I doubt that it’s true when an advisor says to me, “I could close ANYONE, if I only had enough people to see,” or “Anyone who comes into the office becomes a client…I just can’t get enough people in.”
ANYONE? Well, suppose I accept that proposition. What keeps them from having enough people to see?
Before we spend money on expensive advertising, internet or otherwise, on “qualified” lists, or on the programs of successful advisor gurus, most of us would benefit from looking down the Four Avenues of Client Attraction:
- The People We Know Already
- The People We Meet
- Highly Targeted (Guerrilla) Marketing
I can’t count the number of times I’ve received a “no” answer when I ask a financial advisor or life insurance producer this simple question:
“Is everyone you know aware of exactly what you do?”
Fred, an experienced financial advisor who had moved his practice almost exclusively into retirement planning for seniors told me he was embarrassed when Rich, someone he knew from one of the many local organizations he was in, introduced him to a lunch companion as “my insurance agent.” Fred had attended dozens of meetings with Rich and never told him that four years before he had changed the focus of his practice.
The people we know already include clients and non-clients. Depending on the relationship, a formal announcement, a “warm letter” or e-mail, or a phone call is in order for all of our existing clients when we change our focus.
You should have a record of everyone you know and categorize them with regard to how you’ll let them know about what you’re doing. Will it be an email, a snail mail letter, a text, a phone call, or an in-person meeting?
Once that’s done, start looking at the other three avenues one at a time. If I can help you with this, I have coaching programs for that purpose. Reach out and we’ll talk about your situation and see if we can accelerate the growth of your business.
In the meantime, keep REACHING…