Why should a potential client choose you?
It’s an interesting question don’t you think? A big one for some and for others a question they struggle to answer. How can you demonstrate that you are credible? What makes you the best choice for them? What is unique about you? I know, most of you hate that question! Remember – people can copy what you do BUT not who you are – that’s one way to answer that uniqueness question.
If you thought in this post I was going to share with you the answer to the question “Why should a potential client choose you?” I’m sorry you’re wrong – this is a crucial exercise that you and your team need to take part in together. There are no short cuts because it’s a serious question for serious times. And, no wishy-washy answers either. Think back to a time where you recently sought expert advice, what were you looking for, why did you choose that particular business? It probably wasn’t because they were like everyone else, was it?
This is a question I ask all my Financial Adviser clients and it doesn’t always make them feel very comfortable and that’s OK, you may also feel uncomfortable thinking about your own answer!
Somewhere along the line you need to be able to say that you are credible, that you an expert and that you can be trusted but just saying those words might not position you any differently from the next Financial Advice business you are being compared to.
Aim to give your potential client the confidence they are seeking that you have the skills, you can demonstrate how you have helped others like them, that you adhere to strict codes of ethics and that you are constantly updating your knowledge and skills because you know that’s what your clients value.
Next time you are having a team meeting or a PD day, suggest this question and see what responses you get. Best practice is to ask this question at least twice a year. If you are a PDM, BDM, General Manager, Team Leader or have a similar role in an Advice business, ask this question and help steer them in the right direction.
Let me know how you go. If you’d like anymore tips, feel free to email me email@example.com