very beginning of my career, I would go and drive 2-hours just to meet a prospective client, probably get rejected, and drive 2-hours back home.?

At first it really bothered me.

Then a small saying helped me reframe that rejection:

For every no, you are getting closer to a yes.

For every repetition you do, you are getting better. Honing the skills that you are trying to learn.

Because the thing is, without prospecting, you have no business. Full stop.

And any FAs out there who might be thinking of starting a business in the future need to hear that more often.

Nick Murray - often referred to as the “God Father” of lifestyle planning - preaches this!?

At Hoxton, we drill this into our team with diary management and training sessions.

Do people always love it? No.

But does it make them great? Absolutely.

Some people call it micromanaging—I call it preparing our team to succeed.

You call it what you like.

2. Stop confusing, start connecting

Do you know what 65% of clients say after meeting a financial adviser? They say they feel confused.?

That is a bloody nightmare and definitely not providing a good client outcome.

And I can guarantee it’s because these IFAs are doing exactly what I did: overcomplicating it.??

After my ￡1.5 million mistake, I realised that clients don’t care about how much you know—they care about what you can do for them.

That is all the information they need really.

Most don't even care about HOW you are going to do it.?

And why should they? That's what they are paying you for!

Petrol heads aside - how many of us walk into a car shop to buy a car and drill the salesperson on each component? 99% of people don't need that level of detail.

Communication research backs this up: the average person remembers only about 10% of what they hear after 48 hours.?

And if your pitch is buried in jargon, that percentage drops even further.

So stop throwing around facts and figures that mean nothing to your client, and start presenting the information in a way that resonates.

I teach our advisers to use “the 8-year-old test.” If an 8-year-old can’t understand your advice, neither can your client. No disrespect to clients out there!

When clients are clear on the 'why' behind your advice, and they can understand that it will positively impact their life and meet their objectives, they’re far more likely to act on it.?

And when they act, it’s a win-win.?

3. Listening is your secret weapon

When we think of salespeople, it’s usually those sleazy door-to-door salespeople who are trained to not let you get a word in so they can give you their pitch as fast as possible.?

They are the kind of people you could leave on the phone, go do the dishes, come back and they’d still be talking!?

We all know the type…

Those are exactly the people you shouldn’t be trying to emulate.?

The really good salespeople understand that you can’t help somebody if you’re talking at them and not understanding what is important to them!

You have to be actively engaged in what they want.?

We need to make sure we are meeting and understanding the clients objectives.

And you can only do that by listening.

Here’s a good example of this: When I first started advising, my client base was expat teachers.?

I know, very niche!?

But I was able to use them as a launching pad because I….?

→ Learned what interested them,

→ What problems they faced,

→ And what was going on in their industry.?

I made it my job to listen and find solutions to their specific needs.

By doing so, I made myself indispensable.

Remember: Selling isn’t telling!??

Sales isn’t dirty, it’s essential

If you’re still uncomfortable with the word 'sales,' let me leave you with this:

You’re not selling products.?

You’re not selling yourself.?

You’re selling solutions to your clients objectives and priorities.

And the better you are at selling those solutions, the more lives you’ll change and have a positive influence on.

Here’s what I mean:

• A retired couple finally taking that dream holiday because they trusted your advice.
• A family securing their kids’ future through a tax-efficient plan you implemented.
• A business owner sleeping soundly at night knowing their succession plan is airtight.

If you’re in the business of selling—which every business is, one way or another—you owe it to your clients/customers to master the art, build trust, and drive positive change.

It’s not about you—it’s about them.?

Because at the end of the day, great advice is quite literally meaningless if no one acts on it.

Thanks for reading Don’t Shoot the Messenger!?

I’d love to hear your take. Do you agree that sales is a critical part of being an FA??

Oh, and if you found value in this, consider sharing it with someone who could use some straight-talking advice.