Speak To Clients With Language That Sells

Speak To Clients With Language That Sells

Language is a powerful tool in your interactions with clients. The best solutions and products won’t matter if you don’ t use the right language to sell them. Some advisors are naturally great at conveying meaning and clearing production with clients, while many others don’t realize how they speak may be negatively impacting their conversions. With that said, here are five best practices when talking with clients and prospects.

Focus on “You”
When consulting with a prospect or a client, it is critical that you demonstrate empathy and understanding. Focusing too much on your value, your credentials, your experience, can easily kill a sale before it begins. Make your interactions client-focused and connect to details that are relevant to your prospects. Using the pronoun “you” throughout an appointment makes it clear that you are trying to look at things from their perspective, from the things that matter to them.

Words: “You, yours, your [spouse, child], your retirement, your future” etc.

Focus on Value
As you undoubtedly know, there are many different financial products and solutions. These may have special features or unique benefits, which can add another layer of complexity when you break them down for the client. You might understand this complexity well, and may be excited by them. But when you present solutions, present the value, not the bells and whistles. Think of a vacuum salesman: the salesman knows all the technical reasons why the vacuum is great, but the consumer only cares if the vacuum will work well and lasts long. Focusing on the great, but overwhelming, details of financial products can disengage the client. Remember that financial products are difficult for many consumers to process to begin with. Simplify.

Words: “What this means for you,” “this provides you with______,” “what you and your family get from this,”

Focus on the Goal
This is related to the point above. Consider what the ultimate goal is for the consumer and why they are coming to you. Sure they may have a specific goal, like transferring a lump sum in a cash accumulation vehicle or making sure their retirement plan is tax-ready for distribution. But ultimately their goal is broader, such as a stress-free and independent retirement, the means to pay for a child’s college education, or the ability to travel. That is the large value the client is hoping to achieve. So as you discuss solutions and specific strategies, connect the pieces to the larger goals the prospect has. This will enhance the value of your solution, allow the prospect to make an emotional connection to your solutions, and give them a sense of the big picture while you discuss the details.

Words: “This achieves _______,” “With this, you will be able to_______,”

Use Positive Words Instead of Negative Ones
This is an old language-of-sales trick, but very important to remember. Using words like “issue,” “problem,” “critical,” “difficult,” and so forth, can subtly shade interactions with prospects negatively. In some instances, it may be necessary to use words with a negative connotation, but reducing your usage overall will make the interaction more positive and the prospect’s buy-in all the more likely.

Avoid: “issue,” “problem,” “critical,” “difficult,” “challenges,” “complicated” etc.

Use: “opportunity,” “benefit,” “solution,” “peace,” “manageable” “strategy”

Give Confidence
Confidence is crucial for the prospect to trust your expertise. Instead of wavering or using hesitant language, use phrases that imply completion or action.

“I’ll try” becomes “I will.”
“This can,” becomes “this does.” 
At the same time, develop your own client’s sense of confidence. This can be:

  • positive reinforcement when they show understanding of your solutions
  • praising the positive steps they have already taken toward a good financial plan
  • giving the prospect a sense of ownership in the process by giving them ample space to discuss their thoughts, worries, and goals

using “own” and “invest” instead of words like “buy” or “purchase”

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