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I don’t know this person, but they sent me an InMail as follows:
Hey Richard,
I’m reaching out to see if you would be opposed to a 15-minute Zoom call where we spend some time learning a bit about your business, and then I share with you the Unique Investment Process we use.
My reply: I am unable to understand what type of prospecting approach this is. No knowledge about my business and no mention of the outcome you can deliver. Just a desire to share your Unique Investment Process. Correct?
Their reply: Well, you seem particularly angry (really?). I may not have restated to you what you do, however, I assumed that you already knew what you did for a living. (WOW) If you are asking me to guarantee some sort of return on your investment, that’s not the best practice. (I never mentioned returns) Apologize for upsetting you with an offer to help you out. (Still don’t know how this can help me)
My reply: The fact that you and your firm are using a Unique Investment Process is admirable, however as investors, most of us care first about the possible outcome we will receive. Otherwise, talking about your process is just a transactional approach. As an advisor, I would encourage you to first focus on knowing more about your prospect and articulating a personalized outcome right up front that your Unique Investment Process could provide.
What can we learn from this exchange?
- Research your prospect before reaching out.
- Messaging or postings MUST articulate a relevant outcome or solution relevant to them to get attention.
- Read their reply and respond in a gracious thoughtful way.
Unfortunately, many posts and messages talk about “How excited I am to share our latest and greatest.” Avoid this type of messaging if you want to win more business.
Act like a marketer – not like a merchandiser.