We don’t buy what we don’t understand. We’re human.
So when it comes to getting financial advice, so many people still fail to understand what it actually is, let alone how valuable it can be….
So they don’t pursue it.
Let me ask, have you ever had a client seem really eager when you first meet, then no matter how many times you follow up, they don’t continue onto the next stage?
Or have you ever had a ‘loyal’ existing client go elsewhere for advice that you provide?
For example, they go and see another adviser for risk or a mortgage – because in their mind you only look after their investments?
And what’s even more frustrating is you know you’ve told them (many times) about all the different areas of advice you are able to provide… yet they still went elsewhere.
It’s not their fault.
They just didn’t remember all the goodness you’re capable of as they have a million other things on their mind.
And they associate you with being the expert at what they are getting advice on now. The rest is… in one ear, out the other.
It doesn’t have to be this way.
Because financial advice (whatever you specialise in) may be simple to you, but it does not mean it’s simple to others.
Even really smart people with an alphabet of letters after their name, can struggle to fully comprehend the complexities of what you do.
And too often I see advisers sit in front of new clients and try to showcase everything they do and ALL the areas of advice where they can help.
After all, this will be an impressive repertoire which should impress a new client, right?
Too much information can actually do the reverse and instead serve to overwhelm an unsuspecting client.
And a confused mind does nothing.
When this happens, people may say they need to go away and ‘think about it’.
The problem is, half the time they don’t even know what they are going away to think about.
Confusion and overwhelm has totally overridden any rational thought process and all they can do is ‘run’.
How can this be avoided?
One of the ways to get around this is to help clients better understand the value of your advice by making sure you set the scene and provide context as early on as possible in the relationship.
You may already be doing this in your own way… however having a variety of ways to help the message stick can help.
This is one of my favourites.
Since people often forget the words you say, it can be easier for them to understand your message by using images / diagrams.
This can help people make a clear link between the events that are going on in their life (expected and unexpected) and the advice you provide.
Helping clients ‘join the dots’ is often the missing link that can prevent people from moving forward.
Here’s an example of how you can use images to set the scene and provide context for a lasting relationship with a client:
“Over your life, there are many decisions you need to make and events that will take place.
Some of them you can plan, some will be unexpected.
It’s important that we understand what your life looks like and importantly, what you WANT it to look like… the people you love, what you value, what you believe in and what makes you happy.
In most cases, there is an underlying financial decision / implication that accompanies each event.
And that’s where we step in. “
“We tap into all the different financial tools we have available (such as technical strategies, financial modelling, financial products etc.) and come up with right mix at the right time to ensure the decisions you make with your money are the right fit for your life.
This is like putting a jigsaw puzzle together. If a piece is missing or in the wrong place, the picture is…
You would elaborate and make the conversation relevant to the client you are with.
But you get the gist.
The beauty of using diagrams like this is it also helps people understand the breadth of what you offer (either directly or through referral / affiliate relationships) and the complexities of their life (just by virtue of being human).
You get to highlight that today they may only need advice around one or two areas, however as their life unfolds and they need advice in other areas, you are there.
And you can point out that no matter what happens, your role is to guide them as to what they need and when.
What they need to know is all the different type of events that go in in their life – that would trigger a need for advice.
Remembering this is much easier than trying to remember all the technical things you provide.
This is a powerful way to set the context and help people join the dots between their life and the value of your advice.
That’s gotta be win win for all.
I’d love you to leave a comment below sharing other successful ways you’ve helped people understand your incredible value early on in a relationship.
That would rock!
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