Clients want, need, expect and deserve to be given the opportunity to work with someone who cares enough about them and their family to ask the tough questions. The most trusted advisor is one that asks those questions in a way that gets inside the client’s heart first and their head second.
To truly distinguish yourself from the competition, focus on a number of tools that will help you build your practice and client relationships. Begin by asking yourself these questions:
Who are you?
You are a truth-teller and a catalyst. You ask difficult questions, shut up and listen. You make sure that the dream does not die with the dreamer. Seek first to understand and second to be understood. Give your clients the power to choose their own level of freedom, flexibility, ownership, control and dignity.
What do you do?
You stimulate thought. You manage human behavior. You facilitate action plans. Engage your prospects in strategic planning and thinking. Make a list of your top 10 open-ended questions and carry them with you. Clients want custom solutions and to experience consistency of service and thought. Providing this experience creates a sustainable competitive advantage.
Whom do you serve?
You serve the “right” fit clients. Clients that can make a decision, stay the course, and refer you to like-minded individuals. Establish the referral criteria, so you only meet with and keep those clients who want to go to the next level. They will realize that they cannot get there without you. By serving the right clients, you create lasting relationships and a recurring revenue stream.
How do you deliver value?
Find out what’s important. Concentrate on your client’s “wants” not “needs.” Position your prospect to actually know what they want in terms of lifestyle, clearly defined, written, and ready to implement. They want it protected and insulated with 10, 20 or 30 percent more capital than is required for a cushion. To get them in control of their planning process, ask their permission to use their leftover assets as “planning assets” for their family objectives and charities. Remember, consistency creates credibility.
