1. Fear of making the wrong decision.
The buyer of financial products is continually offered conflicting advice from financial gurus, the press, friends and family members. The buyer is overwhelmed by choice and doesn’t know whom to trust. This uncertainty leads to a fear of making the wrong decision – which often leaves them to make no decision at all.

The Solution: Interview the prospect to uncover their goals and create a plan tailored to their needs. Show them third party information such as newspaper articles or investment service reports to support the reasoning behind your plan. Presenting a plan along with simple, credible information will give the buyer the knowledge he needs to make a decision with confidence. This approach also helps build trust as it highlights your role as educator and downplays your image as salesman.