On Foolery and Finance Leads « ledgerleads_blog

On Foolery and Finance Leads

April 5th, 2014

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Whether it’s actual financing, financial expertise, or other facets of the financial services industry, they’ve all been accused of ‘fooling’ and ripping them off hard-earned cash.

And while April Fools’ is long gone, it’s really painful to see folks recalling the stunts of other brands with a chuckle but casting a dark look towards your entire industry for even thinking of doing the same.

It’s like you dabbled in the dark side of being a trickster and now you can’t ever try and play the part again. Do you dare hope for more finance leads when everyone’s treating you like Loki from Thor?

Well, maybe because being a trickster isn’t always that bad.

You want to know the most distinguishing feature of a trickster? It’s a silver tongue. The best of the best just simply know how to say the most convincing words. Be it over the phone, a LinkedIn message, or even an actual letter on print, the power of a silver tongue can work wonders on those who are otherwise not so easily convinced.

What are the traits of having a silver tongue?

  • You know what they want to hear – The professional term for this is actually pain points. Having a silver tongue is not about just letting words come out. It’s about observing, understanding, and informing those words. That’s how the tongue simply starts putting them together. The idea of figuring out their needs is Marketing 101 and precedes every tactic from telemarketing to thought leadership.
  • You know what they don’t want to hear – Knowing what they want tends to be the result of actually knowing what they don’t want. They don’t want to lose more money or generate more debt. That’s where the pain is and that’s where you can fire your solution. However, it extends beyond that. It also helps you safeguard your solutions in case it might still touch on other pained areas. In other words, it helps you understand how likely they want to hear your answer.
  • You include less desirable options – By this, it means you present good options alongside those that will clearly push them closer to considering them. Think of it like the B2B version of comparing a brand product with an obscure Brand X. It’s not always honest to compare with something you’ve found inferior but in the right context, it’s a good psychological tactic.

To summarize, the key to having a silver tongue is to find the pain points and use them to drive a prospect closer to a buying decision. It’s not as underhanded or dishonest as many think when it’s simply about knowing what they want and what they don’t want (then put into words).

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