Sell Solutions, Outcomes, and Transformation, Not Products or Services

Many advisors focus on selling their services, such as investment management, financial planning, and retirement planning. But prospective clients aren’t looking to purchase a service—they want a solution to their problem, a specific outcome, or a transformation.

In your marketing, help your prospects visualize the transformation they will experience after working with you. For example, instead of promoting “retirement planning,” say: “Have a plan so you can stop being afraid of spending your hard-earned money and start enjoying the best years of your retirement.” The second message is not only more desirable to your prospect but something they’ll want to pay you to help them achieve.