On Thursday, Beth and I will celebrate 32 years of marriage. She is my best friend, counselor, companion, business partner and mother to our children. I am deeply grateful to have her in my life.
Three years before we were married, I was recruited into the life insurance business. One thing that DIDN’T work in wooing Beth was trying to sell her and close her.
Well, the same is true if you are building an affluent-only business.
Lie #1: The affluent can be sold.
All the traditional “closes” don’t work: 1-2-3 Close, Adjournment Close, Affordable Close, Alternative Close, Assumptive Close, Balance-sheet Close, Best-time Close, Bonus Close, Bracket Close, Calculator Close, Calendar Close, Companion Close, Compliment Close, Concession Close, Conditional Close, Cost of Ownership Close, Courtship Close, Customer-care Close, Daily Cost Close, Demonstration Close, Distraction Close, Doubt Close… and I’m only through the D’s of closing techniques!
Initially, I bought and paid for, not just the traditional advisor training, but the lie that closing techniques work. They don’t work… at least not with the affluent.
The affluent will buy, but they’ll buy on their terms, for their reasons, in their way: when they want, how they want, for the reasons they want… not yours.
You’d better understand that or you’ll strike out with the affluent over and over again. Trying to sell the affluent actually backfires in your face.
Throw away all the sales stuff you’ve learned… it’s a different ballgame with affluent clients.