In late spring, many advisors are looking for ways to jumpstart their business for the second half of the year. The easiest way to end the year on a high note is to start getting creative.
We have talked to literally thousands of financial advisors over the past 20 years, and aside from a handful of standouts, just about everyone sounds the same:
“ I specialize in helping you prepare for a secure retirement.”
“ I help you increase the value of your portfolio while protecting against downside risk.”
The problem is…who DOESN’T try to help people prepare for retirement? Who DOESN’T try to avoid downside risk? Some people get a little more specific than this, but even then, it’s usually bland and uninteresting.
How can someone ever hope to distinguish him/herself from the competition with these kinds of statements?
It also doesn’t matter how skillful you are or how great your customer service is. If you look like everyone else, people will assume that you’re just like everyone
Everyone needs an “elevator speech” right? That’s the quick description you give when someone asks you what you do for a living. You use it on the phone and you use it in person. What people rarely consider though is what the GOAL of the elevator speech really is. The goal is to get the prospect to say, “Oh really? Tell me more!” When you describe what you do for a living, does it inspire people to ask for more information? If you were an independently wealthy prospect, how would you react?
Obviously, you can use this quick description (or “elevator speech”) not just at cocktail parties and networking events, but also in letters, phone calls and any other kind of communications with prospects.