As Financial Advice businesses struggle to think about stories to share with clients and ways they can differentiate themselves, some are finding that the solution has been sitting right in front of them for years – their heritage; simply put the number of years they have been in business. I’ve often said that just saying you have been in business for 25 years isn’t enough and it’s not UNLESS you approach it the right way. It’s not about patting yourself on the back but rather talking about the great benefits you have been able to bring to clients, employees and business partners. How many people have to help transition into retirement? How many people have you helped pay off their debt? How many people have you helped grow their wealth? How many people have you employed over the years?
People respect a company that has a heritage, which can prove they have helped people over the years solve their problems. If that’s you, you have earnt the right to promote it.
Promote it as a competitive advantage by creating meaningful connections with potential clients, existing clients, and business partners. Ways in which you can achieve that are through visual content – images of when the business first started, perhaps what the building looked like, pictures of the staff and long lasting clients.
Consider a video of the founding member talking about why the business started and how things have changed over time regarding investment trends and business practices. People enjoy watching ‘down memory lane’ videos.
You can talk about how the business remains relevant and up to date – this will demonstrate that your company invests in its people, processes, and systems – clients like a heritage business that has evolved over the years because it proves that you can survive the good times and the bad!
One of the golden ways to promote your heritage is through others; your clients and business partners. Ask them to talk about how many years they have been in business with you, why they remain a client and what your advice has done for them.
In a world, that shows no signs of slowing down, how you remained relevant, current and engaged with your clients will ultimately lead to your success.
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