Most female financial advisors consider “selling” a form of coercion, they consider prospecting as a way to force people to consider something they may or may not need and the thought of “closing” is no less than pure manipulation. At least that is what the female advisors shared with me on my last night’s conference call. “Selling” “Prospecting” and “Closing” are words and actions generated by men for men. For many female advisors incorporating those same activities in their business can create tremendous internal conflict preventing success.
There are 3 simple changes you need to make in order to incorporate a more feminine approach to building a business. These three simple steps will eliminate the conflicting feelings, enhance your natural strengths as a woman allowing you to leverage the skill sets you already have and know. But more importantly by making these 3 simple changes your confidence will soar, you will have less call reluctance and you will become so much more effective in helping others while growing your business faster with less effort.
The solution is simple; eliminate the words prospecting, selling and closing from your vocabulary and replace them with Relationship Building, Inspiring and Motivating. When you can change your perception of these activities and approach the business with these new terms you will find the response from the clients becomes more receptive and trusting.
Three shifts you need to make:
1. Building Relationship: Think about how you build new relationship or deepen relationships with those you already know. In most cases we take these skill sets for granted, but in order to incorporate them into your business you must become very aware of what it is that you are actually doing. In most cases a relationship develops when there is a connection; a connection comes from something in common. Perhaps you have shared the same experience, job, status in life even opinions and attitudes. This connection comes first. From there we begin to develop trust by sharing personal thoughts and experiences, this sharing must become reciprocal allowing each party to feel more and more comfortable building trust along the way. Take this same process and now apply it to your business.
2. Inspiring: We have all done it, when you experience something perhaps a new store, you learn about a new computer or device that adds value, whatever it is when you are excited about something (as you should be about the value you provide as a financial advisor) you want to share it with others so that they are inspired to try it out? As in most situations regardless as to whether it is personal or business to be inspired there must usually be a need. In some cases the need can be inspired. I may not realize I have a problem or life could be easier until you share your personal experience and the value and benefits you received from this new gadget or service. Just yesterday I voluntarily shared with my friend that I just bought a net book, I told her how much I loved it as I thought she should consider as well. By the end of the call my friend was “inspired” to learn more. That is exactly what we are trying to do as we build relationships with new people, inspire them to want to learn more about what you do.
3. Motivating: Once I know there is a need, once I hear that my friend wants to lose weight or perhaps she realizes she too hates lugging around a big old laptop and should consider a net book, then I will try and motivate my friend to take the next step. With my friend and the net book, we began talking about brands; in my process of explaining I was automatically guiding her to the brands that I felt were the best, motivating her even further to buy a net book and to buy the same net book that I bought. Financial Services is no different, once you know a client has a need and has express an interest in the value you provide your job is to motivate them to take action with you?