I just participated in a workshop in Seattle with an outstanding group. 50 plus advisors with average LOS of 20 years plus. Experienced, seasoned, successful and best of all committed and eager to improve their performance. As someone who has chosen the vocation of helping others improve their performance, I can tell you there is nothing more fun than working with people who want to get better. Conversely there is nothing more frustrating and demoralizing than trying to help someone who doesn't believe they need any help. You now the type. Status quo is O.K. for them. But this program was different. This was an "opt in" program. And not only did these advisors have to raise their hands to participate, but they also had to qualify to get into the program. And the program was awesome. A complete curriculum spanning several months, with over 140 hours of content, delivered both in the class room and through self directed study. This was truly aimed at helping advisors improve their performance. This wasn't a training event. Instead, this was a learning program. These advisors wanted to learn how to execute at a higher level and they were being given the resources, knowledge and opportunity to practice and build mission critical skills.
My part of the program involved tactics to attract new high net worth clients. One of the key skills I teach in this practice area is how to articulate your value proposition, or as we frame it, your "branding message". What excited me most about this group was the passion they had for wanting to perfect their branding message. They wanted to find just the right words to express their value proposition, in essence their promise to their clients. Now keep in mind that this was a veteran group. Average LOS of 20 plus years. Yet at each break they kept coming up and asking me to help them refine their message. "What do you think of this"? "Tell me again the way you said that". "What works best here"? Even after the program I was getting emails asking for feedback and input.
These were experienced professionals. They regularly explain this kind of stuff to prospects and clients. The "what they do". Yet they know how important this message is and they were willing to take the time to re-examine their current message and in most cases re-invent it entirely. Wow! Nothing more impressive than watching a thirty year veteran in our business, redefine their personal vision of how they add value to their clients. And to see them get excited about that means.
So are you willing to re-examine your branding message? If so, here are some tips. Start first by thinking of what space you want to occupy in your clients mind. Brand in many ways is about competing for mental real estate. Think about any great brand and ask yourself, what do you associate with that brand? What is the experience of that brand? What needs would you expect to be fulfilled by that brand?
Now ask yourself, what do your clients associate with "brand you"? What needs would they look to you to fullfill? Do they have a complete picture of what you can do? To check this last one, ask yourself this, have you ever heard one of your clients say "I didn't know you did that". If so, and be honest we have all heard that on, it is a good indication your messaging is not allowing you to stake out the right real estate in your clients minds. I say that because I know exactly what hapened prior to you hearing your client say those words. They told you about something they did or bought from someone else. You then said, "I could have done that for you". And then they said. "I didn't know you did that." Ouch. That one probably cost you some money.
So whose fault is it that your client goes elsewhere to do something they could do with you? Yeah, that's right. Its you. Its your responsibility to educate your client about what they should expect from. What you can help them with. What your value add is. But you say, "there is some much to tell them, where do I start"? That is why it is so important to have a well thought out, well rehearsed message. Think about a message that can cover these four points. First, "what do you do"? Second, "how do you do it"? Third, "what are the resources of your firm"? And forth, "what distinguishes your practice from a service perspective". These four points can serve as foundational frame work for crafting your personal branding message.
My part of the program involved tactics to attract new high net worth clients. One of the key skills I teach in this practice area is how to articulate your value proposition, or as we frame it, your "branding message". What excited me most about this group was the passion they had for wanting to perfect their branding message. They wanted to find just the right words to express their value proposition, in essence their promise to their clients. Now keep in mind that this was a veteran group. Average LOS of 20 plus years. Yet at each break they kept coming up and asking me to help them refine their message. "What do you think of this"? "Tell me again the way you said that". "What works best here"? Even after the program I was getting emails asking for feedback and input.
These were experienced professionals. They regularly explain this kind of stuff to prospects and clients. The "what they do". Yet they know how important this message is and they were willing to take the time to re-examine their current message and in most cases re-invent it entirely. Wow! Nothing more impressive than watching a thirty year veteran in our business, redefine their personal vision of how they add value to their clients. And to see them get excited about that means.
So are you willing to re-examine your branding message? If so, here are some tips. Start first by thinking of what space you want to occupy in your clients mind. Brand in many ways is about competing for mental real estate. Think about any great brand and ask yourself, what do you associate with that brand? What is the experience of that brand? What needs would you expect to be fulfilled by that brand?
Now ask yourself, what do your clients associate with "brand you"? What needs would they look to you to fullfill? Do they have a complete picture of what you can do? To check this last one, ask yourself this, have you ever heard one of your clients say "I didn't know you did that". If so, and be honest we have all heard that on, it is a good indication your messaging is not allowing you to stake out the right real estate in your clients minds. I say that because I know exactly what hapened prior to you hearing your client say those words. They told you about something they did or bought from someone else. You then said, "I could have done that for you". And then they said. "I didn't know you did that." Ouch. That one probably cost you some money.
So whose fault is it that your client goes elsewhere to do something they could do with you? Yeah, that's right. Its you. Its your responsibility to educate your client about what they should expect from. What you can help them with. What your value add is. But you say, "there is some much to tell them, where do I start"? That is why it is so important to have a well thought out, well rehearsed message. Think about a message that can cover these four points. First, "what do you do"? Second, "how do you do it"? Third, "what are the resources of your firm"? And forth, "what distinguishes your practice from a service perspective". These four points can serve as foundational frame work for crafting your personal branding message.
