The 80/20 Listening Rule
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Talking to potential clients is still the most powerful marketing tool you have. What approach is most effective? You may be surprised! Peter Lampert, an experienced marketer and entrepreneur shares details and research regarding the impact listening has in first client interactions.
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The 80/20 Listening Rule
- 1. Peter Lampert CPA, JD, LLM-tax • 22 years of "real world" experience in college planning, tax planning, and retirement income planning. • Providing college, tax, and financial advisory services and insurance through: • Afford College / Lampert Educational Resources LLC • Registered Investment Advisor / Lampert & Associates LLC • Lampert Insurance Agency LLC • Lampert Tax Services LLC
- 3. Concept
- 4. Hell Island to Heaven Island
- 5. Hell Island
- 7. The Boat
- 8. THE PROBLEM!
- 9. MY PROBLEM!
- 11. Ask & Listen ? 1st 3rd 2nd
- 12. The 4 Buyer Types
- 13. 1st Appointment
- 14. Diagnosing
- 17. The 4 Buyer Types
- 18. In Practice
- 20. • Surveys • Amazon Book Reviews • Social Media • Interviews Clients & Prospects • Teach a Course • A.I. Ask & Listen!
- 21. Affording College - "I feel like 'deer in headlights' wondering how to even get started considering colleges when I can't afford to pay for them." - "I’m worried that I can’t afford to send my child to college when I have trouble just making ends meet even though I make good money." - "How are we going to get the money needed so my child can go to school?" - "He received a $10,000 scholarship. They will let us cover another $10,000 with a loan. How do we fund that additional $10,000?" - "I’m already paying for my child’s college but am running out of funds and needing assistance." - "I know it will be expensive and she will most likely not qualify for financial aid. She has some colleges already selected that she is looking at that I think I am not prepared financially for her to attend." - "How is it possible to pay for college without ending up with a loan the size of a small home mortgage?" - "I lay awake at night wondering how to pay for college without sacrificing my retirement dreams."
- 22. Finding the Right College Fit - "Is there a college I haven't looked at yet but it might be perfect?" - "What is the best fit for my child at the most cost-effective price for us as parents?" - "How to find the right college fit and how to find non-need based scholarships?" - "I have an excellent student, but we make too much to qualify for aid, but too little to pay tuition at top schools, what do we do?"
- 23. Understanding College Admissions Process and Payment Options - "How does the college admissions process work and what are the options for payment?" - "How to finance college when you don't qualify for aid but can't write a $40k check and don't want your child graduating with $100k+ debt." - "Are there ways around this situation?" - "I don’t know where or to whom to turn to when it comes to getting started in college admissions."
- 24. • How to Find the Right College for Your Child's Personal and Professional Growth • Maximizing all Forms of Financial Assistance—Grants, Scholarships, and Tuition Discounts • Without Sacrificing Your Retirement Security • Even If You Think You Don't Qualify for Any Financial Assistance. My Boat:
Editor's Notes
- One of your areas of interest and expertise is consumer motivations. What does the research show motivates consumers to purchase the most? (explain the purchase based on emotion, supported. by logic).
- Describe their current pain points in a way that resonates with them. Show them you understand their struggle. Make it clear how staying on this island is costing them, whether it's in terms of time, money, happiness, or anything else relevant.
- Paint a picture of what life could be like when their problems are solved. Talk about the benefits they'll gain, the relief they'll feel, the goals they'll achieve. Make it as attractive and desirable as possible, something they aspire to reach.
- Show them how your product or service can be the solution to their problems. Show them how it can get them away from Hell Island (their problems) and deliver them safely to Heaven Island (the solution).
- One of your areas of interest and expertise is consumer motivations. What does the research show motivates consumers to purchase the most? (explain the purchase based on emotion, supported. by logic).
- Think like a doctor MRI / X ray Diagnose Get to their truth Describe their current pain points in a way that resonates with them. Show them you understand their struggle. Make it clear how staying on this island is costing them, whether it's in terms of time, money, happiness, or anything else relevant. Paint a picture of what life could be like when their problems are solved. Talk about the benefits they'll gain, the relief they'll feel, the goals they'll achieve. Make it as attractive and desirable as possible, something they aspire to reach. No education No dancing Mini contract Go or No-go ?? EG: Dad – CC & Basement Let's talk about 2 different meetings with clients: inquiry and initial consultation. Inquiry- what should be covered in the first conversation with a potential client? How long should that conversation be? Initial consultation - next step with prospective clients. This can be paid or unpaid How long should this conversation be? What approach should a consultant have at this stage? Why is this approach effective? What else do we need to know about meeting with prospective clients?
- Think like a doctor MRI / X ray Diagnose Who knows more? Who is the expert? They have terminal cancer and you have the cure! How do you apply this research to a service industry like college counseling?
- Confirm problems Confirm desires Prescribe
- Demographics - 40 to 50 year old - Married with 3 kids - Lives in southern California - College educated - Upper middle class income bracket Background - Grew up middle class, parents emphasized education - Earned business degree, steadily climbed corporate ladder - Married college sweetheart, 3 kids nearing college age - College costs a worry with high cost of living Values and Motivations - Values education and financial stability - Motivated to provide the best for his kids - Wants to maintain his lifestyle into retirement
- First What is your Ideal Customer Avatar What’s their hell island What’s their dream island Then What is your boat