Do you consider yourself a specialist or a jack-of-all-trades? After achieving Top of the Table for the last 10 years, which is the highest honor possible within the Million Dollar Round Table, I’ve learned the importance of being a specialist.
Find your niche
Think about one of those classic brochures financial advisors give to prospects, the ones in which advisors list all their skills, creating a bulleted list of up to 20 unrelated services they can offer their client, with a final line indicating “and more!”
Can an advisor really be an expert in 20+ services?
The truth is that attempting to do this is one of the biggest mistakes an agent can make. You cannot be everything to everyone. If your marketing materials don’t turn some people off, then they won’t turn the right people on. It is tempting to market yourself as someone who is able to provide every service to every person who needs financial planning, but in reality, as time goes on, your business should grow and develop so that you get really good at a few things. If you are not getting very good at something, you might be staying mediocre at everything.