In his book, Enchantment: The Art of Changing Hearts, Minds, and Actions, bestselling business guru Guy Kawasaki says that if you want to get people on your side, you have to enchant them.
How? Through likeability, trustworthiness and greatness. In doing so, according to the former chief evangelist at Apple, you will transform skeptics into believers and the undecided into the loyal.
What does that mean for financial advisors? A lot, it turns out. Here’s how Kawasaki connects the dots.
— Ellen Uzelac
The pillars of enchantment — likeability, trustworthiness and greatness — describe the very best financial advisors. How do you achieve that?
Likeability is fundamental: accepting other people, having a great smile, a good handshake, and defaulting to a positive “How can I help?” attitude. Easy to say, hard to do. Trustworthiness is about trusting others before you can expect them to trust you. This isn’t chicken or egg — there’s a definite order. And greatness is about creating an outstanding product or service, one that’s deep, intelligent, complete, empowering and elegant.
Once you achieve a state of enchantment, what’s the outcome: the loyalty of the client?
The outcome is that you’ll be able to influence and persuade people, but you should never take this power lightly. It comes with huge moral responsibilities. And if you want the enchantment to last, then you must always be thinking of the best interests of the client.
How does the advisor align internal identity with external image?
This may sound silly, but the only way to align internal identity and image is to have a good reality. That is, if the internal identity is crappy, it’s close to impossible to make a good external image. For sure it’s impossible if you want the identity and image to match over the long run. So the key is not to put lipstick on a pig, but to not be a pig.
To what extent is employee buy-in important?