Vetting Prospects: What You Need to Know
Think back to when you met with a prospect for the first time. With that in mind, what are the three things every advisor must master here in 2022?
Let's tackle the first one for now. Step one is going to sound so easy, however, I promise most of you right now haven't taken the time to do the steps required! So what is step one? Step one is figuring out who your ideal prospect is. Think about it - do you know who your ideal prospect is?
You see, if you want to have a successful sales year - not just today, not just this year, but moving forward in general - you have to have absolute clarity on who your ideal prospect is. So, my question again to you is: do you know who your ideal prospect is?
When you sit down to identify who your ideal prospect is, there are two ways to qualify - or determine - what your ideal prospect looks like. These two ways are demographics and psychographics. Now, qualifying a prospect demographically is done based on the industry of the businesses, and the size at which you sell benefits. You look at how many employees and clients the employer has, whether or not you get the opportunity to meet with the CFO or the CEO, and what location they are in a certain market - those are all demographics. It's easy to qualify or disqualify your prospect based on demographics when you know what your company isn't looking for in a prospect.
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In addition to demographics, your company must also be crystal clear on how to qualify your prospect psychographically. What does that mean? Psychographics is not at all about the size of the company, the location of it, the age of the decision-maker, none of that. Psychographics is about what they believe in and what do they stand for.
If you can identify the type of prospect you want to work with psychographically and demographically, what you're going to do is build a book with prospects and clients who believe what you believe.
If you'd like support gaining clarity and working towards a successful year. Register for our Broker Branding Academy starting May 4th. Click HERE to register.