When I was sales training for large organizations such as Goldman Sachs, I would kick off my first meeting with the following question:
What does the word “Sales” make you feel like?
The class would go around saying words such as “Yucky,” “Used car salesman”, “aggressive”, etc.
That’s not surprising.
As I wrote in Barron’s a few years ago:
Let’s face it: No one likes the word “sales.” The word brings to mind used car salesmen or Bud Fox cold-calling down the white pages in the movie “Wall Street.” We’re way beyond that … we’re holistic wealth managers; we don’t sell!
Yet “sales” is the layman’s term for the lifeblood of any business: revenue. And that applies to the financial industry just as it does every other industry.
The key is to think of selling in a modern, best-practices context. Up until now, advisors’ predominant sales approach has been one or more of:
•uncomfortable and unpredictable conversations with clients to give you referrals
•pitching an idea over an expensive steak dinner
•going down a checklist of standardized questions like a nurse checking a patient’s blood pressure
•giving scripted responses on how managing wealth or running a financial plan can reduce risk and diversify your prospect’s wellbeing.
“Selling” in this manner is one-sided, helping you achieve an agenda in your terms. Worse, it re-introduces the old-fashioned vendor/buyer framework, which ends up turning both investors and advisors off, thus leading to a vicious cycle of low sales.
There’s a better way! In our opinion, the best way for advisors to obtain new clients, in this era of information overload, intense competition, and price frenzy, is through consultative selling. Consultative selling involves counseling your prospects in their terms, not yours.
I’ve been a sales trainer and coach for some of the largest financial firms in the nation.
Examples of our sales training include:
Sales training junior financial professionals who have never learned about this unique skill nor were planning on it when they entered the world of finance
Cross-selling between financial divisions, such as from the accounting division to the wealth management division
Center of influence sales training
The list goes on and on!
Contact us to learn how we can help with your consultative approach to grow your practice
Elevating Sales Teams with Consultative Coaching Strategies
In today’s competitive landscape, adopting a consultative approach to sales has become crucial for businesses looking to foster long-term client relationships and drive sustainable growth. While traditional sales methods may focus solely on closing deals, consultative selling emphasizes understanding client needs and offering tailored solutions that align with their goals. A sales coach from Select Advisors Institute can guide teams in transitioning to this method, ensuring that each salesperson develops the skills necessary to provide value beyond the transaction. This approach fosters trust and encourages clients to see the sales team as advisors, leading to increased customer loyalty and repeat business.
The Role of a Sales Coach in Shaping Effective Sales Strategies
A strong sales coach plays an integral role in helping sales professionals unlock their potential and refine their strategies. Sales coaching goes beyond imparting techniques—it focuses on enhancing the salesperson’s mindset, emotional intelligence, and ability to navigate complex conversations with clients. Through individualized coaching, salespeople can identify their strengths and areas for improvement, and develop the skills to turn challenges into opportunities. Select Advisors Institute's sales coaching programs provide personalized support, ensuring that each sales professional not only meets their targets but excels in building meaningful relationships with clients. This empowerment creates a culture of success within organizations, elevating the entire sales team.
Sales Leadership: Developing the Coaches of Tomorrow
Effective sales coaching isn’t just about guiding individual salespeople—it’s about creating a leadership pipeline within the organization. Sales leaders who can coach their teams effectively contribute to a thriving, results-driven culture. By learning how to mentor and support others, future leaders can pass on the consultative sales approach to the next generation of sales professionals. Select Advisors Institute emphasizes developing sales leaders who can inspire and nurture talent, driving performance through collaboration and guidance rather than directive management. Investing in leadership development ensures the ongoing success of the sales team and the business as a whole.
The Long-Term Benefits of Sales Coaching for Client Retention
While many sales strategies focus on acquisition, consultative selling through effective coaching has the added benefit of improving client retention. When salespeople take the time to understand their clients’ needs and provide personalized solutions, they establish a deeper level of trust and loyalty. This not only results in more successful sales interactions but also strengthens the long-term relationship between the client and the business. Sales coaching from Select Advisors Institute equips professionals with the tools to foster these lasting connections, ensuring that clients remain satisfied and engaged with the brand for years to come.
In the competitive landscape of financial services, a well-structured sales training program, such as those seen at Goldman Sachs, can significantly elevate a team's effectiveness and performance. By adopting a consultative sales approach, professionals not only enhance their ability to understand client needs but also build deeper, trust-based relationships. This methodology emphasizes listening over selling, allowing advisors to tailor their offerings to address specific client challenges, ultimately leading to better outcomes for both parties. A robust sales training program equips advisors with the tools to navigate complex client situations, driving both engagement and repeat business.
Investing in training that embodies these principles ensures that financial professionals are prepared to adapt to an ever-evolving marketplace. With the emphasis on consultative selling, firms can cultivate a culture of continuous learning and development, mirroring the success experienced by industry leaders like Goldman Sachs. As more advisors embrace this strategic approach, it becomes essential to highlight the transformative impact of effective sales training programs, positioning them at the forefront of client engagement and satisfaction. In doing so, organizations can not only improve their sales performance but also secure their reputation as trusted partners in client success.
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