I was at a wedding last weekend and all the talk was about the economy and what people were doing to avoid the ‘big correction’ the media was predicting was coming this year.
Except for one person.
This woman listened to the other guests discuss taking their money out of the market, trying, most of the time unsuccessfully, to get a hold of their advisor and considering other advisors who had sent them mail and email solicitations inviting them to events and webinars.
So I asked her, I’m curious, you don’t seem to be as concerned as these other people about your investments. Why is that? She told me of course she was concerned. But she trusted her advisor. They had developed a financial plan for the future and knew it was in place. She talks to him at least once a month and he always had a report ready for her about where things are going.
I told her that sounds a lot like the Supernova Process we teach. We tell our advisors to give every client monthly contact, a financial plan and rapid response to their issues. She said she hadn’t thought about it that way before but that really was what her advisor did.
She was confident in her advisor and knew he would be in touch on a regular basis.
How awful it is for clients who have to track down his or her advisor every time they get worried. They would make a potential prospect for another advisor.
Her advisor is (doing all the right things) working hard to create value but he isn’t leverage his service by verbalizing his brand to his clients. He isn’t giving them a repeatable script they can use when talking to their friends and acquaintances.
Wouldn’t it have been even better if she could have reiterated her advisor’s brand and recommended her advisor?
Exercise: Let your clients know what your brand is by telling them not only in words but in your website, your marketing materials and your LinkedIn page. We are standing by if you need help.