An Insider’s View of Sales Training

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I’ve aways been in the business of giving advice based on research.

First, I was a lawyer. My advice was based on precedent, which lawyers find by doing careful research.

Then I was an investment advisor. My investment advice was based on solid academic evidence set forth in peer-reviewed financial journals.

When I started writing books about investing, I was careful to extensively document the research underlying my recommendations.

When I transitioned to writing about sales, psychology and neuroscience, and applied that research to investment advisors, I followed the same protocol.

That’s why I’m dumbfounded by the advice we’re inundated with daily that’s not based on anything other than the opinion of the person dispensing it.

As W. Edward Demming, one of the founding fathers of total quality management, is reported to have said: “Without data, you’re just another person with an opinion.”

A depressing message

If there’s one overriding message advocated by self-help authors and the media that promotes them, it’s this: There’s something wrong with you that needs to be fixed.

Here’s an example: I took the news for just one day, May 15, 2021. These articles were featured in Apple News:

Seven Toxic Habits That Drain Your Energy

What Americans Get Wrong About Exercise

Could Your Absentmindedness Be Adult ADHD?

How to Make (and Keep) New Friends as an Adult

The message was clear: You need to be proactive about making major changes.

Training programs

I’m often asked for my view of training programs generally and those that teach advisors how to structure questions so they lead to a particular result. The “result” is getting the prospect to talk about issues the advisor believes are relevant and most likely will result in converting the prospect into a client.

My reaction to questions of this nature is always the same:

What is the research supporting this approach?

Do you find the research compelling? Why?

Whether or not there is compelling research, have you tried it, and does it work for you?

If there’s research supporting a training method you find compelling, or if your anecdotal experience is positive, my advice is to continue to follow the program.

Don’t assume what you’re doing is “wrong” and needs to be “fixed.”

Maybe less is more

More AUM. Better Relationships.

Guaranteed

My micro-learning course will increase your AUM and deepen your relationships.

If not, I’ll give you a 100% refund of the $29.95 cost.

Volume discounts are available.

More Information

For most advisors, my key takeaway is this: Do less. Not more.

Do less of the following:

Talking;

Presenting;

Focusing on you;

Preparation;

Note taking;

Assumptions; and

Agenda setting.

Focus on the prospect and client, with more:

Eliciting and

Listening.

That’s advice that’s supported by a wealth of data.

Dan trains executives and employees in the lessons based on the research on his latest book, Ask: How to Relate to Anyone. His online course, Ask: Increase Your Sales. Deepen Your Relationships, is currently available.