Have you ever tried to attract a new prospect but felt that you were falling short of making your case? Sometimes it’s because we may be coming off like a salesperson. Because, if you try to sell someone something, a typical reaction you may receive is that person becomes immediately not that into you. As the nation’s #1 sales expert Jeffrey Gitomer says, “People Don’t Like to Be Sold, But They Love To BUY!™”
Value is in the eye of the beholder. The problem is, the beholder – your client or prospect – may not know the value you are delivering. Most of the advisors I have worked with over the years are providing significant value through investment advice, investment selection, planning for the future, retirement income planning, advice, guidance, and above-and-beyond service. So, what’s the catch?
I believe advisors need to message their value more succinctly,
Don’t assume that people are excited to talk about the core deliverables of your firm. After all, those things are supposed to be there (i.e. sound investments, good service, good food, etc.). What people will remember and talk about are the unexpected things you have done or said that set you apart. And, it’s often the small things that grab their attention.
A memorable interaction should result in leaving something behind with the people you encounter: a thought,
Referrals are generated most often due to the excellent work of your team of passionate people, not because someone asked for a referral. And, the more loyal and passionate your team is, the more referrals seem to magically come into your business.
I have observed many firms attempt to create loyalty and inspiration for excellent work amongst their staff. The problem: loyalty and passion are not something you can force upon people or manufacture.
In business, often the reasons for success and failure can be considered very complex. But when you break down marketing successes and failures, there are really just two reasons why a service-based business is not having desired success.
1) You have the wrong strategy; or
2) You have the wrong people implementing the strategy.
More often than not, we are trying to fix the wrong problem.
It seems pretty obvious,