|September 12, 2019
There are basically two ways to build a successful financial services business: the hard way as a hunter or the easy way as a trapper.
What’s the difference? Hunters are product centered; they concentrate on anything that moves. In the process, they invest a lot of time and energy but get little return on their marketing and selling investment.
They eventually develop a fear of and reluctance for prospecting, and so they avoid it simply because they lack the skills to do it effectively.
Trappers are Concept Focused
Trappers, on the other hand, are concept centered instead of product focused. This enables them to prospect by communicating ideas. They take pride in their profession. They view themselves as professional services providers who have something unique to offer.
They understand that the products they offer are practical vehicles to attain results for their clients.
Instead of just aiming at anything that moves, trappers select their markets and use a wide variety of marketing techniques to gain the attention of prospective clients, come to them, or at least pave the way to warmly approach them.
Trappers sell more and earn more with less effort.