25% increase each quarter selling financial services
4 leaps in one year
Would you want to increase your sales by 25% in the next quarter? If the answer is “yes” please keep on reading if you think you know it all – click away…If you are going to stay and read 25% increase each quarter selling financial services please apply it for your business.
We have an interesting story for you- about two financial advisers. You can pick and choose the one you like the most and whose actions inspire you. It is highly possible you would be able to recognise one being just like you…at least at the beginning of the story. Yet it is up to you how the story is going to end …if ever.
One of the advisers starts 25% increase each quarter selling financial services and the second follows to get even more. One knows how to sell financial products and the other one does not.
25% increase each quarter selling financial services -Once upon a time…
The story took place in Brisbane, Australia. A few years ago our financial advisers join one of the biggest Australian networks of professional advisers. You know the one we are not going to mention, the one with three letters, it is, in fact, a bank or/and an insurance company and one of the biggest fund management company.
This company has the biggest network of financial advisers in the country and according to some promotional materials, the headcount is about 5,000 people. The Huge number would you agree? All these boys & girls work as ninjas looking after their client’s retirement funds. Some of them doing really well while others would not even mention how much they make due to the fact that they would be embarrassed.
Jo & Paul …and
Jo and Paul have met each other on the induction course the company runs twice a year for all new recruits. When they met they felt that they can learn a lot from each other. You know those feelings sometimes we experience about certain individuals like we know this person for a long time.
Paul just joined his small team located on the outskirt of Brisbane. The boss promised Paul a modest retainer while Paul is on the course. Once Paul is “up and running” it is all commission based only. Yet Paul would also be provided with a register to look after. Life cannot be better according to Paul.
Paul was happy with his choice. In his late forties, he wanted to have a security of the job and be a self –employed. Switching from a relatively close field he felt that he can do “good for himself”. Last 15 years he was a mortgage broker. Paul was doing extremely well right before GFC (Global Financial Crisis). When they discussed his work situation with Jo, he said that a register and his networking ability would help him to be a successful financial adviser.
Paul was married with a couple of kids and his wife was a very smart computer tech- “the brain of the marriage” according to Paul. He would always praise his wife every time when he could share something about her work knowledge he would do it. It was obvious Paul admired his wife and computer skills.
According to Jo, she just joined her company right before the course. The company is located in one of the residential suburbs of Brisbane. The company was quite new for the network and did not have many “runners on the board”.
Before Jo joined the team she was a restaurant manager. In her previous business, Jo was a partner with her long term friend who recently passed away due to cancer. Jo had a break down for a few months due to the loss of her friend.
The business Jo used to be a partner of was a service based meaning that once they stopped working due to her business partner illness cash flow dried up. All the customers walked “across the road” to their competitor.
Jo wanted to make a difference in people’ lives and this was the main reason why she became a financial adviser. She was a very determent woman in her late thirties with one kid in her marriage. Jo and her husband came to Australia from New Zealand. Jo’s husband was a marketing manager, working as a consultant.
Jo was a very keen listener and Paul was a good speaker – they had a business synergy going between two of them and obviously enjoyed each other’s company, talks, and expectations. Both of them wanted “to do good” in their new career.
After the course they had with the “BIG” company Jo and Paul would have a monthly meeting- just to share their ideas and keep up. Both of them were really happy with their new business friendship and felt that they can share their desire to succeed. Their meetings have provided them with some ground to cheer up each other and share ideas.
Paul has started to feel comfortable talking about his new products relatively soon straight after the course was finished. He was a good talker and it helped him to make his new clients from the company’ register happy with his customer service skills.Usually, he would prompt them to talk about their retirement plans softly guiding them for a review.
He started to market himself in order to find new clients. Paul really wanted to show to his boss his marketing knowledge and ability to get ahead. He was always good a good communicator and did not have any problems talking to strangers.
Paul had re-established his old network of accountants and lawyers to refer each other and he participated in the local BNI meetings, on weekly basis. According to Paul – the business was just about to pick up. He would often recommend Jo to do “the basics” only due to the fact that it works.
Jo, on the other hand, followed her husband’s advice and established her digital presence. She was busy with her Facebook page and her new website. Paul did not like what Jo was doing and often call a waste of time. He would give her hard time saying that she does not want to work.
25% increase each quarter selling financial services the only way
After a few months Jo became a proud owner of:
- a very polished professionally looking profile on LinkedIn,
- her own personal website. A blog really, but she was so much in love with her ability to share helpful information with others.
- a business page on Facebook
Jo was not shy to mention to Paul that it was her husband who explained her a few marketing principles. He also helped her to set up the whole network. Jo even offered some help to Paul but he refused to say that if he needs something like what Jo has his wife would help him. He only believes in his analog networks due to the fact that people love to communicate and buy services from people as they are.
Jo’s website was full of questions and answers. Every time Jo would come across a question her client had she would put an answer on her website drilling down on the situation. Surely Jo was not sharing any personal information but according to her if one person is looking to solve a problem there are most likely 10 plus more people with the similar question looking online to sort their problems and to find answers. She wanted her website to be the source of information and through that source introduction to her new future clients.
Month by months Paul became very busy looking after his register and yet looking for new clients keeping his meetings with his BNI group and his networks. Sometimes it felt like if he was a driver of a car stuck in the sand on a beach.
Paul noticed the difference between a mortgage broking business and the current one he was in. His old one was ‘Need” based to compare to the new one where he had to somehow persuade clients for a review of their finance.
At their meetings, he would often complain that many people just shop around and according to him it was very hard to find a match to click with a prospect.
Jo on the other hand somehow magically was surrounding herself with people who were very fond of her. This fact was making Paul jealous in the business sense of course. Yet according to Jo – her prospective clients were “clicks” from the “word go” meaning that 98% of people treated her like they knew why she was the right fit to look after their superannuation funds.
Jo’ business was literally growing like weed… She hired a personal assistant and even started to use outside based Paraplanner’ service, all due to constantly increasing the number of sales she had.
“I buy time” she explained to Paul- time to look after people and according to her, she was not making money when she was not seeing people. She basically streamlined all her processes outsourcing everything that could be outsourced.
It was a tough decision for Paul but he asked Jo to be introduced to her husband. Paul wanted to know the recipe Jo’s husband provided her with – he was ready to LEARN.
Meeting with Simon was a discovery process for Paul.
Simon took initiative and asked Paul how he advertises? Paul started his “elevator pitch” saying that he is looking after high net worth individuals…. Simon patiently listened to the whole story and then said – this is the biggest mistake majority of business people make- they always want to talk about what they do not what their prospective clients are looking to sort.
Framework: 25% increase each quarter selling financial services
In order to sell your services as a financial adviser, you have to be able to present a problem a potential client has.
Once the problem is clearly explained the prospect needs to be provided with guidelines of “how -to” solve the problem.
Followed by an explanation how a financial adviser would make the problem to go away. This is the time when you as a financial adviser must provide a solution.
Next step is to show what would happen to the prospective client if the problem is not sorted.
It is also extremely beneficial to show the cost of not addressing the problem in a timely manner.
Paul was puzzled – he was not sure that it was that simple. He told back what he just heard from Simon:
- Start with a problem
- Present a solution
- Show how to sort out the problem
- Demonstrate consequences of sorting the problem.
- Create imaginary outcomes of NOT addressing the problem
Simon explained that the five steps above are just the framework. Then he compared it to the real time situation like if
- Type your name or Google you if they have heard about you. If not you are not even a part of the consideration.
- Type a problem
- Browse a few top pages compare information some would avoid advertised options at the very top.
- Look for relatively interesting information on the website they land making a quick selection.
- Check reviews on the service
It is all about the story – the story of how to show the problem and how to take the prospective clients by his or her hand and do what you can do for the client.
The story should relate to the prospect. Simon explained if a story is about a young lawyer it must demonstrate a real problem a young professional most likely to face. The story should demonstrate how it can be sorted in the best way.
The story needs to show the problem right if the prospects join the conversation she or he already have. If the story looks compelling enough and the solution seems to be obvious the client is happy to hire you as the financial adviser.
Simon explained how his company helps businesses to create stories for each and every scenario – when Paul raised his eyebrows – Simon explained- only the most valuable stories and for scenarios that bring clients to the business.
Simon explained a client’s journey: – how a prospective client finds stories which relate to him on the business website, on a Facebook page and even occasionally on a LinkedIn page. “These are the channels to put the message on”- said Simon continuing “surely with a bit of luck and some advertising dollars the stories land on prospective clients news feeds” and rest is the history.
Risk or NO Risk?
The majority of people risk averse – meaning they better do nothing rather put themselves outside of their comfort zone. It just takes some guts to discuss money problems with a stranger.This is one of the reasons why referrals work so good – your prospective client comes to you being “warm” being ready to absorb your service on the back of the introduction.
Your job as a marketer of a financial service professional is to make people warm reading your materials. In order for you to be a successful financial adviser, you must be a very good marketer or be in the position to afford one.
Simon explained to Paul how marketing “cost” must be calculated: If you spend $1,500 advertising your services gaining only one client a month that would literally pay for advertising. Right? Paul agreed… The only point here is to look for “evergreen” solutions.
Evergreen marketing solution for a financial adviser is a personally owned website- the website that adviser is looking after. All materials on the website keep relevant and if some of them do get “old” they can either be updated or taken down.If the adviser changes his employer he takes his website property with him- nothing gets lost.
Implementation of 25% increase each quarter selling financial services
Paul asked Simon how his business works? “-You would be surprised, requires,” said Simon majority of business from big to small do miss the marketing boat. Technology and requires businesses to adapt to the ever-changing environment and many get caught in everyday operation forgetting about strategically important actions.
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Stories and illustrations what makes people click in the bigger sense – if your prospect likes the illustration she clicks, she also clicks if she sees an attractive or provoking title. We create stories and illustrations for businesses.
If you do nothing today about marketing your own services how can you rely on others expecting them to advertise your services?
We create stories about our business every day it is our job to make sure people can relate to it.
We want to work with people as you are. Please let us think – what did you feel reading this story and us in return will tell you what we can do for you.
Paul was a very fast learner he took Simon’s advice seriously and in the matter of a couple of months started to lure new clients using his website and social media profiles. The only difference between him and Jo was that he became Simon’s client.
Simon advised on the use of Youtube marketing.