Category: Sales · 4 min read
3 Ways Emotion can Help Uncover Your Clients’ “Why”
on May 7, 2019
on May 7, 2019
We’re all emotional beings. Some may wear their emotions on their sleeves more than others, but emotions are part of who we are.
In fact, every day, whether we realize it or not, our emotions shape our decisions and form what we think and say. We eat ice cream because we want to be comforted. We say something harsh because we’re hurt. We do something nice for someone because we love them.
And your clients do the same thing. Understanding your clients’ emotions and engaging with your own emotions when you talk to clients can help you more effectively solve problems and illustrate the value you and your services provide. Here’s how to do just that:
1. Uncover Their Wants and Needs
Ask clients to describe their vision for their retirement and try to tap into the emotion of why they want the retirement that they do. Uncover the why behind it. Ask them why they are seeking help, why they want to plan for retirement now, and you may uncover a deeper need or desire that you can help them achieve. They may want to provide for their family, enjoy retirement as much as possible, or not have to think about it anymore. Whatever the case, the “why” can help you more accurately find a solution that fits their situation.
Ask them why they are seeking help, why they want to plan for retirement now, and you may uncover a deeper need or desire that you can help them achieve.
2. Tell a Real-Life, Relevant Story
We are inspired and awed by stories, and they can help put things into perspective when you’re talking to clients. But don’t just tell them any story. Tell them one that actually happened and is relevant to their situation. Think about some previous clients (or current clients) where you helped change their retirement experience for the better. What were the roadblocks and how did you address them? It may help to write it out, so you remember all the important details.
Sharing a real-life story helps your prospects and clients put themselves in the situation and understand exactly how you could help them with their retirement and financial outlook.
We are inspired and awed by stories, and they can help put things into perspective when you’re talking to clients.
How you tell your story makes all the difference. You should provide details, include dialogue, thoughts, feelings, and a satisfying resolution. In other words, tell a good story. For example, maybe you had a client that was diagnosed with cancer, and he wanted to make sure his spouse would be taken care of in case he passed away. So, he met with you and you were able to help him create a retirement strategy that made sure his family would be okay without him.
3. Ascribe to a Sense of Confidence
As you tell your stories, connect them to a larger purpose. One route is to make it about confidence. Your clients more than likely want to have a successful retirement, so attribute your stories that way. Show them how your help can lead them to a successful retirement, where they can have confidence in a retirement strategy that fulfills their goals.
Whatever the story may be, make it powerful. Give it a heart, and you can help your potential clients see the impact that your services could have on their lives. By finding the “why” that’s driving your prospects, you can effectively help them and provide them with a strategy that lets them have the retirement they want.
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