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for advisers and leaders in financial advice

  • Writer's pictureJason Dunn


An “imperative need or goal” is a problem(s) that the client, in their mind, simply MUST solve and expresses the need for you to help them. They are goals that they are prepared to commit to and perhaps make significant sacrifices to ensure that they achieve them - above all else.

At a high level, the GROW Cycle of Commitment steps out the self-discovery experience that leads to the creation of Imperative Needs. And as we all know, enabling the person you are working with to tell you, rather than you are telling them, will result in them accepting and owning their need, their problem, their consequence, and the benefit of you helping to solve their problem.

This requires you to ask great questions throughout every step of the Cycle of Commitment and to recognise when it is time to progress through the cycle. Just imagine, your exceptional questioning skills enable the person to clearly define and prioritse their need(s), the problem they have based on where they are now, the consequence in the future if they don’t fix the problem, and how much it would mean to them for you to help solve their problem(s).

When applied with great skill, there is no need to close or to ask if the prospect or client wants to proceed, because you have helped arrive at a point where they tell you how much it will mean to them for you to solve their needs and problems. You sh

ould also find that the question of cost does not become a barrier for them to move ahead.

Understanding and implementing the Cycle of Commitment during every prospect meeting is one of the core elements of our GROW Adviser Capability program, along with the development of exceptional questions for each phase of the Cycle of Commitment.

Keep an eye out for my next article:

“Skip preparing an agenda at your peril”

How effective is your prospect/client engagement? Do you follow a carefully thought-out and practiced engagement methodology? Are you happy with your current success rate with achieving advances?

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