There is something you should know about.
There is an effective and simple way for a Financial Advisor to move away from a sales model. It’s where your advisory practice is based on “giving freely”. Where your business focuses on creating consistent qualified activity and is built on service, permission, reciprocity, and implementation – not selling.
In fact, Advisors should be mentored and trained how to freely advise, educate and advocate. Also, how to create warm qualified introductions which lead to qualified 1st and 2nd appointments, more introductions and implementation… not sales. This is an extremely effective way to work and grow your business dramatically. It’s far from a typical selling model where closing the sale is the objective and asking for a referral is often an uncomfortable afterthought.
Many Advisors are moving to this service based marketing model because, for most, the sales model is a struggle and does not work. In addition growth is sluggish.
"The Bellis Method™" may sound different from anything you've looked at or tried - because it is.
It’s certainly worth checking out.
Here’s what we know. Financial Advisors who freely share what they know with their clients – being of service, not sales – see their businesses grow dramatically. Because when you practice the concept of free with your best clients, the clients you want to duplicate, you separate yourself from the crowd. You become remarkable.
By freely giving your advocacy, your knowledge and your time, you build a completely different framework for growth where many of your clients will want to reciprocate and advocate for you.
Practicing the concept of free makes your clients feel good about themselves and about you. As marketing guru Seth Godin says, what people want is the extra, emotional bonus they get when they associate with something or someone who makes them feel good. And when people feel good, they are open because they realize you’re a giver, not a taker.
Making giving a foundational element of your mission is something to which people respond. And it gives your clients and prospects something different to think about. Like what sets your service and you apart from the rest.
It’s how you make yourself remarkable.
A great marketing story is imperative for Financial Advisors who are ready to step up their game. It’s a story that is true. It makes a promise. It is subtle and consistent. The totality of its message comes across quickly. It matches your listener’s world view. It is so compelling that your listener becomes your trumpeter, your advocate.
So, does your story accomplish these things? Does this sound like you? If it doesn’t, it should. So…
Are you ready to grow your practice quickly with consistent, warm, qualified introductions?
Are you ready to put aside the difficult “referrals” process in exchange for simple, effective way to increase productivity?
Are you ready to develop your marketing story in 1-2 weeks?
Are you ready to tell your story to a qualified client?
If you are, then within 1-4 weeks you’ll be introduced to that qualified client’s qualified friend, colleague, or family member.
If you’re ready to grow, I am ready to help you get started.
I always suggest, as a first step, answering my 30 second survey and requesting a simple free phone conversation (yes to question #6) to talk about your business.
I practice what I preach so, beyond this initial step, you are not obligated.
What would your business look like if you could get in front of one new, warm qualified prospect every 1-4 weeks?
It’s a rhetorical question but think about it for just a minute. Imagine your productivity.
As a result of our posts, we’ve been having interesting phone and email conversations with many of you who have been following. These conversations are focused on productivity, marketing, and growth. It’s what’s on everyone’s minds. And we love it! Thank you for reaching out.
So we’re taking a “blog break” this week to reiterate our simple manifesto.
You can have unprecedented productivity when your marketing is focused on creating client advocates. Because client advocates = more warm introductions = more productivity = greater implementation. With this focus, any experienced advisor can permanently change the trajectory of their business in 3 to 6 months. Any financial firm, business or company can dramatically increase training effectiveness. It’s the result of shifting to a simple and effective marketing focus and stepping away from a sales focus.
So keep your calls and emails coming. As mentors, we love taking the time to talk one-on-one with Advisors. And productivity is our favorite discussion topic.
I know we said your marketing story sucks… (SEE POST) But that doesn’t mean it can’t easily be great. And it must be great. Because a great marketing story is the foundation of a successful practice. It’s the key to developing a consistent stream of warm, qualified introductions.
Here are some of best-selling author Seth Godin’s thoughts about great stories. He is “the” story guru and one of our personal heroes. He writes about marketing and the way ideas spread. Ponder and we’ll go deeper next time.
“Great stories succeed because they are able to capture the imagination of large or important audiences.”
A great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. People are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.
Great stories make a promise. It’s either exceptional or it’s not worth listening to.
Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. As a result, no marketer succeeds in telling a story unless he has earned the credibility to tell that story.
Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Talented marketers understand that allowing people to draw their own conclusions is far more effective than announcing the punch line.
Most of all, great stories agree with our listener’s worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.
More to come…