Question: This probably seems very basic but sometimes I am afraid to book new client meetings because I’m not sure what to do when I get in front of the prospect. I wing it every time and it’s scary. What is the right way to start a professional sales conversation?  

You are not alone. There are many advisors who are afraid to set up new sales meetings because they aren’t sure what to do when they show up in person or virtually – which is only worse. Others fumble around with “small talk” and then don’t know how or when to make the transition to the sales conversation part of the meeting. Still others just fly by the seat of their pants all the time and never look very professional in the process. 

There is another way. While I learned the “small talk” approach to starting a meeting, I have since learned over the years that there is a more productive and efficient way to start a meeting. It’s a set approach that you can use every time you meet a new prospect or client and by doing so will become proficient at it. Then, you will lose your fear and be more effective in the sales process. Starting a meeting does not have to be scary.  

So, here, borrowed from many advisors over the years, is what you can do to be more confident, professional, and productive when starting a new sales meeting:  

1. Even before you say or do anything else like small talk say: “Before we get started, how much time do we have today?” Asking about their time constraints shows you are concerned about them first. It also means that you can decide what you can say and do in the time available and by when you must be finished. Staying within the time allotted marks you as a professional who values their time and yours. It also increases your perceived value as an advisor. 
2. Once you have a time limit – that you will stick to, say: “Obviously, “Prospect” you had a reason for agreeing to meet with me today, would you mind telling me what it is?” When you offer to give your prospect what they want out of your time together and answer their questions first, they know they are important to you and that you will listen to them. This is a key step in building trust. Thinking about your client first is what professionals do. And, whatever their answer to this question, you have a takeoff point that can lead to either an immediate sale or a better outcome for the meeting. Even if they say, “Jim, you’ve been bugging me for years to talk and I finally thought if we spoke, I could get rid of you”, you have a great place to start. You can reply, “So what you’re saying Serge is that I had better be very good today if I expect to see you again. Is that pretty much it?” They’ll smile and you are on your way. And when your time is up, leave, even if you have nowhere to be. Make them want more time next time. 
3. If they do have a specific reason to talk as a follow-up question. “This is your meeting “Prospect”, where do you want to start?” Despite having a reason, they still may prefer to hear you out first. Maybe they want to know what you have to offer? That’s when you must have an interesting concept question to entice their engagement. Professionals always show their value quickly and asking a question that reveals a concept that applies to and benefits them is one way to do it. 
4. Once you have attracted their attention and they have asked for your help with the questions you posed, transition to getting their background information so you can position your concept. You can say, “Of course, prescription without diagnosis is malpractice “Prospect”. I’m not exactly sure how I can best help you so may I ask you a few questions?” This is where you use revelation questions – questions where their answers are the benefits of what you do. So, rather than saying: “If you have mortgage cancellation insurance your family will be able to stay in the home your built for them and that they love.” You can ask, “Would you rather leave your family a home or a mortgage?” As they say, telling is not selling but asking gets them to sell themselves is. Use this model to create your own revelation questions. 

By this point you are well into your sales conversation and learning if you can help your prospect. Make helping your key goal. If you can help, you are on your way to getting a sale and if you cannot, you move on. But, with a professional starting process you will build better relationships and get your share of new business. 

This column by renowned advisor coach Jim Ruta was first published in the June 2023 edition of Insurance Journal magazine.

For more information on the tools to use to build your brand, check out www.advisorcraft.com/solis

Jim Ruta’s mission is simple – to preserve, promote and propel the financial advisor business. A former insurance advisor and executive manager of a 250-advisor agency, Jim is a highly regarded coach, author, podcaster and keynote speaker. He has spoken 4 times at the MDRT Annual Meeting including the Main Platform. Jim Ruta is an Executive Coach and Keynote speaker specializing in life insurance advisors and leaders. He works with top advisors around the world and re-energizes audiences with his deep insight and passion. 

If you have a question for Jim, you may send an email to [email protected]