You got into investment sales because you want to help people yet most of the people that you want to help won't let you. As a financial advisor knowing what you know it's really hard to understand why anyone would say no to what you have to offer, but the painful truth is that more people say no to you than yes. There are 5 key questions that people have and until you can answer all five you will continue to experience far more no's than yeses.

Question # 1 - why you. Each person you meet with when trying to make investment sales has an immediate burning question and that question is why should I be talking about investments with you? The answer they are looking for isn't that you are associated with XYZ very prestigious company, or that you have a certain number of years experience, or that you work with someone they know. They want to know that you understand their exact challenges and that you have been able to help other people just like them achieve the ultimate result they are looking for.

Question # 2 - why me. They want to know why you are contacting them about an investment sale. They want to know that you are someone who works with people like them who have the problem they have. They want to know you have an exact solution for their problem. They want to feel important and respected and chosen.

Question # 3 - why this. They aren't looking for a product in response to this question about the investment sale. They don't care what the product(s) is in the least. They are only interested in the desired ultimate result, and they want to feel confident that you know what you are talking about and can deliver this ultimate result. They also don't want to hear every detail about how you're going to get the desired result for them.

Question # 4 - why now. No one likes to spend money on an intangible something in the future that may or may not pan out like you are saying it will during your investment sales. This means your buyers are very reluctant to part with money today that could be spent on something they can enjoy right now rather than on a future promise. Plus frequently the promised result that you are presenting won't even be a direct benefit to the buyer. Therefore, it's entirely on your shoulders to answer the why now question because it's just so much easier to do nothing, and it will continue to be easy to do nothing until you help the potential client to articulate how the problem is impacting them beyond the superficial things.

Question # 5 - why this much. When you are talking to your potential buyers in relation to investment sales they are viewing the investment as an unnecessary current expense rather than an investment, so they are wondering why they need to spend so much now. The reason you have this problem is because you haven't gotten them to articulate the value for them in making this investment. Until you do you will always be viewed as an expense, and you will always be dealing with reluctance to take action. When your potential clients keep putting you off it's a big indicator that you haven't answered the why this much question for them.

The better job you do of answering the 5 whys the more your sales will increase and the quicker you will enjoy investment sales success. The best way to answer the 5 whys is to be prepared in advance for each why. Than answer why you and why me before you ever directly contact your potential client through your marketing.

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