With a simple “5 minute call,” most of your best clients will give you permission to discuss providing you warm, personally endorsed introductions to their quality friends and colleagues.
These high quality, personal introductions are not referrals.
At their core, they are an endorsement where your client explicitly recommends your value, authenticity, and character.
The relationships you have with your best clients will set the stage for reliable, significant growth on an ongoing basis.
To learn more about Client Centric Marketing (CCM), the “5 minute call,” and how they are key to significant, sustainable, quality growth…we have a 30 minute discovery call.
The CCM program is also structured with a one-week complimentary coaching component, specifically to provide proof-of-concept, as some Advisors’ are skeptical of new marketing strategies and approaches.
The coaching week includes the “5-minute test call” with 2-3 of your quality, best clients. Effective and easy, this call is comfortable and relaxed for your clients and you.
It is on this call that your clients will give you permission to schedule a follow up call to specifically discuss personal introductions to their quality friends and colleagues.
Dormant Asset Development is the key to consistent, long lasting growth.
It’s a simple and effective way for Advisors to create and maintain dramatic increases in productivity, revenue, and growth on an ongoing basis… and it can be quickly learned without interrupting their daily routine.
Develop Dormant Assets.
Every Advisor, no matter their annual revenue, has them. These assets dwarf the assets Advisors have in hand.
What are Dormant Assets?
They are the personally endorsed, new, warm introductions and first appointments with the high quality friends and colleagues of an Advisor’s current and future best clients… the very clients Advisors dream of duplicating.
So, how does an Advisor activate their Dormant Assets?
Advisors identify and develop their Dormant Assets by leveraging their relationships with their best clients.
Seriously, this probably sounds absurd, but just think it
through. Like most businesses that focus on sales, Financial Advisors require a
robust sales pipeline in order to grow. However, if you look around, the
numbers show very few Advisors have this pipeline in place.
Why? (and here’s the insane part) Because for years the traditional industry wide sales/marketing/referral model – which has been practiced by a great majority of advisors – in all its incarnations and “new” approaches, has produced mostly modest growth and a limited number of new quality clients.
Advisors are at the mercy of the markets, some referrals, or a variety of marketing strategies for growth. The business controls them rather than the Advisor controlling their business.
It’s time to stop the insanity!
There are, indeed, more productive approaches business growth… some may be outside the Industry.
Of course, it’s true that many Advisors have good reasons
to feel skeptical about the new or the different, having been burned by
expensive sales and marketing programs that promised the moon and the stars.
But look at other successful businesspeople and
entrepreneurs. They practice “healthy
skepticism” while exploring new ideas, no matter how different they seem.
It’s not risky. The only investment is a little time.
The concepts of permission, social capital, worldview, modern story development, and freely giving, when effectively addressed and framed in a way that is comfortable for an Advisor, create consistent increases in productivity and revenue, well beyond the norm.
The 5 Minute Call is a simple, comfortable phone call made to your quality best clients. They are the friendly, cooperative clients you would like to duplicate. On this call, these clients will agree to meet with you to discuss endorsing and personally introducing you to their quality friends and colleagues for a three-way meeting or a three-way phone call.
This 5 Minute Call has a huge impact on revenue and business growth …because the way you’re currently conducting business – freely giving your knowledge and your time – is framed in a new and effective way.
Clients and prospects will notice something that sets your service and you apart from the rest. It builds a construct for growth where clients will want to reciprocate and advocate for you.
Great stories succeed and spread because they are able to capture the imagination of your audience.**
^ 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 you to get away with a story that’s just slapped on.
^ Great stories make a promise.
The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.
^ Great stories are trusted and you must have earned credibility to tell it.
No one trusts anyone. People don’t trust the spokespeople on commercials. And they certainly don’t trust the companies that make pharmaceuticals.
^ Great stories are subtle.
Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes. Allowing people to draw their own conclusions is far more effective than announcing the punch line.
^ Great stories happen fast.
First impressions are far more powerful than we think.
^ Great stories don’t always need eight-page color brochures…
Or a face-to-face meeting. Either people are ready to listen or they aren’t.
^ Great stories don’t appeal to logic….
But they often appeal to our senses. People decide if they like someone after just a sniff.
^ Great stories are rarely aimed at everyone.
The most effective stories match the world view of a tiny audience (your best clients)—and then that tiny audience spreads the story to people like them.
^ Great stories don’t contradict themselves.
People are clever and they’ll see through your deceit at once.
^ Most of all, great stories agree with the worldview of your audience…
The people who are open to listening to you.
The best stories agree with what your audience already believes. It makes the members of the audience feel smart.
(**edited from Seth Godin: World-renowned author, Hall of Fame Marketer)
It’s not specifically you. The problem is that you’re a Financial Advisor and most consumers have a distrust of the industry. (Darth Vader post)
It is an established “worldview”, a belief or bias, and it’s not something you can change, no matter how many facts and figures you present to clients and prospects.
You don’t have to believe me – take it from Hall of Fame marketing guru Seth Godin, “Don’t try to change someone’s worldview… Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. If your message is framed in a way that conflicts with their worldview, you’re invisible.”
But speaking respectfully to someone’s worldview is the price of entry to get their attention and is the most incredible growth multiplier.
You address this worldview by understanding the position that people have and creating a marketing story that subtly addresses this worldview (if it’s too obvious, it won’t move them – they’ll think you’re telling them what they want to hear in order to sell them).
Of course, creating this story isn’t easy. For starters some Advisors have been trained to sell and always be closing. Other Advisors are more service oriented but are thinking about “the close.” You need to lose that muscle memory.
Also, don’t barrage clients and prospects with facts and figures about your performance history. They either won’t care, or they won’t believe you. But a passionate, carefully crafted marketing story that subtlety addresses their worldview will help give them a reason to believe in you.
When the focus is on what they really want and need from you, many of your most qualified clients and qualified prospects will become your best and most productive centers of influence. Your quality activity will dramatically increase and as will revenue.
A ‘referral’ is like a lead. It’s a name. It is typically bare, impersonal, and unqualified. Referrals rarely convert to clients – even more rarely, quality clients. Not just because of the lack of relationship with the referred but also because a cold situation feels like selling.
In contrast, a warm personal introduction from a best client is an endorsement wherein your client is explicitly standing behind the value, authenticity and character of the person being introduced… you. It’s an entirely different dynamic. A personal introduction grants you ease and entry. It is based on the established trusting relationship that not only already exists between you and your client but also your client and your client’s friend.
A personal introduction is at its inception a relationship – comfortable and easy – because you are endorsed and trusted.
Referrals don’t even come close to these introductions.
* Giving time, giving attention, giving counsel and education, giving empathy and value and understanding that it is impossible to “make a sale.”
* The concept of giving is very good news, because it means that anyone can be great in sales. You might think to be great at sales you must have a great personality or understand closing tactics really well. These ideas miss the point.
* Because it’s not about you, it’s about them.
* You can define your job description in three words: I create value. You don’t create value in order to create a sale or “in order to” anything. The idea is to create value, period.
* So we must willingly suspend our self interest and not act generously in order to create a strategic result. It’s to act generously period. The concept of giving is very good news, because it means that anyone can be great in sales.
* It’s a paradox. If you go about creating value for others with the ulterior motive of receiving more value yourself, it tends to show through on some level and sabotage the result.
* So, our focus shifts from getting to giving.
( *edited from the writings of Seth Godin, preeminent member of the World Marketing Hall Of Fame)