/ by Don Connelly / Marketing Yourself / 0 comments
It used to be, in the not so distant past, that using words like “client-focused”, “trusted”, “comprehensive”, and “knowledgeable” was enough for financial advisors to separate themselves from the pack. But today these are just the table stakes clients expect their advisors to bring to the table. After all, how many clients do you know who don’t expect their advisor to be knowledgeable, trusted, and client-focused?
In fact, in a highly muddled and fiercely competitive advisory landscape, there is very little to differentiate most advisors from each other, which causes them to disappear among the multitude of “average” advisors. Needless to say, clients today aren’t looking for average when it comes to financial advice.
A case in point is the massive amount of attention the eighty million baby boomers are receiving from the financial services industry – and rightly so because trillions of dollars of assets are at stake.
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Why You Shouldn’t Be Apologetic when Asking for Business or Referrals
/ by Don Connelly / Best Practices / 0 comments
For many financial advisors, that moment right before asking a prospect to take action on a recommendation or, in sales parlance, asking for the order is filled with tension. It can be more stressful when asking for referrals. Less seasoned advisors are often overcome with the fear of rejection, which is natural until you’ve developed more confidence in your ability to close. That comes with practice and experience.
The bigger problem is with advisors who, for whatever reason, approach that critical moment feeling apologetic—as if asking a client for a referral or a prospect to act on their recommendation may seem offensive. It’s a bigger problem because it stems from a mindset that can be more difficult to overcome. It demonstrates a lack of conviction in what they are proposing or, worse, in what they do for a living. They’re not convinced they are providing genuine value. If you don’t believe in yourself at that moment, how can you expect your prospect to have conviction in your solution or your client to believe in you when you ask for a referral?
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How to Become Top of Mind with Your Clients and Prospects
/ by Don Connelly / Marketing Yourself / 0 comments
As a financial advisor, you can’t always be there when a client or prospect has a need. You can only hope that you’re the first person they think of when they want to discuss it or when one of your clients is asked to recommend an advisor. That’s where top-of-mind awareness comes in. If you can develop it effectively, your name is more likely to be the first to come to mind when they have a need.
Chances are, when you crave a cola, you think Coca Cola. That’s because Coke spends hundreds of millions of dollars on advertising to ensure you do. You want that same reflexive thought to occur with your clients and prospects, but you don’t have to blow out your budget to create similar top-of-mind awareness. The objective of a top-of-mind strategy is to be remembered, and you can accomplish that with five easy steps.
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Why You Need to Differentiate Yourself
/ by Don Connelly / Marketing Yourself / 0 comments
It used to be, in the not so distant past, that using words like “client-focused”, “trusted”, “comprehensive”, and “knowledgeable” was enough for financial advisors to separate themselves from the pack. But today these are just the table stakes clients expect their advisors to bring to the table. After all, how many clients do you know who don’t expect their advisor to be knowledgeable, trusted, and client-focused?
In fact, in a highly muddled and fiercely competitive advisory landscape, there is very little to differentiate most advisors from each other, which causes them to disappear among the multitude of “average” advisors. Needless to say, clients today aren’t looking for average when it comes to financial advice.
A case in point is the massive amount of attention the eighty million baby boomers are receiving from the financial services industry – and rightly so because trillions of dollars of assets are at stake.
Read more
Can Trust Be Established Early?
/ by Don Connelly / Managing the Relationship / 0 comments
I got a really interesting question from a subscriber named Jeffrey, who said he is a new advisor and he’s having a problem gaining trust with people during the initial visit. He asked if establishing trust up front is possible and if it is, how he can do that. Furthermore, he asked if it is possible to open an account without the establishment of trust.
Listen to this audio episode or read the transcript below to learn Don’s 4 suggestions on establishing trust early on in the relationship.
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6 Reasons Why You Should Specialize in The Kind of Financial Advice You Give
/ by Don Connelly / Best Practices / 0 comments
In previous posts we’ve discussed the importance of identifying your ideal client in terms of their attributes – be it occupation, geographical location, etc. But if you are to stand out in a crowded market you also need to pinpoint exactly what you can offer your clients in terms of services.
As part of your marketing strategy aim to narrow down to the field or specialty you’re best suited to offer. Don’t try to be ‘jack of all trades’ by offering to provide advice on estate planning and taxation, and everything in-between. If you do, you’ll end up ‘master of none’.
People need to know you are the expert in your field, otherwise you won’t become highly referable. Here’s why you should specialize in the kind of financial advice you give.
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What Happens When You Lack Accountability?
/ by Don Connelly / Managing the Relationship / 0 comments
It’s essential to acknowledge that you alone are responsible for your success as a financial advisor and this means you must be accountable. If you’re not accountable you will never feel in control of your destiny or understand how to turn things around if they take a downturn. No matter how smart or talented you are, if you lack accountability you will not develop the self-discipline you need to change your outcomes for the better.
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Why Thoughtful Advisors Get Referrals
/ by Don Connelly / Prospecting / 0 comments
Referrals are the cornerstone of your business. In order to get them you need to cement the relationship with your clients by being passionate and committed. If you are creative and look for different ways to engage with your clients you will become more referable.
To get referrals you need the soft skills that illustrate you can get along with people as well as a self-awareness.
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