How to Master the Art of Selling Financial Services. Tom Hopkins

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СКАЧАТЬ Second Language. In the Western world, more than in most other countries, we are nations of immigrants and sons and daughters of immigrants. You’ll find pockets of people from foreign cultures in various neighborhoods especially throughout the United States and Canada. Diversity is one of the factors that makes our two countries so rich in culture.

      Learning the second or third language predominant in your market will help you understand and better serve the financial needs of those potential clients. And when word gets out among their language peers that you are fluent and truly understand them, your referral base will grow exponentially.

      It’s not a bad idea to consider taking classes or tutoring in the culture and language from someone who lives in one of those areas. That type of education will provide a down-to-earth feel for it rather than classes offered through a college or municipal program though they are not bad choices either.

      Communication . How you say something can be as important as what you say. The manner in which you use the gift of your voice will often determine the success or failure of your efforts to serve your clients. It’s something people always notice on their initial contact with you.

      Some people speak informally while others will be so formal as to be stiff. Some speak quickly and in short bursts while others may actually drone on using long sentences and exaggerated mannerisms. Learn to match your vocal inflection to theirs. It is imperative that you do this as quickly as possible so they will feel at ease with you as they come to like you and trust you.

      Voice is particularly important when on the phone where you don’t have the option of backing up your statements with body language and facial expressions. People have a natural ability to hear what you’re really saying regardless of your words. If your voice lacks excitement, your potential client will believe you lack conviction. If you’re distracted by your computer screen or paperwork on your desk while speaking with a client, they’ll sense it on the other end. They’ll know they’re not receiving your full attention. This type of treatment will cause them to lose faith or worse, lose trust in your ability to make their needs and their business a priority. Potential clients who feel that way often seek out other, more professional financial services providers. Don’t risk it! Record a few phone calls, with permission, and study how well you use your voice on the phone. You’ll hear how you can improve how you sell over the phone.

      You can also match “vocal” inflection in written documents. Pay attention to any letters, memos or e-mails you receive from potential clients and adopt a similar style in your replies. Most importantly, always assume what you put in your letters or email messages might be forwarded on to someone else. For that reason I strongly recommend that you err on the side of formality.

      Yes, you can SHOUT, get noticed, create attention or CREATE A LOT OF ATTENTION in the printed word. You aren’t a hypocrite when you adopt someone else’s style of speech or writing. It’s just a means for better and more efficient communication. And please don’t “cuss” by writing $#&&!!!@ to emphasize a point. Cursing, in whatever form, is inappropriate. Champions don’t work that way.

      Here’s a good tip when establishing a relationship with a new prospective client. Ask, “How do you prefer that I stay in touch with you?” It’s a simple and easy step that few in the industry ever bother to take. Some people prefer person-to-person contact. Others prefer phone calls, e-mail or faxes or some combination of methods. Ask the question and respond from then on appropriately. This simple act of courtesy will put you head and shoulders above the rest.

      Public Speaking. Addressing groups such as business clubs, civic organizations, your child’s class or scout troop accomplishes three key objectives.

      One, public speaking increases public awareness, not only for your business but it increase your name recognition.

      Two, increased awareness of you increases your business volume.

      Three, public speaking builds confidence. The more intimidated you are by public speaking the more you need to seek out and take advantage of speaking opportunities. I know this can be a daunting task but remember, I did it. I really do understand. Yet I can tell you once the fear is conquered the benefit from the confidence you gain is immeasurable!

      If you have mastered some or all of the skills we’ve covered here, congratulations. Now, work on improving them. If you haven’t mastered them, pick one and work on it until you do. And then pick another and another and another until you are confident with all four.

       Fear Producing Words

      The vocabulary we use tells others a lot about us. Few people are likely to give conscious attention to analysis of our individual words, but their subconscious will. Every word really does create a picture in the mind’s eye. Those pictures generate emotions. Unfortunately, much of the typical jargon most people in sales use generates the negative emotion of fear. Words can be some of the greatest fear-inducing factors blocking any salesperson’s hopes of gaining new clients.

      Over the years I’ve developed a set of “Fear Producing Words” and a list of “Replacement Wo r ds” that temper the fears created by the other words. Let’s cover the really scary fear producers and the replacement words and phrases we’ve tested over the years. They really do make a difference. You’ll see. I’ll explain them here but give you a “cheat sheet list” to assist with your memorization of them later in the chapter.

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