Don’t Sell, Educate
Keep in mind that most sophisticated buyers are more interested in “investing” their hard earned dollars rather than “spending.” What does this mean? When it comes to a financial advisor’s client or prospect, they are most concerned with the ROI, return on investment dollars.
Clients and prospects are more interested in learning about what a recommended tool will “do” for them rather than what it “is.” Successful and trusted advisors are able to excite emotions through education and teaching rather than reciting a list of features. Remember, features tell and benefits sell!