Our day-to-day activities pull us in different directions. Sometimes we feel like we are going 100 mph in a 55-mph speed zone and getting no where. We are servicing clients, preparing and monitoring financial plans, and listening to rapidly changing market conditions on the television in our office. We suddenly look up at the clock and the day is over. Repeat that often enough and we will look at our business in a couple of months to find that we don’t have any new prospects. Or a plan to grow our business.
We must always be finding ways to recruit new prospective clients if we want our business to grow. We need a consistent pipeline of individuals that have a problem that our expertise solves. Because we are already so busy with running the existing business, we don’t find time to devote to the key metric in our business – marketing. And, if we find the time to think about it, the marketing efforts we implement are general and not specific to a targeted audience. In some cases, we know that recruiting is such a vital activity that we outsource it to a 3rd party to “get me in front of more people.” We end up with the wrong clients and therefore compound our day-to-day activity problem. At the end of the day, we should be choosing whom we do business with instead of the other way around.
There has to be a better way. I suggest three simple changes to create an ongoing flow of high-quality people that want to speak to you due to your expertise.
1. Clarify your message. People make decisions on initial reactions. They don’t take the time to research anything about the quality of person behind the story. You must be crystal clear on what you do and for whom you will help.
2. Use technology properly. We all have websites. Even if there are chock full of pleasing graphics if they don’t produce results or show up in search engines they aren’t serving their purpose. Figure out how to use your existing email lists better while you clarify your message to your targeted audience. This saves time, money, and effort on your part. Don’t waste time weeding through everyone to get to the truly high value prospective client.
3. Make referrals a part of your presentation. Whenever you meet someone, you should ask what a good prospect looks like for them. In doing so, you have created value that will reap benefits down the road. Create a closing script that includes this verbiage to separate yourself from any competition.
It’s not easy to be clear and concise, especially in a complex financial services practice. However, if you follow our guidance using the StoryBrand seven-step framework, you can create an environment where you become a magnet instead of a megaphone. Stop wasting time and money on the outdated marketing strategies of yesterday. Instead, use a plan that brings the people that need you the most to your doorstep. Automation allows you to continually prospect, even during your busy day-to-day activities running a financial planning practice. The consistency of your message combined with automation lifts you to new levels, helps more Americans, and adds time for you to do the things that are important to you.
Use technology and the right words to create a consistent flow of prospective clients to your firm.