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April 23, 2012 at 06:40 AM
A few weeks ago I began a blog series titled “The Three Systems of an Advisory Business.” To recap, they are: Marketing, Service, and Operations. Today, let’s focus on the second system, Service. While system one is intended to get them in the door, the purpose of the system two is to acquire and retain. This week we’ll discuss client acquisition.
Communicating Your Value, and Values
Once the prospect has responded to you how will you convey your value to them? More important, how will you convey your value in the area they need it most? Before you meet, consider sending out a “pre-meeting” questionnaire. It shouldn’t be anything too lengthy and it should focus entirely on their needs. The key is to find out what they are seeking. After all, if they had already found it, you wouldn’t be meeting. The very fact that they are willing to meet with you is an indication that they are looking for someone to solve their problem, however large or small it may be. Therefore, you should have a well-defined process in place so that when you are face to face, you won’t have to “wing it.” Remember, you only get one chance to make a first impression.
You should begin with open-ended questions. What brings you here? What are your most important goals? What keeps you up at night? Then, let them talk. As they do, listen carefully and they’ll tell you everything you need to know.
