How Can Wholesalers Ask More Meaningful Questions?

Riddle me this:

What do onions and probing questions have in common?

And no, it’s not a Dad joke.

Both onions and probing questions are a whole lot more effective when peeled.

From our 76 Great Questions Wholesalers Should Ask Advisors, the average wholesaler asks:

“What keeps you up at night?”

Then they feign listening to the answer, all in an effort to oblige “probing” the advisor.

The great wholesaler engages in the following exchange:

Great Wholesaler: What keeps you up at night?

Advisor: Well, to be honest, this market is overheated and long overdue for correction.

Great Wholesaler: I understand your concern [an example of Empathic Listening]. Can I ask…

Great Wholesaler: Sample peel #1: How prepared do you feel your firms’ client communication strategy is?

Great Wholesaler: Sample peel #2: How over-weighted equities have you been?

Great Wholesaler: Sample peel #3: What do you feel your general client reaction will be?

Great Wholesaler: Sample peel #4: What’s your 12 month outlook on the market?

Great Wholesaler: Sample peel #5: How concerned are you about a protracted recession?

Note how the great wholesaler is not content with a simple volley of ‘I ask one question, you give me one answer’.

They peel the onion in an effort to uncover additional (or the true) pain points and/or needs that the advisor has.

And in doing so they position themselves as a valued partner vs. a purveyor of product.

How can we assist you in developing better advisor interview skills – or any other skills critical to becoming a great wholesaler. Contact us and let us know!