What Google – and Other Search Engines – Can Teach You About Financial and College Planning

At their core, Google and Yahoo are essentially in the same business.

They are both vying for search engine supremacy. That is their No. 1 business goal.

And Google is absolutely trouncing Yahoo. It’s not even close.

So why is that? Check out each of their home pages and the answer will literally be right in front of your nose. See if you can sniff it out…

First try Yahoo (http://www.yahoo.com). What jumps out at you? Where do your eyes go? How much time do you spend not using their search engine?

Next try Google (http://www.google.com). What jumps out at you? Where do your eyes go? Perhaps better said, what doesn’t jump out at you? Where don’t your eyes go? And finally, how quickly do you begin using the search engine?

Google’s home page is minimalist and bare. There’s no mistaking what Google will help you do. There’s no mistaking where to type and where to click. There’s no second guessing.

Now compare that to Yahoo. Its home page is a landfill of links and distractions. The first place your eyes probably gravitated to was the scrolling set of pictures in the center of the page. Then maybe you read the headlines underneath. Then – depending on your pop-up-blocking software – maybe you saw an advertisement blanket the right side of the screen. Then on the left… you get the idea.

Add it all together, and the final product is actually two pages of content after you scroll down to see everything. And when you scroll down only just a little bit, guess what’s off the page and out of your sight? The search bar!

Now, what does this have to do with selling financial planning and college planning?

Overselling and information overload can kill a deal.

The goal of any presentation should be to give your clients just enough information to make a decision. Not just a decision, but an informed one.

I was reminded of this a few weeks back when an Advisor sent me the back end plan he was about to present to a client.

The plan was about 50 pages long. I’m not kidding.

Don’t get wrong, there might be situations in which you have to pile on the details and proof.  But those are rare.

And you can always provide more data, charts, proof, and details later on.

But going in, it is a great rule to keep things as simple and easy to explain as possible.

When clients get confused, you lose deals. They get lost in all the hubbub and forget the reason why

Don’t make that mistake.

It should be crystal clear how your financial / college plan does two things:

1. Solves clients’ perceived problem

2. Clearly demonstrates how your solution is better than any other

That’s it.

If that is your focus, your closing percentage will go up dramatically. When your closing percentage increases, so does your revenue.

When your revenue increases, well, you can finish that thought on your own.

Best Regards,

John McCarthy
Managing Editor, Leads4Insurance.com


Related Articles:

The Sales Push: “When Push Comes to Nudge”

The “Buy Button” – How to Emphasize the Value of Your Services

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