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April 01, 2007 at 08:00 PM
One of the best ways to begin attracting more ideal senior clients is to become known as a financial expert who is “senior-friendly.”
While there is certainly no shortage of financial advisors for seniors to choose from today, I have discovered that there are few advisors skilled at truly connecting with seniors. Some of the smartest financial advisors I know are simply dying on the vine because they have yet to realize that being a successful financial advisor is more than just bean-counting. It’s about building instant, yet long-lasting rapport that causes seniors to easily relate to you and begin to trust you.
For just a moment, think about a great experience you’ve had recently with a service provider. Remember how the entire process went smoothly and you were made to feel very special and appreciated. That’s the exact feeling you must strive for in each of your interactions with senior clients. Once the word is out that you understand the needs and concerns of this growing market, the referrals will kick into high gear. While many top producers report that getting seniors to give you referrals can be harder than working with younger clients, once that trust is earned, they will readily recommend you with glowing regard.
5 action steps to get started
Step 1: Focus on relationships. As soon as a senior client steps into your office, begin asking about his family. How long has he been married? Does he have grandchildren? Where do they live? What are things he likes to do with his grandchildren? Tell him about your family. You should have lots of pictures of your family and children/grandchildren throughout your office.
