To turn a prospect into a client, you must get to know that person, says Sara Gilbert, founder of Strategist in Montreal. And the prospect must get to know you.
In order for that to happen, she says, the conversation at your first meeting should be on more than just products. How do you ensure your opening conversation is conducive to starting a relationship?
Follow these tips to set the right tone for conversations with prospects:
> Follow the other’s lead
“Let [the prospects] take the lead about the tone of the conversation,” Gilbert says.
If your potential client wants to talk a little bit about his or her family or personal interests, Gilbert says, then let that be the focus of the conversation, at least at first. And don’t be afraid to share some anecdotes of your own.
If, on the other hand, the client wants to be “all business,” then save the family stories for another time.
> Stay on topic
While small talk is important during the meeting, be careful not to get carried away.
“[The conversation] can’t be all about golf, all about the children or all about travelling,” Gilbert says. “Otherwise, both of you may leave the meeting feeling like you’ve wasted your time.”
If you have only 30 minutes for a meeting, she says, the first 10 might be for small talk and getting to know each other a little more. After that, bring the conversation back to business.
Steer the prospect back toward talking about his or her financial goals with phrases such as:
“I wanted to meet today because I wanted to learn more about you.”
“You told me earlier that you wanted to achieve this goal.”
“Can you tell me a little bit about this goal?”
> Why has the prospect come to you?
Use the meeting as a chance to find out what the prospect is looking for in a financial advisor.
If the prospect mentions that he or she is looking to change advisors, Gilbert says, find out why.
Ask questions such as:
“Why are you looking for a change?”
“What are your expectations?”
“What are you looking for in an advisor?”
> Leave the questionnaire behind
The meeting should be a conversation — not an interrogation. So leave the questionnaire in the drawer.
Meeting the prospect with a 10-page quiz in hand might make you look pushy, Gilbert says.
Instead, if you want to cover certain topics, have a few questions memorized before the meeting that you can bring up casually during the conversation.
> Keep in touch
Remember that in order make the most of your conversation with a prospect, you have to follow up.
Send him or her a handwritten thank-you note after the meeting to add a personal touch, Gilbert says. Also, stay in contact, either through a newsletter, social media or by calling the prospect every few months.