Successful people in the world know that a huge part of any good sales process is education. In our industry it’s essential.
In some industries, the choice to buy is simple – the customer either likes it or they don’t. Buying clothes, furniture or appliances, for the customer can often be pretty much a black or white decision. But in finance it’s not that simple.
With such a wide variety of options available to your clients, and sometimes confusing ones, your job as their advisor is to educate.
Educating your client helps to make:
- the sales process easier for you, AND
- the “yes” decision easier for your client.
As a Finance Broker, you’re up against the majors who spend a fortune promoting their pitch. You only have to open up a magazine, newspaper or watch television to see million dollar ad campaigns promoting their brands and products. And there’s dozens of them – usually with interest rates highlighted and asterisks leading to a whole host of small print. How confusing for your clients.
With the big players in our industry throwing money at our market, such as the banks, why is it then that our clients choose to come to us? Simply because they need someone to help them through the minefield of confusion, at a personal level. And that’s where we come in to educate and understand a clients needs.
Your job – and part of your sales process – is to give your clients enough information to help them make an informed and correct decision. But not too much information to a point of overcomplicating things, otherwise they’re back where they started – in the land of confusion. Remember that your clients are more than likely researching and collecting information themselves, so it’s not so much that they come to you un-informed but often incorrectly informed, or just downright confused!
To best help them, part of your process needs to be conducting a needs analysis for your clients. What do they know, what are their needs and what do they really need to know so that they can make a reasonably confident fast decision and one that they will feel comfortable with.
So why a fast decision? Well that’s all to do with the speed at which things change in the financial arena. Rates go up – and down, home prices may fluctuate, time is of the essence when considering a property at auction. New products come onto the market – and disappear. Economic opinion is on the up and up one minute – and all doom and gloom the next. And each time one of these things change, your clients often feel they need to start the education process all over again – or, at the very least, that they have more information that they have to factor into their decision making.
Educate them that the financial market is a dynamic one – that things do change – but that doesn’t always mean a better result or product for them. In fact, it can often mean the opposite. Tell them that while waiting for a potential rate cut might result in a small saving (if it does happen) it might also cost them in lost opportunity for their investment.
In our industry there’s two sides to every coin (pun intended!) and educating your client to this will help you to build trust, loyalty and, most importantly, a reliance on you for future financial decisions – and that’s a great place for you to be.
Thanks for reading.
Your Client Matters
For more information about the importance of client education and developing a professional needs analysis for your clients, contact Deena Janes and the team from Your Client Matters on 1300 926 000 or visit www.yourclientmatters.com.au
Notes from the editor:
Take advantage of rpdata’s reports and up to date data to help educate your clients. There are many information rich reports that are at your disposal and can be generated in a matter of minutes:
- Comparative Market Analysis (CMA) reports
- Automated Valuation Estimate (AVM) reports
- Suburb Statistics and suburb reports
- Find other custom reports available in RP Professional. Watch here.
If you would like more information on all of the tools available to you as an rpdata subscriber, take advantage of our free classroom and online webex training sessions. Check out our training dates and times here. Our Customer Care team is also here to help, 1300 734 318. Monday to Friday: 7.30am – 8.30pm and Saturday: 8.30am – 12.30pm.