I just finished a one-hour coaching call with an advisor who has been in this business for over 20 years. Duringthe call, he asked me to help him with a phone script to set appointments with the leads he was buying. He also wanted help to determine why he wasn’t getting any response from the letter he was sending out, offering his free information booklets. As we talked, I asked him questions to clarify what he was doing. It was obvious, after just a few minutes that he hadn’t read and studied many of the most important parts of the marketing and sales system he had invested in. He had missed many of the crucial ‘insider’ secrets and tips that makes these proven lead generation methods effective and almost foolproof.
This 20 plus year veteran agent was purchasing leads without knowing what to do, ask or say to set the appointment. If he had taken the time to read and study the entire system he would know exactly what to do, ask and say to prospects to set an appointment. He would understand that ‘setting the appointment’ is the first sale to your prospect, and the importance of asking questions to get people emotionally involved, so they want to meet with you!
This veteran agent had also purchased a list of the people that ‘he wanted to work with!’ The people ‘he thought’ would be interested in his free information booklet. He was sending his free information booklet letter to those people and no one was responding. The reason no one was responding is because he had missed a crucial ‘insider secret!’ He wasn’t sending his letter to the people who had an immediate problem they wanted to solve, the people whom would be most interested in his booklet.
Like so many of the agents, advisors and planners we talk to, they’ll invest in a system from us, or from one of our competitors, and instead of taking the time to read and study the entire system, they’ll just pick out a section of the system that catches their interest, or that they think should work. And, they’ll jump right in and use it. Then, they’ll wonder why they are not getting the results they should have.
Let’s see if I can put this into perspective using the game of golf. Let’s assume you buy a system on learning how to use the driver, from one of the foremost golf pros. It includes a training manual and training videos. You decide to watch the first video on developing your swing with the driver. You practice your swing at home, and you go to the driving range. After a few weeks of practicing, you are hitting the golf ball 350 yards and straight as an arrow, so you decide that you are ready to play your first round of golf. Now, you are on the first tee. What’s your chance of hitting this fairway? How many golf holes don’t have a dogleg to the right or left? How many have water and sand traps? How many trees? How narrow is the fairway? What is the wind doing? What are you missing? What don’t you know?
“No one lives long enough to learn everything they need to learn starting from scratch. To be successful, we absolutely, positively have to find people who have already paid the price to learn the things that we need to learn to achieve our goals.” Brian Tracy
Please understand, the reason you are not getting the results you want from your lead generation system is you are missing many of the crucial ‘insider’ secrets and tips. And, it’s generally because you’ve skipped over some very important parts of the system.
There are many reasons why most agents skip over some of the most important sections in a system. One is they think they already know everything that’s in the section. Or, they think that particular section doesn’t apply to what they want to do. Or, maybe it’s because they are impatient, in a hurry or under the gun to find something that works. Whatever the reason, they are missing many very crucial ‘insider’ secrets and tips.
Unfortunately, as with everything in life… We don’t know what we don’t know!
But, what’s even worst is… Not understanding that much of what we think we know, isn’t so!
Or, as Mark Twain said…
“Danger lies not in what we don’t know,
but in what we think we know that just ain’t so.”
There are many proven ways to generate a consistent flow of high quality prospects. There’s referred leads, dinner seminars, educational workshops, free information booklets, joint ventures, newspaper ads, being a guest on a radio show, being a guest speaker for a local association, and many more. Each one of these lead generation methods works extremely well, if you learn, understand and apply the ‘insider secrets!’
As we’ve stated in previous articles, the agents, advisors and planners we work with have more high quality prospects than they can handle. However, it might surprise you to know that they aren’t really doing anything that’s different from what you’re doing. They’ve just learned a few little ‘insider secrets’ and tips that makes them just a little bit better and much more successful at it!
There Is A Reason Why The Advisers We Work With Are On Magazine Covers!
Mehdi Fakhaarzadeh, the world’s most productive living agent puts it this way…
“Your special knowledge gives you special power.
Never stop building your special power.
Use this power that you acquire.”
If you want to beat this recession! If you want to have more prospects than you can possibly handle, set more appointments and close more sales, then you must become a real student of marketing and sales. You can have all the product knowledge, the foremost designations, the ultimate products, the latest sales idea, and be the most caring person in the world, but if you can’t consistently attract the right prospects to you and set the appointment, you are doomed to struggle and fail.
No matter how good you are at closing a sale, once you are in front of the right prospect, you need to learn and understand the finer points of sales, to be able to consistently sell the reason why people should meet with you.
The Legendary Ben Feldman said…
“Be dissatisfied. People who are satisfied with the way they are living and doing their job, are in a rut. If they have no driving urge to be a better person or to accomplish more in their job, then they are standing still. And, as any successful financial advisor will tell you, this is the same as going backwards. One of the greatest traits is the inability to be completely satisfied with your own work. The feeling of having successfully completed a job is rewarding, but the feeling of having done it perfectly is fatal.”
Starting today, study marketing and sales an hour each day. Read and re-read everything you can about marketing and sales. Not just to learn what to do, but to also understand the reasons why. I’m not talking about doing it for a day, week, month or year. I’m talking about studying an hour a day about marketing and sales for the rest of your career. It’s not an option, if you truly want to succeed in this business.
“Learning is not compulsory… neither is survival.”
W. Edwards Deming
Yours In Success,
Jeremy and Lew Nason
‘The 9 Out Of 10 Guys’
P.S. Listen: Over the years, you’re going to spend thousands of dollars in time, money and effort promoting your business. Why not learn how to do it the most cost effective, money-making way? Why not learn the marketing, prospecting, appointment setting and sales strategies that most of the leading agents, advisors and planners on the planet use? It just makes good sense.