Stop Selling What They Need!
May 27, 2025Did you realize that needs-based selling holds you back?
Sure, helping people get what they need is fundamental to the business, but the way most advisors go about it means they fight with prospects all the time.
Telling people what they need is always an uphill battle so you can’t start there. Needs don’t get people to do things. Satisfying their wants and desires does. People do pretty much what they want to do, not what they need to do.
So instead, wrap what they need in what they want. Think creatively so that when they buy what they want they also automatically get what they need, like a “Trojan Wants Horse”.
You see, the “art of the sale” is much more important to a mutually beneficial outcome than the “science of the advice” you give. Therefore, present your advice as the fulfillment of what your prospects want.
- No one buys a comprehensive financial plan; they buy peace of mind knowing that they’ll be okay whatever happens.
- Not a term life policy but a cancelled mortgage on their death so their surviving family can live rent free.
- Not a PAR whole life insurance policy with paid up additions but a financial structure that returns more than they put away and creates money that can be spent twice.
- Not a corporate life insurance policy but a simple and legal way to move profits from their company to their family tax-free.
- Not a buy/sell life insurance policy but their business sweat-equity in cash for their spouse.
Use this “Trojan Wants Horse” approach by wrapping needs in wants… and you’ll help more and sell more.
God bless.
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