The "passion push" to advisors - As a financial advisor, you keep hearing how you need to have passion in order to win over prospects. That you need to talk about how you help your clients with "infectious enthusiasm." In other words, your prospects will pick up on your enthusiasm and want you to be their financial advisor. But, what do we say? How does this "passion" impact the level and type of service we provide? It isn't just "passion for passion's sake," is it?
Think of passion as an adjective - OK, for the grammarians out there, think of "passionate," which is an adjective, as a way to grow your advisory business. In other words, take a passionate approach to becoming a more knowledgeable and helpful advisor. This passionate approach encompasses all aspects of your advisory business, as briefly reviewed, below.
Passionate client service - Think about how you can give it your all to have a level of client service which is second-to-none. Being passionate means that you read everything you can get your hands on, related to delivering an exceptional experience to your prospects and clients. This includes online searches and books. Being passionate about this means that you break down every single touch point with your prospects and clients - viewing it from their perspective - and determine how both you and your staff can make it a "wow" experience that your clients and prospects will talk about with anyone who'll listen to them.
Passionate operational approach - Think about how you can put all your effort behind having an advisory business which operates with a high degree of efficiency and effectiveness. By the way, getting there will make it easier for you and your staff to deliver passionate client service and be passionate about the other key business elements. Being passionate about this means that you will break down every function of your business and explore how you can make it more efficient and effective. You will talk with fellow advisors - you can email me at m.sakraida@att.net for ideas - read everything you can get your hands on and even talk with vendors who provide various services. Sub-categories here include: your contact and document management systems; your proposal and investment solutions systems; your social media systems; your client communication and account review systems; and your marketing and sales approach. I didn't touch upon content here, because this section is focused on the technology and processes you employ.
Passionate investment approach - Think about how you can stay on top of the latest information and solutions related to investment programs for your clients. At this point in this blog, you should know that being passionate about your investment approach means that you will have an all-out effort to know which investment solutions are the best for your clients. This will entail online searches, reading articles and talking with staff, fellow advisors and vendors. Many believe that advisor need to adjust their investment approach and solutions over time because of three important reasons: 1. Changes in the marketplace - what works well in one kind of market, doesn't mean it will work well in another type; 2. Changes with the available investment vehicles and strategies - we all know that there are new or more prevalent vehicles and strategies today than there were even five years ago; and 3. Changes with the clients' needs and perceptions - I would dare say that most of your clients have a different view of the markets and their tolerance for risk today, than they did in early 2008. And I dare say that most of them will have different views three years from now.
Passionate speaking and presentation skills - Most of the above are "hard skills", that is skills which can be learned. Speaking and presentation skills are "soft skills", which require practice practice and practice, like with shooting a basket. At FAN, we have members who join Toastmasters, to help them organize and present information effectively. Others practice on their spouses or fellow advisors. If one takes a passionate approach here, they will come up with many more ways they can improve this important soft skill.
About FAN - The Financial Advisor Network (FAN) on LinkedIn is a great forum for sharing ideas with your fellow advisors. If you are an advisor and aren't already a member, be sure to look us up in the Groups tab of your LinkedIn home page, and request to join. Also, feel free to contact me at m.sakraida@att.net if you'd like to set up a conversation, where we can talk about FAN or ways in which you can grow your advisory business.
Be sure to register for future blogs and pass this blog on to your fellow advisors, to help them!
FAN - Financial Advisor Network
Thursday, March 15, 2012
Tuesday, March 13, 2012
"Observe, perform, teach" for financial advisors
Advisors can use a medical doctor intern training method to grow their businesses. During their internships at teaching hospitals, doctors follow a simple method which financial advisors can copy and benefit from: "observe, perform and teach." They first "observe" another doctor perform a certain task on a patient. The second time that task comes up, the intern "performs" it themselves. And the third time it comes up, that same intern teaches another intern how to do it.
Profit from sharing business-development techniques with your advisory clients. Much of what financial advisors learn about how to become more successful business people, can be of great benefit to many of their clients. So, after the advisor successfully has "performed" a particular business-building task, they can benefit themselves and their clients by "teaching" their clients these same tasks. Such teaching will greatly enhance the advisor's ability to grow their business through referrals and a larger share of their clients' investments.
Example of this beneficial approach. Lets say you attended one of FAN's (Financial Advisor Network's) free webinars on how to grow your advisory business through social media (link for recording of this webinar: FAN Social Media Webinar ) This would be the "observe" part for a new doctor.
After some practice, you now are using social media to put your networking efforts into hyper-drive. This would be equivalent to the "perform" part for an intern doctor.
Now we want to capitalize on the "teach" portion of this approach. Think of all of your clients who could benefit from understanding and using social media like you now are using it. There are many types of clients who could benefit from this knowledge: business owners; salespeople; professionals; unemployed; new career and other people. Steal and adapt much of the information I included in this FAN webinar (OK, I'll let you use my social media program) to create your own presentation. Present this lesson to small batches of your clients, say once a month, at your office. But ask them if they have any friends, co-workers or family members who could benefit from attending such a seminar. I bet you have at least three guests for each of your clients who attend - just think how much new business that could generate.
Many other "best practices" seminars for you to "teach." Think of all of the business-building activities you have "observed" and and now are "performing" - now "teach" them to your clients and their guests. Anything come to mind, yet? How about a seminar on obtaining referrals, or one on obtaining free PR? Have a one-month run for your first webinar - do this once a week, with different times for each. If there is demand for it, extend the seminar beyond the one-month run.
Focus on helping your clients and their guests. Each of your seminars only needs a quick one-minute review of your financial services for the guests. The seminar itself will sell these guests on you. Offer each attendee a free one-on-one consultation, to help them with their social media effort, with the above example, and, for the guests, to give them a second opinion (just like with doctors - like how I'm extending the doctor analogy?) regarding their financial plan. This is why you want to do these seminars in small batches, so you can give each attendee the attention they deserve, and have the one-on-one sessions with each of them within a week or two (momentum is everything, with the follow up.)
Obtain referrals from your referrals. When you talk with each guest who attended your seminar, ask them if they found value in it. After they say yes, ask them if the have any friends, co-workers or family members who could benefit from this seminar. Don't be surprised if you obtain another 3 to 5 referrals from each original guest. Now, "rinse and repeat" with these guests of guests during your post-seminar talk with each of them, asking who they know who could benefit from this seminar. This seminar can play longer than Wicked on Broadway!
Please use and spread the good word about FAN to your fellow advisors. If you aren't already a member of the Financial Advisor Network (FAN) on LinkedIn, please click on the Groups tab of your LinkedIn home page, to request membership into FAN. If you aren't already signed up to receive our blogs, like this one, please sign up for it right now. And, don't hesitate to email me at m.sakraida@att.net if I can be of any assistance.
Michael Sakraida
Founder of FAN
m.sakraida@att.net
Profit from sharing business-development techniques with your advisory clients. Much of what financial advisors learn about how to become more successful business people, can be of great benefit to many of their clients. So, after the advisor successfully has "performed" a particular business-building task, they can benefit themselves and their clients by "teaching" their clients these same tasks. Such teaching will greatly enhance the advisor's ability to grow their business through referrals and a larger share of their clients' investments.
Example of this beneficial approach. Lets say you attended one of FAN's (Financial Advisor Network's) free webinars on how to grow your advisory business through social media (link for recording of this webinar: FAN Social Media Webinar ) This would be the "observe" part for a new doctor.
After some practice, you now are using social media to put your networking efforts into hyper-drive. This would be equivalent to the "perform" part for an intern doctor.
Now we want to capitalize on the "teach" portion of this approach. Think of all of your clients who could benefit from understanding and using social media like you now are using it. There are many types of clients who could benefit from this knowledge: business owners; salespeople; professionals; unemployed; new career and other people. Steal and adapt much of the information I included in this FAN webinar (OK, I'll let you use my social media program) to create your own presentation. Present this lesson to small batches of your clients, say once a month, at your office. But ask them if they have any friends, co-workers or family members who could benefit from attending such a seminar. I bet you have at least three guests for each of your clients who attend - just think how much new business that could generate.
Many other "best practices" seminars for you to "teach." Think of all of the business-building activities you have "observed" and and now are "performing" - now "teach" them to your clients and their guests. Anything come to mind, yet? How about a seminar on obtaining referrals, or one on obtaining free PR? Have a one-month run for your first webinar - do this once a week, with different times for each. If there is demand for it, extend the seminar beyond the one-month run.
Focus on helping your clients and their guests. Each of your seminars only needs a quick one-minute review of your financial services for the guests. The seminar itself will sell these guests on you. Offer each attendee a free one-on-one consultation, to help them with their social media effort, with the above example, and, for the guests, to give them a second opinion (just like with doctors - like how I'm extending the doctor analogy?) regarding their financial plan. This is why you want to do these seminars in small batches, so you can give each attendee the attention they deserve, and have the one-on-one sessions with each of them within a week or two (momentum is everything, with the follow up.)
Obtain referrals from your referrals. When you talk with each guest who attended your seminar, ask them if they found value in it. After they say yes, ask them if the have any friends, co-workers or family members who could benefit from this seminar. Don't be surprised if you obtain another 3 to 5 referrals from each original guest. Now, "rinse and repeat" with these guests of guests during your post-seminar talk with each of them, asking who they know who could benefit from this seminar. This seminar can play longer than Wicked on Broadway!
Please use and spread the good word about FAN to your fellow advisors. If you aren't already a member of the Financial Advisor Network (FAN) on LinkedIn, please click on the Groups tab of your LinkedIn home page, to request membership into FAN. If you aren't already signed up to receive our blogs, like this one, please sign up for it right now. And, don't hesitate to email me at m.sakraida@att.net if I can be of any assistance.
Michael Sakraida
Founder of FAN
m.sakraida@att.net
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