Andy Neary teaches advisors to identify what emotional problems their clients face, not just what services they offer. His three-question framework starts with 'What problem do you solve?' and focuses on real feelings like frustration, doubt, and fear of job loss instead of generic pitches.
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Thing you have to do as an advisor is you have to figure out what your prospect's brand identity is. You see, that is the first step towards you becoming a better storyteller so that you can just stop selling products. And if I do one thing for you in these coaching videos, it's helping you become a master communicator, a master storyteller. Because if we can do that, you're going to win a lot more business than you are right now. So what. What are these three questions? Well, these three questions set the stage for your elevator pitch. You'd be surprised how many times I have heard health insurance brokers, when asked.
What makes them different, what do they do for a living? They simply reply with, well, I'm a benefit consultant. Really? You know who else is saying that? Everybody. So the next time somebody asks you what you do and what makes you different, I want to help you have a clear response to that question. And we're going to do that by answering these three questions very clearly. Number one, what problem do you solve?
Now, when I say that question, it could very easily be that. That you go right to Andy. I help solve the problem of rising health insurance cost. I get it. I help solve the problem of confusion with buying health insurance or confusion with making decisions in the healthcare system. I get it. It would be easy to say that, but I want you to go a little deeper when I ask you the question, what problem do you solve? What's the problem emotionally that you are solving for your target prospects? I get it. They're probably trying to reduce their health insurance cost. But if I'm a cfo, who is responsible for finding more revenue, controlling my cost, my inability to solve that problem is having an emotional impact on me. Right? That frustration, that doubt, that uncertainty, heck, I might be fighting for my job. That's the problem you are solving on the outside.
