Top Advisors Focus on Adding Value to Grow Their Books.
My practice started in 2001 and ended happily in 2015. In 14 years I saw a slow progression from slick sales concepts being marketed to the need for value-added content that enriched my client’s lives.
In 2017, just 2 years from selling my practice this new approach is exploding in financial services, and those Advisors who embrace it will have an avalanche of new business being pulled towards them, allowing them be in business and dodge the robo-advisors taking over the world.
The recent CNBC article written by Deborah Nason illuminates the trend of Financial Advisors adding coaching and counselling to their arsenal. While planners offer technical solutions, coaches motivate, inspire and add value to the relationship.
My Grandmother built a very successful real estate practice around the idea of adding value. She knew every detail of her friends and prospects lives that she could send newspaper clipping, magazine articles and even recipe cards to stay top of mind. She loved those details and getting into those lives is how she ended up in the Re/Max Hall of Fame. She never focused on promoting herself as a Realtor first. She positioned herself as someone who cares and adds values, that happens to be a Realtor. This nuance made her empire.
While granny was old school, writing real letters and using sticky notes to highlight features in an article, I saw her brilliance and quickly turned to social media to leverage my time and get my practice efficient at putting automation into my prospecting and sales pipeline. I was frustrated in the beginning because everything I was trained to do didn’t seem to be working. Cold call, meet with family and friends, ask for referrals and network. While I was able to sell, at times the speed at which it all came in at was a snail’s pace. Predictable consistency was lacking. Wondering where the next sale was coming from was a constant worry for me until I put 1 very specific systems in place. Then all of the frustration went away.
Adding value by getting clients and prospects engaged in a mini-course or challenge online is a formidable way to accelerate trust and move volumes of people through a sales funnel. Smart digital marketing allows you to fill your pipeline with consistency. Greg Pare from Lubbock, Texas has done just that. Launching his first challenge, he had over 215 interested prospects learn how to reduce expenses and increase cash flow. Coaching comes first then planning and advising happens once the prospect is ready to become a client. Far too many times Advisors are trying to get people interested in the product, service or planning approach. This is a losing strategy.
My practice started off slow, but by learning what truly motivated my clients and modelling a successful system, I was able to build it up to a multi-advisor practice and sell it to a private equity firm for 3x earnings. Whatever success you’re looking for or practice you desire, this free training will give you the ability to generate at least 20 leads and 3 appointments per week.
Ty Hoffman, FMA, CHC
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