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Ever been in scouting? If so, you probably still remember the Oath: “A scout is trustworthy, loyal, helpful, friendly, etc.” These are wonderful traits. Your prospects have a mental list of what they are looking for in an agent or advisor.

If you can identify and advertise these traits, you are one step closer to getting them as clients. This is especially true if they are friends you want to win over.

(Related: 7 Ways to Stay on Your Prospect’s Radar)

What are these traits? In the ideal agent or advisor, your prospect is probably looking for honesty, integrity, confidentiality, communication, knowledge, experience and performance. You tick all those boxes, but how do you advertise them? Here are a few examples:

1. Communication.

You’ve been out all day. It’s 4 p.m. Your next stop is the local museum for an event running 6 p.m. to 8 p.m. You see a stack of phone messages on your desk. One thing leads to another. You arrive at the museum at 7 p.m. You run into a friend and start a conversation: “I almost didn’t make it tonight. I was out at appointments all day, didn’t get back until 4 p.m. I had 10 client messages on my desk. I make it a point to return all calls from clients before I leave the office.”

Message you advertised: Your prospect hears “If this guy was my agent, my calls would be returned.”

2. Performance.

You provide quarterly reviews for your clients. At a minimum, you review insurance coverage with each client on an annual basis. This needs advertising. You are out for drinks with a group of friends on a Friday night. Someone suggests golf on Saturday. Everyone is on board, except you. You explain: “I’ve got a busy weekend ahead. I have to have three written portfolio reviews ready for presentation on Monday morning. All of my clients get a face to face review at the end of each quarter.”

Message you advertised: You are demonstrating accountability through your intent to report on performance regularly. “You took my advice. Here’s how it worked out. Clients like accountability a lot.”

3. Confidentiality.

It’s tough to prove a negative. How can you show that you don’t talk about your clients? Sometimes, this needs a bit of help. You serve on the fundraising committee at your local nonprofit. They are looking for event sponsors. Someone says: “You must know some people who made a bundle in the stock market or got a big insurance payout last year. Who can we approach?” You explain your code of conduct is similar to that of doctors and lawyers. Client identities and details are confidential. “If the shoe was on the other foot, would you want your agent or advisor telling other people how much money you have?”

Message you advertised: People understand you take confidentiality seriously. They think about mutual friends who have told them they work with you. They think hard and realize you have never mentioned they are a client.

Sometimes it takes time to win people over. The stars have to align. Suddenly they have money or a need. That’s when your tactful advertising should prove its value.

— Read 10 Ways to Tactfully Get Your Point Acrosson ThinkAdvisor.

Bryce SandersBryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor,” can be found on Amazon.

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