Congratulations! You’ve got a hot new lead that wants a new financial advisor and is interested in your practice. Let’s draw up some papers, cross those T’s, dot those I’s, and make this relationship official–
Oh, wait, they have a financial advisor already. While they’re not satisfied with what their advisor’s been doing lately, they’ve been together for a while, and your hot new lead doesn’t know how to break up with them. I guess you’re out of luck, right?
Don’t give up that easily. Here’s how you can help a potential client dump the zero (their current financial advisor) and get with the hero (you)!
Let Me Down Slowly…
First, don’t rush your lead. (No need to turn this into a fight!) Switching to a new financial advisor is going to be a bit of a process, and that will have to start with ending the relationship with their old one.
A slower phase out might make them more comfortable. Instead of a hurried, frantic rush between two advisors, they’ll know you’re taking the time to incorporate their wants and needs into your practice.
…and Remember the R-E-S-P-E-C-T
As a financial advisor yourself, you know how closely you work with your clients. Unless there is a serious issue, the same is true for your peers. Recognize that your new client has probably been with their advisor for a while and that they might have some anxieties about making a change.
However, you can note that, regardless of how tight a client might feel with their advisor, it’s still a business relationship. Unless the other advisor waived all fees and renounced all commissions, they’re not doling out retirement advice as a friendly gesture. Highlight this part of their relationship if your potential client seems hung up on the past.
You Oughta Know
If a client is looking for a new financial advisor, they’re clearly in need of something they haven’t been receiving. Get them to specify, in clear terms, what exactly they’re not getting from their current advisor. Write it down, even — it’ll help your client clarify what they’re dissatisfied with and give you the opportunity to address them yourself.
Was the old financial advisor too conservative with their strategies and missed potential gains? Were they too reckless and needlessly lost client assets? Did they not communicate enough? Did the client feel more like a number in the corporate books and less like a human being? They’ll have their reasons for leaving — make sure they’re clear, concise and communicable to the advisor they’re leaving.
Someone Like You
What is it that you, as the new financial advisor, bring to the table? What makes you more of a winner than that other guy who doesn’t know a 401(k) from a 5K?
Demonstrate that you have what they’re lacking. Do you have any special expertise most other financial advisors don’t, like working with federal employees? Show it off! Even something like a newly renovated office can make the difference between simply talking to a potential client and making them an essential part of your practice. The key is differentiation: you know what sets you apart from the pack, so hammer those points home.
With all this in mind, we imagine you don’t want to be the next financial advisor someone breaks up with. How do you cement yourself as a reliable partner? Simple — build a great relationship with all your clients! Involve everyone by establishing a client advisory board, reward them through a referral community, and host a client appreciation event to show them you care. This Valentine’s Day, be the financial advisor they want and need.
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