Want More Quality Appointments In 2018?

If you are an Advisor you undoubtedly have a group of best clients. Clients who are friendly, appreciative and cooperative. And they generate great revenue.

Wouldn’t business be easier, more profitable and more fun if these clients regularly and personally introduced you to their qualified friends and colleagues?

Advisors come to us wondering why these best clients will sometimes give a referral name but are not making quality personal introductions. When we ask how many first appointments they’ve had with quality friends of the best clients over the last year or two, the answer generally is “very few”.

The very first thing we look at is their story. Because for starters, if their story isn’t “remarkable”, it really isn’t worth talking about.

A remarkable story is about who you are, not what you do. It’s not about your facts and figures. That’s just the same old talk and it doesn’t stick.

We’ve spoken with countless Financial Advisors whose stories are basically all the same; how their firm is different, where they went to school, the degrees they’ve earned, how great their numbers are, their charitable work, their families. There is nothing about their story that clients feel in their gut.

When you have the right marketing story your clients will respond to you far differently. We have found that as soon as an Advisor moves away from their old (read: tedious) marketing story to an effective client centric story – one that has meaning to the listener – everything begins to shift. Their qualified activity goes way up, their confidence goes up, and their revenue upticks.

Developing an effective story is a deliberate process that shows you understand your market and how to address their predominant worldview… a well documented general distrust of the entire industry, including advisors. (See Darth Vader Post) That’s why puffery works against you.

If your story is not authentic (and you don’t live it every day), your clients and prospects will not be fooled. But when it’s done well, it’s what will make your clients dedicated advocates who want to tell everyone about you. Because they see you as remarkable.

So, ask yourself this question. Do you have a lot of quality warm prospect meetings and first appointments warmly introduced to you by your best clients? If not, take a good, hard look at your story.

 

Client Centric Marketing
Great Marketing Stories

ASKING YOUR BEST CLIENTS FOR PERMISSION TO DISCUSS PERSONAL INTRODUCTIONS IS VERY COMFORTABLE

Almost all of your best clients will give you permission.

These clients have made you their Financial Advisor – they have taken a leap of faith with you. At the same time you feel privileged and grateful because over time you have earned their trust. You protect and nurture it.

When you have your clients’ trust they will give you permission to talk about warm personal introductions, their most important asset. Different from referrals, open permission removes the discomfort and fear of asking – it’s the key to a personal introduction and endorsement. It’s the reward for earning their trust.

Client Centric Marketing
 Innovative, Simple, Cost Effective

What Would Your Ideal Strategy For New Business Development Need To Look Like?

Have you thought about what your ideal strategy for new business development would need to look like? I’ve asked countless Advisors this question over the years.

Listening to the consistent themes Advisors shared, it was clear that an innovative, straightforward, common sense “approach” to new business development and business growth was needed.

Advisors said they wanted an approach that:

  • Is simple, quickly learned and implemented.
  • Integrates seamlessly into their practice and provides measurable results.
  • Eliminates or reduces prospecting but somehow generates new high quality clients.
  • Allows them to control the pace of their activity while reducing stress and increasing business enjoyment.
  • Is easily budgeted and provides a very high ROI.
  • Is a business differentiator.

Our Client Centric approach was developed as a response to these specific Advisor needs. It creates for an Advisor an ever growing group of Client Advocates… clients whose advocacy consistently generates new 1st appointments as they personally introduce and endorse their Advisor to their high value, high quality, best friends and colleagues.

 Client Centric Marketing 
 Innovative, simple and cost effective

A Great Marketing Story Will Inspire Your Clients

If you’re not getting introduced to a lot of your best clients’ best friends and colleagues, it’s because your marketing story is not worth talking about. It’s not remarkable.
Being remarkable means two things.
One, it means it’s cool, it’s neat.
Two, it means it’s worth making a remark about.

If you or your service is worth making a remark about you are 99% of the way there.

However, we’ve talked with countless Financial Advisors and for the most part, their stories are the basically the same. They mention how their firm is different, where they went to school, the degrees they’ve earned, how great their numbers are, their charitable work, their families. 

There is nothing about their story that clients and prospects feel is remarkable.

As soon as an Advisor moves away from their old marketing story to a new client centric story, everything changes. They’re qualified activity goes way up. So does revenue. 

Because when you have a great marketing story, not only will your clients respond to you, they will also talk about you to their friends.

Developing an effective story is a detailed process that shows you understand your market and their predominant worldview… distrust of Advisors and the Industry. (See Darth Vader Post) So, any form of puffery or selling razzle-dazzle will literally or figuratively slam the door.

An effective marketing story reveals your true authenticity. If your story is not authentic (and you don’t live your story every day), your clients and prospects will not be fooled. 

Done well, it’s what will make your clients dedicated advocates, trumpeters who want to tell the world about you. In their eyes you will be remarkable.

So, think about it.  Have you completed a lot of warm, personally introduced meetings and first appointments with quality friends and colleagues of your best clients?  

Client Centric Marketing
Tell Us Your Marketing Story