As a financial professional, you are dependent upon getting new clients into your practice. We will address the various ways you find a new business prospect and then how you write a script for your first appointment with them. The way that you market to create the business lead has everything to do with how to write the script to set that appointment.
Breaking down the appointment setting phone call to better understand how we can build a script that will be more effective. By understanding how every appointment-setting script is structured, you will be able to write all of the scripts you will need.
In order to understand the phone part of this process, it’s important to clearly define an appointment. We’ll agree that an appointment is a designated time, date, and place to meet face-to-face, with the purpose of deciding whether or not you and the business prospect want to have a new relationship or start a relationship, a relationship in which you are the financial advisor and the prospect is the client.
This is a critical part of understanding the phone call to the prospect. If you have already set up the potential for this relationship because you had some kind of conversation (for example, at a networking or social event) where both of you left that conversation knowing you are going to meet, then the phone call WILL NOT follow the scripting we are covering today. The essence of that script will be one sentence: “Hi, this is Gail. I’ve got my calendar in front of me. What’s best for you—this week or next?”
When you use the flowchart, please understand that your marketing efforts (whether they are seminars, canvassing, trade shows, referrals, or whatever) are going to affect what the content of your script will be. And the most important thing to remember is that the other person has not yet decided he or she wants a professional relationship with you. So you cannot use your sales words, that is, words that imply you are going to “help” them, when the prospect hasn’t yet decided if you are his or her financial helper. There is a tendency to really jump the gun by assuming that the prospect has already made the decision to do business with you.
As a conclusion, your script in setting up an appointment is as important as the message and of its content. This will determine how you perceive your business prospects upon at hand.
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