“People in financial services don’t really talk about their feelings…”

This is what I often here. Fair. Yet, I would argue they still have them.

I would also argue the people they are talking to–be it their teams, the clients they are trying to woo (sorry that word probably is too juicy for financial services), the clients they are trying to acquire as part of their current strategic initiative (now we’re talking!) have feelings, too. Because they are people.

Now when we are communicating in general and selling in particular, we need to balance the head and the heart. We need to get them thinking, explain the facts, features, and product, AND we need to get their hearts beating a little bit. Maybe a little flutter. Maybe a little double beating of that heart…because then they are pickin’ up what we’re throwin’ down. When we can connect with them emotionally and make them feel something, that’s the sweet spot that seals the deal and gets people saying yes to…being acquired as part of your current strategic initiative. 😉

Now we gotta read the room. My financial services folk that devour this newsletter–no umbrage meant! The very nature of financial services lends itself to more head-type-talk than heart-type-talk. I get it. We tap into these things at varying degrees, depending on our audience.

But we gotta tap. Because if we don’t, we’re missing an opportunity.

To reiterate, even the most stoic/hardcore/curmudgeon/intense humans have feelings. Even if they are not aware that they do and if they do not outwardly show them. Emotions are part of the human experience.

The opportunity is when we share the fun facts about our product or service, and then get explicit with how those things impact their emotions by way of saving time, saving money, saving energy, or saving/reinforcing their reputation.

Take, for example, my not-financial-service client but rather my graduation gown/class ring client. (I am diverse!)

We were working through how they could engage their clients more…share more of their story, share more of what they actually did for their clients in a very commoditized marketplace.

When I asked the groups who came up with an activity designed around answering that question, I got an immediate, “Debbie nailed it!”

It’s always fun when you’re in a group and you give someone props so they have to talk and you don’t. So I asked Debbie how she nailed it.

“We will facilitate a plan…We can execute completely…They’ll have confidence…It will be a successful event…”

Are you about to stop what you’re doing and email me, “WHO IS THIS CLIENT I WANT TO HIRE THEM EVEN THOUGH I DON’T NEED A CLASS RING?” I’m guessing not.

Nailed it might have been a bit of a over-hype…however, Debbie had a darn good foundation. A strong start…so with a little encouragement, I had them riffing a bit more.

I assumed they were less afraid of the f-word than others so I asked, “OK, yes, great, this all sounds good but when you do that, what are you making possible for them? How do you want them to FEEEEELLLLLLLLL?”

Before I give you their answer, insert your product/service/team you’re leading into this equation. If you deliver on your product or service, and if you’re a leader and your service is leading your team, what do you make possible for your clients/patients/team? How do they…will they feel?

When we sliced it up that way, Debbie and crew came back strong.

“You can rely on us to take all of the details off your plate, to take the burden off of you and take your stress away so you can focus on what you do best…taking care of your students.”

NOW WE’RE TALKING!!

Your plan is going to reduce my stress?

Your execution is going to take a burden off?

You’re going to allow me to be worry free and focus on the people I care most about?

WHERE CAN I SIGN UP?!

The vibes were high in the workshop! The team was feeling it!

Then I said, “Say it.”

They were confused. When they shared their response it was if they were talking about it. I then encouraged (made) them say it out loud like they would to the client.

We need to be explicit in connecting the dots for how we save them time/money/stress/status. Perhaps it’s implied, but this is one that I encourage to say it out loud. Make the implicit explicit.

Because when we make that clear, they ARE going to feel it.

They’ll feel relief. Trust. Confidence. Fill in your word…

When we share what’s possible with working with us, we’re going to address the feeling–whether it’s full on in our face or more deep internally in the client’s psyche–that needs acknowledging and dealing with.

I bet if you think about the companies and people you do business with, they make you feel a (good) certain sort of way.

You don’t have to talk about feelings out loud.

You want to seal the deal and get the client?

Make sure you address them.