How do you convince a potential client that you are an expert? Because you are an expert aren’t you? that’s how you have positioned yourself and your company as experts in your field? do you think it’s your qualifications? years of experience perhaps that make you an expert? having spoken to literally hundreds of clients of financial advisers this year I would like to suggest that none of that is important. What clients told me is the advisers ability to communicate and clarify issues made them experts in their minds nothing else. They assumed the adviser had all the right qualifications but at the end of the day when deciding between one adviser and the other it was an easy choice – the one that could clearly communicate in simple plain English got the new client! the better you can communicate the better you are perceived. Not a new concept is it? but when was the last time you really thought about the way you communicate your value? chances are never. You’ve been doing this for years why would you need to refresh how you communicate?
Your ability to communicate your value, explain the options facing the client, recommend advice makes you an expert! by communicating in a brilliant way and by giving clarification to clients, they will perceive you as an expert; as a trusted adviser who won’t cloud the issues in the future. Clear communication moves the potential client from curious to committed.
More often than not, when a potential client or referral partner tells you they want to ‘think about it’ it means they aren’t really clear on the outcome, the value you will provide, because it’s really an outcome their looking for.
Strive to be a clear communicator both online and offline, give clarity and exactly what your client and referral partner are looking for; piece of mind.