For many years the approach to conveying a specific or broad topic was done by what is called a concept presentation. This approach gave the presenter the ability to discuss or highlight a specific product feature or planning technique without going into specific details. Now clients are looking for detailed information on their own before visiting with a financial advisor.
Benefits of Concept Presentations
Concept presentations are often delivered at 30,000 feet at Mach 2 -- hitting only the high points or the features and benefits of the product or concept. This style of presentation gives the prospect the ability to bring the concept down to earth. The prospect then sees it as something they could embrace and actually envision a real world application.
The concept sales technique is generally used to peak interest without giving away a specific planning technique, tool, resource, or product. Why? Being that most, if not all, advisors have access to the same products, concept presentations are many times used as a way to discuss a topic that is different from the prospect's current advisor, without giving their current advisor ammunition or a new way to strengthen their relationship.
Younger Prospects Asking for Details
But as time has passed and the era of instant information has gone into overdrive, the desire to know more specific details is becoming increasingly prevalent among the baby boomers and Gen Xer’s. Those approaching retirement today prefer more and more information. They are very resourceful and can find a variety of information about any topic on the internet. They are sophisticated enough to decode the information, break it down and determine if the actual product or planning technique recommended or being discussed is right for them based on their own research, data collection, and analysis.
Finding a Balance
Today's prospects who are interested in details are far more savvy and have the means to do quite extensive research on a wide range of topics. They are far more skeptical and might feel like concepts are a way of hiding something or not being completely and totally honest. At the right time, there is a need to be clear about the solution or resource you are framing with your concept approach. If you know that the product concept being delivered is truly the best option for the prospect, you will have no problem standing behind the solution or resource that results from your concept presentation.
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