This Message Isn’t For Everyone

AdvisorBlast – Quick Tips to Accelerate Your Practice
In this issue: Seek out your ideal clients – people who want to do business with you and buy into your approach.

paul-kingsman

Did the title of this post have you rushing to open it? How did you feel when you read that you might not be included in an exclusive group?

While we’re concerned about receiving relevant information and being up-to-date, we’re wired to be more worried about missing out on something. Today there is way more information available than we have the capacity to process (and more is being produced every day), but fear of missing out can easily push us to information anxiety – not being capable of understanding all that we think we need to understand, just because of sheer volume. But we want to be in the exclusive group that has the inside track – to be one who knows and does the best and smartest things. Communication producers know that and so keep pumping out the next “5 Secrets” and “10 Things You Must Do” lists. 

So how can you use this in your business? When you tell someone what you do, don’t hesitate to mention the fact that you don’t suit everyone.

For this to be effective, you need to believe it. You have to be willing to let some prospects go. If you have no discernment and will take any client who can fog a mirror, don’t worry about using such a line. 

However, if are (or want to be) building your business by referrals or you specialize in working with a specific target group, you can truthfully deliver these words with conviction. 

When asked what you do, clarify how you help. It might sound something like:
“Our group typically works with people who are serious about knowing what their ‘Point A’ looks like and really want to get to ‘Point B effectively.’ However, we’re not for everyone.” (Slight pause.) 

When it comes to financial advice and help, who doesn’t want to get to “Point B” more effectively and sooner? By briefly pausing at this point in the conversation, you ensure the person has heard you and, therefore, shouldn’t be offended if, indeed, they are a not a good fit for you and you eventually need to let them know that. 

Also, by pausing at this point, you allow them to mentally catch up with what you have said. They have time to process your words and consider their next thoughts, which are likely to be, “So what type of people do you work with?”, or, “What type of people don’t want to reach ‘Point B’?”

While you’re not so interested in answering the latter question, you do want to clarify further the type of people you do work with. You might then explain, “We often meet people who are not serious about their financial plans and objectives and simply want to speculate about the markets all day.” By saying this, you help them keep any temptation to do this to themselves, thereby not wasting any of your time. You’re also further clarifying for them that you want to work with people who are motivated to seek and heed your expert advice. 

You can then explain more fully, “We work with people who want to address the real, major financial issues in life: children and college costs, retirement, principle preservation, legacy planning – how much does anybody really want to gift to the government?” 

Build your business for the long term. Being less selective about who you work with will make others perceive that what you offer is less valuable and will likely lead to frustration for you. Instead, seek out your ideal clients – people who want to do business with you and buy into your philosophy and approach.

Let me know how it goes! 

To your long term success,
Paul

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As a motivational speaker and executive coach, Paul Kingsman helps financial services professionals successfully grow their businesses by taking practical daily steps to achieve outstanding long-term results. Combining his experiences as an Olympic medalist and his background as an advisor, Paul understands how to stay focused over the long haul, as well as the unique business challenges faced by advisors. Through his professional speaking and executive coaching he equips them to overcome distractions so they can get the money they need, the clients they want, and the time to do what they love.

To find out more about how Paul can equip you or your team to achieve outstanding results, visit paulkingsman.com/coaching or email him at Paul@PaulKingsman.com


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