How do clients know you exist? how do potential referral partners know you exist? how do they find you? if they were to wonder down a shopping mall that only housed Financial Advisers “The Financial Advisers Mall” do you think they would see your business or would they walk straight past? “What are they looking for?” you may ask yourself as they walk past.
Knowing where your ideal client is looking for you is a great first step in developing your marketing strategy. Do they search online? read magazines? talk to work peers or ask family and friends? given the amount of access we have to the internet and how much information is written about financial services, what do you think about it all? what’s your position? what do you stand for? what’s your point of view? Clients pay for leadership.
Everyone who becomes a client should be asked the question “How did you hear about us?” then record the answer, and develop a campaign to leverage whichever channel is the most profitable one. No point wasting time on channels that aren’t profitable. How much are you paying to acquire a new client through professional relationships verses through your own network?
When do clients look for you? track at what stage a client needs your services because that will also help you develop your marketing strategy, it’ll help you develop your message. You may see a trend. It may be that you attract clients who have recently been retrenched, just about to retire, reached 40 and looking for wealth creation.
I know many Advisers think that when they were referred their name was the only one given out, unfortunately my research shows that is not always the case. Many people don’t want the responsibility of giving only one name “We use Jack Smith as our Adviser but you should check out at least two others as well before you make your own decision”
Why should they pick you?
Write your comments down, share if you wish but please write your answers down!
