The best way to sell prospects is to not "sell" them at all.
Let's put this in perspective. When people see a "salesperson" coming, they run the other way. When they identify a trusted advisor who can help them achieve financial security, they embrace them.
For this reason, there is nothing more powerful than Invisible Selling.
Invisible Selling recognizes that great salespeople never look like they are selling anything. Without elevator pitches, product samples or PowerPoint presentations, they are extraordinary at recruiting and retaining customers for life.
Let's explore the five key pillars of Invisible Selling:
1. Treat everyone like family.
Do you do this? Or do you treat your clients as customers or sources of commissions? If you bring them into your extended family and treat them with the level of genuine concern and commitment you would extend to a friend, the potential customer sees that you are not just another salesperson seeking to profit from their demographic segment.
2. Earn customers' trust.
Before people buy products or services, they buy trust. Think of the people you trust: You will turn to them first for nearly everything--in good times and in bad. During a crisis, you want to be the person they turn to.
But how do you earn trust? Sometimes the best way is to refuse to sell a client what they ask for.
Assume you are a financial advisor assembling a baby boomer's total financial plan and the client asks for a big-ticket universal life insurance policy to be included in the product mix. If you say--knowing the commission will be considerable--"This is not right for you" and then explain why you have come to that conclusion, the boomer (who, like most, is being offered many things he doesn't really need) will see you as an honest broker and a trusted advisor for life. Suddenly, you are in a class by yourself.
3. Understand that the provider counts more than the product.
If you build your knowledge base and have special skills that can bring value, sales will come and you won't have a press for them.
Try this: Invite a prospect out to lunch and do not sell them anything. Instead, just listen or talk about an important trend related to their business or personal life. The old Willy Loman saw says to "ask for business," but if you refrain--and focus instead on educating--the prospect will ask you how they should respond to the trend you brought to the table. They will sell you!
4. Make an iron-clad guarantee.
We can all guarantee our clients--and live up to this--that we will stand behind them forever. It is easy to accept commissions--but will you be there, on the client's side, if they have a dispute with the company? That's the kind of personal guarantee they want from you. You may not win the battle, but you will be there as an ally.
5. Make an offer your clients can't refuse.
Don't simply offer a product--present a package of facts, features and scenarios that makes it crystal clear why you are advising the client to acquire the policy you are recommending instead of selling them something.
Everyone, regardless of their age, place in their career trajectory or physical condition, wants to have faith in you.
And they don't want to be "sold" anything.