Let’s be real—no one likes a scripted, robotic sales pitch. Yet, too many transactional agents still lead with one. They fire off their credentials, list products, and hope something sticks. That’s not how trust is built.
If you want to win clients, stop “selling” and start building rapport. Because here’s the deal:
People do business with those they trust, not the ones who talk the most.
So, what’s the secret? Ask better questions. The right questions uncover pain points, establish credibility, and position you as an expert—without sounding like a pushy salesperson.
As Voltaire said, ““Judge a man by his questions rather than his answers.”
The 3-Step Formula for Rapport-Building Conversations
Start with Curiosity
Most advisors rush to explain why they’re the best. Instead, slow down and ask:
- “What one or two risk issues keep you awake at night? Is your current agent or broker aware of them?”
- “Has your current provider helped you build a long-term risk strategy?”
- “I have a curiosity about one’s passions. What is your passion? What are your hobbies? What do you enjoy doing when you are not working?”
These questions get prospects talking about themselves—and people love that.
Listen, Then Dig Deeper
Most advisors hear a surface-level response and jump into selling. Bad move. Instead, follow up with:
- “Tell me more about that.”
- “What happened the last time you faced that issue?”
- “How did that impact your business financially?”
This does two things: It makes the prospect feel heard and gets them thinking about the gaps in their current risk strategy.
Position Yourself as Their Risk Consultant
The best risk consultants don’t throw out quotes—they guide clients through a process. Once you’ve uncovered key concerns, say:
"I don’t believe in bidding—I believe in protecting businesses with a structured risk management process that starts with risk identification. If you’re open to it, I’d be happy to conduct a risk audit to identify where you may be exposed. Sound good?"
At this point, prospects aren’t thinking about price—they’re thinking, “This person actually gets it.”
The Bottom Line? Conversations Close Deals.
If you’re still relying on a rehearsed sales pitch, you’re doing it wrong. Clients don’t care about your industry jargon. They care about their business, their risks, and their bottom line.
Ditch the pitch. Ask better questions. Listen. Provide value. And watch how fast trust (and deals) follow.