Often the prospect will never tell anyone the deep-rooted emotional reasons to anyone that they don’t confide in so your ability to become their trusted adviser is paramount.

Most people only address superficial reasons and miss or avoid deeper reasons mainly because they are uncomfortable with asking hard questions that ultimately help the prospect make the necessary changes.

I.E

I need to lose 30lbs (superficial) VS I need to lose 30lbs because I want my husband to look and feel as passionately at me now the same way he did when we first met!

I need my knee pain to go away (superficial) VS I need my knee pain to go away, so that I can get back to playing soccer and enjoy the summer with my friends and not be labelled the broken old guy missing out all the time.

A powerful question to ask in your initial conversations whether that be on the phone or in a consultation is

“What does that mean to you?” – Meaning, what is the reason WHY they want what they want.

Focus on getting deeper with both your prospects and clients and watch the relationship dynamic shift from generalist to a trusted adviser.

Remember always ask the question “why” until you get to the answer!