Wow okay that was a strange statement wasn’t it? Advisors have been told to “ask” for the meeting. Alright well maybe I should clarify a bit more. Stop asking for the meeting before they “Get To Know You Better”.
Old school prospecting teaches advisors to push and push until you get a meeting. To “sell” them. I am here to tell you that does not work, however, you have already probably figured that out for yourself. I am sure you have experienced a great new client that actually was excited to meet with you and you didn’t have to push.
The biggest thing MISSING in getting those cold prospects in your pipeline to that first meeting with you is they have not had the opportunity to get to know you better yet. They need to feel as though they really want to meet with you.
Let me repeat because it is so huge. In order for you to bring in lots of great new clients you must have a way for them to feel like they have had the opportunity to get to know you. AND that does not mean doing a “meeting” to get to know you. Some advisors try and cover the missing “know me better” with that first meeting as a “know me better”. That does not work. It MUST be a passive, easy and genuine way for them to get to know you.
This is the 21st Century ~ they must feel as if they have had a conversation with you before they have had a conversation with you. They should feel as if you are a good friend of the family. This is WHY social media is so incredibly popular. It is how people want to live NOW.
How do you do it effectively? I am going to show you a few important pointers right now.
You must make yourself very approachable from the outside. HOW by giving them lots of was of accessing you with welcoming launguage. Email, phone, invitation list, newsletter and so forth. Making it welcoming by simply letting them know that you welcome their questions and you would for them to join your newsletter and your invitation list. Be familiar and casual with your language ~ in other words ~ be genuine and natural.
You must have an official “Know Me Better System” that is dynamic and works as a client attractor. HOW by having a great client attraction newsletter along with at least 2 other ways to get to know you either your conference call series system or your seminar series. If you are not familiar with the Inspired Advisor Know Me Better System then read more here.
You must allow space and opportunity for interaction and conversations that are not official. HOW by giving them lots of ways of interacting on the fly ie: blogs, forums, newsletter email backs, your email posted ALL over your site AND some people use instant chat.
You must make your voice and photos very accessible to the outside world. HOW by posting a lot of photos of you and the outside and inside of your office if possible. They must feel as if they almost visited you or talked to you already. I am not talking about the usual professional photos. Yes some of those but lots of the casual photos of you doing things you love to do AND with your family if possible. If you have the website freedom to post audio then get YOUR short audios up there asap. More coming soon inside the Masters Circle on how and why to use audio to attract clients.
You must be genuine and natural in “everything” that you do. In all communication and all outward facing pieces. HOW by shedding the unwanted overly professional facade that many advisors have. No institutional feel or look. Write everything in familiar and genuine tones.
Some firms are more restrictive in their compliance and don’t allow a lot of customization. It has been my experience in working with loads of advisors from just about every firm imaginable ~ there are usually more customizable opportunities than you may think. Alternatively, there are “always” systems including (the Know Me Better Systems) that are approvable at every firm!
I am going to be running an incredibly powerful two call program in October: the client attraction system on exactly how to convert those pipeline prospects to that first meeting with you!! Step-by-step and easily plugged in YOUR business to start scheduling those meetings!!
By the end of the two calls you will have your system complete with “everything” that you need to plug it in and start those new ideal clients rolling in!
Do a self analysis of how you are doing now in your Know Me Better space between the prospects on the list and getting that first meeting.
Name 5 ways that prospective clients can get to know you much better (without having a meeting or a phone meeting) things like your website, your newsletter, your email updates, your conference call series, your seminars etc.
Take those 5 ways and rate them on a scale from 1 to 5 (1 being the best) by answering the question on how much they are getting to know YOU ~ the genuine and natural YOU not the professional YOU or the Institutional you. There is a difference between the professional you and the genuine you. We will talk more about that later. They need to see the genuine you in order for them to WANT a meeting.
