One of the best ways to get your message out there is through presentations either from a stage/platform or online – one to many is far more effective than one to one.

But for many, the idea of actually doing the presentation sends them into a nervous sweat [sometimes that’s actually not a bad thing!].

To help you and more importantly to help others hear your message I’ve written some tips for you below:

1. No more than three key points should be discussed. People simply can’t retain too much information in this type of forum. Don’t baffle the audience. Think three key messages and stick to them.

2. Slow down. Take deep breathes. When people are nervous they can tend to speed up their speech or worse still, mumble. Remeber to breathe.

3. Nerves are good. I hinted at it above. Feeling nervous makes you grounded and you come across as more natural.

4. Own your mistakes. If you missed a key point from the last slide it’s totally OK to admit it. We were often taught that if you got to the end of a presentation and you’d forgotten a key point then offer the audience some ‘bonus’ material and talk about it then! You are human after all!

5. Embrace your flusters! If you feel yourself reddening, sweating or simply getting flustered it’s OK. Walk away from your spot to maybe the other side of the stage or, if you are online change your posture, breathe and continue. You may even want to have a line up your sleeve that you can use to distract the audience at that stage so that you can re-focus.

6. Look up and talk. Never ever read your presentation. It’ll be boring, you won’t be able to project your voice or engage with your audience. Preparation is the key and if you’re as passionate as you say you are about the topic – show it!

7. Stick to the time slot. The number of people that say to me, ‘I’ll wing it!’ scares the living daylights out of me! Why? Because it’s rude to go overtime plus you’ll lose peoples attention.

Presenting is an ideal marketing tactic for any financial adviser – actually let me re-word that, any financial adviser who wishes to. If it’s not up your alley then don’t do it let someone else in the business but make sure you share these tips with them because even the most confident people need some tips now and then!

Need a professional presenter for your next conference, PD day or strategy day? Contact me directly for information about the marketing topics I present. rachel@srscc.com.au

The first thing any professional marketing person thinks of when they read and see all of the media around The Royal Commission is reputation management. Managing the reputations of the thousands of financial advisers and their staff who do outstanding work for their clients day in day out. Ideally you would work from the top down and take a strategic view, but unfortunately, that horse has bolted.

So what can you do as a business to ensure that your reputation remains intact and that you continue to attract and retain the right type of clients, employees and business partners?

There are many ways, but in this post, I’d like to suggest one way. A way that won’t cost you anything and you can start doing today.

Make sure your excellent reputation is visible for everyone to see.

How? Online reviews. I know some of you will grumble when you read this but think about it. 80% of people who meet you for the first time whether told about you through a trusted source of theirs or Google, will check you out online. Why do they do that? Because they want to make sure you have a ‘heartbeat’ [seriously clients have actually used that word] and that you look like you know what you are doing.

Sometimes when people Google your name, your website might not be the first thing that comes up – do it now and see what Google has to say about you. [Finish reading this first!].

If people can read loads of the positive reviews about you, your business and profession surely that has to be a good thing? I know it won’t rid the profession of its current reputation but its a move in the right direction for your business and it won’t cost you anything!

People love to rate things, and we like to read comments about what others have said about things too! I admit I use Tripadvisor. I’m respectful with my feedback and like to read what others have said about places I’m about to spend my hard earned money. I will also admit that I read the comments on Facebook about products that appear in the sponsored spots! Some of them are entertaining! And yes, I have purchased a product because of all the raves reviews!

I know many of you are concerned about all these rating platforms and options available to clients, don’t be. Rating sites and variations of them are here to stay, and they will evolve. What I would suggest you do, though, is take a proactive role in managing your reputation rather than shy away from it.

Here are four simple tips you can start using or, if you are already using them, review them:

1. Own your patch – what people say about you is only one part of the whole reputation landscape. Have content rich visibility on social platforms, for example, LinkedIn, Facebook, and your blog. By having relevant up to date information, you are beginning to show the world that you are knowledgeable. I’m not saying that anyone who shares content is brilliant, instead, if you have content that is visible online, it’s a good start!

2. Be proactive – I keep saying this…when you post an article on a social platform don’t just post the information and give yourself a tap on the back! All you’ve done is clog up the system like many others out there! When you post something, ask for a comment, ask for some feedback – aim to get some engagement. There are 101 reasons why you would do that simple action but in the context of this post, if you ask for feedback and each time you get responses [and they will be good] it is another way to help develop your reputation. It shows people that others do like you and like to communicate with you positively.

3. Ask – rather than running away from online reviews, ask for them! Sometimes if you don’t ask, you don’t get. If you make it part of your plan to get lots of positive comments from your clients and business partners, it will again, help build a positive reputation for you. Ask for them on FB, LI, Google reviews, your website and Adviserratings to start with

4. Take note – actually, take the time to read what words your clients are using when they are describing your service. Are there common words being used? Do you use the same words to describe what it is that you do? If not, why not?

Don’t let the increase in online rating platforms rattle you, instead, accept that they are here to stay and embrace the opportunity to be able to engage with people and make your positive reputation visible to others.

First of all, allow me to clarify what I mean by the term ‘business development’. Business development means the act of participating in actions that will help grow the business. In simple terms then yes would be the answer.

But why do so many financial advisers not actively business develop?

The following answers may surprise you:

1. I don’t have time to business develop

2. Business development is a sales role, and I’m not in sales

3. We get all our new clients through existing clients

4. We wouldn’t know where to start

5. I don’t need any more work at the moment

When we look at advice businesses that are growing a large percentage of them, use the act of business development to help that growth. Whether your advice business is small, medium or large, I would suggest that everyone needs to have a business developer within the company.

7 Benefits of business development

The benefits are vast. However, I have listed the top 7  below:

1. Makes the business more visible

2. Helps create a reputation for the business

3. Informs others that you are open to introductions [new clients]

4. Expands your networks

5. Expands your thinking

6. Starts to position you as a thought leader

7. Leads to increased revenue and more value

7 Tactics you can implement.

Firstly I would recommend you have a strategy. What is the aim of your business development, what do you want to achieve, what is your message etc.?

Here are 7 business development activities for you to consider or perhaps share amongst the team:

1. Attend ‘outside’ industry events. Attend at least one new event each month. An event where you won’t meet other advisers.

2. Target other organisations where your target client works. Propose some educational seminars/workshops that you could hold to bring their employees up to speed with all things financial – related to them of course.

3. Use content marketing to create your reputation and visibility. Commit, share and build your online audience.

4. Consider developing professional groups where other professionals come and network – this can be online or offline.

5. Develop a ‘call register’ to stay top of mind with all strategic business partners.

6. Develop some key sponsorship relationships that support your brand value and attend the events.

7. Participate in some research – look at partnering with another organisation to complete it. Develop the research paper and attend presentations where you talk about the findings.

Business development should undoubtedly be part of your overall growth strategy; the question is, do you have one?

The word trust, according to the dictionary means ‘reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.’ Which I believe we would all agree on.

But why is it that people trust some financial advisers and perhaps not others? Is it qualifications? Is it because they are part of a particular association? Is it because they have been in the profession for over 20 years?

None of the above.

Over the years I have personally interviewed clients of financial advisers. Not through an online survey but actually one on one. One of the standard questions I ask is, ‘When you first met Bob, why did you decide you could trust him?’

The answers?

• Top answer – Because he was referred to me by my Accountant and I trust my Accountant.
• Next answer – We just really liked him, he comes across as very personable.
• Next answer – He took the time to listen to us.

Interesting answers but I’m never surprised. Not once has a client said because my adviser has XYZ qualifications or belongs to a particular association. It’s all those intangible things that people use to judge you and decide whether or not they can trust you.

I don’t discount qualifications by any stretch of the imagination and nor would clients I’m sure if they knew more about them. I assume clients expect their adviser to have a certain level of qualification. Perhaps next time I’ll ask them!

My point is, from a marketing perspective never underestimate the power of introductions from others. Focus your marketing efforts on developing healthy, sustainable professional relationships and receive more of the right type of client.

Remember introductions can come from a variety of channels, other professionals, your existing networks, alumni, your online community, the list is endless.

Never let your finger off the pulse because introductions from others are one of the main reasons potential clients trust you to start with.

I’m not really one for having favourites, that said, I do have a few favourite actors one being Morgan Freeman.

Channel surfing the other day, I landed on an old Graham Norton show – Morgan Freeman was one of his guests.

The interview was about promoting new movies; how do you do it, what’s the best way etc.

Morgan Freeman’s response was poetic [to my ears anyway!].

He said, ‘ Word of mouth is the only form of marketing. You can promote all you like, but if you get no reviews, it’s a waste of money.’

Couldn’t have said it better myself!

Yes, he was talking about promoting movies, but the same approach goes for financial advice too.

A common mistake made by financial advisers [and other professionals too] is going directly to the market through internet advertising and so forth and not having any reviews.

I know in our house if a movie doesn’t have a particular number of reviews, the boys won’t watch it! How is it in your house?

If your marketing material doesn’t show any reviews of your value, your service and the outcomes you can get for people, like Morgan Freeman says, ‘It’s a waste of money.’

We all know that gaining new ideal clients is typically achieved through word of mouth. However, I am seeing more and more financial advisers trying to go directly to the market to attract ideal clients. If this is you, please include as many reviews about you as possible.

You can gain reviews on a plethora of platforms now, for example, Google, Facebook, LinkedIn and sites set up to rate financial advisers.

Tip: Whenever you get a review ask permission [from that person] to share it on your marketing collateral too.

A promotion without any reviews is a waste of money! Thank you, Morgan Freeman!

What’s the number one marketing activity?

In my inbox, this morning was an email from someone [I won’t name who or what industry – but you know me, I only work in the financial advice world!]. They were informing me [and others too on their list] that 2017 had been a very successful year; biggest growth year to date. Nice to slap yourself on the back sometimes, have no problem with that. Then, they committed one of the biggest marketing mistakes you can make. They offered me $200 if I referred someone to them. The t’s and c’s around the $200 was a mile long!

If you have read any of my posts, you will know that I don’t like the word ‘refer’. I prefer an introduction. Secondly, you will know that I do not support the notion of paying someone to ‘refer’ clients. It makes a business appear desperate, low brow and not as successful as they claim they are.

Chasing clients in that manner will damage your reputation, respect and value. No-one whether you are in a relationship [personal variety], partnership or business wants to be chased. It can come across as needy, as though you are begging for clients; which I suppose you [metaphorically speaking] are.

It’s the basic push versus pull marketing approach.

Modern day marketing calls for you to demonstrate your value and expertise so that clients come to you.

You know what clients value about your advice business. You know why they remain a client and why they are happy to pay the fees that you charge. All you need to do is communicate it. Create a marketing and communications strategy that articulates your unique points and benefits clients get from working with you.

Get the information out into the arena where your ideal clients are. It could easily be through other professional businesses or, through social channels – the point is – publicity is what you are aiming for not sending an email asking others to refer people to you for $200!

Show the world how you can help them, the value you can add to their lives through your blog, video marketing, newsletters, marketing collateral and all the other various channels that successful financial advisers are using.

I appreciate that creating marketing communications tactics can be overpowering and not something you want to or like to do – that’s how SRSCC can help. However, please do not fall into the trap of using old marketing ways that simply don’t work and do more harm than good to your reputation, value and success.