One of the biggest challenges financial advisors face is the enrollment conversation. I define enrollment as creating an opportunity for a prospect or client to participate in that they would not have had previously. These conversations can happen at the beginning of an engagement with a new prospect or new client, or with an existing client to expand the way they are using your services. These conversations do involve “sales,” but rather than a pushy, high-pressure style, effective enrollment conversations often involve a more consultative sales style.
Oftentimes people incorrectly perceive sales in the paradigm of the “used car salesman” with high-pressure sales techniques. The result is oftentimes that they don’t look forward to sales conversations because of their preconceived notion of what sales actually is.
Think of an enrollment conversation as a conversation in which you will be asking questions to understand a prospect’s or client’s needs, and they in turn will be finding out how you can help them by meeting those needs. (If your sales skills could use some brushing up, I invite you to go back to this blog: 5 Sales Strategies to Enhance Your Game.)
Here are some important points for an effective enrollment conversation:
- Find out what your prospect needs. Ask open-ended questions.
- Discuss how what you offer meets their needs.
- Have a clear conversation about how you work with your clients to deliver the results they are looking for.
- While the financial advisor is responsible for guiding the flow of the conversation, you want your prospect to feel that they are in charge of the conversation and that you are simply a tool to support them in getting their needs met.
Here is a template you can use to increase the effectiveness of your enrollment conversations.
Having a clear template for an enrollment conversation is crucial, not only to ensure you are closing new clients, but also to make sure that you’re communicating to them the overall value that you can provide to them as their financial advisor.
If you’d like support in improving your enrollment conversations, or building your practice, I invite you to reach out to me! I would love to speak with you. Email me today: firstname.lastname@example.org.