In many settings – from first conversations with prospects or at networking and social events – opportunities will arise for you to articulate what you do for people.
As financial professionals, the industry has taught many that the best way to communicate your value is to talk about your detailed Planning Model, your ability to Manage Risk, the Management of Assets, delivering Insurance Coverage, etc.
Too often this becomes the basis of the description of what you do for people. Candidly, this is HOW you do things and does not speak to what you do for people.
While as an advisor you may be in love with your offerings, the consumer is in a completely different place. They are in love with the outcomes you can deliver.
How do we know this?
In polling 200+ clients of numerous advisors, not one mentioned the expertise of their advisor as what they felt their advisor was doing for them.
Instead, they stated, “She helps me safeguard my financial future,” or “We feel secure knowing that we will get the retirement we deserve with them.” Or the clients of one firm stated, “They take a personal interest in what we value most.”
Clearly this is a required shift that must be made to demonstrate your understanding of what people want today in their hunt for financial help and why they should do business with you.
The next time you talk to your top 5- 10 clients ask them “What do you feel I actually do for you?” That should be the basis of articulating what you do for people when asked, “What do you do?”
What you do is far different than how you do it!