The “bookend” to last week’s “so what do you do” conversation is answering the client’s or prospect’s follow-up question which is, “that sounds great, so how do you do that?” Once again we want to speak to both the head and the heart, providing an objective structure that also provides a high level of comfort and understanding of the process of implementation. I therefore use the same three-step architectural framework that we have all experienced with our favorite family doctor.
So, “How Do You Do It?”
Explain how you incorporate a “professional” model of leading with process, rather than a “sales” model of leading with product, to help your clients achieve their unique and personal financial objectives. Practice this script to clearly and concisely explain your philosophy and methodology to clients and prospects.
“As I said on the phone, Mrs. Jones, I’d like to explain briefly how I work with my clients, my philosophy and methodology … and if that makes sense I’d like to find out a little bit about you and what you’re trying to accomplish. If you don’t mind I’ll start. Our industry has evolved in a very strange way. If you have ever received a call from someone in our industry it’s usually about some hot product or idea, isn’t it, Mrs. Jones? I don’t know any other profession that leads with product. I have never received a call from my doctor because she was running a special on appendectomies this week. I’ve never received a call from my attorney because he was running a special on divorces this week! Think about a call like that, ‘Paul, this is John, I’m running a special, 50% off divorce proceedings this week, how are you and Susan doing?’ ‘Well, John, I appreciate you thinking of me, but Susan and I are doing fine.’ ‘Oh … well … that’s great, Paul, could I talk to Susan for a second?’
“All professionals start with process. They want to find out what you’re trying to accomplish and apply their services to effectively get you there. I incorporate the same three-step process used by the medical profession. When you go to see a doctor for the first time you go through a three-step process:
STEP 1: The Diagnostic Phase—The doctor reviews your past medical history, your current symptoms (and if they’re really good), your future objectives for your overall health.
STEP 2: The Prognosis Phase— The doctor takes all of that information, analyzes and/or researches your case and comes back with …
STEP 3: The Treatment Phase— A specific and appropriate form of treatment is offered to address your unique medical needs and objectives. So does this overall structural approach make sense?"
We use this three-step process at our practice:
STEP 1: We look at a client’s past financial history, current financial structure and future financial objectives.
STEP 2: We then conduct a thorough and in-depth analysis and return with a written prognosis and comprehensive plan of attack.
STEP 3: Then, and only then do we offer specific treatment, i.e., written recommendations, necessary to help achieve the client’s desired outcome.
Effectively communicating to clients that they are at the center of your process will help drive actionable conversations.
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