Everyone loves SCRIPTS
WHAT'S A SCRIPT? If you don’t have the words, scripts can provide them for you. Let’s come up with some scripts for different situations.
One or more of these approaches might sound good. Craft your own comfortable version using your own words. Then it becomes your script.
|Scenario||Script||Why it works|
|What do you do?
It’s a common icebreaker question at parties. If you say “I sell insurance,” you risk scaring people away.
|“I’m an advisor at Mammoth Financial. I work with a small group of successful business owners and families in our area.”||Lots of key words here: “Small” implies exclusivity. “Business owner” implies wealth and a need for a large range of products and services. “Family” speaks to family values everyone shares. “In our area” lets them know you are local and recycle the money you earn into the local community.|
|I already have an advisor.
Doesn’t everyone? Isn’t that logical? I like the following point Russ Alan Prince and Brett Van Bortel make in “The Millionaire’s Advisor”: The average high-net-worth investor has at least three financial advisory relationships.
|“I expected that. Successful people often have multiple advisory relationships. You are obviously successful. How many do you have?”||People might not identify with “high net worth” or “wealthy.” Most people consider themselves successful (at something). You are pointing out successful people work with more than one person. Does working with just one imply they aren’t successful?|
|Getting contact information.
You meet someone at a party. You identify interests in common. You want to develop the relationship but not scare them away by offering your card.
|“I enjoyed talking with you. We share a lot of the same interests. We both like wine, travel and football. I would like to keep in touch. How do I do that?” Stop talking.||They might volunteer a card. You offer yours in return. They might write contact information on a cocktail napkin. They might say, “I’m on LinkedIn. Send me an invite.”|
|What size accounts do you handle?
No one wants to be told, “You’re too small.” Giving minimum thresholds implies money defines who they are. You do insurance and investing. Maybe other things too.
|“We find we can be of the most value to people with a combined net worth of $3 million-plus for the following reasons ...” You talk about your small number of clients and high level of service.||“Combined net worth” gets them thinking about cash-value life insurance, annuities, investment accounts, 401(k) at work, equity in their home and other pools of money. You have subtly communicated you work with clients in many aspects of their financial life.|
|What kind of clients do you work with?
If you come across as successful, people might assume you only work with really rich people. They don’t qualify. You want to be inclusive. An advisor who organized the local youth soccer league had a great way of answering.
|“I help people manage their money. I work with moms, pops and families. I help solve their problems. If you ever want to talk, give me a call.”||This approach positions you as “one of them.” It can help get people comfortable with approaching you.|
|The sole proprietor.
Many agents and advisors are in teams. You might be a sole practitioner. This can be positioned as an advantage.
|“If you become my client, I will handle your account personally. I will not hand it off to another person in the office or send it to a customer-service area across the country.”||When prospects are solicited and the lead advisor heads a team, they might do the solicitation that brings the prospect on board, but the new client discovers they have little contact or access with that person now. Team members are their point of contact. They often don’t like that.|
|Why should I pay you?
They believe they can do this on their own. After all, you can buy almost anything online today. This includes insurance and investment products. A West Coast advisor has a unique approach.
|“If you have The Three T’s, you don’t need me — the time to do research and anticipate tax consequences, the technique to know what you are doing and the temperament to have emotional control.”||The point is: “If you have all three, you don’t need me. If you are missing one or more, that’s what you are paying for.”|
|Asking for the order.
It can get tricky. Many people are good at presenting, then stop talking. The prospect says, “Let me think about it.”
|“I want to work for you. I need the go-ahead from you.” Here’s another: “What do you think? Can we proceed with the plan?”||Both examples focus on the prospect because they include the word “you.” And you read back the order, so the prospect knows what they just agreed to do. At this point “no” is the uncomfortable answer.|