26 July 2026
Most prospects form an opinion about us long before we explain what we do.
- Before they hear about our experience.
- Before they hear about our services.
- Before we explain our process.
They are already deciding whether they want to continue listening.
Is that fair?
Perhaps not.
But understanding how people make decisions can give us a huge advantage.
Many professionals spend years improving their technical knowledge, yet very little time improving the first few moments of a conversation.
The reality is that first impressions matter.
When we create trust and rapport early, conversations become easier.
- Questions become easier.
- Decisions become easier.
- And business becomes easier.
One of the most popular talks I have ever delivered for MDRT was on the science behind how prospects choose their Financial Adviser.
The video has since been translated into multiple languages because the principles apply wherever people are making decisions.
If you have seven minutes to spare, you may find it useful:
https://berniedesouza.com/the_science_of_how_prospects_pick_their_financial_advisor.aspx
It explains three key areas that influence how prospects make their final decision when choosing an adviser or professional.
A few ideas for the week ahead
- Learn one new idea today.
- Think about the biggest problem you help your clients solve.
- Create a new way of explaining your solution in two simple sentences.
- Start one conversation with a better opening sentence.
Small improvements, repeated consistently, often produce remarkable results.
If you would like help generating more clients, improving your communication skills or exploring one-to-one coaching, please email me at: bernie@berniedesouza.com
Have a successful week!
Humour
My doctor told me I needed to watch my drinking.
Now I drink in front of a mirror.
I bought some shoes from a drug dealer.
I don't know what he laced them with, but I've been tripping all day.
I asked the shop assistant, "Can you tell me where the Arnold Schwarzenegger DVDs are?"
She replied, "Aisle B, back."
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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