Overcome objections before you even meet: The power of your CVP
Why prospects aren’t fully listening
Picture this: you finally secure a meeting with a potential client. You’re ready to showcase your expertise, but as you speak, they’re distracted. Their mind is racing with doubts:
“Can I trust this person? What will this cost me? What if I make a mistake?”
These silent fears create a barrier between you and your prospect. Instead of focusing on your solutions, they’re listening to the little voice in their head. The result? A slower, harder path to building trust and solving their real problems.
The secret to winning trust early
What if you could dissolve these fears before your first handshake? You can – by delivering a Business Impact Introduction (Welcome) Pack. A key tool within this pack is your Client Value Proposition (CVP) brochure.
This isn’t just a brochure. It’s a strategic trust building tool that positions you as the expert and clears the mental clutter that stops prospects from fully connecting.
Your CVP brochure sets the scene, outlines your process and demonstrates your authority. It makes prospects comfortable, confident and motivated to work with you – even before you meet.
Why this works
When you address concerns upfront, you:
- Reduce anxiety and scepticism so prospects can focus on your solutions.
- Prequalify prospects – if they’re aligned with your value and price range, they’ll move forward.
- Build authority and trust by being transparent and proactive.
Seven questions you must answer
Every prospect has questions swirling in their mind. Answering these early positions you as the go to expert. Here are seven key concerns to tackle:
- Why do I need a Financial Planner? Explain the value of professional advice and how it saves time, stress and money.
- How would we work together? Outline your process clearly – what happens first, what they can expect and how you collaborate.
- How much will it cost me? Give a range, not an exact figure. Explain why fees vary and emphasise the value behind the cost.
- Are there any guarantees? Clarify what you can and cannot guarantee and highlight your commitment to quality advice.
- What results have other clients seen? Share success stories or anonymous case studies to build credibility.
- When is the best time to get started? Create urgency by showing why waiting can cost them opportunities.
- How do I get started? Make the next step simple and clear – book a meeting, complete a form or call you.
Address hidden questions and fears
Research shows that consumers operate within a “framework of fear” when seeking financial advice. Common concerns include:
- Fear of being judged or patronised
- Uncertainty about costs and processes
- Overwhelming technical jargon
- Pressure to buy or compromise lifestyle
- Choosing the wrong adviser or product.
This brochure and other strategic pack inclusions should proactively address these doubts, helping prospects feel comfortable and confident before your first meeting. When fears are dispelled, clients engage more fully, allowing you to uncover their true needs and demonstrate your value.
Importantly, all of this material needs to highlight your credibility and your authority as an expert within your field.
Format options:
- PDF brochure: This could be online or a softcopy file which is easy to email or print.
- Video introduction: Producing your CVP brochure content in video form adds personality and builds rapport.
- Physical document: Producing a high quality, printed document can dramatically raise your credibility and authority positioning while adding impact.
When to send it
Send it early in your discussions and before you meet for the first time.
Even if you have strong referral relationships, don’t skip this step. Third party trust transfer works well but does not fulfill your responsibility to complete your trust building work. Sending your brochure and pack ensures consistency and reinforces your referrer’s positive positioning.
The bottom line
Your prospects want reassurance before they commit. By answering their biggest questions upfront, you remove barriers, build trust and position yourself as the expert they need. The CVP brochure and Business Impact Introduction (Welcome) Pack isn’t just marketing –it’s a conversion strategy.
The team at Capstone can help you with your CVP. To find out how contact:
Kym Turner
Senior Practice Manager
Capstone Financial Planning
P: 03 8622 0719
E: k.turner@capstonefp.com.au
