Do you have rich and influential friends that you would like to do business with you? The vexing question is how do you win them over to have the initial discussion about what you do before they become your clients? Do you find it difficult or embarrassing to bring the conversation around to letting them know what you do so they can make a decision on whether you can help them?

Rather than have this special species feel persecuted by traditional approaches consider what would make them amenable to having the discussion with you about what you can do for them. Quite simply they don’t like being “hit on” in tired, old-fashioned ways. They prefer you to be persuasive and patient.

This is not about product. It is about concepts and emotional issues that your services fulfill. If people really understand what you do to help clients they are much more receptive to your approach. This means you need to test whether they trust you (subtly of course) or are willing to trust you.

And that is one of the secrets to getting engagement from rich and influential friends. If they trust you then they will most likely consent to an interview about what you do. The key word to secure their interest is the word HELP in your elevator speech.

Quite simply your elevator speech should have the beginning “I help people to (insert your specialty)”. The word help is a universally strong word in the engagement process.

This can be put into context if you put it into question form such as:

• What if I never told you how I help people?

• Do you actually know how I help people?

• I suppose you have often wondered how I help people?

By putting it into a question form you are inviting dialogue and interaction on your terms. Isn’t that what you are searching for? So if people know how you help other people it either vindicates their trust in you or gives them a chance to trust you.

As with all prospective clients you will need to research what their needs are in relation to your products and services. You will need to investigate:

• Do they already buy or use your products and services?
• How strong is the relationship with the current supplier?
• What would they like to see changed in their current relationship?
• Do they like their current provider?

What is the one thing that would make them want to move?

Increase their knowledge about what you do

This can be achieved in a variety of ways over a period of time such as:

• “Identikit” case studies
• Compatible statistics and graphs
• Press releases about you
• Free website information
• Your industry qualifications
• Awards you have received
• Power testimonials
• Peer referrals

Show them how you have added value to someone’s life in the following ways:

• Saved them money
• Gained better value for the dollars spent
• Kept a client from doing something financially disadvantageous
• Saved them time
• Introduced them to a new service

Ask them about what they do

Ask them to describe what they do. How do they add value to their organisation or company? This can be done over dinner, after a game of golf, tennis or squash. It should be spontaneous and sincere.

Hopefully they will respond and ask you a similar question or give you the opportunity to elaborate on how you help people in what you do.

Employ the power of the question, “What is your opinion on?”

Everyone likes to have their opinion asked about most things. This approach allows you to frame an effective question that can have lead-in opportunities to what you do, in a subtle manner.

Construct a simple question that is open ended. It can be about local or world events. It can then be refined to, “How does that affect your profession or?”

Sometimes people are just waiting to be asked. They know you, know what you do and trust you. So summon up the courage to ask them.

It may be as simple as “David you know I am in the business of (insert your specialty). I wonder if you would like us to run a complimentary review and comparison on that for you? You might find out if you are receiving value for money spent or can get a better deal. Either way you win, don’t you?”

I hope you found this article helpful. You can find the other articles at Broker Business Builders HERE

This article was brought to you by Mortgage Shield, partnering with Financial Services Sales Academy by Jim Prigg. You can visit his site here.

Paul Davies

paul@mortgageshield.com.au
1800 MSHIELD