If a prospect asked you, "Why should I choose you?," could you answer it in seven words or less? In this world of short attention spans, you better be able to.
The rap on financial advisors is they all sound the same. In the past, you could get away with that because there was so much business to go around and consumers were less discerning. Today, it's a much more competitive world and this means you must find a way to become "uniquely remarkable" or else resign yourself to commodity level income.
Ian Chamandy is the co-author of the incredible book, Why Should I Choose You? He joins the podcast today for a fascinating look at how to answer the "why should I choose you" question in, get this, seven words or less.
In fact, Ian says this is the most important question in business because answering it will shape every area of your business, not just sales and marketing.
I run into advisors all the time who struggle with trying to articulate what makes them different and how to answer the why should I choose you question. Fortunately, Chamandy and co-author Ken Aber have created a roadmap to help you figure it out.
I strongly encourage you to order the book and learn more about Chamandy and Aber's process by visiting their website.
And click here to learn more about how financial advisor coaching through Belay Advisor can help you become “uniquely remarkable” and attract ideal clients.
The top marketing people realize that when it comes to marketing the services of a financial advisor, you'll have better results if you purposely repel a significant segment of the population.
Most of us want to be liked by as many people as possible so the thought of gearing our marketing to repel potential clients seems ridiculous. But one very successful advisor at the Barron's Top Independent Advisor Summit has built a top business by becoming the recognized expert for a select type of clientele.
That's just one of the many takeaways from part II of our roundtable discussion with attendees from Barron's Top Independent Advisors Summit. Our goal was to pull out the key takeaways from America's top advisors and deliver Actionable Intelligence to you.
See here for part I of the conversation and the detailed blog post I wrote covering six key takeaways from the first day of the conference.
The roundtable participants were Jack Davis of Navigation Retirement Group, and Bill Keen and Matt Wilson of Keen Wealth Advisors.
America's top advisors gathered in Scottsdale, AZ on March 21 - 23 for the annual Barron’s Top Independent Advisors Summit. I held a roundtable discussion with three top advisors who attended the event and our goal was to pull out the key takeaways from America's top advisors and deliver Actionable Intelligence to you.
The roundtable participants were Jack Davis of Navigation Retirement Group, and Bill Keen and Matt Wilson of Keen Wealth Advisors.
This is part I of a two-part podcast. Make sure you visit www.belayadvisor.com to read the article that goes along with this episode.
Financial advisors used to get paid for managing money to help clients safely reach their retirement goal. Going forward, financial advisors will get paid for creating a client experience that shepherds their clients through a lifetime of experiences and transitions that taken together, add up to a life well lived.
In today's podcast, I touch on a major shift I see happening in the industry. The shift is from the destination (retirement) to the client experience (here and now).
Three forces are coming together to give rise to this shift from the destination to the client experience.
First, as the millennial generation becomes more pervasive in society, this idea of retirement gets obliterated. Most millennials will never stop working. Instead, they'll seamlessly blend their work and life to create a way to make money and have fun at the same time.
Second, events such as The Color Run, Tough Mudder, Comic-Con (and the hundreds of other "Cons") are stoking our interest in a live client experience that allows us to "do" something as opposed to passively consume something. Research clearly shows that humans value experiences more than things. Experiences bring us more happiness than do possessions. So, become an experience maker!
Third, big brands are moving away from interruptive advertising and creating an immersive client experience where the product is part of the production. If you watched the finale of American Idol, you couldn't tell where the commercial for Ford ended and the Idol show began--it was all integrated into one seamless production.
These forces make it imperative that you reimagine your client experience and make it one our clients want to remember and experience over and over again.