If you have read any of my articles, you will know I talk about about the importance of describing what you do for your clients and prospects as a process. Too many advisors, when asked what they do, say things like:
"I help my clients manage their assets and risk."
It has been proven to resonate far better, not to mention be far more memorable, to say:
"I've developed and refined a process that enables me to manage my clients’ assets and risk."
When you refer to your approach as a process rather than simply suggesting that you help people, it adds so much persuasive impact to your messaging because it sounds official and organized rather than generic and abstract. You see this all the time in the marketplace where a firm will give something they do a name by basically calling it something. Westin Hotels refer to their beds and showers as Heavenly Beds and Heavenly Showers. I can tell you that I've stayed in a lot of hotels and I'm not sure that their beds are any better than any other comparable hotel but many people are convinced that Heavenly Beds are better. In the minds of many people, every other hotel simply has beds, while Westin has Heavenly Beds - again because that's what they're called. And, let's face it, when it comes to selecting one hotel over another a good bed and shower is ultimately what people crave.
As I've said, a branding strategy addresses what your clients’ want, not what you do or who you are in the classic sense. So what do your clients want? They want to face the future with anticipation rather than apprehension and they want to feel confident with the track they are on. An advisor with a process projects that far better than an advisor who simply "helps clients...."
From Vapour to Paper
You can't stop at just saying you have a process, you have to demonstrate that you actually have one. I say that because advisors ask me all the time, "How can I create this process you keep talking about?" You already have a process, the problem is you don't refer to it as such and you don't have anything to show them what it looks like. Think about it, when you on-board a new client and align solutions to their needs, you use a process. So start referring to it that way.
I ask coaching clients of ours to sit down and simply get their process out of their heads and on to paper - even in point form. A very effective advisor was shocked to realize that there are actually eight steps to her asset management process. But she never thought of it in those terms before. Now that she has listed out the steps on to a sheet of paper she can now show a client and prospective client with far more persuasive impact. It is now referenced as a bullet point on her agendas and she can help demystify what she does and help people conceptualize her approach and appreciate her more fully by showing them.
Among the many benefits, this is an essential step to ensure that your clients are telling their friends:
"You should meet my advisor, he has an excellent process and he's a great guy."
As opposed to:
"You should meet my advisor, you'd really like him, he is a great guy."
Your Clients Will Do Your Prospecting for You
Again, your clients can do a great job positioning you in their friends’ minds as an ideal alternative to their current advisor and begin creating a nagging feeling in their minds that you are a far superior option.
You can take that one step further by providing an Introductory Kit as part of your introduction process. This is as important for the client referring as it is for the prospecting you are hoping to attract. For example, when you say to a client:
"If you ever have a friend or family member that you would like to introduce to me, simply call me to get the wheels in motion and I will put them into my introductory process. I'll reach out and have a brief initial conversation, I'll send out my introductory kit so they can get to know me a little better in advance and then I'll carve out the time to meet with them to get to know them better and be a sounding board to help them make some informed decisions."
Your clients can envision this in their mind’s eye and describe you in a more compelling way. Your prospect gets to hold something in their hands and gets to know you a bit before they even meet you (and send it via 2-day courier to elevate its importance and increase the value the person places on the upcoming meeting). Of course, you further validate your professionalism by providing a printed agenda in the initial discovery meeting, and outlining your on-board process and personal financial organizing binder in the fit meeting. Again, tangible things they can hold in their hands that reinforce that you have a process. All of this has been proven to enhance a prospective client’s motivation to take action. You don't have to convince them with a closing strategy, the prospective client comes to his or her own conclusion.
I'm not suggesting that your clients will start referring to you as their Heavenly Advisor, but I can guarantee that their description of you will be far more effective than before. I can also guarantee that your prospective clients will perceive you as a professional with a process and will be drawn to you like never before.
Contributed by: Duncan MacPherson