In a few weeks, we’ll have completed the sales process and will start looking at segmentation, targeting, positioning (though the sales process is, indeed, part of positioning) – other components of the marketing mix. For clarification, the “marketing mix” are those things which you can control in acquiring and keeping clients.
Sales Engagement Process
Now, it’s time to put this all into context with the outline of the sales engagement process, then a step-by-step primer to maximize effect. Meanwhile, don't forget to use the "five questions," and the "soft" and "hard" close techniques discussed earlier.
PRIOR: Research, research, research your prospect. There is a wealth of preparatory data available for you. More on that next post.
Here’s the actual process with a couple points on each of those items which we haven’t yet discussed:
1. “Greet and Meet” Introducing yourself, building a cursory relationship, sharing your personal branding statement, fact-finding.
2. “Building Desire” Pre-empting those “five questions,” asking need-discovering/probing questions, confirming the need for problem-solving.
3. “Overcoming Objections” Specific ways to overcome verbalized roadblocks.
4. “Closing the Sale” Making the deal, setting the plan of action. Use those “hard close” techniques.
Starting next blog, we’ll dissect each step and help you get to what most financial advisors enjoy and benefit from most: gathering assets and client relations.
Next blog: Researching your prospect. A dozen ways to help craft your pitch.