Earning the Status of Trusted Advisor
3 Key Principles You Need to Know
While it is all well and good—even honourable—really, to associate success as a financial planner with being a trusted advisor, what does it take to earn that status with customers in today's buying environment?
Research by CSO Insights, the Aberdeen Group, and others has shown that just telling someone to be a trusted advisor has not worked: win rates have fallen and no-decision rates have grown. Customer behaviours seem to be saying that they don’t trust financial planners’ intent and don’t see them as credible advisors.
To address this concern, let’s explore three key principles that point the way to becoming a trusted advisor.
1. Creating the Trust in Trusted Advisor
We have all seen articles stating that “relationship selling” is dead; however, any experienced financial planner will say trust, the foundation of relationship selling, is a must. They know that if you don’t have a strong, trusting relationship with your customer, you will never be seen as a trusted advisor, and you will never be successful.
First and foremost, creating a trusting relationship requires both a mindset and a set of actions. As a mindset, financial planners must truly believe that their job is to help solve their customers’ problems. Those who mentally calculate their commission during a conversation will quickly be seen for what they are—someone more interested in making the deal than they are in the customer’s needs and expectations.
In addition to having the right mindset, trusted advisors know how to demonstrate their sincere interest in helping the customer. The discipline of relationship selling is knowing how to show empathy, how to demonstrate credibility and competence, and how to anticipate customers’ concerns.
It is this mindset and set of actions that a financial planner must have to approach the selling process with authenticity, passion, and positive intent. Relationship selling is about who you are and what you do and is communicated by actions focused on the customer and their needs. This leads to trust.
2. Facilitate the Customer’s Buying Process
For many years, business leaders have drilled into anyone selling anything that they must follow a systematic “selling process.” Countless resources have gone into developing procedures, software, websites, and checklists—all demanding that there is one best way to structure the “sale.” This is wrong.
The best “selling process” does not sell; it enables the customer to buy. The antithesis of the trusted advisor is the financial planner who believes that “If I just follow these five (or seven or nine) sales process steps, I will be successful.” The action of a trusted advisor is to help the customer buy the way they want to buy, not how you want to sell.
The discipline required to facilitate the customer’s buying process is:
- Helping the customer discover the urgency behind their need and defining the problem that needs to be solved
- Helping the customer see what elements of a financial solution have value for them, and which elements don’t
- Helping the customer gather support for the solution within their own organisation, creating alignment for action
Helping a customer buy cannot be done by following a seller-centric selling process; it requires a two-way conversation between the trusted advisor and customer to understand the problem and to recognise the urgency.
3. Making Sense of Complexity
The good and bad news for customers today is that they have almost an infinite amount of information available at their fingertips. The responsibility of a trusted advisor is to help the customer make sense of this complexity, cutting through the clutter to find the right solution that will solve their problem. The discipline of the trusted advisor is to link their financial solution to the advantages and benefits for the customer. A trusted advisor listens to the customer and shares financial insights, clarifies to ensure understanding, reduces (not creates) confusion, and presents possible financial solutions to the problem that not only satisfy but delight the customer.
Applying Actionable Discipline to Achieve Trusted Advisor Status
Actionable discipline, however, is going beyond just what is necessary and taking the time to do what they know they should do, every time. While all financial planners take action, many take the path of least resistance, doing what is comfortable or what they think is necessary to close the deal. However, it takes actionable discipline to become a trusted advisor, and once a financial planner earns it, it is a coveted position that provides greater higher order value to customers and to their own organisation.
Take ownership for creating trust. Facilitate the customer’s buying process. Make sense of complexity. Your efforts will produce ongoing, long-term relationships that present multiple opportunities to sell and service while enabling your customers to buy how they want to buy.