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,
When a business states that they “provide exceptional service” do you think people actually believe this? It is like saying, “trust me” or “the check is in the mail.” Empty statements void of facts are a waste of words today.
Consider, are you standing out by sharing things about your firm that are truly compelling and different? Or, are you telling people – in so many words – that you will be ‘better’ than their last financial advisor?
There is a major issue in financial services, and it very
well may be holding you back from getting the new clients you desire. I wonder
if you have recognized it also. When you walk into a business function or
cocktail party and introduce yourself as a financial advisor, the majority of
people will want to get away. Why are advisors so repelling? Shouldn’t you be
attractive based on all the meaningful work that you do in this noble
profession?
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