Grant Hicks, CIM
Let’s face it, you have a successful practice, and you are
growing, but you still are not acquiring ideal clients. As Albert Einstein
said, the definition of insanity is “doing the same thing over and over and
expecting different results”. Are you talking to the same type of clients and
prospects every week? Or are you talking to ideal prospects, people who will
pay you more than any current client pays you?
How do I define ideal clients?
To acquire ideal clients you first must define your ideal client definition.
What is the revenue you want to generate from a new ideal client this
year? Is it $5000 or $10,000 or $20,000 or more? Define the revenue that you
want to generate to your practice per ideal client, family or household. Take
the top paying clients, double the revenue from your best client, and use that
as a guide to what an ideal client can generate as revenue. Now that will make
you start to think about the value you have to deliver the acquire more ideal
clients. The more value you deliver, the more valuable you become. How can you
deliver more value?
How to deliver more value?
To answer this question, you first must look at the value you deliver now, and
figure out what value do I offer to ideal prospects? What are the three things
ideal prospects are not getting from their current financial advisor or
institution? Once you figure out what they are not getting, this becomes part
of your value-added offers to make to them. For example, are wealthy prospects
getting clarity around all of their goals, clearly mapped out on paper, and
have a comprehensive financial and investment strategy? What is their
probability of success in reaching their goals? The problem with ideal
prospects is that they don’t know what they don’t know. They don’t know they
are not getting all of the value-added advice and services you offer. How will
they know what they don’t know? This is part of your offers, which come in the
form of value-added questions. So what are your value-added questions? How will
prospects know what they don’t know?
The second problem
The second challenge for financial advisors and wealth managers trying to
acquire more ideal clients is that their offers are logical. You and I know
that the wealthy engage emotional first and logic second. Making your offers
emotional is the hard part since most financial professionals talk about
financial planning, wealth management estate planning and turn them into offers
which are almost always logical. So where do you start to engage these ideal
prospects? How confident and successful are you to pick up the phone to set up
appointments with ideal prospects? This is the hard part, isn’t it?
What are your emotional compelling offers?
Once you discover how to make these emotionally compelling offers, how do you practice
them? What are your offers on a phone call to an ideal prospect? Do you have
one offer or three, four or five offers to make? Do you have successful scripts
to use or do you wing it on the phone with an ideal prospect? Most financial
advisors I talk to don’t even get to the wing it stage, because they are not
making the calls. They are sending messages, hoping to engage the ideal
prospect. Hope and winging it are not sound plans. This is where proven
processes can help. That is what practice management is all about, Do you have
proven scripted processes to find, meet and acquire ideal prospects? If the
answer is no and you are looking for processes, contact to learn how to
implement proven practice management processes into your practice.
How about your goals for your practice in 2021? Our Practice management
checklist or fee audit checklist
While each financial advisor's practice may have a different approach, advisors
need to
understand where their practice needs help, and will they get the right help
for the right part of their practice. What areas does your practice need help
with? Get a copy of our updated 21- page “Comprehensive Practice Management
Strategies checklist” by going to our website https://www.advisorpracticemanagement.com/about-us or
clicking here https://practicemanagement.getresponsepages.com/
Fee audit checklist for ideal prospects, click here https://feeaudit.getresponsepages.com/
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