Service Through Selling: A Core Obligation for Financial Professionals

We believe that financial services providers have a fundamental obligation to their clients: to protect their financial future. This includes identifying risks and opportunities and offering appropriate solutions. You might call this “cross-selling,” but in Optimal Outcome we call this approach "Service Through Selling."

The difference is the mindset your agency embodies when it comes to cross-selling. Cross-selling is often seen as a bonus or going above and beyond. It’s celebrated, but not an expectation of providing exceptional service. Our belief is that not cross-selling is a denial of service.

We know “a denial of service” are strong words. They might even upset you because most financial service professionals truly care about their clients. They pride themselves on providing exceptional service. But can you really provide exceptional service and help your clients protect their financial future without cross-selling? We don’t believe you can.

Imagine for a moment that you take your car to a mechanic to fix a tire. And while fixing that tire the mechanic realizes that your brakes are bad, but they don’t say a word to you. You leave and later that day your brakes fail. Would you feel like they provided exceptional service? Of course not, because you rely on their expertise. You expect them to speak up about risks and opportunities to protect your safety and vehicle. Your clients are no different.

It doesn’t matter if your team is busy, the client is in a hurry, or if there’s a concern that a client will think you’re just trying to get more money out of them. Cross-selling is an essential part of providing exceptional service. It’s not about getting a sale. It’s about identifying a need or opportunity your client has to minimize their risks and optimize their financial well-being. They might say no, but your team can truly only provide exceptional service if you take the time to educate clients about their risks and opportunities.

Challenge your team:

This week, reflect on how you and your team perceive cross-selling. Are you fully embracing it as a core aspect of your service, or do you see it as a bonus? Consider challenging your team to shift their mindset and approach to embrace a Service Through Selling mindset.