May 10, 2018
In today’s world, there are financial advisors left and right. As the businesses grow so will the need for clients. One thing that most financial advisors and planners are constantly curious about is: how do you attract a wealthier clientele? In other words, your ideal client. There’s a lot that goes into attracting prospects. Today, I’d like to focus on the marketing aspect of it and provide you with four tips you can use to find your ideal client.
- Be the best at what you do. What are you doing differently than other financial advisors? What’s your track record? How are you sharing this with your prospects? In order to attract a wealthier clientele, it’s important for you to become the best at your service so that the client will feel confident with the assets they’re going to trust you with.
- What’s your story? I know I mention this often in my blogs but I can’t stress enough the importance of having a unique story for you as an individual and your company. You need make sure your story is providing value to the customer. Remember, people will pay for your story.
- Marketing communication must be 50% emotions 50% logic. Going off my #2 advice, how you communicate the value that you can provide to your clients is important. An example of combining emotions and logic into marketing communication would be: “Through my daily financial practices, I have been able to change people’s lives by helping 5,000 clients.”
- Ensure you are visible to your ideal clients. I know this seems obvious, but sometimes we get so caught up in our marketing efforts that we forget about our ideal clientele. Attend networking events, whether they’re virtual or live, be a speaker on webinars and events, and write articles and books. All of these ideas will not only make you more visible but will also build your credibility!
December 28, 2017
As 2017 comes to an end, it is the perfect time to look back on annual reports and evaluate your progress. Although it is important to look back on your performance, it’s also just as important to plan for the upcoming year. The new year can be intimidating, especially when competition is heavy. While planning your marketing for the new year you should make sure that it is: strategic, measurable, attainable, and cost effective. There are various ways to develop your marketing plans on a budget but one of the best ways is to provide a “personal touch” and connection that most clients don’t expect, but certainly value. This means going above and beyond for the customer by showing extra care and doing things out of the ordinary that the customer doesn’t expect. Here are 5 methods in approaching a “personal side” of marketing:
- Have someone in charge of marketing. This doesn’t mean you need to develop a whole marketing department. Is there someone in your office that you consider a “people’s person” or someone who likes to put events together? Assign them to the marketing tasks. The tasks could vary from arranging seminars and events to updating the website and blogs. Rather it’s having a marketing consultant, an intern, or someone from your office, having someone assigned to the job will ensure that it gets done.
- Arrange a reverse seminar. Instead of you presenting to your client, have them present to you. This will put the “spotlight” on the client and will allow for them to feel engaged.
- Conduct an annual event. We all know of a few companies in our areas that are associated with certain charity events. That’s the goal for your firm. Having an annual event, especially involving charity, will not only help out your community but will also provide advertising opportunities.
- Pick up your phone and call! Sounds like something you should already know, but it’s one of the more effective (and free) ways to market. Instead of sending an email, give your client a call. Have the call be from the financial advisor or attorney that is working with the client. Discuss with them any business updates and ask if they have any questions. This also allows for the client to develop a relationship with the firm and feel like they are a part of the process, instead of being left in the dark. Make sure to personalize each call and switch up the subject.
- Go above and beyond with the simple things. This means whenever a client is in the office, make a fresh cup of coffee and add a snack with it. Have a welcome sign whenever the client is entering the office. Provide a welcome package, make parking arrangements, give a map, etc. Go the extra mile so that the client feels truly appreciated. And this will not only help your “personal side” marketing, but will also provide word-of-mouth marketing. The clients will tell their families, friends, and coworkers about this.
Have more ways on providing a “personal side” to marketing? Tell us by leaving a comment below:
May 28, 2015
The time has come. You’re staring at your office phone knowing what you have to do. You start thinking of any and all of the “more important” things you should do first: maybe you should clean out your inbox or you haven’t organized your top drawer in who knows how long. What you should really be doing is making prospective sales calls. But it’s hard. It’s scary. You’re afraid of rejection. Here are 6 tips to overcome the fear of sales rejection.
- Be prepared. Cold calling a customer can be scary, but it can be even scarier to freeze up on the phone and not know what to say. Avoid this by preparing your materials ahead of time. Gather up offers and really know what you’re selling. This will give you confidence that you know your stuff.
- Have goals. This goes for long and short term sales goals. Think about why you want to reach these goals and use that motivation to pick up the phone. If you’re working towards something bigger, you’ll stay more focused on the task.
- It’s not you, it’s me. In most situations, this is actually the case. Maybe you caught the customer on their busiest day of the week, or the person you called doesn’t have the authority to make decisions. Whatever the real reason, don’t take rejection personally. Many people will say no, but you’re working towards that one yes.
- Plan. Dedicate a specific time every day to make sales calls. Once you get into a routine, it won’t be so scary and daunting. You know that right before lunch you make a few calls, or at 3pm every day. This will put sales calls onto your calendar and force you to practice and become more comfortable.
- No doesn’t mean never. Just because you get a rejection now, doesn’t mean that person will never be a customer. Try to find out why they’re really saying no, and remember that for next time. Try to have a conversation and keep your notes. This will help build a relationship the next time you call.
- What’s the worst that can happen? Think about it. The worst that happen is they’ll say no. That’s it. You’re not getting fired, you’re still breathing, and the world is still turning. All you have to do is call up the next one on your list. It’s that simple.
It can be really hard to overcome the fear of rejection. But remember, you’re going to be rejected. That’s inevitable. The real success is brushing it off and moving forward. If you don’t ask, no one will ever say yes.
How do you deal with rejection?
April 2, 2015
You appreciate your clients. You even host interesting client events to show your appreciation. This is all well and good, but you can do more. What if your clients brought prospects to your events? Then you could show your current clients you care, while gaining business with their friends and family. Now the question isn’t why, but how. Here are some ways to open up your events to potential clients.
- Invitations are key. When inviting current clients to your event, be excited! If they think the event will be fun, they will be more likely to bring more people. Also specify who (if anyone specific) you want them to bring. If there is no one in particular, invite them to bring someone from work or a golf buddy.
- Ask around. Ask your clients (or survey them! Check out our last few blog posts about surveys!) to see what kind of event they would be interested in. See if they would be willing to bring a friend to the event and where and what the event should be. If your clients feel like their opinions are valued in planning, they will be more likely to come.
- Don’t be afraid to check in! Call your clients back after the initial invitation to confirm their attendance. Make sure you find out if their prospect can make it. If your client needs time to ask their guest if they can come, that’s fine! Just make sure you specify when you will call again to finalize the guest list.
- Be ready. Make sure you’re prepared for the prospects that come to your event! Don’t waste this valuable opportunity to connect. Get business cards or email addresses so you can follow up after the event. This makes you stand out and have a better chance of turning this prospect into a client.
Whether you go golfing, have a picnic, or host a wine tasting, you want your clients to be involved. Make them work for you a little and bring a friend… or 5!
How do you get your clients to bring potential prospects to events?