In our digital world, we have ample opportunities to be influenced. We talk about influencers, centers of influence and influential marketing. And as advisors, we are careful of the financial influence others have over our clients.
Influence is found on more than just social media, although that is what first comes to mind. It’s easy to get caught up in social media, and it’s important for many to be well-liked. But what does it actually mean, to have influence over another? Influence carries a lot of power, and it’s important to use it carefully. If exercised incorrectly, influence can be dangerous.
In past blogs, I’ve mentioned different principles from the book The Go-Giver by Bob Burg and John David Mann. Today, I’d like to discuss one more, and that’s the Law of Influence. According to the authors, the Law of Influence says that your influence is dictated by how well you serve other people’s interests. Although this is important in all industries, it really hits home for us. Our professional existence is based on how well we advise our clients and help them achieve their goals. Having influence allows you to drive the conversation and to drive your clients to the desired outcome.
We need to keep our clients’ interest as a priority, and we need to be attuned to any changes. That is perhaps more important now than it was in the past. Think of how things have changed over the past 60 days. As the world continues to struggle to get back to its normal flow, our perceptions have changed. So, it stands to reason, how we exercise our influence needs to change as well.
We need to stay in front of our clients. We need to ask the right questions, and we need to make sure we’re delivering value.
Fortunately, value can be delivered in many ways. It could be delivered virtually. It could be delivered in group settings. And it can be delivered one-on-one. But however it’s delivered, we have to make sure we are hitting the value proposition. We are best able to serve our clients by listening to them and addressing their concerns.
So, think about how you define influence. If your definition doesn’t include putting your clients’ concerns ahead of yours, it might be time to change your thinking. And, I think that if you keep the other person’s interest first, you’ll find that you’ll grow your business. You’ll attract quality people and you will remain relevant with your client in the greatest shift from the workforce to retirement we’ve ever seen.
When determining how to influence your clients, the most important thing you can do is put their concerns first.
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