You’ve just had an enjoyable client consultation with a warm, friendly couple. They asked several excellent questions. You learned a great deal about their families, careers, and their goals for their retirement. The meeting went longer than you would have preferred, but they said a strong relationship with their prospective advisor was important, so you didn’t mind. They mentioned that they’ve met with a few other advisors in the area but really feel comfortable with you, and would love a second appointment to explore their planning options in more detail.
You never hear from them again.
Has this ever happened to you? If it has, chances are good that you’ve just met a couple of “Passive Pleasers.” This customer type is difficult to read, because they seem so friendly and interested in what you have to say. They talk at length about their families and communities, leading you to believe you’ve made a strong personal connection with them. When they disappear, you’re shocked, thinking what happened to them? They really liked me!
Sure they were nice. Passive Pleasers are nice to everyone, they meet with everyone, and they talk to everyone. They just don’t buy from anyone. When you have this type of prospect in your pipeline it’s important to understand how to deal with them. Passive Pleasers are motivated by two things:
- The fear of doing something wrong
- The fear of not being liked
Hence, we call them “passive” because they are afraid to make activebuying decisions, and “pleasers”because of their need to be liked. This type of prospect abhors risk and prefers the safety and security inherent in the status quo. So, when dealing with this difficult customer type, remember these tips:
- Point out the risk in NOT acting: fear drives the Passive Pleaser. If they believe there is more risk in the status quo than in your solution, they will listen. Point out the inherent danger in their current position.
- Approach with caution: pleasers fear decisions, because they’re always afraid of making a mistake. An early product presentation is a killer here. The relationship building step, always important, will take even longer with them.
- Use “feeling” language: pleasers are sensitive to what people think of them and prefer security. Use words like “comfortable,” “safety,” “proven,” and so forth when describing your solution, and make it clear to them that you have enjoyed their company. More than other types, they need you to like them.