SECTION V: THE INVESTMENT SALES PROCESS

During this information gathering session, it is important to engage your clients/prospects in conversation. Be cautious about asking them closed-ended questions; a yes/no response more often than not results in a dead end.

In order to be successful in building relationships with clients/prospects, Registered Representatives should ask probing, open-ended questions to uncover their goals, build rapport and generate interest. So, the objective is to get your client/prospect to talk more than you. Remember, the reasons people invest are closely tied to their dreams and aspirations, so try using questions or statements like:

• "How do you feel about the returns on your current investments?"
• "Tell me about your experience with mutual funds."
• "Paint a picture for me describing your lifestyle at retirement."
• "In what ways have you prepared for retirement?"
• "What are some of your concerns regarding funding your children's/grandchildren's education?"
• And in some situations simply, "Why did you agree to meet with me?"

Back to Top | Next

Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

9