Marketing Corner – Go Deep on Ideal Retirement
Go Deep on Ideal Retirement
“What does your ideal retirement look like?”
This is an important question, often posed by advisors and agents to potential clients during an initial appointment. The question helps to gauge what matters most in retirement for the consumer and to plot financial planning strategies. However, consumers likely offer up general answers (i.e. “I’d like to travel, or I want to spend more time with family”), which the advisor uses to roughly outline a plan. The truth is that many consumers have yet to fully consider what retirement means for them and also that advisors don’t spend enough time going deeper into retirement specifics.
Deeper probing can help prospects identify their retirement goals and target the solutions needed to the achieve them. For the advisor it helps build rapport and makes you seem more empathetic. More importantly, once you have delved deep into retirement lifestyle specifics, consumers connect strongly with you and your expertise. They now have a more tangible picture of what retirement means and have more “buy in” to your solutions. You may identify other planning needs.
This is somewhat related to the behavioral concept of mental accounting. This particular bias describes how individuals attach irrational value to money (or accounts) based on it’s origination or intended purpose. So a $10 windfall from a lotto scratcher is likely seen as “free money” to use on entertainment, even if you owe a friend $20. Or money saved for a vacation may get treated differently than other sources of income, even when it comes covering unexpected bills. Financial planning can work the same way and turn mental accounting into a positive that ultimately helps the prospect actualize their retirement goals. Going deep in ideal retirement discussions allows consumers to attach more value to a hypothetical source of funds that will become real with your expert solutions.
So how do you go deep? Here are some questions that help you probe further.
The prospect wants to travel more-
- “Do you know where you wish to travel once you are retired?”
- “How much will your travel cost? How have you saved for this retirement goal?”
- “Will there be a central base for your travels?”
- “How often will you travel?”
The prospect wants to spend more time with family-
- “Will you move to be closer with family?”
- “Will someone move to be closer to you?”
- “Do you plan on helping family members financially, for instance helping to pay education for a child or grandchild?”
The prospect wants to start a new business-
- “Is this business designed to be a main source of income, or a passion you will follow?”
- “How have you saved for this retirement goal? How much will it cost to establish your new business venture?”
- “Will you need further education to pursue this goal?”
- “If this business is unsuccessful, will you be able to maintain acceptable retirement income?”
The prospect wants to focus more on hobbies, leisure, or passions-
- “What types of hobbies do you plan focusing on?”
- “What kinds of costs are associated with these hobbies?”
- “What types of leisure activities will you engage in during your retirement?”
- “Do you plan on purchasing a recreation vehicle or boat to pursue your interests?”
- “Will you be spending time volunteering or performing charity work?”
- “Will you need extra sources of income for your volunteer or charity work?”
- “Will you downsize to a smaller house?”
- “Are you thinking about moving to a new place?”
- “What’s still left on your bucket list?”
- “Will a spouse be dependent on your resources?”
- “Will you retire much earlier than your spouse?”
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