The Financial Services Presentation

You truly are a wondrous person with much to offer. You’re a champion, after all. Now all you have to do is let your potential clients discover that for themselves. And how do people learn? They’re taught, that’s how. Part of your task as a professional salesperson is to act as an instructor and a lot of this instructing takes place in the presentation phase of selling.

The presentation phase for financial services addresses four basic, yet critical subjects. These are:

  • Who we are
  • What we’ve done
  • What we’ll do for you
  • The amount of investment required to accomplish your financial goals

If you are to master the art of selling financial services, you must teach these core “lessons” within your presentation and you must teach them thoroughly. Until your prospective clients fully understand the information in these areas, they will give you verbal and visual cues you need to pay attention to in order to proceed with the sales process. Just as any teacher in any classroom, you must educate so that your students can formulate questions which then allow you to provide even more education – specifically how your offering perfectly matches their specific financial needs.

People Need Three Things from a Presentation

As any good teacher knows, not everything someone needs or thinks he or she needs is necessarily good for them. When it comes to presentations, all legitimate prospective clients have three basic needs and since these are logical and also help you build toward the close, it’s important that you cover these essential bases.

  1. People need to feel that they are being educated. As a professional this is one of your major goals. It is also important to make sure that these people know that they are being educated. Information and education are effective tools and like any tool they can be abused. A manipulator will withhold or use information to gain an advantage over a prospective client. A champion uses the same tools to discover and meet real needs and more directly involve the potential client in the process.
  2. People need to be motivated. Even if you’re offering the most exciting and perfect solution, if you don’t transmit your own excitement to them, they won’t be motivated to own. If you think back, I’m sure you’ll agree that your best teachers were the ones who were able to get you excited about the subject at hand. That can be a real challenge for you because the people you are serving are probably on an emotional rollercoaster ride. One minute they’re totally happy and excited and the next they’re scared and depressed. As their salesperson (teacher) it is your job to keep their spirits up and motivate them to (1) continue with the sales process and (2) see the wisdom of getting involved with your offering.
  3. People need to have fun. Again, which teachers made the biggest impact on your education? Those who made learning an exciting and fun adventure top my personal list. I realize that selling financial services is a serious matter and it should be given all due respect. But your clients and potential clients need to enjoy the process. It’s perfectly okay to joke around during a presentation, provided it’s appropriate and you keep things under control. Anything you can do to reduce the tension helps you make your points and serve their needs.

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My upcoming Sales Academy and my online courses have been approved by the CFP Board and the Financial Planning Standards Council (FPSC) for continuing education credits.

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  1. Jayne G. says:

    Thank you for your insights Mr. Hopkins. I’m learning selling skills by following your methodology. And thank you for sending me the free training.

  2. Tom,

    I miss seeing you in North Florida. Your blog is great! But seeing you live and in person is better! I hope to hear from you some day soon. It has been 26 years since your 3 hour mini-workshop in Jacksonville, FL (January 1985).

    Tom, you changed my life and helped make me a better person as well as a Champion Sales Person. God bless

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