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August 10, 2011 at 08:00 PM
Here’s the truth — you can be a brilliant salesperson, but if you don’t know how to be a successful marketer, you’re probably not going to get anywhere. As financial advisors, we need client relationships to embody three qualities for us to make a sale: they must know you, they must like you, and they must trust you. You develop these qualities through smart marketing. I use a variety of unique marketing strategies to show both current and potential clients I know who they are and what they need.
Create an experience
When a client walks into our office, they’re greeted with warm chocolate chip cookies. We offer them every day, without fail. We also provide cappuccinos and espressos, going beyond the normal office fare to create an environment that is more welcoming than a run-of-the-mill financial practice.
I don’t put any plaques on my office walls, either. I’m less concerned about accolades from the financial industry than I am about the personal impact I’ve had on my clients. Because of this, I’ve also done away with the traditional coffee table clutter of financial publications and newspapers, and instead, I have a book filled with thank you notes from satisfied clients. When prospective clients come in, they can see I have about 75 clients who trust me, believe in me and are happy to do business with me. This way, I’ve marketed myself as a trustworthy advisor to those who matter — my clients.
Pictures of my family and our vacations can be found in not just my office, but in conference rooms as well. This encourages the visitor to ask questions and engage in conversation on a personal level. Clients will trust an advisor whose family is at the forefront because they are often seeking our help in protecting their own families.
More than a sale
We take copious amounts of notes, so we know even the minute details clients assume you will forget. For instance, my assistant greets our clients with their drink of choice; be it a coffee with two creams and one sugar, or water with lots of ice. We know what our clients like.
Remembering clients’ birthdays is another small but meaningful gesture. In addition to sending a birthday card, I make a personal call to the client in the morning to wish him or her a very happy and special birthday. I make it a priority to ensure my clients our relationship is more than just a sale to me. As a trusted financial advisor, I’m eager to engage my clients on a personal level.
